Looking ahead guardedly

Brands cannot continue to rely on ever higher prices for growth
04 December 2023
J Walker Smith
Walker Smith

Knowledge Lead, North America

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Brands have a pricing problem. Or maybe it’s a volume problem. Whichever it is, brands are out of runway for relying on price rather than volume to deliver organic top-line growth. There’s no mystery about why. Consumers can no longer afford it.

This is not to say that consumers are reluctant to shop - only that the binging of the past few years is over.

Watch the video below to learn about the state of the consumer relative to the recent strategy of brands, especially FMCG brands, to drive organic topline growth through price increases rather than unit volume. For additional insights, read my detailed perspective on how brands can win now, in the face of consumer fragility.


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