PepsiCo Gets Granular with Pricing to Recapture Price-Sensitive Consumers

PepsiCo is refining its pricing playbook with more targeted, localized strategies as it works to win back price-sensitive shoppers amid shifting consumption patterns.

Executives say the company is moving beyond broad-based pricing actions and embracing a more granular approach — adjusting price points, promotional timing, and pack sizes by region, channel, and product type. The aim is to provide value without undermining brand equity or long-term margin health.

The move comes as PepsiCo sees softness in elastic categories like snacks and beverages, where some consumers have traded down or pulled back altogether. By testing more precise pricing levers — including affordability tiers and promo personalization — PepsiCo hopes to bring lapsed shoppers back into the fold while maintaining premium positioning for its core brands.

corpbrief insight:

Precision is the new pricing power. PepsiCo’s shift shows how the smartest brands don’t just respond to price sensitivity — they outmaneuver it.