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data-component="mdc-c-module-wrapper" data-module-theme="dark" data-module-background="deep-blue" data-module-category="AnchoredHero" class="ArticleDefault_mck-c-article-default__SfYQE"><style></style><div data-component="mdc-c-background-image" class="mdc-c-bg-image___GJdv1_2734c4f background-image-article-default ArticleDefault_mck-c-article-default__parallax-container__fZ7Iq"></div><div class="ArticleDefault_mck-c-article-default__gradient__Uu21n"></div><div class="ArticleDefault_mck-c-article-default__wrapper-content__XOe9C"><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-col-lg-12"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-col-lg-start-1 mdc-u-grid-col-lg-span-10"><div><h1 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-2 mck-u-animation-slide-down ArticleDefault_mck-c-article-default__heading__bv6rL"><div>How US consumer behavior is changing: Insights for CPG companies</div></h1></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-10 mck-u-animation-blur-in-800 ArticleDefault_mck-c-article-default__description__sjoe9"><div><time datetime="2022-10-27T00:00:00Z">October 27, 2022</time> | Video</div></div></div></div></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-gutter-xxl"><section data-layer-region="article-body-header" class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400 byline-share-container"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-8 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-8 mdc-u-ts-9"><span> </span><span class="AuthorsByLine_mck-c-authors-byline__author__XdrlD"><span class="AuthorsByLine_mck-c-authors-byline__no-wrap__Ced0j"><a data-component="mdc-c-link" href="/our-people/kari-alldredge" class="mdc-c-link-inline___7DRrt_2734c4f mdc-c-link-inline--secondary___YKoOK_2734c4f"><span class="mdc-c-link__label___Pfqtd_2734c4f">Kari Alldredge</span></a></span></span></div><div class="mdc-u-grid-col-md-start-8 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-8 mdc-u-grid-col-lg-end-11 ArticleContent_mck-c-article-content__share-tools__kWRRw"></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-5"><div class="mck-u-links-inline">With inflation at record highs and consumer sentiment at record lows, consumer-packaged-goods companies need to sharpen their brands’ value propositions and invest in innovation.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"><p><strong>US consumers are noticing higher prices</strong> when they shop, and they’re not feeling too optimistic about their financial future—but they haven’t stopped spending. That’s good news for consumer-packaged-goods (CPG) manufacturers. Still, consumers are making spending decisions differently now than they did in the past, and CPG companies need to understand—or, even better, anticipate—these changes. This video explores four themes that CPG companies would do well to keep in mind as they navigate the uncertainty in today’s US market.</p>  <p>Watch the video to learn more about:</p> <ul> <li>the “trading down” trend—and what that looks like depending on category, channel, and segment</li> <li>the recent rise in private labels’ market share, after a two-year period of stagnation that began with the COVID-19 crisis</li> <li>retail channels that are continuing to grow in spite of inflation</li> <li>differences among demographic groups when it comes to spending and sentiment—for example, high-income millennials are showing the strongest net intent for future spending</li> </ul> <p>In light of these trends, it’s more critical than ever for CPG companies to develop a deep understanding of consumer segments, refine the value propositions of their brands and products, and invest in innovation. For more on US consumer sentiment and behavior, see “<a href="/capabilities/growth-marketing-and-sales/our-insights/the-great-uncertainty-us-consumer-confidence-and-behavior-during-inflationary-times">The Great Uncertainty: US consumer confidence and behavior during inflationary times</a>” and read (or listen to) the following episodes from the <em><a href="/featured-insights/mckinsey-on-consumer-and-retail-podcast">McKinsey on Consumer and Retail</a></em> podcast: “<a href="/industries/consumer-packaged-goods/our-insights/taking-the-pulse-of-the-us-consumer">Taking the pulse of the US consumer</a>” and “<a href="/industries/consumer-packaged-goods/our-insights/understanding-the-ever-evolving-always-surprising-consumer">Understanding the ever-evolving, always-surprising consumer</a>.”