Study: Most Americans Believe Brands Overcharge Amid Inflation

Why it matters locally: With North Carolina's population exceeding 10 million, the findings of consumers altering purchasing habits due to perceived overpricing and shrinkflation directly reflect financial pressures likely felt by many households across the state. This trend could impact consumer spending in key sectors of the state's economy.

CHARLESTON, S.C. — An Omnisend study published August 10, 2026, reported that 85% of Americans believe brands are using inflation as a pretext to raise prices excessively. This sentiment coincides with reports of increased living expenses affecting household finances. The study found that 56% of consumers have stopped purchasing from brands they once preferred. Researchers attributed this shift in consumer behavior to factors such as rising grocery prices and "shrinkflation," a practice where product sizes decrease while prices remain constant or increase. Consumers are reportedly seeking immediate financial solutions in response to these economic pressures. The research suggests that these market conditions influence purchasing decisions and brand loyalty among American shoppers.