Rather than making impulsive purchases, consumers are increasingly comparing prices, reading reviews and looking for better value before committing to a purchase. Businesses that recognise these changing expectations are adapting their products, pricing strategies and customer experience accordingly. According to the Office for National Statistics (ONS), the Consumer Prices Index (CPI) remained 2.8% in the 12 months to May 2026, while the broader Consumer Prices Index including owner occupiers' housing costs (CPIH) stood at 3.0%. One noticeable consequence of this environment is the growing demand for products that offer better value without compromising quality. Research from Kantar has consistently shown that shoppers are becoming more willing to switch brands when better value is available.