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Rethinking Value Beyond Price | Retail and Consumer Products Outlooks 2026 | Deloitte Insights

Deloitte’s latest Retail and Consumer Products Outlook spotlights a growing cohort of value‑seeking shoppers. The research, based on 3,600 brands and nearly a million consumer responses, finds that roughly four‑in‑ten U.S. consumers—and almost half globally—prioritize value that transcends price, cutting across income brackets, even among households earning over $200,000. The study introduces a “more‑value‑for‑price” (MVP) framework that maps price against perceived value. Core non‑price drivers emerge: quality, trust, and attitude. In grocery, faster checkout and helpful associates lift perceived value; in hotels, luxury brands leverage superior service and location; in automotive, trusted service departments command premium pricing. Key examples underscore the breadth of the trend. One‑quarter of high‑income U.S. households identify as value seekers, debunking the low‑income myth. MVP brands capture a 2% household‑share shift in grocery over three years and consistently higher net purchase intent, while Wall Street analysts are already using MVP metrics as an alternative data screen. For CEOs and investors, the implication is clear: embedding non‑price value drivers can boost consumer intent, shift market share, and enhance economic value relative to EBITDA. Brands that fail to adopt the MVP lens risk losing relevance in a market where value is defined by experience, trust, and convenience as much as by cost.