Price Top Driver of Grocery Buys, Study Shows

When it comes to buying decisions in today’s grocery aisles, the top three priorities are price, price and price. In these tumultuous times, what something costs now outweighs taste and brand loyalty, a new survey by consumer insights platform Zappi concludes.

Zappi bases its conclusions on a nationally representative study of 2000 U.S. consumers. Key findings from the survey include:  70% of consumers cite price or value as the top influence when shopping for snacks and beverages; nearly one-third of consumers (32%) say they would buy the least-expensive option on shelves that meets their needs regardless of brand; and more than 90% of consumers say they have adjusted their shopping behavior in response to increased costs.

“Consumers are under real financial pressure, and with nearly one-third willing to buy the cheapest option that meets their needs, the era of growth driven by price increases is coming to an end,” Nataly Kelly, CMO at Zappi. “Overcoming data fragmentation and staying continuously connected to consumers will unblock the execution challenges standing in their way.”

Below are some other specific findings from Its survey:

Grocery bills continue to climb: In the last 6 months, nearly a quarter indicate their grocery bill has risen by more than $75 a week.

Brand loyalty is weakening: Compared to Zappi’s previous 2025 tariff research, consumers who buy only brand-name products have dropped from 21% to 10%.

Increased cost driving price and variety trade-offs: Consumers who would buy an item “at any price” fell from Zappi’s tariff research last year from 21% to 14% for snacks and 24% to 17% for beverages.

Consumers prioritize price, but values still shape brand choice: Just 12% of consumers would pay “a lot more” for brands aligned with their values, while nearly half say they wouldn’t pay more at all.

Click here to download the full report.