Consumers remain financially stressed and are looking to brands and retailers for value, convenience, personalized deals and experiences. According to RRD’s latest CPG + Grocery Consumer Report, a surprising 88% of consumers are frustrated by rising prices. This report explores how the impact of inflation and the rising cost of everyday essentials is changing shopper behavior. Based on a survey of more than 1,800 consumers and 254 grocery, pharmaceutical and pop experts (including insights from RRD industry experts), the report highlights key trends for marketers looking to remain competitive and relevant in this challenging environment. presents and provides strategies.
Below is a summary of the report’s key findings:
Consumer priorities and pressures
Consumers at all income levels are feeling the strain of rising prices, especially when it comes to grocery shopping. Essentials like food and drinks are a major source of frustration for 86% of shoppers.
These concerns extend beyond groceries to other key categories, including health-related items (78%) and household items (75%). Even wealthier households are not immune, with a significant proportion (79%) expressing dissatisfaction with rising costs.
Industry experts at RRD suggest that brands can address these issues by focusing on personalized promotions and relevant discounts to help shoppers feel supported while increasing loyalty.
Buyer Strategies to Maximize Your Budget
People are changing the way they shop for groceries to make more money. Economic pressures are driving actions like stocking up on sales, with 41% of shoppers citing this as their top strategy. Other common approaches include buying fewer items (37%), switching to cheaper name brands (37%) or own-brand store brands (35%). Coupons and discounts remain essential tools for saving, with 34% of consumers only purchasing products when they are on sale or accompanied by a coupon. Additionally, 32% of shoppers stick to a strict shopping list to avoid unplanned spending.
Factors that drive consumers’ purchasing decisions
When making shopping choices, consumers consider more than price. Convenience and proximity remain important, with 68% of shoppers, especially baby boomers (76%), prioritizing stores close to home. But it’s also important to have fun while shopping. Approximately 32% of consumers, including Gen Z (39%), Millennials (37%), and parents (38%), will make an effort to shop at stores that make shopping fun and varied.
Retailers face the challenge of balancing convenience and experience. According to industry experts at RRD, this requires investing in loyalty programs and personalized offers while testing and implementing new strategies based on real data. A proven approach can help brands better meet the needs of today’s value-driven shoppers.
What shoppers want and expect from your brand
Consumers know exactly what they want. The majority (59%) prefer to shop with retailers that understand their buying habits and offer relevant deals, while 55% appreciate customized discounts or rewards that make them feel valued. Customized recommendations are also attractive. 52% of shoppers say they enjoy it when stores recommend products based on their interests. Personalization also plays an important role in loyalty. 47% of consumers say personalized messages and offers strengthen their connection to a specific brand or store.
Local products and advertising are also becoming big deals. More than half (57%) of shoppers like stores that carry locally grown or produced products, and 56% would like to see more advertising for these local products.
When choosing where to shop, people are most concerned about getting good deals, high-quality products, special offers and keeping their data private, an increase of 19 points from 2023 to 2024.
Stay ahead of consumer trends
Understanding these consumer and industry trends can help you develop strategies to improve shopper engagement in 2025. Access the full report for additional insights and expert recommendations on the CPG and grocery sectors.
