The 15th edition of the EY Future Consumer Index (FCI), released on March 27, 2025, has highlighted significant shifts in consumer behavior in the United States as inflation and economic uncertainty reshape purchasing habits.
The study surveyed 20,000 consumers globally, including 1,500 in the US, revealing that 73% of American shoppers have changed their buying habits due to price increases over the past year. Key Findings: Price and Value Take Priority Price Sensitivity: Half (50%) of US consumers now consider
price the most important factor in purchasing decisions. Private Labels: Adoption of private-label products has increased, with 76% of consumers saying these options help them save money—up nine percentage points since September 2023.
However, 55% of those who try private labels switch back to branded options, citing superior quality, taste, or performance. Generational Divide: Older generations (Gen X and baby boomers) are more likely to shop at discount retailers and supermarkets (56%), compared with younger consumers (44%), such as Gen Z and millennials.
Changing Consumer Values Inflationary pressures have led shoppers to prioritize price and quality over brand familiarity. Established brands face growing scrutiny when raising prices or reducing pack sizes.
Consumers are most likely to cut back on snacks and confectionery (36%), alcoholic beverages (35%), and dining out or ordering takeout (35%). In contrast, fresh food (32%), household care products (32%), and clothing (31%) remain more resilient categories…
