Report
Pricing, Promotion, and the End of Predictable Growth
FMCG growth remains a priority across EEMEA, but the forces driving that growth are becoming increasingly difficult to read.
In some markets, value growth continues to be supported by pricing. In others, consumption is recovering as inflation eases. Elsewhere, consumers remain focused on affordability and are reassessing what is worth paying for. While these realities may appear different on the surface, they are creating a common challenge for manufacturers and retailers: understanding what is truly driving performance.
For years, pricing and promotion decisions were often guided by established assumptions. A price increase protected value. A promotion drove volume. Historical performance provided a reasonable indication of future outcomes. Today, those assumptions are being tested. Consumers are increasingly willing to trade up in some categories, seek value in others, switch brands more readily, and evaluate purchases through a broader lens than price alone.
This does not make pricing and promotion less important. If anything, it makes them more important than ever. But it also means organizations need a deeper understanding of the factors influencing consumer choice, promotional effectiveness, and commercial performance.
The question is no longer simply whether a decision drives growth.
It is whether that growth is sustainable, profitable, and aligned with long-term brand value.
That’s why many leading organizations are placing greater emphasis on decision quality, connecting consumer intelligence, retail dynamics, and commercial performance to navigate an increasingly complex marketplace.
Beyond Survival: Building Pricing & Promotion Strategies for the Era of the Contextual Consumer
In this executive guide, we explore:
- How changing consumer behavior is reshaping pricing and promotion decisions across EEMEA
- Why understanding elasticity alone is no longer enough
- The questions every commercial team should be asking
- How organizations are moving from reactive decisions to more predictive commercial planning
Download the guide and discover how leading FMCG organizations are building more resilient, growth-oriented pricing and promotion strategies.
Understand What Consumers Will Pay For
Discover how NIQ’s Consumer Intelligence and Pricing & Promotion solutions help manufacturers and retailers identify growth opportunities, optimize portfolios, and better understand changing consumer behavior.
