Trade-Off Consumer CPG Focus: 1H 2026

The scrutiny consumers are placing on their grocery budgets is lessening to a degree – which is good news – but that doesn’t mean they will be buying more product by volume. They’re not spending less (for now), but they are buying less in terms of sheer quantity -- implementing trade-offs by brand and continuing to seek deals.

To the chagrin of many retailers, consumers continue to shop around and make more weekly trips to get the most bang for their buck. And while these behaviors are elevated among U.S. consumers as a whole, these behaviors are particularly acute for Trade-Off Consumers. How can CPG brands adapt?

Download Big Chalk's latest Trade-Off Consumer report, with specific data on the CPG industry.