#B2B--Zilliant, the leader in pricing lifecycle management, today announced the findings of its inaugural Consumer Price Index Survey. The study of 2,003 U.S. consumers1 was designed to understand eme...
New report shows strong interest in transparency and personalized pricing
AUSTIN, Texas: #B2B--Zilliant, the leader in pricing lifecycle management, today announced the findings of its inaugural Consumer Price Index Survey. The study of 2,003 U.S. consumers1 was designed to understand emerging pricing trends and consumer sentiment in today’s dynamic market. The research reveals that consumers are increasingly resistant to price increases, even when driven by market forces such as rising costs or supply constraints.
The survey found that two-thirds (67%) of consumers who have noticed a change in their typical grocery prices report increased grocery spending since August 20242, with the average household spending $61.49 more per month. For 37% of consumers, monthly grocery spending has become unaffordable3, with 1 in 8 (13%) finding it “very unaffordable.” (The survey defined “consumers” as those who are responsible for grocery shopping.)
Notably, only 33% of consumers believe prices should increase when production costs rise, while 32% explicitly state prices should stay the same despite higher costs. This resistance to cost-based price increases underscores the growing tension between market realities and consumer expectations.
“Pricing has never been more important to both businesses and consumers,” said Zilliant CEO Pascal Yammine. “While this survey shows that consumers are feeling the impact of rising costs, there’s a clear disconnect between when and how pricing should or shouldn’t change. This gap presents both a challenge and an opportunity for retailers to better educate and communicate with their customers.”
How Consumers Experience Dynamic Pricing
One key trend was how customers felt about changes caused by dynamic pricing, the changes in pricing caused by fluctuations in supply, demand, competitor actions and customer behavior, ensuring prices remain competitive and aligned with the market. The survey showed that many shoppers already encounter dynamic pricing, though they may not realize it:
Since a significant number of consumers surveyed felt that dynamic pricing only leads to higher prices, it’s clear why they associate it with negative outcomes for them.
This highlights how grocery stores already use dynamic pricing strategies without labeling them as such. High-demand products often carry higher prices, while low-demand items typically end up in the clearance section.
What Matters to Today’s Consumers
The survey revealed both consumer concerns and opportunities for retailers to build trust through innovative solutions. Top concerns about pricing practices include:
However, consumers show strong interest in solutions that provide more value and transparency:
How Consumers View Supply and Demand
The survey also showed a disconnect between pricing practices and consumer understanding.
This indicates that while consumers may or may not grasp the basics of supply and demand, they do not believe that the market dynamics that producers must bear should be passed on to them and that demand should not determine price. This may suggest that when a product is in high demand, consumers might expect increased production so that prices remain predictable.
How Retailers Should Respond
This data suggests that grocery stores could help ease concerns around dynamic pricing by proactively informing shoppers when prices are higher due to high demand, low inventory or inflation.
While brand loyalty appears strong, providing clear explanations for price fluctuations could enhance consumer trust and further strengthen loyalty, especially among shoppers who might otherwise consider switching brands due to rising prices.
Although sentiment around price hikes is generally negative, grocery stores can take steps to better inform customers and alleviate some of the financial strain—through discounts, loyalty programs and personalized pricing.
“These findings highlight both the challenges and opportunities in pricing,” Yammine said. “While consumers clearly want more transparency and control over their grocery spending, just like B2B businesses, the key is aligning prices with value and maintaining transparency that builds trust.”
For more information about Zilliant and its intelligent pricing and sales solutions, please visit zilliant.com.
Notes
1 From the results of a survey carried out between Oct. 16-18, 2024. Respondents’ demographic profile determined by natural fallout as there is no reliable data available to represent the national population. All data based on this survey unless otherwise stated.
2 “Increased” answers from “up to $50” and “by more than $200” combined.
3 “Very unaffordable” and “Somewhat unaffordable” answers combined.
4 “Much more likely” and “somewhat more likely” answers combined.
About the Survey
The research was conducted by Censuswide among 2,003 U.S. consumers aged 18+ between October 16-18, 2024. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
About Zilliant
Zilliant helps businesses put pricing at the heart of their business by managing the entire pricing lifecycle. Zilliant’s data science, cloud-native software and passion for customer success deliver the highest ROI, fastest time to value and highest customer satisfaction. Learn more about how Zilliant helps businesses unlock the full power of pricing at zilliant.com.
Fonte: Business Wire
Alaa Abdul Nabi, Vice President, Sales International at RSA presents the innovations the vendor brings to Cybertech as part of a passwordless vision for…
G11 Media's SecurityOpenLab magazine rewards excellence in cybersecurity: the best vendors based on user votes
Always keeping an European perspective, Austria has developed a thriving AI ecosystem that now can attract talents and companies from other countries
Successfully completing a Proof of Concept implementation in Athens, the two Italian companies prove that QKD can be easily implemented also in pre-existing…
SnapLogic, the leader in generative integration, today announced that it has been named by Gartner as a Visionary in the 2024 “Magic Quadrant for Data…
Saviynt, a leading provider of cloud-native identity and governance platform solutions, today announced it has been named an Overall Leader in the 2024…
JetBlue (Nasdaq: JBLU) today announced the promotion of Justin Thompson to vice president, IT data and analytics. In this role, Thompson will oversee…
#CloudSecurity--Gigamon, a leader in deep observability, announced Frost & Sullivan recently analyzed the network packet brokers (NPB) market and…