CPGs Adjust Pricing and Promotions as Private Label Expansion Intensifies

Consumer packaged goods companies are fine-tuning their pricing strategies and promotional calendars as private label competition continues to grow across key categories.

According to new research from NIQ, private label brands have gained noticeable market share in food, beverage, and household essentials — prompting national brands to defend shelf space by becoming more surgical with discounts, bundling strategies, and loyalty program integration.

Rather than rely on broad price cuts, many CPGs are turning to targeted promotions that align with shopper behavior and retailer-specific dynamics. Executives across the industry also report increasing investment in value messaging, reformulated pack sizes, and affordability tiers to retain price-sensitive consumers without diluting brand equity.

The shift reflects a broader recalibration in the wake of sustained inflation, with CPGs balancing volume protection against long-term margin health.

corpbrief insight:

In today’s market, value is both a price point and a perception. CPGs that tailor pricing strategy with precision — not panic — will hold ground as private labels press forward.