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48% of U.S. consumers are ready to switch brands if prices rise due to tariffs.
Many households feel squeezed. They see prices going up. They also see product sizes getting smaller. These changes feel unfair. 62% of consumers suspect businesses are raising prices and lowering quality at the same time. This breaks trust. When trust breaks, loyalty breaks too.
Younger shoppers are changing their habits fast. 63% of Millennials and 58% of Gen Z are already spending like there is a recession. This is the first time they are doing this as adults. They are more likely to switch brands. 64% of Gen Z shoppers say they have changed where they spend their money. These shoppers are not just looking for cheap prices. They want to know why a price went up. They also want the brand to be honest.
67% of U.S. consumers would accept a price hike if the brand clearly explains the reason. Silence or surprises push them away.
61% of all consumers are already trading down to cheaper products. Many switch to store brands.
79% of Gen Z shoppers wait for a sale before buying. Yet 90% will pay more for a brand they trust. Fair pricing builds loyalty.
86% of shoppers now buy private label products for at least some items. Many say store brands are just as good as national brands.
36% of shoppers have left their favorite brand just to find a better price. Price is now the main reason they switch.
Every report is human-checked and delivered in one business day. You get the latest numbers, not last quarter’s.
Current data sources include DEPT® NavigatorIQ (n=4,000+ across five markets, June 2025), Gartner (n=1,539 U.S. consumers, October 2025), EY Future Consumer Index (n=20,000 across 26 countries, March 2025), Korn Ferry/Savanta (U.S. May 2025), RDSolutions (n=250 U.S. grocery shoppers, May 2025), and PwC Gen Z analysis (2025).
48% of U.S. consumers are ready to switch brands if prices rise due to tariffs.
Many households feel squeezed. They see prices going up. They also see product sizes getting smaller. These changes feel unfair. 62% of consumers suspect businesses are raising prices and lowering quality at the same time. This breaks trust. When trust breaks, loyalty breaks too.
Younger shoppers are changing their habits fast. 63% of Millennials and 58% of Gen Z are already spending like there is a recession. This is the first time they are doing this as adults. They are more likely to switch brands. 64% of Gen Z shoppers say they have changed where they spend their money. These shoppers are not just looking for cheap prices. They want to know why a price went up. They also want the brand to be honest.
67% of U.S. consumers would accept a price hike if the brand clearly explains the reason. Silence or surprises push them away.
61% of all consumers are already trading down to cheaper products. Many switch to store brands.
79% of Gen Z shoppers wait for a sale before buying. Yet 90% will pay more for a brand they trust. Fair pricing builds loyalty.
86% of shoppers now buy private label products for at least some items. Many say store brands are just as good as national brands.
36% of shoppers have left their favorite brand just to find a better price. Price is now the main reason they switch.
Every report is human-checked and delivered in one business day. You get the latest numbers, not last quarter’s.
Current data sources include DEPT® NavigatorIQ (n=4,000+ across five markets, June 2025), Gartner (n=1,539 U.S. consumers, October 2025), EY Future Consumer Index (n=20,000 across 26 countries, March 2025), Korn Ferry/Savanta (U.S. May 2025), RDSolutions (n=250 U.S. grocery shoppers, May 2025), and PwC Gen Z analysis (2025).