The Evolution of Value in 2025: What Today’s Consumers Really Care About
By CRC Consumer Insights & Advisory Services TeamWhat consumers mean by “value” is changing fast. While price once ruled the conversation, recent findings from CRC’s Consumer & Advisory Services Team suggests that may no longer be the full story.
In our April 2025 survey, nearly half of consumers reported caring more about value than ever before – signaling a meaningful shift in how shoppers approach their purchase decisions. While price still plays a role, today’s shoppers are after the “best overall item,” defined as one that balances quality with longevity or durability.
As external headwinds (like tariffs) put added pressure on pricing and product availability, factors like product origin, sustainability, and brand reputation are gaining importance in the minds of consumers.
So… How Do Consumers Define “Value” in 2025?
When asked to define “value,” most consumers didn’t point to discounts or the lowest price. Instead, they called out quality that lasts, focusing on getting the most out of what they buy. The top words or phrases they associate with value are:
- Quality
- Durability
- Longevity
Meanwhile, phrases like “lowest price” or “saves time” ranked further down the list.
Consumers are Willing to Spend More… If It’s Worth It
Consumers aren’t just saying they value quality – they’re acting on it. Our survey found that three in four consumers would rather pay more for a high-quality item than pay less and replace it sooner. This mindset reflects a broader shift toward intentional shopping, where long-term satisfaction outweighs short-term savings.
What This Means for Brands
If your brand is still leading with price alone, it may be time to rethink your messaging. Today’s consumer is value-savvy, not just price-conscious. Brands that highlight quality, prove durability, and build trust will be best positioned to win over shoppers in a competitive landscape.
Looking to Better Understand Value in Your Category?
CRC’s Consumer & Advisory Services Team is here to help. We specialize in custom quantitative and qualitative surveys to help brands identify drivers behind purchase behavior – and how broader consumer trends translate at the category level.
Reach out to Ginny Tredway or Andrea Nash to learn more about our capabilities!