Price comparisons, grocery necessities, and other key stats from this week

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

This week, price comparisons drive online shopping, consumers consider their grocery necessities, and retail media proves its effectiveness to consumer packaged goods (CPG) brands.

Key stat: Price comparison is an essential tool for online shopping. 37% of US consumers say being able to conduct price comparisons is the top factor influencing their decision to purchase directly from a brand online versus a physical store, according to Wunderkind’s 2025 US Consumer Insights report.

• Baby boomers are more likely than other generations to cite convenience as a top factor, while millennials and Gen Zers prioritize delivery speed more than other age groups.
• Detailed product descriptions are most helpful for online purchase decisions, followed by high-quality images, video reviews or demos, and styling or usage recommendations.

Key stat: Financial stability and sentiment varies by generation. 40% of US Gen Z consumers say they were able to afford all their expenses in January 2025, up from 37% in November 2024, according to Dentsu’s US Consumer Navigator report.

• However, the percentage of millennials who can afford all their monthly expenses dropped from 53% in November to 50% in January.
• Adults over 45 are less likely to feel the US economy is in excellent/good shape than younger consumers, but millennials and Gen Zers are most likely to feel the US is in a recession.

Key stat: Consumers are cautious with grocery spending. Only 17% of consumers view their go-to snacks as a necessity on their grocery list, according to Kearney's latest Consumer Stress Index.

• Expecting softer demand for snacks and drinks, PepsiCo will introduce more single-serve items and smaller multi-packs to appeal to cost-conscious consumers.
• 31% of US consumers switched to cheaper or bargain grocery items in the last month, while only 10% splurged on expensive or high-quality items, according to the Dentsu report.

Key stat: Health and beauty brands should leverage TikTok. Health and beauty care makes up 78.9% of TikTok’s CPG sales, the top CPG category on the platform, according to NielsenIQ.

• TikTok Shop became a top 10 beauty retailer within months of launching in the US, capturing over 6% of category sales, per NielsenIQ.
• Food is the second largest CPG category sold on TikTok, making up 14% of total CPG sales.

Key stat: Retail media is proving its worth. Some 40% of CPG brand professionals believe retail media is more effective than other digital media, up from 26% in 2024, according to the Path to Purchase Institute’s 2025 Trends Study.

• The same percentage (40%) say retail media is effective, but not more so than other digital media.
• The perception of retail media as a “money grab” has declined, with only 8% of professionals holding that view—down from 20% in 2024.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.