If you’ve read IGD’s new trend summary, you’ll know that “affordable and accessible” is top of the list for 2026. That means value, convenience, and quality at a fair price.
But this trend isn’t about being the cheapest in your category.
It’s about being clear.
When shopper’s budgets are stretched, they don’t stop buying.
The just buy from brands and the products that make the decision easy.
And retail buyers?
They’re under the same pressure – budgets are being squeezed, they have to fit loyalty pricing schemes, there is less room for risk, more demand for strong availability…
So what does “affordable and accessible” mean for your business?
Shoppers want reassurance, not a race to the bottom
A clear range.
A clear message.
A price that makes sense for what you’re offering.
If your brand story is muddy, or your range is confusing, shoppers may assume you’re expensive – even when you’re not.
Buyers want to see your confidence
Retailers are juggling:
- loyalty price schemes
- price matching
- value perception
- availability from store fulfilment
- waste reduction pressures
If your commercial story isn’t tight, they’ll move on straight to the next supplier who is priced, planned and ready.
“Accessible” now includes quick commerce
In 2026, shoppers expect products to be where they want them, when they want them.
If quick commerce is part of your future channel mix, your availability story matters more than ever.
A strong value story beats a discount sticker
Value isn’t “20p cheaper”
It’s being easy to
- find
- understand
- justify in a tough economy.
