Will Americans splurge or be frugal this summer?
Ibotta’s latest research reveals growing consumer unease about the economy.
After surveying over 1,400 app users in early April, results showed that nearly three-quarters (74%) of respondents rated current economic conditions as “poor” or “fair,” indicating a widespread lack of confidence in the financial landscape. In response, consumers are tightening their belts to be more cautious with their spending. Up to 82% expect grocery prices to rise compared to last year, and many are bracing for a more frugal summer. These concerns are leading to a heightened focus on saving with budget conscious behaviors expected to shape the upcoming summer season.
“The current economic climate—with inflation, supply chain disruptions and evolving trade policies—has had a real impact on the grocery market, shaping consumer behavior in real time. We’re seeing a level of fatigue across the board, with consumers feeling the strain about the economy and actively looking for ways to stretch their buying power,” said Chris Riedy, chief revenue officer of Ibotta. “At the same time, we’re seeing a seasonal shift: a desire for simplicity with at-home cookouts, and fresher and lighter meal options. By understanding these patterns, we can help suppliers and retailers connect with customers and meet them where they are.”
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As summer approaches and saving becomes a top priority, the latest Ibotta data highlights a number of emerging consumer trends:
Cautious spending defines the season. Consumers are feeling pessimistic about the economy and plan to watch their spending: 92% say saving money is a top priority and 74% are actively seeking cash back rewards.
Home-cooked meals take priority. To cut costs, consumers are turning to grocery essentials and cooking at home to save money, prioritizing fresh produce and healthier meal options over ready-to-eat foods. Some of the top money-saving strategies found in the survey of Ibotta app users include cooking more meals at home (59%).
Backyard BBQs drive summer demand. 40% of Ibotta users plan to host or attend BBQs and picnics, fueling demand for meat, grilling accessories and party supplies this summer. Private label meat sales surged last summer (increases of 11.6% in poultry and 6.1% in beef), while branded ice and beer remain popular.
Wellness products on the rise. Health and wellness product sales are expected to rise, aligning with increased interest in outdoor activities and fitness during the summer. The diet and nutrition category saw an 18% increase in units moved compared to all categories from Q1 2024 to 2025 and an even greater increase (28%) from Q1 2023 to 2025.
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Protein Alternatives Gain Traction. Soaring egg prices are shifting breakfast routines. Sales of egg substitutes and yogurt both increased 15% YoY as consumers look for affordable, high-protein options, even as egg prices start to ease.