“In today’s FMCG landscape, the
concept of value is undergoing a
profound transformation. For too
long, value has been narrowly
equated with price—lower cost,
better deal. But this definition is
incomplete and increasingly
outdated. Value is not a number; it’s
a justification. It’s the story a
shopper tells themselves about why
a product, a channel, or a retailer is
worth their money.
𝑉𝑎𝑙𝑢𝑒 = 𝐽𝑢𝑠𝑡𝑖𝑓𝑖𝑐𝑎𝑡𝑖𝑜𝑛 𝑜𝑓 𝑃𝑟𝑖𝑐𝑒 / 𝑃𝑟𝑖𝑐𝑒
This equation reframes the
conversation. It acknowledges that
price is only one part of a broader
calculus—one that includes
emotional resonance, functional
benefits, and contextual relevance.
When the justification is strong
enough, price becomes secondary.Value doesn’t stop at the product. It
Chris Costagli
extends to the channel and the
retailer. Shoppers don’t just buy
things—they buy into experiences.
They drive past stores to shop where
they feel understood. They seek out
assortments that reflect their values,
whether that’s organic, local, or
budget-friendly. And increasingly,
even high-income households are
shopping the Dollar Channel—not
because it’s cheap, but because it
delivers value that resonates.
Brands and retailers that embrace
this holistic view of value–beyond
price–will separate themselves from
the rest. The’ll earn loyalty not just
through affordability, but through
authenticity, alignment, and
experience.“
Vice President, Thought Leadership, F&B Insights Lead
NIQ
