How to drive sales in a price-sensitive market: Insights from US retail

View profile for Stuart Alman

Helping Brands Prove ROI & Unlock Shopper Insights | Transforming Retail Data into Actionable Growth | FMCG & CPG Analytics Leader

📊 𝗪𝗵𝗮𝘁’𝘀 𝗿𝗲𝗮𝗹𝗹𝘆 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝘀𝗻𝗮𝗰𝗸 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗶𝗻 𝗨.𝗦. 𝗿𝗲𝘁𝗮𝗶𝗹? Across Walmart, Target, Kroger, and Albertsons, we mapped unit sales change vs. price per unit change (Q2 2025 vs. Q2 2024). Here’s what stands out: 🔹Pringles has leaned into price cuts, and the payoff is clear: strong unit growth. A reminder that price elasticity can still unlock share in a crowded category. The increase in volume has also offset the price cuts with a net gain in revenue. 🔹Barcel shows the opposite story – steep price increases paired with a drop in units. This highlights the ceiling consumers are willing to tolerate before switching. 🔹Frito-Lay portfolio brands (Doritos, Cheetos, Ruffles, Tostitos) are clustered in the middle, suggesting a deliberate balance between price protection and volume stability. 🔹Private Label isn’t capturing the upside you might expect from lower pricing, hinting that brand equity and shelf presence still matter more than raw affordability. The bigger takeaway? Growth isn’t one-dimensional. In an inflation-sensitive environment, retailers and brands need to understand both sides of the equation, price moves and volume responses, to anticipate where share will flow next. 👉 Success in the upcoming year hinges on precise investments guided by data-driven decisions, not mere instinct. This is where we support our clients in navigating towards clarity. What's your brand strategy in the current environment? Are you focusing on units or price? IF you would like to understand more on how these levers interact and what the impacts may be get in touch. *Data sourced from Circana #Retail #Analytics #CPG #ConsumerInsights

  • chart, scatter chart
Dirk Sorenson

Client & Insights Leader | Market Research • SaaS • Technology | Driving Growth Through Data Storytelling Across CPG, Durable Goods, Financial Services & Retail

2w

Strong Visualization - I don't know the underlying cost structure but would be interested if net margin dollars are increasing by those that hold pricing down.

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