Consumer Backlash Over Inflation Pricing Eroding Brand Loyalty
Event summary
- 85% of Americans believe brands are exploiting inflation to overcharge, per Omnisend survey of 1,075 consumers in June 2026.
- 56% have stopped buying from preferred brands due to price hikes and shrinkflation.
- 30% used credit for essentials in past three months; 29% call shrinkflation most unfair pricing tactic.
- Groceries are the top expense feeling 'out of control' (30%), with 65% noting shrinkflation there.
The big picture
This survey reveals a structural shift in consumer behavior as inflation persists, with brands facing unprecedented loyalty challenges. The data suggests pricing strategies are now a primary driver of trust erosion, forcing retailers to balance cost recovery with perceived fairness. The trend toward short-term financial coping mechanisms indicates broader economic pressures extending beyond discretionary spending.
What we're watching
- Pricing Transparency
- How brands will respond to consumer demand for clearer justification of price increases.
- Financial Stress Indicators
- Whether rising reliance on credit and BNPL signals longer-term household financial strain.
- Category Vulnerability
- The pace at which shrinkflation accelerates in other consumer staples beyond groceries.