Rising inflation is prompting American consumers to reconsider their preferred brands, with Gen Z leading this shift.

As inflation continues to climb in 2026, people across the country are feeling the financial strain at both gas stations and supermarkets. This pressure is compelling Gen Z and millennial shoppers to reevaluate which brands they are willing to spend their money on.

A Doss study reveals that 61 percent of Gen Z and millennials have ditched a brand they were once loyal to due to increased prices this year.

Younger consumers are also gravitating towards budget-friendly grocery stores, with 44 percent of millennials and 43 percent of Gen Z reporting an increase in shopping at discount outlets compared to last year.

In contrast, only 35 percent of Gen X and 34 percent of baby boomers have made a similar shift to more affordable retailers.

The grocery staples with the most staggering price increases include ground coffee, beef and veal, soda, aluminum foil, deodorant, and laundry detergent – for some who can’t lose the products entirely, they’re switching to cheaper versions of their essentials. 

For many analysts, the Gen Z shift towards cost-cutting isn’t surprising. 

Business coach Brad Sugars told the Daily Mail that Gen Z and millennials began building brand loyalty in an era of online shopping, so comparing prices feels ‘instinctive’ instead of ‘effortful.’ 

Because of rising prices, 61 percent of Gen Z and millennials have dropped a brand they previously loved, as opposed to 58 percent of baby boomers and 57 percent of Gen X

Neil Saunders is the Managing Director of GlobalData Retail

‘They were never conditioned by scarcity of options – Boomers built loyalty when switching meant real inconvenience, like finding a new store, learning a new product or losing a relationship with a salesperson,’ Sugars told us.

He added that loyalty became part of ‘an older customer’s identity.’

Meanwhile, for younger shoppers, brand affinity is ‘performance-based,’ meaning if a brand fails to serve its purpose, they’re more likely to kick it to the curb. 

‘Inflation didn’t change their values,’ Sugars said, ‘it just gave them permission to act on them.’

Retail analyst Neil Saunders agreed, saying, younger consumers are naturally more ‘experimental’ with their shopping.

‘They also use a lot more digital tools to do things like price and product comparison which can impact loyalty rates,’ he told the Daily Mail.

With Gen Z customers, many prioritize finding value over seeking out brand names, especially with the rise of ‘dupes,’ or less expensive versions of name brand products. 

Grocery chain Trader Joe’s has carved out a niche with skincare products that feature near-identical formulas to luxe beauty brands. For example, Trader Joe’s has a silicone-based sunscreen with an ‘invisible’ clear gel that customers compared to Supergoop’s Unseen Sunscreen. 

Trader Joe’s and Supergoop have similar facial sunscreen formulas, even if the Trader Joe’s version is significantly cheaper

The ingredients aren’t an exact match: Supergoop’s Unseen Sunscreen contains isododecane as the solvent, instead of the water used in the generic product. 

The biggest difference is the price point: Trader Joe’s Daily Facial Sunscreen costs $8.99, which is about $27 less than the Supergoop version.

When it first debuted, the product disappeared from shelves, with some millennial and Gen Z shoppers sharing their reviews on social media. 

Other companies found their stride by listening to and acting on feedback. Burger King especially is seeing an increase in sales after updating their store’s technology, improving ingredient quality and responding to customer complaints. 

But even that might not be enough to keep Gen Z customers coming back. 

Wealth manager Scott Martin told the Daily Mail that for a lot of younger consumers, ‘loyalty only goes as far as the next price increase.’ 

‘If they can get something similar for less money, they’re willing to switch,’ said Martin. Consumers right now are becoming ‘more practical’ when it comes to their grocery lists, according to Martin.

‘People are buying store brands, waiting for sales, using rewards programs, and cutting back on impulse purchases,’ he added. ‘They’re still spending money, but they’re thinking harder about where it goes.’

Brad Sugars says consumers are ‘auditing’ their spending in order to save money in places where it counts 

Experts say that trend is becoming more common as inflation shapes spending habits across nearly every industry – especially at the grocery store.

Business strategist Donald Thompson told the Daily Mail that with today’s inflation rate, brand loyalty doesn’t come ‘automatic’ anymore.

‘Gen Z and millennials are more willing to switch brands because they’re thinking carefully about every dollar, he said. 

