According to Deloitte, shoppers are now backing brands that deliver “more value for the price”—not just the lowest ticket price.
Key Insights:
- Value > cheap: Brands relying solely on low prices could fall behind those offering quality, ethical sourcing, sustainability, innovation or experience .
- Broader definition of value: Consumers are evaluating price against benefits such as durability, convenience, brand story, and alignment with personal values.
Why This Matters for Retailers:
- Strategic positioning – It’s no longer just about being cheapest; it’s about building compelling value propositions.
- Holistic brand story – Sustainable practices, provenance, product innovation—these contribute to perceived value and can justify premium pricing.
- Balanced portfolio – Offering both value-led SKUs and premium options helps meet diverse consumer expectations.
- Message alignment – Your communications must reinforce the broader value narrative—not just low-price messaging.
We guide retailers in crafting holistic pricing and communications strategies — connecting price, product, and purpose to meet the evolving expectations of today’s consumers. Curious how your pricing and brand positioning compare in this context? Let’s talk!
