With data from UK and US audiences, 3,098 consumers aged 18+ from the UK and US, three main consumer behaviours have appeared for 2026. 

• Price Domination

Price is the leading purchase driver across both markets, shaping consumer behaviour and determining which product they take home.

• Flavour Innovation

For many shoppers, taste is the deciding factor, and a distinctive flavour can be enough to pull them away from brands they already know.

• Brand Differentiation

In-store visibility plays a crucial role, with many consumers only deciding what to buy once they reach the shelf.

 

Price Domination

As inflation calms down, purchasing patterns remain the same: with 70% of US and UK consumers seeking deals and 71% of US consumers willing to change brands for better pricing. To meet the demand, American stores like Costco and Walmart use private-label manufacturers for their value ranges, Kirkland Signature and Great Value. This allows them to lower prices and maintain quality at the same time. In the UK, EDLP (Everyday Low Pricing) stores have taken the market by storm, with Lidl and Aldi leading. They primarily focus on savings with store brands and dupes rather than name-brand items. They trade almost solely on the fact that they have lower prices.

 

Flavour Innovation

Not all companies can compete on price, so some are focusing on new flavours to help them stand out. 50% of consumers prioritise flavour, and 59% would change brands for a unique flavour, making it an important factor to both acquire and maintain customers. The flavour innovation that is standing at the forefront is anything spicy. PepsiCo, owner of Walkers Max, Doritos, and Wotsits, and Absolut are pioneering this. Absolut’s most recent innovation is their collaboration with Tabasco for a new spicy vodka releasing in February 2026. Partnerships are one of the safest ways to innovate your flavour profile, as you are using an already established brand and taste that has proven results. The use of private-label manufacturers can also help with this, as they let you make unique versions by making specific changes to a base product.

 

Brand Differentiation

As 55% of consumers decide what to buy at the shelf, your packaging becomes an essential part of the purchasing process. The best ways to do this are through sustainable packaging, functional benefits, and clean ingredients; even where in the shop your product is placed can impact sales decisions. This is also seen in online stores with thumbnails serving the same purpose, and SEO-optimised product descriptions being paramount for discovery. In e-commerce, you have even less time and visibility than in-store, making it more important to display the difference in your brand compared to your competitors. 

 

Location-Specific Marketing Mixes

Each country has its own preferences for how they want to be marketed to and how they interact with the marketing. So it is important to understand your audience as individuals rather than a single group. 73% of US consumers are willing to share their personal data for personalised deals, driving sales and adding value to your database. 45% of UK consumers are willing to pay a premium for sustainable products and packaging, allowing you to improve your brand image and meet regulations whilst retaining customers. They are also best met through social media ads, as 28% of UK consumers purchase products directly this way.

 

If you offer ways for merchants to meet these CPG demands, then find out more about exhibiting at White Label World Expo and get yourself in front of 16,000 e-commerce and retail decision makers here.