INDUSTRY NEWS | ANALYSIS
Ibotta projects consumers will spend 18% more on food and 12% more on pet categories.
REPORT Grocery shoppers predicted to spend more on food in 2026 as buying behavior evolves Increase in food spending also reflects a shift to more health-and-wellness products, Ibotta says
GROCERY SHOPPERS are expected to spend more on food in 2026 even as infla - tion’s direct impact continues to ease, though value remains the top priority, according to Ibotta’s third-annual State of the Spend report. Ibotta projects consumers will spend 18% more on food and 12% more on pet catego - ries, while spending in all other categories is expected to remain relatively flat this year. The increase in food spending also reflects a shift toward health-and-wellness products. The research, released in early February and based on responses from more than 5,000 grocery shoppers, shows consumers have cemented “defensive” strategies such as store switching and deal-seeking. These behaviors signal a strong preference for flexibility and price-first decision-making. More shoppers also say they no longer associate quality exclusively with branded CPG products, a trend that’s reflected in the
continued growth of private-label products. Fewer consumers are planning grocery trips in advance, and 68% of shoppers who discovered a new product through a promo - tion later purchased it. “The findings in our State of Spend report confirm a critical shift: Value isn’t just a trend, but the center of gravity for the American consumer,” said Chris Riedy, chief revenue officer at Ibotta Inc. “Years of
economic volatility have forged a new type of shopper, creating a massive opportunity for CPGs to redefine how they show up. To win in this new normal, brands can’t simply be guests in the retail ecosystem. They must move beyond traditional playbooks and use intelligent offers to meet shoppers where they are, whether on a planned trip or through spontaneous, deal-driven discovery.” —Bill Wilson
“The findings in our State of Spend report confirm a critical shift: Value isn’t just a trend , but the center of gravity for the American consumer.” –Chris Riedy
6 SUPERMARKETNEWS.COM WINTER 2026
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