Perceptions of Brand Value are Suffering in an Uncertain Economy
Key Takeaways
The share of U.S. adults who say grocery, retail, CPG, and apparel brands are a “poor value” has ticked up over the past five years.
Nearly one-quarter of financially pessimistic consumers say that QSR brands are not a good value, and 22% say the same about apparel brands, with Gen Zers more likely than older shoppers in every category to consider brands to be a poor value.
Rebuilding perceptions of value through transparency, consistency, and customer experience must be a priority for business leaders.
More consumers are starting to believe their go-to brands aren't worth the price.
Across major consumer categories, more Americans now view brands as a poor value, a sentiment that’s gaining ground alongside volatile consumer confidence. Gen Zers and financially pessimistic consumers are especially likely to hold this view as economic anxiety deepens, so does skepticism around brand value. For business leaders, that signals an urgent need to reassess what consumers consider to be worth it in 2025.
More consumers say brands are a “poor value” in relation to their cost
A worrying trend is starting to emerge in Morning Consult brand tracking data: across major categories such as grocery, retail and CPG, more consumers now believe that an aggregate group of brands in each category are a “poor value” in relation to their cost compared to just a few years ago. These shifts aren’t massive, but they are consistent, signaling an erosion in the trust consumers place in brands to justify their prices. Added to this, consumers are concerned about persistent inflation, elevated interest rates, and lingering economic uncertainty. Households are more cautious with spending, meaning consumers are scrutinizing whether their purchases deliver true value.
Perceptions of poor value for frequently-consumed categories are on the rise
This matters because consumer perception of value is a key indicator of brand strength. In a softening demand environment, when consumers are more selective, even a small rise in negative sentiment can translate into lost share, reduced loyalty, and greater price sensitivity. Value isn’t just about price though — it's about the relationship between cost, quality, and experience. Brands that once benefited from a perception of reliability or quality are now being reevaluated through a more critical lens.
Financial pessimists are more likely to believe brands aren’t a good value
The shift in perceptions of value across consumers as a whole should concern business leaders. But certain groups are more likely than others to find brands to be a poor value compared to their prices, For example, consumers who are pessimistic about their personal finances — those who say they believe their finances will be “worse off” in the next 12 months than they are now — are more likely than adults in general to believe brands in these categories are a poor value. Nearly one-quarter (24%) say that QSR brands are not a good value, 5 points more than the general public, and 22% say the same about apparel brands.
Consumers who are worried about their finances are also scrutinizing brand value
The cohort of financial pessimists includes about 1 in 5 U.S. adults, and though it tends to skew slightly older, it is representative of income levels across the general population. In other words, low-earners are no more likely to feel pessimistic than those in high-income households. But what’s perhaps most concerning is that the group has grown in share in recent years, up 9 points from the beginning of 2020.
As economic uncertainty looms, this group threatens to grow even more, perhaps further threatening perceptions of value for commonly-purchased products.
Gen Z shoppers are most skeptical of brands’ value
Beyond psychographics, there is a demographic group that should raise flags for brands in this atmosphere. Gen Zers, a key demographic for many brands in these categories, are more likely than older shoppers in every category to consider brands to be a “poor value”. At least 1 in 5 say brands in grocery, QSR, discount retail, apparel and CPG food are not a good value in relation to their cost.
The category where they diverge most from their older counterparts is in grocery — 21% find grocery stores to be a poor value, at least 7 points more than every other generation. Perhaps this is because Gen Zers are newer shoppers in the category, but it also may be related to the fact that purchases in this sector are more essential than others. In other words, it’s easier to assign value to purchases that are fun such as apparel and fast food, while the basic must-haves draw more ire.
Gen Zers are more likely to say brands in all major categories are a poor value than older shoppers
For business leaders across all categories, the takeaway is clear: rebuilding perceptions of value must be a strategic priority. This doesn't necessarily mean slashing prices, but rather doubling down on transparency, consistency, and customer experience. In frequently-purchased categories where product parity is high, the brands that win will be those that can clearly deliver a value proposition that aligns with today’s more discerning consumer mindset.
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Lindsey Roeschke is an analyst whose work focuses on behavior and expectations of consumers in the travel & hospitality and food & beverage categories, particularly through a generational and cultural lens. Prior to joining Morning Consult, she served as a director of consumer and culture analysis at Gartner. In addition to her research and advisory background, Lindsey has more than a decade of experience in the advertising world. She has lived and worked in seven cities across four continents.