Feeding the Fire: How Food Inflation Fuels Market Narratives and Moral Blame

Here's what we'll unpack:

• The emotional temperature around inflation right now
• Which products are under the most scrutiny
• Who’s getting blamed and where
• And what that means for your messaging and strategy

A Market on Edge: The Emotional Pulse of 2025

The first few months of 2025 have been anything but calm. Economic jitters, a new administration settling in, and global trade tensions have everyone on edge. Inflation may not be grabbing as many headlines lately but don’t be fooled. It’s because other headlines are crowding it out.

But make no mistake, inflation is very much on people's mind, lurking just beneath the surface and with the ongoing trade war, we expect it to come right back to the forefront. For brands, consumer frustration is high, and pricing missteps carry more risk than ever. Emotions are running high, which for brands means pricing missteps could be more than a bad look they could be a full-blown backlash.

As of mid-April, here’s what’s climbing the worry ladder:

• Energy (16.3%): From gas pumps to heating bills, energy is still stealing the spotlight.
• Technology (12.3%): Device prices and supply hiccups are getting more attention.
• Healthcare & Education: Slowly but surely becoming bigger blips on the radar.
• Insurance, Telecom & Childcare: Not as buzzy right now, but that could change.

Bottom line: In high-visibility sectors, transparency is everything.  In quieter corners of the market, brands need to work harder to stay relevant and justify every price tag.

From Aisle Rage to Advocacy: Why Food Hits a Nerve

Let’s talk groceries. Some items have moved beyond “expensive” into full-on emotional territory.  Eggs, for instance, have become a symbol of frustration, of fairness, of what feels broken.

What’s in the spotlight?

• Eggs (9.4%): Still the poster child for inflation angst.
• Seafood (Shrimp 6.3%, Salmon 6.2%, Fish 7%): Gaining heat.
• Milk, Salt, Beer: Steady attention, each above 3.9%.

Meanwhile, juice, tea, and cheese are losing steam. Interestingly, niche categories like organic goods and Latin American cuisine are quietly gaining traction.

What it means: Food pricing isn't just a matter of dollars and cents. It's about whether prices feel fair and whether consumers believe someone's profiting at their expense.

Who's to Blame? Depends on Where you Stand

Our Narrative Intelligence model tracks seven major “villains” that keep showing up in public blame stories. Here's what’s coming through loud and clear:

Blame Shifts by Region: A local Lens on a National Issue