PEPSICO | 2026 COMMERCIAL STRATEGY & CUSTOMER GROWTH
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COMMERCIAL STRATEGY & CUSTOMER GROWTH SALES PLAN
4. Customer Segmentation
Customer Group
Commercial Context
Relevant Consumer Needs
Grocery retailers
Category, assortment, promotions and shelf execution
Family consumption, value, wellness
Mass merchants
Scale, value perception, cross-category visibility
Affordability, household convenience
Convenience stores
Immediate consumption, rapid replenishment
On-the-go, single serve, refreshment
Club retailers
Value and household stock-up
Family use, larger pack formats
E-commerce customers
Online discovery, digital shelf, fulfillment
Convenience, replenishment
Foodservice operators
Menu, beverage, snack and supply needs
Convenient solutions, portion needs
Institutional customers
Setting-specific service and procurement
Reliable availability, suitable formats
International customers
Local markets and route-to-market variation
Localized preferences and brand relevance
5. Consumer Demand & Market Insights
Demand Signal
Commercial Consideration
Value sensitivity & volume
Relevant price-pack choices and promotions; read price, mix and unit trends together.
Health and wellness
Support documented nutrition-oriented, reduced-sugar and better-for-you propositions.
Convenience & snacking
Make products easy to find across on-the-go, at-home and sharing occasions.
Hydration & beverage occasions
Match beverage assortment to refreshment and active occasions.
Protein & functional interest
Consider interest where product credentials and availability support it.
Digital discovery
Ensure accurate product information, imagery and assortment online.
Foodservice consumption
Align formats with operator and service needs.
Consumer
Insight
→
Innovation
→
Purchase
6. Volume Recovery Strategy
Volume recovery depends on accessible value, relevant assortment, strong brands, innovation and dependable availability.
Price & value
• Manage price architecture and price-pack roles for affordability and brand value.
• Coordinate promotions with retailer priorities and category context.
• Make value offerings clear through customer-specific execution.
Portfolio innovation
• Build choice in zero-sugar and lower-sugar beverages and better-for-you foods.
• Develop nutrition-led and protein-oriented offers where supported.
• Use flavors and formats to refresh interest while preserving core brand clarity.
Portfolio productivity
• Improve category and SKU productivity through customer-informed assortment.
• Coordinate supply efficiency with shelf availability and service.
• Prioritize high-performing items while maintaining relevant breadth.