‘Many are carrying real uncertainty about the future financially, so brands have to prove their value at every purchase.’

Cost-conscious buyers are now expecting brands to offer not only competitive pricing, but also product quality, packaging and experience. 

As a result, even legacy companies are being forced to rethink how they market products to younger buyers.

‘The brands that will hold up best during inflation are the ones that consistently deliver value while also making customers feel seen,’ Thompson added. 

Brad Sugars noted that consumers aren’t panic-buying or cutting products at random – they’re auditing their spending by category and deciding where ‘good enough’ is acceptable. 

‘Groceries, household staples and personal care are prime trade-down categories,’ he said, with some shoppers opting for lower-costing retailers like Costco over ritzy grocery options. 

‘Subscriptions are being cancelled and re-evaluated quarterly,’ Sugars added. ‘Private label has shed its stigma. The new consumer behavior is ruthless prioritization not deprivation.’

An explosion on Sunday in northeastern Myanmar, reportedly at a building used for storing mining explosives, has tragically resulted in the death of over 45 individuals, according to reports from rescue teams and independent media sources.

The blast, which occurred around midday in Kaungtup village within Namhkam township, also left approximately 70 people injured.

This region, situated roughly two miles from the Chinese border, is governed by the Ta’ang National Liberation Army. This ethnic armed group has been involved in intermittent conflicts with Myanmar’s central government.

A rescue worker who arrived promptly at the scene conveyed to The Associated Press that by Sunday evening, 46 bodies, including those of six children, had been recovered and prepared for cremation.

The rescue worker, who requested anonymity for safety reasons, reported that 74 injured individuals were taken to the township hospital. Rescue efforts are still underway.

Another rescuer in Namhkam, who also spoke on condition of anonymity, said about 40 people were killed and more than 100 houses near the blast site were damaged.

Myanmar media outlets, including Shan State’s online Shwe Phee Myay news agency, reported death tolls ranging from 50 to 55. They published photos and videos showing smoke from the explosion and damaged buildings and debris in its aftermath.

Chinese state broadcaster CCTV reported the explosion caused multiple deaths and injuries, with many residential houses being severely damaged, but did not give figures.

It said that according to preliminary investigations, the blast occurred at a site where large quantities of explosives used for mining operations were stored.

Local authorities are currently providing relief, medical care and resettlement assistance to affected residents, said the report.

The Ta’ang National Liberation Army, or TNLA, said in a statement released on its Telegram channel that gelignite had been stored by the group’s economic department for use in mining and stone quarrying sites, and that an investigation into the cause of the explosion is underway.

Gelignite is widely used in mining and rock blasting, but can become highly unstable over time and if poorly stored.

The Ta’ang National Liberation Army, or TNLA, is a member of the rebel Three Brotherhood Alliance, and has controlled the Namhkam area since the alliance and its allies launched a major offensive against the military in northeastern Myanmar in late 2023. The alliance members and other ethnic armed groups have long fought for increased autonomy.

The TNLA signed a ceasefire with Myanmar’s military following China-mediated talks in October last year, but relations remain tense.

Myanmar has been in turmoil since the army seized power from the elected government of Aung San Suu Kyi on Feb. 1, 2021, triggering widespread popular opposition. After peaceful demonstrations were put down with lethal force, many opponents of military rule took up arms, and large parts of the country are now embroiled in conflict.

Jaclyn Cordeiro, former girlfriend of Alex Rodriguez, is focusing on maintaining tranquility in her life shortly after their split. The 46-year-old fitness expert shared her reflections on Instagram, expressing that she now views peace as a newfound form of luxury.

In a post featuring a photo of herself relaxing by a pool in a silver bikini, Cordeiro emphasized the importance of safeguarding one’s energy, relinquishing control, and allowing oneself the freedom to rest.

She offered her followers three key strategies to find peace, beginning with the importance of “protecting your time.”

“Establishing boundaries is essential for peace,” Cordeiro advised, noting that not every phone call, invitation, conflict, or expectation should have access to your life.

“Peace often starts with boundaries. Not every call, invitation, conflict, or expectation deserves access to you,” she wrote.

Cordeiro followed with “accept what you can’t control” and emphasized those to “focus energy where you actually have influence.”

