General Mills posted a larger-than-expected drop in quarterly sales, causing its stock to fall by 6% in pre-market trading. The decline in sales is attributed to consumers cutting back on higher-margin products and opting for cheaper alternatives amid rising supermarket prices. General Mills' pricing was down 4%. This trend has also impacted other food companies such as Kraft Heinz, WK Kellogg, and Conagra, which have seen their stock prices decline. Additionally, major retailers like Walmart, Target, and Walgreens have started implementing price cuts, and fast-food chains such as McDonald's and Burger King are introducing new value meals to attract cost-conscious consumers. Evercore ISI has warned about negative pricing trends, particularly in companies like Conagra Frozen, B&G Foods, WK Kellogg, Kellanova, and Campbell. The overall sentiment suggests that American consumers are becoming increasingly intolerant of price hikes, which could further drive down inflation in the coming months.