Nearly half of global consumers are now 'value seekers,' forcing CPG brands to fundamentally rethink their strategies for growth and loyalty. Consumers prioritize affordability and utility, altering purchasing decisions and challenging established brands.
CPG companies are focusing on increasing ad reach to capture these value-seeking consumers. However, their underlying challenges include persistent price pressures and a growing risk of fines for misleading ethical claims. Persistent price pressures and a growing risk of fines for misleading ethical claims create a critical dilemma for brands navigating a complex market in 2026.
Aggressive pursuit of immediate reach and value messaging risks exacerbating a long-term trust deficit if not coupled with genuine efforts toward pricing and ethical transparency. Deloitte reports executives view value-seeking as a long-term structural issue, with consumer behavior change their greatest challenge to volume growth.
Targeting the Value-Conscious Household
CPG brands are adjusting advertising strategies to reach value-seeking consumers. Food Dive advises household-oriented creative for free streaming campaigns, acknowledging co-viewing prevalence. While this captures household attention, it often fails to address deeper structural challenges: fundamental consumer behavior change driven by persistent price pressures and ethical concerns.
The Economic Squeeze on Consumer Wallets
Economic pressures push consumers toward value. Deloitte reports over half of survey respondents (50%+) expect price increases, stemming from international trade policies. International trade policies intensify focus on affordability. Brands focusing solely on broad ad reach miss the point: Deloitte's finding means genuine value, not just perceived value through advertising, is the battleground.
The High Cost of Misplaced Trust
Misleading claims, particularly greenwashing, carry substantial consequences. Catalant reports heavy fines, reaching up to 10% of global turnover in some regions. Such severe financial repercussions for ethical misrepresentation pose a greater existential threat than simply missing value-seeking consumers. Brands pushing 'green' or 'ethical' claims without genuine substance are playing with fire; Catalant's report suggests these regulatory risks now far outweigh misleading marketing benefits.
By Q3 2026, CPG brands that fail to address the root causes of trust erosion through genuine sustainability, authentic promises, and transparent pricing will likely face declining market share and increased regulatory scrutiny.
