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’s the tipping point where reduced price actually drives trial?

What We Tested

• Current price vs. 6 reduced price points
• Over 3,500 shoppers tested

Results

• >5% price cuts only delivered +2% more shoppers
• Not commercially viable—smaller pack sizes were a more effective route for driving trial without damaging premium positioning