Numerator: Inflation cools, consumers still worried

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Numerator: Inflation cools, consumers still worried
 
Published Wednesday, August 12, 2026
by Marianne Wilson

This is a summary

"Consumers’ concerns about higher prices remains near record highs even as inflation slowed in July.

Prices for everyday household purchases decreased 0.4% in July following a 0.7% increase in June and a 0.5% increase in May, according to the Numerator Consumer Goods Price Index. In July, prices for everyday goods are up 2.6% versus a year ago, down from 3.4% in June. 

The Numerator CGPI measures the prices consumers actually pay for everyday goods and provides context for how inflation differs across consumer groups and product sectors, accounting for real-time changes in purchasing behavior, including brand and retailer switching."

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Numerator: Inflation Cools, But Consumers Still Worried About Rising Prices | Chain Store Age

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Numerator: Inflation Cools, But Consumers Still Worried About Rising Prices | Chain Store Age

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Numerator: Inflation cools, consumers still worried

In Numerator's July 2026 Economic Sentiment Tracker of over 2,000 U.S. consumers, 39% identified rising prices as their top concern for the coming year, nearly matching the record high reached in May 2026. Prices for everyday household goods decelerated in July 2026, decreasing by 0.4% after a 0.7% increase in June, with prices up just 2.6% over the past 12 months as annual inflation cooled following three consecutive months of acceleration. Low-income and Gen Z consumers continue to experience higher levels of inflation for everyday household goods, as prices have increased 35.1% and 39.0%, respectively, for those groups since January 2018 versus the 33.2% national average. Quick-service restaurant prices have increased 53.9% since January 2018, well above the 33.2% rise across the overall consumer basket, and consumers are adapting by trading down what they buy and where they shop.

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