Maybe you know better. I don’t know. The prevailing thought is that consumers with less margin will change behavior. Walmart noted this.
https://www.cnbc.com/amp/2022/05/18...epot-and-lowes-tell-us-about-the-economy.html
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Ok, I asked for an example and that's a pretty good one. Private label vs. branded category.
And you may not know this, but Private Label is made by branded companies. For example, private label ketchup or private label soda is made by the same companies making branded ketchup and soda. And because it is made by the same companies (and frankly, even if it weren't) they are subject to the same input inflation. So fuel from transportation, labor costs, raw materials, etc. So while it is true that some - and I want to stress that word -
some consumers will switch to PL from branded for
some categories, most are locked into their brand choices as they have always been. The vast preponderance of consumers don't shift brands - even the lower economic consumers. They try to cut coupons, they buy on promos (BOGOs and other TPR trade events) but they don't switch. We did tons of research on what it would take for consumers to choose a different baby food. Nope. Never happens. Or a different frozen dinner. Nope. Some items (peanut butter) are more likely to see switches, but that choice is made on who is running a deal when they shop.
But because all brands, PL included have been seeing the same inflation - because they've got category managers that tie their prices to branded. So when branded goes up 10%, they do too - so long as they keep their discount to brand.
The point is, this doesn't drop overall spending by any measurable amount. Food for the most part is highly inelastic.