</p></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid 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class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f Card_content-block__pF6Z1"><span>Article</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-6"><a data-component="mdc-c-link" href="/capabilities/growth-marketing-and-sales/our-insights/us-holiday-shopping-2022-tis-the-season-to-be-cautiously-optimistic" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link___lBbY1_2734c4f"><div>US holiday shopping 2022: ’Tis the season to be (cautiously) optimistic</div></a></h6></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/industries/consumer-packaged-goods/our-insights/taking-the-pulse-of-the-us-consumer" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-takin-0 { aspect-ratio: 16/9 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class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/industries/consumer-packaged-goods/our-insights/understanding-the-ever-evolving-always-surprising-consumer" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-under-0 { aspect-ratio: 16/9 }</style><img alt="Understanding the ever-evolving, always-surprising consumer" class="picture-uniqueKey-under-0" src="/~/media/mckinsey/industries/consumer%20packaged%20goods/our%20insights/understanding%20the%20ever%20evolving%20always%20surprising%20consumer/standard-understanding-the-ever-evolving.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f Card_content-block__pF6Z1"><span>Podcast</span><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-6"><a data-component="mdc-c-link" href="/industries/consumer-packaged-goods/our-insights/understanding-the-ever-evolving-always-surprising-consumer" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link___lBbY1_2734c4f"><div>Understanding the ever-evolving, always-surprising consumer</div></a></h6></div></div></div></div></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"How US consumer behavior is changing Insights for CPG companies","displayName":"How US consumer behavior is changing Insights for CPG companies","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"40f9df93-e446-497a-b4f4-470c06fbff6b","itemLanguage":"en","itemVersion":1,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"683910db-02ba-40ba-92e7-726c880160a9","templateName":"ArticleJSS","placeholders":{"jss-main":[{"uid":"232bb7e9-289f-492d-a916-2b6185e44a84","componentName":"ArticleTemplate","dataSource":"","fields":{"data":{"articleTemplate":{"title":{"jsonValue":{"value":"How US consumer behavior is changing: Insights for CPG companies"}},"sEOTitle":{"value":""},"description":{"jsonValue":{"value":"With inflation at record highs and consumer sentiment at record lows, consumer-packaged-goods companies need to sharpen their brands\u0026rsquo; value propositions and invest in innovation."}},"sEODescription":{"value":""},"displayDate":{"jsonValue":{"value":"2022-10-27T00:00:00Z"}},"body":{"value":"\u003cp\u003e\u003cstrong\u003eUS consumers are noticing higher prices\u003c/strong\u003e when they shop, and they\u0026rsquo;re not feeling too optimistic about their financial future\u0026mdash;but they haven\u0026rsquo;t stopped spending. That\u0026rsquo;s good news for consumer-packaged-goods (CPG) manufacturers. Still, consumers are making spending decisions differently now than they did in the past, and CPG companies need to understand\u0026mdash;or, even better, anticipate\u0026mdash;these changes. This video explores four themes that CPG companies would do well to keep in mind as they navigate the uncertainty in today\u0026rsquo;s US market.\u003c/p\u003e\n[[Video 1]]\n\u003cp\u003eWatch the video to learn more about:\u003c/p\u003e\n\u003cul\u003e\n \u003cli\u003ethe \u0026ldquo;trading down\u0026rdquo; trend\u0026mdash;and what that looks like depending on category, channel, and segment\u003c/li\u003e\n \u003cli\u003ethe recent rise in private labels\u0026rsquo; market share, after a two-year period of stagnation that began with the COVID-19 crisis\u003c/li\u003e\n \u003cli\u003eretail channels that are continuing to grow in spite of inflation\u003c/li\u003e\n \u003cli\u003edifferences among demographic groups when it comes to spending and sentiment\u0026mdash;for example, high-income millennials