New study: Over 1 in 4 Americans hit their limit on the prices of household staples

“The Big Shrink” is here: Pricing pressures have caused Americans to pull back, with over 6 in 10 (62%) saying their ‘purchasing power’ and income in relation to prices is decreasing — and their money doesn’t go as far as it used to (82%). A majority (79%) note household goods like cereal and chips dwindling in serving sizes, according to new research from Empower, a leader in financial planning, investing, and advice.

Some 78% are using more of their budget on essential items, and 27% have hit a pricing limit, and aren’t willing to pay anything more for many grocery staples, or will cut the items from their shopping lists. Prices are 20% more expensive than February 2020 according to CPI data¹ — so consumers would need to pay $1,218 now for their dollars to have the same purchasing power as $1,000 in 2020.² Consumers say they’ll quit buying goods including:

• Coffee: Over a third of people aren’t willing to pay even $1 more for a cup of joe.
• Bread: 1 in 5 Gen X will stop buying loaves of bread if the price increases by more than a buck.
• Fresh produce: 1 in 5 Gen Z will chop fresh fruits and vegetables from their shopping lists if the price increases by $1.
• Snacks: 20% of Millennials are not willing to pay one dollar more for snack foods like bags of chips or chocolate bars.

Quality and quantity

Almost half (45%) of people notice a change in quality of items they’ve been buying for years — 79% say there are less chips in the bag, and 54% say that chocolate costs more, but doesn’t taste as good. Price increases can influence loyalty, too: around 75% of Americans say it turns them off from a brand, and many are switching over to generic/store-owned brands (77%). Three in four believe the higher prices go, the less they’re getting in return.

Price check

Sizes aren’t the only thing getting smaller: Americans believe Time is Money, and 29% say their amount of free time is shrinking, feeling priced out of enjoying it (58%) as costs have risen. Nearly half of Americans feel priced out of retiring at the age they want (49%), along with financial goals like home ownership (48%), leaving an inheritance (50%) and paying for a college degree (41%). The sentiment extends to starting a business (38%) or buying a piece of one, through investing in the stock market (40%).

Still, optimism remains: 28% of Americans think prices will keep dropping before the end of this year. A third feel they have the opportunity to grow financially by paying down debt (33%) and investing (17%).

More findings:

• Inflation generation: 87% say they’re “fed up” with rising prices. Baby Boomers are the least willing to pay more than products’ current prices.
• The long and short on goals: 47% of Americans say they have less disposable income. But inflation is taking a slice out of larger money goals, too: 35% have less in emergency savings, 24% say their net worth is shrinking and 17% worry they’ll have to work longer to retire.
• Tipflation and fees: 45% say they are being asked to tip more in places where they didn’t tip 10 years ago. Nearly three-quarters (73%) say extra fees are being added where they haven’t had to pay in the past.
• Stocking up: In the last year to save money, 53% switched to a generic brand, 34% downloaded a store’s app for rewards/coupons and 21% purchased a store membership to get benefits like free shipping.
• Getting smaller: 68% say new houses are getting smaller, but not cheaper. More than half (57%) say streaming services have increased prices, but there is less content.
• Dreaming it: Close to a third (30%) would sacrifice their vacation time in order to achieve their financial goals; 1 in 5 would give up their dream home (22%).
• Up and down: 37% like the concept of dynamic pricing, even at a grocery store. Two in 5 plan to split more prices with family and friends to make ends meet.

Visit The Currency™ to read Empower’s full research report, “The Big Shrink.”

Methodology: The Empower “The Big Shrink” study is based on online survey responses from 2,203 Americans ages 18+ fielded by Morning Consult between March 22nd–24th, 2024. The survey is weighted to be nationally representative of U.S. adults (aged 18+).

1 U.S. Bureau of Labor Statistics. The Consumer Price Index, June 2024 compared to February 2020.

2 U.S. Bureau of Labor Statistics. CPI Inflation Calculator. June 2024 price change of $1,000, as compared to June 2020.

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