Colgate-Palmolive, P&G, and PepsiCo Use Tailored Packs and Targeted Promotions to Respond to Shifting Consumer Behavior

As inflation reshapes shopping habits, major CPGs including Colgate-Palmolive, Procter & Gamble, and PepsiCo are adapting with more surgical pricing strategies — introducing tailored pack sizes and hyper-targeted promotions to deliver perceived value without eroding brand equity.

These brands are leveraging shopper data to customize offerings by region, retailer, and demographic, optimizing everything from unit count and product sizing to deal structure and digital engagement. Rather than defaulting to blanket discounts, companies are shifting toward behavior-based incentives and bundling strategies to attract price-conscious consumers while protecting margin.

Executives across all three companies point to affordability, flexibility, and relevance as key levers in today’s promotional landscape — and signal that personalization will increasingly define how promotions are executed both online and in-store.

corpbrief insight:

Price still matters — but precision matters more. These CPG giants are proving that promotions and pack sizes, when data-driven, can meet consumer needs without sacrificing premium perception.