2026年CPG钱包：家庭支出结构是否发生转变？

Household spending isn’t collapsing. Household spending isn't collapsing. It’s being recalibrated—and that recalibration nowshows up at every income level.It's being recalibrated-and that recalibration nowshows up at every income level. Power The brands growing through this market aren't the ones with the lowest prices. They'rethe ones that have stopped renting customers and started building them. The brands growing through this market aren't the ones with the lowest prices. They'rethe ones that have stopped renting customers and started building them. That distinction matters more right now than it has in years. Across income levels, U.S.consumers are still spending on everyday CPG items, but they're doing it under a newset of rules. They're waiting for promotions, trading into private label, switching tocheaper alternatives, and buying with more scrutiny than before. For brands that haveleaned on discounting to drive volume, that behavior has a compounding cost: everypromotional cycle that drives acquisition without building preference is a cycle thatmakes the next one more necessary. That distinction matters more right now than it has in years. Across income levels, U.S.consumers are still spending on everyday CPG items, but they're doing it under a newset of rules. They're waiting for promotions, trading into private label, switching tocheaper alternatives, and buying with more scrutiny than before. For brands that haveleaned on discounting to drive volume, that behavior has a compounding cost: everypromotional cycle that drives acquisition without building preference is a cycle thatmakes the next one more necessary. Power Digital’s latest CPG study shows that household spending isn't collapsing, it'sbeing recalibrated. And that recalibration is the mechanism behind the rentingproblem. When consumers are choosing you primarily because of a deal, stablecategory demand can mask a brand preference that's quietly weakening underneath it. Power Digital's latest CPG study shows that household spending isn't collapsing, it'sbeing recalibrated. And that recalibration is the mechanism behind the rentingproblem. When consumers are choosing you primarily because of a deal, stablecategory demand can mask a brand preference that's quietly weakening underneath it. The question this report is built around isn't whether your customer is still spending. It'swhether they're spending with you because of the brand or because of the discount.Here's what the data shows about how that recalibration is playing out and why itcreates a renting dynamic at every income level, not just among the most price-sensitive shoppers. The question this report is built around isn't whether your customer is still spending. It'swhether they're spending with you because of the brand or because of the discount.Here's what the data shows about how that recalibration is playing out and why itcreates a renting dynamic at every income level, not just among the most price-sensitive shoppers. Budget pressure is real, but it is not thewhole storyBudget pressure is real, but it is not thewhole story Consumers are clearly feeling pressure. Nearly half describe their household budgetas very or somewhat tight, and that pressure is most concentrated among lower-income households. 6 in 10 low-income consumers say their budget has felt tight inthe past three months, compared with 43% of medium-income households and 34%of higher-income households. Consumers are clearly feeling pressure. Nearly half describe their household budgetas very or somewhat tight, and that pressure is most concentrated among lower-income households. 6 in 1o low-income consumers say their budget has felt tight inthe past three months, compared with 43% of medium-income households and 34%of higher-income households. That gap matters, but it does not tell the whole story. The more important takeawayis that financial pressure is shaping consumer mindset well beyond the lowest-income tier. Higher-income households are less likely to describe their budgets astight, but that has not made them immune to more cautious CPG behavior. Themarket is not splitting neatly into “strained shoppers” and “stable shoppers.” It isshifting toward a broader culture of value-seeking, tradeoff-making, andpurchase scrutiny. is that financial pressure is shaping consumer mindset well beyond the lowest-income tier. Higher-income households are less likely to describe their budgets astight, but that has not made them immune to more cautious CPG behavior. Theshifting toward a broader culture of value-seeking, tradeoff-making, andpurchase scrutiny. The pressure may be uneven, but the mindset shift is widespread. The pressure may be uneven, but the mindset shift is widespread. Low HHI (<$50k)59.0%Very/somewhat tighthousehold budget Low HHI (<$50k)59.0%Very/somewhat tighthousehold budget High HHI ($100k+)33.8%Very/somewhat tighthousehold budget High HHI (S100k+)33.8%Very/somewhat tighthousehold bu