As inflation continues to shape consumer behavior, a new report from YouGov reveals which brands Americans perceive as delivering the best value for money. In the 2024 U.S. Value Rankings, Amazon emerged as the most highly regarded brand across multiple demographics and regions, signaling a broader shift in consumer expectations for affordability and quality.
The study surveyed hundreds of thousands of consumers across more than 2,000 brands and 40 industries. Key metrics combined positive and negative perceptions to form net value scores, offering a comprehensive snapshot of how value influences purchasing decisions in the U.S. marketplace.
The Role of Economic Pressure
The report highlights how inflation has heightened consumer awareness of costs. In 2024, 71% of respondents indicated plans to save more money, while 67% acknowledged their willingness to pay extra for quality. However, a significant portion of consumers—57%—believe there is little difference between name brands and generic alternatives, underscoring a growing emphasis on value.
Women were particularly attuned to price changes, with 82% reporting increases in food costs compared to 57% of men. Similarly, older Americans were the most likely to notice price hikes, especially in essential categories like groceries.
Top Performers in Value Rankings
Amazon secured the top spot with a net value score of 59, largely attributed to its competitive pricing, fast delivery, and extensive product selection. Other highly rated brands include Dove and Dawn, both achieving a score of 46, followed by Samsung (42) and Walmart (41.2). This data underscores the strength of retailers and consumer goods companies in addressing cost-conscious shopping habits.
In industries such as electronics, Samsung stood out as a leader in perceived value, while Aldi dominated the grocery sector. Automotive brand Toyota ranked high among car manufacturers, reflecting improvements in the perception of value for an industry still grappling with supply chain disruptions and rising costs.
Shifting Industry Perceptions
The report also explored how consumers perceive value across entire industries. Car manufacturers saw the most significant improvement in value scores from 2023 to 2024, jumping 2.6 points on average. Cable and streaming services also gained favor, buoyed by competitive pricing and bundled offerings.
However, some sectors continue to struggle. Airlines and luxury goods brands, including Tesla and Gucci, ranked poorly in perceived value, illustrating a disconnect between price and consumer expectations.
Implications for Marketers
The findings provide critical insights for marketers aiming to align their value propositions with evolving consumer priorities. For example, Amazon’s dominance highlights the importance of combining affordability with convenience and reliability. Meanwhile, brands like Dove and Dawn demonstrate that even within crowded markets, consistency in quality and pricing can foster strong consumer loyalty.
Marketing strategies must also account for regional and demographic differences. For instance, high-income Americans were significantly more likely to perceive brands like Costco and Trader Joe’s as offering good value, whereas lower-income consumers leaned toward budget-friendly options such as Dollar Tree and Walmart.
Inflation Driving New Consumer Habits
The focus on value reflects wider trends in the U.S. economy, where inflation has reshaped consumer habits. With economic pressures unlikely to subside fully, brands that fail to address concerns about pricing risk alienating large segments of their audience. Conversely, those that successfully position themselves as cost-effective without compromising on quality may capture lasting loyalty.
As the U.S. economy transitions into 2025, the emphasis on value will likely remain a pivotal factor in driving consumer choices across all industries. For marketers, understanding the intersection of affordability and perceived quality will be essential in shaping campaigns and building brand equity.