A consumer goods brand · Consumer goods

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

30 December 2025

## 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