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Our latest NIQ Perspective uncovers how affordability pressures are permanently altering value perceptions, shopping behaviors, and channel performance across FMCG.
These shifts will shape loyalty, growth, and innovation playbooks through 2030—demanding a redesigned value experience now..
Why it matters
Affordability is now the dominant force in U.S. food and beverage—resetting willingness‑to‑pay, shifting dollars across channels, and redefining category baselines.
Value boundaries are hardening:
More consumers are abandoning once sticky products/services as “not worth it,” signaling a lasting reset in willingness to pay..
Club is reframing value:
Dollars are moving out of Grocery as shoppers—across income tiers—seek value per ounce over price per unit.
Private label sets the baseline:
Rising dollar and unit share elevate trust and pressure brands to innovate beyond price.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“As affordability reshapes the American pantry, consumers are responding with unprecedented discipline. The biggest risk for our industry isn’t rising prices — it’s underestimating how permanently consumer expectations have shifted. These aren’t temporary adjustments; they’re a fundamental rewrite of what value means in today’s market. Brands and retailers must recognize this permanence early, redesign around it, and deliver value so intuitively that price stops being the friction point altogether.”
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why Meet With NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
