It’s human nature to seek out the best prices. The days when consumers felt embarrassed about bargain hunting are long gone. Now, thriftiness – no matter how much money we might have – is a badge of honour and a key driver of advocacy.
These attitudes and behaviours have been normalised, no doubt, by the rise of price comparison websites, and then amplified by the cost of living crisis, an unstable economy, and a volatile political climate. Consequently, for food and drink brands, delivering value alongside volume is becoming a growing concern.
The even bigger issue, however, is whether premium brands can prevail under such conditions, or whether they need to endlessly rely on discounts to attract customers.
Read Natasha’s full piece in The Grocer.