Pack sizes are still increasing on average, but not all shoppers are happy buying more. Those shoppers who say they are struggling from a financial perspective are heavily leaning to smaller pack sizes to help them manage their budgets.
While larger packs bring the dual benefits of offering value to shoppers and expanding consumption of those who buy, it comes with risk. Shoppers are increasingly trying to find ways to limit their spend per trip and many don’t want to invest a big share of that budget on a single item. The winning strategy for your category depends on finding the balance between driving the consumption of those who are willing and able to buy big and offering lower entry points for those who are not.
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