Rising living costs are reshaping consumer brand loyalty as shoppers increasingly question price increases and turn to credit and other financial resources to cover everyday essentials, according to a new Omnisend survey.
The survey of 1,075 U.S. consumers found that 67% said higher prices have changed how they feel about brands they once liked. More than half, 56%, said they have stopped buying from those brands, while 22% said they trust them less.
Driving that shift is growing skepticism about how companies determine their prices. Eighty-five percent of respondents said they believe brands and retailers often use inflation as an excuse to raise prices more than necessary.
Consumers aren’t rejecting all price increases, however. Better product quality was the most accepted justification for paying more, cited by 19% of respondents, followed by higher wages for workers at 16% and rising ingredient or material costs at 15%.
“Consumers understand that costs change, but they want those changes to make sense. Clear communication about why prices are rising, whether it’s better products, higher wages or more expensive materials, goes much further than simply asking shoppers to pay more. Transparency has become part of the value consumers expect from brands,” said Marty Bauer, E-commerce Ecxpert at Omnisend.
The financial pressure is also affecting how consumers pay for necessities. Thirty percent of respondents said they had used credit to cover essentials such as groceries, gas, utilities, rent or medical bills during the previous three months.
Another 20% said they had borrowed money from friends or family to cover expenses, while 18% used Buy Now, Pay Later services and 17% tapped savings that had been intended for something else.
Groceries stand out as a particular source of pressure, with 30% of consumers identifying them as the everyday expense that feels most “out of control.”
Consumers are also noticing the effects of shrinkflation, in which product sizes decline while prices remain the same. Nearly two-thirds, 65%, said groceries are where shrinkflation is most obvious, while 59% said they regularly notice instances of it. Twenty-nine percent consider shrinkflation the most unfair type of price increase.
“The financial safety nets people once relied on for emergencies are increasingly becoming part of the monthly routine,” Bauer said. “When households are using credit and borrowing to cover essentials while also feeling they’re getting less for their money, it’s no surprise that confidence in both their finances and the companies raising prices starts to fade.”
The findings suggest brands and retailers face a growing challenge as inflation and household budget pressures influence not only what consumers buy, but also how they perceive the companies behind those products. As shoppers become more selective, clear explanations for price increases and a demonstrable value proposition could become increasingly important to maintaining consumer trust.
The survey was commissioned by Omnisend and conducted by Cint in June 2026. Quotas for age, gender, income and place of residence were used to achieve a nationally representative sample. The survey has a margin of error of plus or minus 3%.
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