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Consumer: Food CPG – Case Study

Industry: Food CPG - breakfast & snacks
Area: Pricing Power Clarity, Offering Design & List Price Optimization In collaboration with EBITDA Catalyst, Revology's strategic partner for driving value creation for mid-market Private Equity.

SITUATION

Highly successful growth CPG brand – breakfast & snacks

  • Size: $250-500M revenue

  • Geo scope: Americas

  • Premium “good-for-you” category rapidly growing

Concentrated Channel Strategy

  • Primarily big box retail / grocery channel

  • Somewhat horizontally diversified product lineup across multiple food and snack categories

  • Club channel SKUs performing very well

    Inflation & Profitability Pressures

  • Several key ingredients & commodities on accelerating inflation trend.

  • Hero SKUs pressured under psychological price points

Competitive & Share Gain Opportunity

  • The largest competitor in the category was challenged with unprecedented brand perception and dilution challenges

  • Client had a unique potential opportunity, but any path to capitalize seemed risky / different from the status quo

Shopping cart filled with groceries in a supermarket aisle.
A shopping cart filled with groceries in a supermarket aisle, highlighting consumer food purchasing behavior.
Doorway with construction barriers for security and access control.
Construction site entrance with safety barriers and a closed door against a brick wall.

OBSTACLES

Cost and Competitive Pressures

  • Specific cost hits from ingredient & commodity inflation, AND capitalizing on a key competitor’s challenges.

  • Persuading retailers to partner in RGM actions.

Profitability:

Strong revenue growth trajectory, challenges converting to EBITDA gains.

Psychological price points presented a daunting ceiling and retailer resistance point.


Pricing & Growth Path:

Lack of reliable price elasticity estimates. Retailer resistance to price increases. Had already taken an increase in previous years

  • Developed in-depth category value maps vs competitors

  • Explored implications of price ladder coverage & white space for pricing upside potential

  • Established core SKU economics
    SKU-level margins & impact on overall top- and bottom- line $.

ACTION

  • Developed in-depth category value maps vs competitors

  • Explored implications of price ladder coverage & white space for pricing upside potential

  • Established core SKU economics
    SKU-level margins & impact on overall top- and bottom- line $.

  • Modeled Price Elasticity by Category
    Waterfall approach based on salient drivers of increase /decrease in price elasticity

  • Refined elasticity / price action response frameworks by category / hero SKUs:

    +/- adjustments from category Px sensitivity benchmarks.
    Stress-tested financial model at various key driver assumptions.

    Partnered with client to collect competitive & channel intel

Recommended priority opportunities for price-pack & trade investment to win market share vs key competitor

  • Recommended top ideas for price-pack expansion (sku x channel)

  • Areas where trade investments could profitably expand market share

Factors influencing price action in food CPG market analysis.
This image highlights key factors affecting pricing strategies in the food consumer packaged goods sector, emphasizing market demand and brand loyalty.
Food CPG value map showing pricing and product positioning analysis.
Consumer Food CPG case study highlighting market positioning and pricing strategies.

RESULTS

FINANCIAL IMPACT & STRATEGIC WINS

  • Implemented price optimization actions across core categories $13–17M / Year profit (VCM) gain.

  • Developed framework to monitor results & iterate.

  • Preparation for Phase 2 follow-up 6 months later.

  • 11% GM$ improvement

  • Key psychological price barriers overcome.

  • Clarity on GTM direction for price pack /share take from key competitor.

    Clearly improved pricing know-how, cohesion, confidence & culture, client “learned to fish.

Developed repeatable financial & organizational win for a beloved growth brand building internal know-how and confidence.

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Have a Revenue Growth Analytics pain point, a question, or a content suggestion?

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210 Delburg St, Davidson, NC 28036, United States
+1 803-701-9243

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