Circana research highlights rising cost of living pressures

A study by Circana, titled ‘Consumption in Transition: The Forces Shaping the Tomorrow of the Market’, reveals significant economic insecurity among consumers. Presented by CEO Panagiotis Boretos at the ECR Gathering 2026, the research indicates that nearly six in ten consumers view the gap between wages and the cost of living as the primary threat to their family's financial security.

This economic pressure is fundamentally altering shopping behaviors. Consumers are increasingly comparing prices, hunting for coupons and offers, turning to private-label products, and even reducing purchases of essential goods. The Circana economic security index stands at a low 3.89 out of 10, with 81% of respondents rating their financial security between 0 and 6.

Beyond the wage-cost gap, other major factors affecting household security include housing costs (15%), international developments (14%), and public services such as education and health (8%). Currently, one in four households struggles to cover monthly expenses, with 18% reporting significant difficulty and 7% facing severe financial hardship.