Time Over Price: Shoppers Are Trading Deals for Speed and Simplicity

“Value has shifted from price tags to
time saved. With shoppers fatigued
by deal-hunting and prepared food
prices rising, retailers must price
convenience with discipline—
introduce speed tiers, meal-level
bundles, and transparent
‘minutes-back’ claims—while
manufacturers redesign SKUs and
pack sizes to deliver speed without
sticker shock. My recommendation:
make minutes the metric, and set
price ladders so the time premium
never outruns the value story.”

Chris Costagli
Vice President, Thought Leadership, F&B Insights Lead
NIQ