Kai Risdahl

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This is Marketplace.

I'm Kai Risdahl.

Try to count for me now, would you, how many Procter & Gamble products you have in your house.

Not even specific brand names, but just categories.

Somewhat off the top of my head here, it's like five or six in my house, easy.

So you will not be surprised to hear that the OG Consumer Products Company reported better than expected earnings this morning, net sales up 7% year-on-year.

And the thing is, that wasn't just because of higher prices.

P&G says there was an increase in volume to the straight up amount of stuff that we bought.

Marketplace's Carla Javier has more on what that might tell us about already squeezed consumers and their appetite for spending.

There may be some loyalty there, but we've also seen brands discounting.

So consumers may be chasing the discount and not being as loyal as perhaps we think they are.

Which is why she says companies, including Frito-Lay, are rolling back prices.

And retailers, including Walmart, Amazon, and Target, are leaning into their own loyalty programs and promotions.

Because, she says, consumers will still spend if they feel like the prices they're paying are fair.

I'm Carla Javier for Marketplace.