A majority shoppers consider shrinkflation unfair, with most preferring a small, explicit price increase over discreet downsizing, finds a recent research, suggesting that price transparency and honest communication now define the credibility of a brand.
According to Capgemini Research Institute’s annual global consumer trends report, ‘What matters to today’s consumer 2026: How AI is transforming value perception’, nearly three in four consumers (74 per cent) say they would switch brands for a lower regular price, or if the pack size or quality is reduced without clear notice (71 per cent).
The research finds that around half of consumers are buying smaller quantities and choosing cheaper alternatives to manage budgets. However, brand trust prevails in categories where quality and performance are paramount, with 77 per cent of consumers across income brackets avoiding private labels for items like baby care.
Yet, amidst increasing financial stress, emotional release also plays a key role when shopping as seven in 10 consumers seek small indulgences to relieve money worries highlighting that value is both practical and emotional.
“Value today goes beyond price and quality, it’s built on fairness, transparency, and emotional connection. Consumers want invisible AI that both empowers informed decisions and seamlessly blends convenience and emotional connection,” said Dreen Yang, Global Consumer Products & Retail Leader at Capgemini.
“AI is increasingly reshaping the shopping experience, but success depends on clarity, responsible use, and safeguards that protect consumers. Brands that blend technology with trust and purpose will enjoy lasting loyalty.”
The report further stated that AI has transitioned from an enabler to a trusted advisor for consumers.
From interpreting user preferences and behaviors to providing real-time, conversational support through chatbots and virtual assistants, AI tools are now central to how shoppers navigate the marketplace. One in four consumers used Gen AI shopping tools in 2025 and a further 31 per cent plan to adopt them in future.
Yet, only 19 per cent are willing to pay a monthly subscription or a one-time payment for chatbots or virtual shopping assistants.
The majority of shoppers (76 per cent) want to set boundaries for AI assistants and two-thirds say they trust AI more when it explains the reason behind its recommendations and actions. Data transparency remains pivotal with 71 per cent of consumers worried about how Gen AI uses personal information, two thirds of consumers expect brands to disclose AI generated advertising.
Consumers want efficiency, relevance and human connection to co-exist. Nearly two-thirds want Gen AI to provide hyper-personalized content and 65 per cent say technology has made shopping less stressful.