Her third and final rule “make space for yourself without guilt.”

“Even one quiet hour to rest, walk, sit in the sun, or do nothing is not selfish. It’s maintenance for the person carrying so much.”

Cordeiro’s post follows her breakup with Rodriguez, which she shared to TMZ last week. The two had been separated about two months before making it public.

“To clarify, Alex and I are currently taking some time apart but there continues to be mutual love, care, and deep respect between us and for our families,” Cordeiro said. “We remain supportive of one another, and there is absolutely no animosity, drama, or negative story here.

“I’m also navigating a serious health matter involving a family member at this time, so my focus is understandably there. Alex and I continue to be very close, and out of respect for everyone involved, especially our daughters and loved ones, I’d kindly ask that any reporting reflects the compassion and privacy this situation deserves.”

Rodriguez and Cordeiro had been together for over three years before the split.

The couple was first linked in 2022 and the 2009 World Series champion went public with their relationship in December of that year when sharing a picture together with Rodriguez’s two daughters, Natasha, 21, and Ella, 18.

In the early 2010s, she became widely recognized for her infectious pop anthems centered on the pursuit of love and navigating turbulent breakups.

Now, Dua Lipa has embraced a new chapter of her life, marrying Callum Turner in a charming ceremony on a Saturday morning at London’s historic Old Marylebone Town Hall.

The “New Rules” artist, now 30, kindled a romance with Callum, a leading contender for the next James Bond, in 2024. It only took “One Kiss” to seal their union in a legal ceremony over the weekend.

Before their grand three-day celebration in Italy next week, the pair opted for an intimate legal ceremony. Dua embodied bridal sophistication in a bespoke Schiaparelli skirt suit, complemented by white gloves, a stunning Bulgari necklace, and a wide-brimmed white hat from renowned milliner Stephen Jones.

The “Houdini” singer carried a vibrant yellow bouquet and donned white Louboutin heels as she exited the registry office hand in hand with her new spouse.

Meanwhile, Callum made for a dapper groom in a fitted navy suit. 

Dua Lipa has now found her happily ever after, having tied the knot with Callum Turner in London at the Old Marylebone Town Hall on Saturday morning

The newlyweds beamed as they headed outside to be showered with confetti by loved ones 

The couple strolled out hand in hand to be greeted by their loved ones 

Dua appeared to be chanelling Bianca Jagger with her bridal look, which exuded 70s glamour. 

When former actress Bianca married music legend Mick Jagger in 1971, she rocked a white Yves Saint Laurent tuxedo and a long bias-cut silk skirt. She accessorised with an oversized hat. 

Dua and Callum were cheered on by close family before jumping into the back of a black cab and embracing as they were whisked away to start married life together. 

Family members joked about Dua’s unostentatious departure from the wedding saying she wanted a black cab for her big day.

The singer had arrived in a Green Land Rover and entered with a friend while Callum arrived separately.

The ceremony only lasted 30-40 minutes and Callum grinned boyishly as he held his new wife’s hand in his and walked her down the steps under a rainbow of confetti.

Having exchanged vows they are now legally wed ahead of their big party in Sicily’s capital Palermo, which is set to last from Thursday to Saturday. 

Ahead of the ceremony, insiders have been hailing the couple’s nuptials as the ‘showbiz wedding of the year’, calling it Sicily’s most high-profile marriage since Al Pacino’s Michael Corleone wed Apollonia Vitelli in 1972 classic The Godfather.

No expense has been spared for the big day, with the pair said to have booked an entire floor of suites at the luxurious Villa Igiea hotel overlooking the Tyrrhenian Sea.

The ceremony itself will take place at the 17th-century Villa Valguarnera, perhaps the most sumptuous of the villas in Bagheria, an idyllic town ten miles away from the capital.

Sir Elton John, Mark Ronson and Charli XCX are among the music stars billed to attend, with Donatella Versace and Simon Porte Jacquemus from the fashion world.

In advance of the wedding, Dua is believed to have travelled to Italy to meet Donatella to finalise the details of the dress she is designing for the singer to wear on her big day.

Because of her longtime friendship with the designer, friends are convinced that Dua will wear a custom Atelier Versace gown.

