With energy prices and interest rates stubbornly high, there's pressure on brands and retailers to meet costs, throwing up the challenge of how to manage higher absolute prices in a way that minimises volume loss, and protects margin and profitability. 

Why it matters

In 2023 we’re rapidly moving from a cost-of-living crisis to a once-in-a-generation standard-of-living crisis. Over the last 30 years or so, consumers have got used to variety, quality, and innovation, all at the lowest possible price.