GLEN ALLEN, Va., June 17, 2025 ~ According to a recent survey conducted by RDSolutions, a staggering 86% of U.S. shoppers have turned to private label products for at least some of their regular purchases as grocery prices continue to rise. This trend highlights the growing price sensitivity among consumers, especially in the face of inflation and potential global tariffs.

The survey, which was conducted in May 2025 and included 250 verified U.S. consumers, found that price is the main factor driving store and brand choices for shoppers. In fact, 87% of respondents rated price as a 6 or higher on a 10-point scale when deciding where to shop, with 44% giving it a rating of 9 or 10. Additionally, 62% of shoppers stated that they would switch stores if they perceived prices to be too high.

Lee Kallman, Chief Commercial Officer at RDSolutions, commented on the findings saying, "These results highlight the significant role that price plays in consumer loyalty towards both retailers and brands. Economic challenges such as inflation and tariffs are causing shifts in consumer behavior and those who do not adapt quickly risk losing market share."

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The survey also revealed that consumers are not only changing where they shop but also what they buy. When faced with rising prices, 42% of shoppers opt for cheaper alternatives while another 20% choose to skip certain items altogether. Only 11% stick to their usual brands regardless of price.

Interestingly, among those who have switched to private label products, a majority (75%) believe that store-brand items are just as good or even better in quality compared to national brands.

When asked about what defines a "good value" for food items, respondents cited factors such as price compared to similar products (36.8%), size or quantity (27.6%), brand reputation (12.8%), discount offers (10.8%), and organic/natural vs conventional options (10%).

The survey also found that promotions, such as buy-one-get-one deals, have a significant impact on consumers' perception of value, with 65% stating that they are influenced by these offers. In addition, 28% of shoppers reported buying fewer items overall as prices continue to rise.

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It is worth noting that 84% of respondents believe that economic conditions, such as inflation and tariffs, directly affect food prices in their area.

These findings were discussed in a recent webinar hosted by RDSolutions and moderated by retail analyst Phil Lempert. The session featured RDSolutions CEO Jake Blondin and CCO Lee Kallman and can be accessed for replay on the company's website.

The survey was conducted through a structured online questionnaire and included a mix of genders, age groups, household incomes, and geographic regions. While the data provides directional insights into changing consumer behavior, it is important to note that it may not be representative of the entire population.

For a more comprehensive look at the survey findings, including consumer price sensitivity, store-switching behavior, and private label insights, the full report can be downloaded from RDSolutions' website.

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