A source close to the wedding told the Daily Mail’s Katie Hind: ‘This is going to be the coolest wedding, and so glam.

‘Both Dua and Callum have been so excited and have been really involved with the planning. They want it to be epic.’

Last year, while confirming the news, Dua shared her joy with British Vogue, saying: ‘Yeah we‘re engaged. It’s very exciting…

‘This decision to grow old together, to see a life and just, I don’t know, be best friends forever — it’s a really special feeling.’

Speaking of their wedding plans, Dua said she hoped to finish her tour and Callum to wrap up filming before they tie the knot.

While the wedding hadn’t been at the forefront of her mind amid her busy schedule touring, she did admit she has started to think about her dress.

She said: ‘I want to finish my tour, Callum’s shooting, so we’re just enjoying this period…

‘I’ve never been someone who’s really thought about a wedding, or dreamt about what kind of bride I would be. All of a sudden, I’m like: “Oh, what would I wear?”‘

The couple couldn’t wipe the smiles off their faces as they left the venue hand in hand 

It was a joyous day for all involved as evident from the smiles on all their faces 

The One Kiss singer clutched a yellow bouquet and wore white heels while strolling out of the registry office hand in hand with her new husband

Callum made for a dapper groom in a fitted navy suit for their big day 

Dua radiated bridal elegance in a white skirt suit that she paired with a wide brimmed hat

Dua appeared to be chanelling Bianca Jagger with her look. When the former actress married Mick Jagger in 1971, she rocked a white Yves Saint Laurent tuxedo with a wide brimmed hat

Now the legal ceremony has been completed the pair will be looking ahead to their big wedding party in Sicily’s capital Palermo, which is set to last from Thursday to Saturday 

Dua said she’s ‘obsessed’ with her engagement ring, before saying: ‘It’s nice to know the person that you’re going to spend the rest of your life with knows you very well.’

The Dance the Night Away hitmaker also shared that she is keen to have a family of her own but admitted she doesn’t know when would be a ‘good time’ because of the demands of her pop career.

She said: ‘I’d love to have kids one day.

‘But it’s like the constant question of when would there ever be a good time – how it would fit in with my job and how it would work if I went on tour, and how much time out I’d have to take.’

While the year has got off to a good start for newlyweds Dua and Callum, it could get even better if Callum lands the coveted James Bond job. 

Sources have told The Mail on Sunday that Callum – the bookies’ odds-on favourite to take over from Daniel Craig – has been telling friends the role is his.

One source close to the Fantastic Beasts star said: ‘He’s been blabbing all over town. Callum is the new Bond, it’s been confirmed. Everyone in his circle is talking about it. It’s the worst-kept secret going.’

If Callum does pick up 007’s famous Walther PPK pistol, producers at Amazon may seal a two-for-one deal with Dua to create a new song for the opening and closing credits. 

Dua, who previously wrote Swan Song for the 2019 sci-fi movie Alita: Battle Angel, is eager to join the Bond juggernaut, following the likes of Adele, Billie Eilish and Sam Smith. 

The source said: ‘Dua is over the moon for Callum. She’s been saying she’d love to record the Bond theme.’

Callum, who was raised on a London council estate, started his career as a Next model before getting his big break playing Theseus Scamander in the Harry Potter spin-off prequel movie Fantastic Beasts: The Crimes of Grindelwald and its follow-up The Secrets of Dumbledore.

He earned critical acclaim for his role in the 2023 film The Boys In The Boat, directed by George Clooney, and as Major John ‘Bucky’ Egan in the Apple TV show Masters Of The Air, produced by Steven Spielberg and Tom Hanks.

The next 007 film, known only as Bond 26 as it’s the 26th in the franchise, is one of Hollywood’s most hotly anticipated films, since it has been four years since No Time To Die. 

It could start filming this year for a 2027 release.

Barbara Broccoli and Michael G Wilson, who controlled the franchise through their Eon Productions, sold the Bond rights for a reported $1 billion to Amazon in February last year.

Bond 26 is being written by Peaky Blinders creator Steven Knight and will be overseen by Dune director Denis Villeneuve.

Studio insiders previously told the MoS the script was being written ‘without a specific actor in mind’ but that Bezos and Villeneuve wanted someone ‘young and British’ to take on the role.