Signal 49% buy smaller quantities and 48% substitute cheaper alternatives

Summary

Capgemini finds consumers adjusting how much and what they buy rather than giving up whole categories. About half, 49 percent, are purchasing smaller quantities, which the report interprets as controlling consumption instead of avoiding it altogether. A similar share, 48 percent, are switching to cheaper forms of the same thing, for example canned fruit in place of fresh. This shows a readiness to accept a lesser experience in order to stay within budget. Such recalibration is part of the wider response to rising prices.