Shoppers Prioritize Price Over Brand Amid Ongoing Inflation: Ibotta's State of Spend Report

Ibotta's 2026 State of Spend Report reveals that 62% of shoppers now prioritize price over brand, driving CPG brands to adopt promotions to drive trial and loyalty. The report also finds that consumers are less impacted by inflation, but still value flexibility and price-first decision-making. Shoppers are now more open to new products and store switching, making promotions an essential tactic for CPG brands to drive incremental sales.