The data from the State of Supply Chain Consumer Pulse survey highlights a distinct divergence in consumer behavior. Rather than a uniform reduction in spending, shoppers are reallocating budgets based on personal health priorities and value. Nearly half of respondents have curtailed purchases of snacks and junk food, while 39% have reduced their beef intake. Despite these cutbacks, 68% of consumers maintain that fresh groceries are worth a premium price.

Economic anxiety is driving these changes, with 71% of shoppers fearing that geopolitical tensions, tariffs, and supply chain disruptions will further inflate costs over the next six months. To mitigate these pressures, 51% of consumers are timing purchases to match promotions, while 47% have pivoted toward private-label brands. Retailers are also facing scrutiny regarding quality, as shoppers increasingly identify shrinkflation—products feeling smaller or lower in quality—as a primary frustration.

For supply chain operators, this volatility creates a difficult planning environment. Laurence Brenig-Jones, VP of Product at RELEX, warns that the greatest risk for manufacturers is assuming a monolithic response to rising costs. Because demand is shifting unevenly across specific categories, success now depends on the ability to forecast and respond at a granular level. With 86% of organizations already reporting impacts from trade policy changes, the pressure to align inventory with rapidly evolving household priorities has become a critical operational mandate.