Consumer Behavior

Consumers fast becoming value seekers

Photo: Generated by AI. Adobe Stock.

July 11, 2025

Four in 10 American consumers are considered value seekers and seeking out brands that offer more value for the price.

That's a top finding from a Deloitte report, "The Value-Seeking Consumer: Competitors Could Lose Out to Brands Offering More than Low Prices."

The data revealed how value and price are linked and that brands providing extra value are growing consumer share, according to a press release.

Nearly half (49%) of Gen X and (43%) of Boomers engage in value-seeking behaviors, challenging a notion that financial pressures contribute to younger generations (millennials at 40% and Gen Z at 44%) seeking more value.

"Consumers are more discerning than ever, weighing the value they receive with their purchases. And while low-income earners may look for value out of necessity, higher-income households increasingly put value at the top of their shopping lists," Mike Daher, vice chair and U.S. consumer industry leader, Deloitte, said in the release.