Observed Signal · Apr 13, 2026 · Research Report · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Customer Loyalty Shifts from Price to Value, CPG Report Finds
Zappi's latest CPG Mega-Trends Report reveals that price-led growth strategies are becoming unsustainable for Consumer Packaged Goods (CPG) brands. With 80% of shoppers reporting increased grocery bills and 93% changing habits to combat inflation, consumers increasingly prioritize perceived value over price. Only 10% of shoppers now purchase exclusively brand-name products, while 66% mix brands with private-label goods, and 60% view private labels as equal or superior in quality. The report highlights a critical AI implementation gap: while 90% of CPG decision makers consider AI important, only 6% have a strategic AI plan. Brands are urged to centralize data, accelerate feedback loops, and adopt new KPIs such as Perceived Value Rating (PVR), Omnichannel Penetration, Retail Media Yield, and Workflow Efficiency Gains to compete effectively in an omnichannel, value-driven market.
The article provides industry research on CPG marketing shifts from price-based to value-based strategies, with direct implications for retail media and AI adoption in advertising.
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Key Takeaways & Evidence Grounding
- Zappi's CPG Mega-Trends Report finds 80% of shoppers report higher grocery bills in the past six months.
- Only 10% of consumers now purchase exclusively brand-name items, down 11 percentage points in six months.
- 71% of shoppers now prioritize value over taste (54%) for snack and beverage purchases.
- 60% of CPG leaders report misalignment between financial reporting and operational business structure.
- Only 6% of CPG decision makers have a strategic plan for AI, despite 90% saying AI is important.
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1 Entity mapped“In Zappi's latest CPG Mega-Trends Report, 80% of shoppers say their grocery bill has gone up within the past six months....”
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