are showing the strongest net intent for future spending\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eIn light of these trends, it\u0026rsquo;s more critical than ever for CPG companies to develop a deep understanding of consumer segments, refine the value propositions of their brands and products, and invest in innovation. For more on US consumer sentiment and behavior, see \u0026ldquo;\u003ca href=\"/capabilities/growth-marketing-and-sales/our-insights/the-great-uncertainty-us-consumer-confidence-and-behavior-during-inflationary-times\"\u003eThe Great Uncertainty: US consumer confidence and behavior during inflationary times\u003c/a\u003e\u0026rdquo; and read (or listen to) the following episodes from the \u003cem\u003e\u003ca href=\"/featured-insights/mckinsey-on-consumer-and-retail-podcast\"\u003eMcKinsey on Consumer and Retail\u003c/a\u003e\u003c/em\u003e podcast: \u0026ldquo;\u003ca href=\"/industries/consumer-packaged-goods/our-insights/taking-the-pulse-of-the-us-consumer\"\u003eTaking the pulse of the US consumer\u003c/a\u003e\u0026rdquo; and \u0026ldquo;\u003ca href=\"/industries/consumer-packaged-goods/our-insights/understanding-the-ever-evolving-always-surprising-consumer\"\u003eUnderstanding the ever-evolving, always-surprising consumer\u003c/a\u003e.\u0026rdquo;\u003c/p\u003e"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":false},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"RegisteredUsers"},"value":{"value":"Registered Users"}}},"articleType":{"targetItem":{"displayName":"Video"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"mobileReady":{"boolValue":true},"forClientsOnly":{"boolValue":false},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2022-10-27T00:00:00Z"}},"footnotes":{"value":""},"contributoryPractice":{"targetItems":[{"displayName":"Consumer Packaged Goods"}]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003cstrong\u003e\u003ca href=\"/our-people/kari-alldredge\"\u003eKari Alldredge\u003c/a\u003e\u003c/strong\u003e is a partner in McKinsey\u0026rsquo;s Minneapolis office.\u003c/p\u003e"},"authors":{"targetItems":[{"template":{"id":"3FBABDB63A094F68B1F8E1BBE1BA124E","name":"Author"},"id":"FD1286BE0E934FCDBB2AD439DF116905","name":"Kari Alldredge","authorTitle":{"value":"Kari Alldredge"},"description":{"value":""},"thumbnailImage":{"alt":"","src":null},"profile":{"targetItems":[{"standardImage":{"src":"/~/media/mckinsey/our people/kari alldredge/kari_alldredge_profile_1536x1152.jpg","alt":""},"emailLinks":{"value":"Kari_Alldredge@mckinsey.com"},"linkedInUrl":{"value":"https://www.linkedin.com/in/karialldredge/"},"description":{"value":"Serves consumer-facing clients on commercial topics including growth strategy, marketing, and sales while helping to achieve significant performance improvement "},"locations":{"targetItems":[{"name":"Minneapolis","displayName":"Minneapolis"}]},"firmTitle":{"value":"Partner"},"thumbnailImage":{"alt":"","src":"/~/media/mckinsey/our people/kari alldredge/kari_alldredge_headshot_988x741.jpg"},"url":{"path":"/our-people/kari-alldredge"}}]}}]},"nonPartnerAuthors":{"targetItems":[]},"interactiveToUse":{"targetItem":null},"enableArticleComponents":{"boolValue":false},"relatedArticles":{"targetItems":[{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"US holiday shopping 2022: \u0026rsquo;Tis the season to be (cautiously) optimistic"},"url":{"path":"/capabilities/growth-marketing-and-sales/our-insights/us-holiday-shopping-2022-tis-the-season-to-be-cautiously-optimistic"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Despite continued economic uncertainty, US shoppers are looking forward to spending for the holidays. Retailers that offer good value will come out on top."},"standardImage":{"src":"/~/media/mckinsey/business functions/marketing and sales/our insights/us holiday shopping 2022 tis the season to be cautiously optimistic/us-holiday-shopping-2022-713776945-thumb-1536x1536.jpg","alt":"Happy couple window shopping"},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Taking the pulse of the US consumer"},"url":{"path":"/industries/consumer-packaged-goods/our-insights/taking-the-pulse-of-the-us-consumer"},"eyebrow":{"targetItem":{"name":"Podcast"}},"articleType":{"targetItem":{"name":"Podcast"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"According to the latest Consumer Pulse survey, people across America are changing their shopping behaviors\u0026mdash;and will continue to do so. Companies need to pay close attention."