A Leading Gum Brand Found Up to 36% Price Flexibility Across SKUs

Industry

CPG - Gum Category

Challenge

The brand wanted to understand consumer willingness-to-pay for gum across different pack sizes and formats in the U.S. market. The key challenge was to identify how much headroom existed for price increases without losing share, and to benchmark brand perception against key competitors.

Result 

The study revealed strong pricing flexibility across smaller packs, with potential for up to 36% price increases. Larger formats showed more limited flexibility and clear caps, helping the brand see where profitability could be optimized without volume loss.

About the Brand

A leading CPG company in the U.S., operating in the gum and confectionery category. Known for its wide distribution and consumer appeal, the brand competes with other household names in the U.S. gum market.

The Impact

Using PriceBeam’s Revenue Growth Management study, the brand identified where pricing could be pushed further and where caps would hold firm. Smaller formats showed the highest headroom, while larger packs highlighted important sensitivity. The findings gave the pricing team a clear roadmap to act with confidence and protect competitiveness.