Ibotta's 2026 State of Spend Report Reveals 62% of Shoppers Now Choose Price Over Brand, Shaping How CPG Brands Drive Trial and Loyalty

Core Insights - Ibotta, Inc. released its third annual State of Spend report indicating that consumers feel less direct impact from inflation but remain focused on value [1] - Brand loyalty among consumers is weakening, suggesting a fundamental shift in how consumer packaged goods (CPG) brands acquire and retain customers [1] - Consumers are not reverting to pre-inflation shopping habits, indicating a change in purchasing behavior [1]