It’s no secret that CPG brands are under pressure. Tariffs, supply chain volatility, and cost increases have turned every line item into a battleground – and shoppers are feeling it too. But how are these macroeconomic shifts actually impacting behavior at the shelf?

We’re digging into it by tracking retailer visits, not just intent.

Instead of analyzing add-to-cart behavior, we’ll look at where shoppers are physically (or digitally) showing up – and how that’s shifted since the latest round of tariff announcements.

Our approach

We analyzed Pear’s store-level data across more than 3,000 retailers, zeroing in on visits to 10 key destinations. These retailers fall into two camps:

• Budget-Focused Retailers, where price sensitivity is high (Walmart, Kroger, Dollar General, Aldi, Sam’s Club)
• Premium or “Better-For-You” Retailers (affectionately dubbed the “Bougie Group” internally), where shoppers often prioritize brand values, quality, or ingredients over price (Whole Foods, Sprouts, Fresh Market, Wegmans, Thrive Market)
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We compared traffic trends for the same three-month window year-over-year: April–June 2024 vs. April–June 2025.

What the numbers say

1. Shopper interest is up across the board – but clicks tell the real story.
Unique page views more than doubled for both groups year-over-year, indicating that shoppers are actively researching across the spectrum. But budget retailers saw significantly more engagement – with click-through rates rising from 8.76% to 10.36%, while premium retailer CTR actually dipped.

2. Budget retailers are winning the conversion game.
Not only are more shoppers visiting budget-focused destinations, but they’re also more likely to follow through and click to a retailer. Retailer clicks at budget destinations jumped 149% year-over-year – more than double the growth seen by premium retailers.

3. Shopper loyalty to premium retailers may be softening.
Despite a 116% increase in page views for premium stores, the drop in click-through rate suggests that shoppers may be browsing without buying – or comparing options more critically before deciding. With inflation and tariffs driving up prices, even loyalists may be feeling the pinch.

What this means for CPG brands

If you’re selling at budget-friendly retailers, now’s the time to double down on visibility and promotion – shoppers are more engaged than ever. If you’re focused on premium, better-for-you destinations, consider how to maintain conversion momentum: is your value proposition still landing? Are you supporting price-sensitive shoppers with the right offers?

Want to see how your brand stacks up across retailer types? Pear’s store-level data can help you spot behavioral shifts early and optimize your strategy accordingly. Get in touch with our team to learn more →

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