July 9, 2026
Amir El Tabib
Not to state the obvious, but the current economy is tough. Slower wage growth coupled with increasing prices means that shoppers are seeking value now more than ever. With the right partners, strategy, and execution, consumer packaged goods (CPG) brands can connect with these consumers where they shop, understand changes to their buying behaviors, and ultimately drive incremental sales.
The age of the value consumer
Ibotta’s latest consumer trends report, The 2026 State of Spend: Navigating the New Normal of Value-Centric Shopping, reinforces what many of us experience every day — shoppers’ view of the economy is increasingly negative. Oddly enough, while a majority of people surveyed shared that perception, we also saw a decrease in those that say the economy has a direct impact on their grocery spending habits.
These contradicting sentiments may be reconciled by a trend toward value retailers and the use of digital offers. According to the survey, 76% of shoppers say they’ve shopped with Walmart either online or in store in the past 30 days. The promise of Every Day Low Prices ideally positions the retailer to draw in consumers during this economic downturn. Additionally, 64% of shoppers say they rely on digital coupons or cashback offers, like the ones distributed through the Ibotta Performance Network. This gives CPG brands a strong opportunity to increase their household penetration. By selecting the right retailer and seeking out additional savings opportunities, the value consumer is able to minimize the impact of the current economic strain.
The fight for trial
Our study also uncovered a critical gap: only 26% of the cart is made up of first-time purchases. This small segment represents a big growth opportunity for CPG brands. The payoff for attracting a new shopper can be huge - 76% of shoppers surveyed agree that once they find a brand they like, they stick to it.
According to a recent Circana Household Lift™ study that examined the impact of an Ibotta campaign on sales of Chomps® products, households exposed to the campaign spent an average of 15% more on Chomps® than those who were not. These findings show that digital offers aren’t just about quick sales from a short-term discount — they drive trial and capture market share. And a successful trial can quickly secure a product a regular spot in a shopper’s cart. For brands, this makes driving trial a key strategy for acquiring market share in the value economy.
A partner that performs
While CPG brands navigate this value economy, they don’t just need top-of-funnel exposure and impressions — they need a strong call-to-action and measurable outcomes. Partners that can prove results become an indispensable part of their marketing plan. As the exclusive provider of Manufacturer Offers on Walmart properties, the Ibotta Performance Network is uniquely positioned to grow brand share-of-wallet through pay-per-sale efficiency paired with closed-loop measurement. This performance/insights combo helps CPG marketers understand exactly what behavior changed and why with proven outcomes. Across the Ibotta Performance Network, we consistently see this pattern — when offers are embedded natively into the shopping journey, they move from a cost center to a growth engine.
