53% of French consumers say they are willing to switch brands in the food sector for a better deal (BCG, European Consumer Sentiment, June 2026). When the price of a particular product size goes up, its buyers don’t disappear—they switch to the next size up, a store brand, or a competitor. A price recommendation that focuses solely on the benchmark product assesses each decision based on only half of its effects.
White paper
Elasticity and Cannibalization: Anticipating the Impact of a Price Change on the Entire Product Line
This white paper explains how to measure own-brand elasticity, cross-brand elasticities, cannibalization between formats, the halo effect, and the shift to private label, and then how to simulate the effect of a price change across the entire product line before making a recommendation. Audited figures from 2025 and 2026 (BCG, Bain & Company, NielsenIQ, INSEE, Simon-Kucher).
By downloading it, you will discover
- Why the elasticity of a benchmark doesn't tell us how much the brand is losing: the difference lies in cross-elasticities
- How to Distinguish Between Cannibalization Among Your Formats, the Halo Effect, and Transfer to the Private Label
- What Data and Methods to Use, and the Seven Pitfalls That Skew Elasticity—From Sales Promotions to the Weather
- Two examples with numbers: a price increase that loses ground against the benchmark but gains ground across the product line, and a promotion that does the opposite
- The decision matrix and the eight lines that each price recommendation must include
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