Summary
Big consumer brands are shifting away from price-led growth as shoppers grow tired of higher costs and increasingly embrace private-label alternatives. Marketing Week highlights how companies including Unilever, Coca-Cola, McDonald’s, Nestlé and P&G are prioritising sales volumes while maintaining value perceptions. Unilever achieved its strongest volume growth in 15 years, supported partly by increased promotions, while P&G continues to resist relying heavily on discounts. Brands can encourage trial through promotions, smaller packs, innovation and stronger brand investment. However, marketers face a difficult balance between delivering short-term results and building sustainable long-term growth. The article argues that no single tactic can solve today’s consumer-value challenge.
Marketing Week
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