American consumers are redefining value for money. Instead of stockpiling large-format products with lower unit prices, more shoppers are buying only what they need right now to cut spending and waste.
2-Liter Soda Loses Ground to Small Cans and Snack Packs
Small-format products are posting standout growth in the U.S. food market, according to a report titled "The End of Pantry Loading" released last month by market research firm NielsenIQ, or NIQ, on the 18th.
In the 52 weeks ended Aug. 8 of this year, sales of 7.5-ounce (about 222 milliliters) carbonated soft drinks rose 6.8% from a year earlier in value and 1.8% in units. Sales of 2-liter products, by contrast, fell 3.5% in value and 3.9% in units.
Cereal and snacks showed a similar pattern. Four-serving cereal packages surged 57.4% in value and 31.6% in units, while 12-serving packages fell 9.0% and 8.9%, respectively.
For salty snacks such as potato chips, single-serving products rose 15.6% in value and 9.9% in units, while 15-serving products declined 2.5% on both measures.
NIQ said consumers have begun choosing package sizes that match their consumption levels and lifestyles rather than simply picking the product with the lowest unit price.
Spending Less Now Beats Buying More for Less
One of the biggest drivers is the cost of living. Even when large packages cost less per serving, the total amount a shopper must pay at checkout is higher. With housing and grocery costs rising, buying only what is needed immediately lowers the amount spent in a single trip, the report said.
Shrinking household size in the U.S. has also played a role. The average number of people per household fell from 2.6 in 2000 to about 2.5 recently, according to the report. Households of one person, or those whose children have moved out, have less room to store large quantities of food and face a greater risk of throwing away what they cannot finish.
In a survey NIQ conducted in January, 28% of consumers said they take steps to reduce waste when buying food. Those steps included buying only as much as they can eat before the expiration date.
Shopping habits have shifted as well. Trips made to restock items as they run low accounted for 35% of all food purchases last year, up from 29% in 2024. Trips made to stockpile in bulk held steady at 25%.
The spread of online shopping is another factor. In an NIQ survey last fall, bulk-buying accounted for 32% of in-store grocery trips but only 19% of online trips. With groceries easily ordered on a smartphone, there is less need to stock up heavily at one time.
21% of U.S. Households Use Them: Obesity Drugs Reshape the Cart
The rapid spread of obesity drugs in the glucagon-like peptide-1, or GLP-1, class was also cited as a factor lifting demand for smaller packages.
As of May this year, 21% of U.S. households included at least one user of a GLP-1 drug, NIQ said. Because the drugs affect appetite and portion size, they can lead some consumers to buy less food than before, the report said.
Smaller cans also make it easier to manage sugar and calorie intake. NIQ suggested food companies need to develop a wider range of products, including small cans and single-serving packs.
Large formats are not disappearing altogether. In the U.S. soft drink market, 12-packs of 12-ounce (about 355 milliliters) cans remain the mainstay product, and their sales are growing.
Large packages work well for families eating together or for long-term storage, NIQ said, but smaller packs suit consumers who want to control how much they eat or cut food waste.