PoweRanking® 2023

Growth Through Shopper-Defined Value

Value, in terms of the net value delivered to shoppers for the price they pay at shelf, has been a recurring theme throughout Kantar’s discussions with industry leaders this year.  

The concept, and its dynamics, have also emerged across nearly every one of our conversations during this year’s PoweRanking. The current climate has made value top of mind for shoppers, leading suppliers and retailers to mirror those concerns coming into 2024. This value-centric focus is fueled by macroeconomic realities, such as less government assistance and the resumption of student loan payments, and has cascaded to retail realities such as inflation and its close cousin, “shrinkflation.” 

Over the last year, retail inflation has made for some healthy top-line growth. However, the focus on dollar growth has masked the fact that traffic and trips have eroded. While the precise direction of inflation and consumer spending is unclear for the next 12-18 months, it is evident that US consumers across socioeconomic groups will continue to be mindful of how they can get the most for their money. The open question is how manufacturers and retailers will respond to this environment, but we expect both to refocus on units and trips.