Has consumer food demand become more price sensitive? A case study of beverages using retail- and household-based scanner data

Patrick W. McLaughlin and Abigail M. Okrent

No 360837, 2025 AAEA & WAEA Joint Annual Meeting, July 27-29, 2025, Denver, CO from Agricultural and Applied Economics Association

Abstract: Have consumers become more price sensitive in light of elevated food inflation in the post-pandemic era? This study uses beverages, a large category of food expenditure in the United States, as a case study to examine whether consumers shifted consumption from national brands to cheaper PLs or had higher price elasticities of demand for these products. We draw on near “real-time” brand-level beverage sales data from Circana’s Liquid Data Unify platform for retail scanner data. We find little evidence that consumers' price sensitivity increased in the post-pandemic era.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 18
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea25:360837

DOI: 10.22004/ag.econ.360837

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