The health and beauty retailer is also launching a campaign with poverty campaigner Jack Monroe to offer customers tips to help keep costs down as hygiene poverty is rising at an “alarming rate”.
CEO Alan Jope has promised to maintain “strong” investment in Unilever’s top brands, particularly in ensuring its media spend stays at “competitive levels”.
Sainsbury’s CEO Simon Roberts says value will remain the “key priority” for the supermarket over the coming year, as it commits to “keeping prices low” despite rising inflation.
PepsiCo, which owns brands including Walkers, Pepsi and Doritos, says it is working together with its retail partners to mitigate “consumer reaction” to inflation.
Coca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
Waitrose sent a legal letter to Asda last month after it unveiled plans for a similarly named budget range – Just Essentials by Asda.
Promoting the value credentials of its brands and building in new pricing architecture is enabling P&G to navigate inflation without losing customers.
Supermarket own-brand products now account for over 50% of sales, but there remains plenty of room for brands to make their mark on consumers amid the cost-of-living crisis, analysts say.
The Canadian activewear brand wants to maintain its focus on full price sales, as it targets the “open space” of lifestyle garments and explores new categories.
Asda is set to invest £45m in the new budget range, as it seeks to regain its position as the UK’s second largest supermarket by market share.
The firm is promising further “significant investment” this year in areas including digital services, shop refurbishment, value and revenue diversification.
M&S, Next, Superdry and PizzaExpress have all announced their intentions to move away from a culture of sales and discounting as a means of driving sales, as post-Covid demand offers the perfect moment to transform consumer expectations.
Rising costs and price inflation will drive businesses to seek cuts and save margins, but marketers must ensure investment behind the brand is sustained.
Claiming its original price promise is “no longer enough”, the retailer will focus on a new quality and value pledge backed by £500m of investment.
Inflation means price increases are marketing’s number-one priority for 2022. But how many marketers are capable or even aware of the challenge ahead? Our columnist provides a handy cheat sheet for those who want to get it right.