Record financial pressure, a split market:
How many American shoppers are stretching every dollar hile others pay more for quality and values.
U.S. shoppers are under more financial pressure than at any time since dunnhumby's Consumer Trends Tracker (CTT) began in 2022. Nearly two in three would struggle to cover an unexpected $400 expense, more than a third have skipped or cut meals for financial reasons, and perceived food inflation has rebounded to 24%.
But this isn't simply a story of shoppers spending less. They are stretching every dollar: spreading trips across more formats, trading to smaller packs and private brands, and moving online, while a growing minority pays more for premium, local and sustainable choices.
This latest report delivers timely, actionable insights to help retailers, brands and suppliers understand what's driving change, and how to respond.
Key numbers
64% would struggle to cover an unexpected $400 expense (+7pp, a tracker high)
29% shopped at a convenience store, the fastest-growing format (+6pp)
48% identify themselves to earn rewards, the lowest level since July 2022 (−4pp)
31% order groceries for delivery most or all of the time (+6pp, a tracker high)
Download the U.S. Consumer Trends Tracker report now
Changes are against December 2025 (Wave 12).
What's inside the report
Financial pressure: why financial and food insecurity reached tracker highs, and how quickly they rose
Channels, formats and retailers: where spend is moving, from convenience and dollar stores to online pureplay, plus the 10 most-shopped retailers
Stretching every dollar: the price, pack size and private brand choices shoppers are making
The core of the shopper relationship: the needs that still decide where people shop, and where premium fits
Digital, delivery and AI: record delivery and app use, and how shoppers are using AI tools for grocery
Implications for retailers and brands: four priorities to act on now