Value-Seeking Behavior Gains Momentum
According to the report titled “The Value-Seeking Consumer: Competitors Could Lose Out to Brands Offering More than Low Prices”, around 40% of U.S. consumers now identify as value-seekers. These individuals focus on getting the most for their money, often embracing cost-saving habits and forgoing certain conveniences. This trend spans sectors such as retail, travel, groceries, restaurants, and automotive—and it’s not limited to any one demographic.
Economic Pressures Shape Consumer Priorities
The uncertain economic environment has made consumers more cautious. Rising prices have led to reevaluations of what constitutes fair value. Deloitte’s ConsumerSignals data shows that the Value-Seeking Behavior Index rose by 10% between September 2024 and April 2025, reflecting increased frugality in areas like food delivery and entertainment. Though the index dipped by 6% in May, the broader trend remains strong.
Value-Seeking Across All Demographics
Contrary to common belief, it’s not only younger generations feeling the pinch. Nearly half of Gen X (49%) and Boomers (43%) are considered value-seekers, along with 40% of Millennials and 44% of Gen Z. Surprisingly, even affluent households are embracing this mindset—23% of those earning $200,000 or more prioritize value, and among young, high-income families, that figure rises to nearly 30%.
How Spending Habits Are Changing
Consumers are cutting back significantly on non-essential purchases. Spending on personal care, home goods, furnishings, and entertainment is expected to decline by 40–50%. High-income value-seekers are making even deeper cuts, reducing spending in categories like dining, apparel, and recreation by as much as 60%, while still prioritizing essentials like housing and transportation.
More Than Price: Quality, Trust, and Reliability
Price is important—but it’s not everything. Deloitte’s research shows that 10–40% of perceived value comes from attributes like quality, reliability, and brand trust. In sectors such as grocery, hospitality, and dining, quality is often the top consideration when choosing where to spend.
Strategic Implications for Brands
To succeed in this new landscape, brands must evolve into MVPs—Most Valuable Players—by delivering more than just affordability. Emphasizing quality, consistency, and consumer trust can foster loyalty and improve long-term performance. Deloitte notes a 2% uptick in consumer spending at MVP brands in grocery, restaurant, and hotel sectors, underlining the market impact of this shift.
Conclusion
The rise of value-seeking behavior marks a pivotal change in consumer expectations. As inflation and uncertainty persist, brands that focus on delivering genuine value—not just low prices—will stand out. Deloitte’s report is a valuable resource for businesses aiming to adapt and grow in today’s competitive market.
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