Survey: Consumers to prioritize lowest prices in coming months

Nearly six-in-10 (57%) consumers say that rising grocery prices have caused them to cut back on non-essential shopping.

Amid price uncertainty as a result of new tariffs, brand loyalty may soon take a hit as consumers look to find the cheapest products.

More than half (55%) of consumers say they plan to prioritize products with the lowest prices when shopping in the coming months, according to a survey of consumers and retailers by cash back shopping platform Rakuten.

Nearly four-in-10 (39%) consumers cite inflation as having the most impact on their 2025 shopping plans. More than three-quarters (77%) of those surveyed believe prices will continue to increase throughout the year, leading roughly two-fifths (41%) to say they plan to shop less than in previous years.

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Nearly six-in-10 (57%) consumers say that rising grocery prices have caused them to cut back on non-essential shopping. Shoppers are split on how to address rising grocery prices: 41% are spending more at the grocery store to purchase from the same brands they’re accustomed to, while 39% are shifting to cheaper alternatives. A smaller segment (13%) said they are completely abstaining from buying products affected by price hikes, like eggs.