},"standardImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/taking the pulse of the us consumer/podcast- taking the pulse of the us consumer_804104180_thumb_1536x1536.jpg","alt":"Smiling customers shopping in men's boutique."},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Understanding the ever-evolving, always-surprising consumer"},"url":{"path":"/industries/consumer-packaged-goods/our-insights/understanding-the-ever-evolving-always-surprising-consumer"},"eyebrow":{"targetItem":{"name":"Podcast"}},"articleType":{"targetItem":{"name":"Podcast"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"With consumer behavior changing rapidly\u0026mdash;and, often, in unexpected ways\u0026mdash;companies must get better at anticipating and responding to new consumer needs and preferences. Our experts explain how."},"standardImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/understanding the ever evolving always surprising consumer/standard-understanding-the-ever-evolving.jpg","alt":"Understanding the ever-evolving, always-surprising consumer"},"heroImage":null,"thumbnailImage":null}]},"useEnhancedAuthors":{"boolValue":true},"acknowledgements":{"value":""},"showSocialShareFooter":{"boolValue":false},"template":{"id":"683910db-02ba-40ba-92e7-726c880160a9"},"hideFromSearchEngines":{"boolValue":false},"heroFiftyFiftyBackground":{"targetItem":null},"backgroundColor":{"targetItem":null},"gradientDirection":{"targetItem":{"key":{"value":"Bottom Right"},"value":{"value":"bottom-right"}}},"hideStickySubscriptionBar":{"value":false},"enableRegWall":{"boolValue":false},"timer":{"value":"8"},"regWallHeading":{"value":""},"showGoToHomeLink":{"boolValue":false},"regWallDescription":{"value":""},"isInsightsStorePage":{"boolValue":false},"enableRatingsForArticleBody":{"boolValue":false},"enableRatingsForMostPopular":{"boolValue":false},"selectedModalSubscriptions":{"targetItems":[]},"link1":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link2":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link3":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link4":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"link5":{"queryString":"","className":"","anchor":"","linkType":"internal","url":"","text":"","targetItem":null},"fullReportPDF":{"name":"Full Report PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"fullReportPDFDisplayName":{"value":""},"appendixPDF":{"name":"Appendix PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"appendixPDFDisplayName":{"value":""},"articlePDF":{"name":"Article PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"briefingNotePDF":{"name":"Briefing Note PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"discussionPapersPDF":{"name":"Discussion Papers PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"executiveSummaryPDF":{"name":"Executive Summary PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"executiveSummaryPDFDisplayName":{"value":""},"researchPreviewPDF":{"name":"Research Preview PDF","src":null,"displayName":null,"title":null,"keywords":null,"description":null,"extension":null,"mimeType":null,"size":null,"pageCount":null,"thumbnailImageSrc":""},"heroImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/how us consumer behavior is changing insights for cpg companies/how-us-consumer-1341375961-hero-1536x864.jpg","alt":"Man and child walking through department store aisles"},"standardImage":{"src":"/~/media/mckinsey/industries/consumer packaged goods/our insights/how us consumer behavior is changing insights for cpg companies/how-us-consumer-1341375961-thumb-1536x1536.jpg","alt":"Man and child walking through department store aisles"},"heroImageTopOffset":{"value":""},"headerOverlayOpacity":{"targetItem":null},"heroType":{"targetItem":{"displayName":"Existing"}},"photoOverlayOpacity":{"targetItem":null},"hideHero":{"boolValue":false},"renderStackedHeroLayoutForMobile":{"boolValue":false},"articleHeroVideoId":{"value":""},"podcastHeroOmnyAudioID":{"value":""},"heroBespokeInteractiveID":{"value":""},"bespokeHeroRenderMode":{"targetItem":null},"audio":{"results":[]},"disruptor1up":{"results":[{"mediaID":{"value":"cop"},"title":{"value":"Explore COP29 with McKinsey"},"description":{"value":"Join our series of dynamic virtual events during COP29. 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