The article highlights the impact of rising food prices on consumer behavior, with a focus on the dairy industry. It reveals that while 62% of consumers are concerned about food price increases, only 27% are reducing their dairy consumption due to cost. Instead, consumers are opting for cheaper dairy products. The shift towards private label products is particularly notable in the milk and yellow fats markets, with branded products experiencing declines. Cheese, especially cheddar and feta, is the dairy category that loses the least shoppers as prices rise. In cheddar, private label is growing while branded is declining, with a trend towards budget and premium private label. Yogurt sees a growth in private label over branded, with split pots and standard private label being the biggest winners.