In NIQ’s Consumer Outlook: Guide to 2027, quality and performance were prioritised at 34% when assessing value for money, compared with 31% for affordability.
Published on 30 September 2026, the report draws on a survey of more than 21,000 people across 31 countries and purchasing data. In the context of consumer goods, the findings prompt a useful question: are customers reacting to the price, or to the value they can see in the product?
Understand the barrier before offering a discount
When customers say a product is expensive, they may not have the budget. But they may also be unsure how the product is better, or whether its benefits justify the money.
These situations require different responses. A promotion can reduce an affordability barrier. Evidence of performance, durability or cost per use can help people assess value more clearly.
Before approving a promotion, identify whether customers are holding back because they lack the budget or because they have not seen a compelling reason to pay.
In your category, what evidence is more persuasive than a discount?
Source: NIQ, Consumer Outlook: Guide to 2027, 30 September 2026.
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