Reducing price by >5% for a brand only brought in a +2% increase in shoppers

Objective

The brand needed to understand:

• Can we beat own brand by cutting price?
• What is the tipping point where reduced price actually drives trial?

What We Tested

• The current price against six reduced price points
• Over 3,500 shoppers

Results

• Price cuts greater than 5% delivered only +2% more shoppers
• The investment was not commercially viable; smaller pack sizes were a more effective route for driving trial without damaging premium positioning