Price sensitivity is rising, with 49 percent of consumers actively seeking discounts and deals, and 44 percent investing more time in comparing prices or hunting for deals. In response, retailers and brands are expanding discount strategies, introducing value-driven offerings, and rethinking how they communicate price and promotion. This session will examine how companies are meeting demand for affordability without eroding brand equity or long-term profitability. Speakers will examine: • Evolving discount and promotion strategies in a more price-driven market • The role of value menus, bundles, and entry-level offerings • Maintaining brand perception while competing on price