Less impulse buying, more planning: how inflation will change the way we shop in 2026

The economic situation remains tense - and this is clearly reflected in the everyday lives of consumers: when they look at their till receipts, when they choose their supermarket and ultimately when they make their purchasing decisions. Together with IFH Cologne, we surveyed 1,000 consumers to understand how inflation will influence shopping behaviour in 2026. The results paint a clear picture: consumers are acting much more rationally and price-orientated. Offers, promotions and targeted price comparisons continue to gain in importance and are an important anchor for many to maintain their familiar standard of living despite rising prices.

Price awareness continues to increase

Almost two thirds of respondents say they compare prices more frequently than in the previous year. Specifically, 63% say that they want to compare prices more frequently in 2026 in order to save costs. At the same time, many consumers are specifically looking for special offers and discounts. Purchases are increasingly being planned, with spontaneous purchasing decisions taking a back seat.

Private labels are also benefiting from this trend. 61% of those surveyed are increasingly turning to low-priced alternatives from retailers to ease the strain on their budget. As a result, private labels are moving further into focus and gaining relevance in the shopping basket.

Generations react differently

A differentiated look at the age groups shows clear differences in the way they deal with rising prices. Consumers aged between 18 and 29 are particularly flexible and willing to switch: 25% prefer to buy from retailers with the best prices. Loyalty plays a lesser role here.

The 60-69 age group, on the other hand, shows a different behaviour. 68% remain loyal to "their" retailer, but react specifically to attractive offers. The behaviour of the 50-59 age group is similar, with 63% showing loyalty. While some age groups switch between providers more frequently, others focus more on structure, planning and reliability.

Brochures as the most important channel - whether print or digital

The growing relevance of offers is also reflected in the choice of communication channels. 41% of respondents named printed brochures as the most important channel for 2026, closely followed by digital brochures at 39%. Owned media channels such as retailer websites and apps were also named as a relevant channel for the use of offers.

These results illustrate the importance of a balanced media mix. Consumers expect credible and consistent communication of offers across various touchpoints - in both traditional and digital formats.

Planning instead of impulse buying

Shopping behaviour in 2026 will be characterised by caution, planning and price awareness. Offers will become the central decision-making factor - regardless of age or life situation. At the same time, there are clear generation-specific differences that retailers can utilise in a targeted manner. Now is the time to take action: We support you in analysing your target group, optimising your media mix and creating experiences that create long-term customer loyalty.

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