This episode of FMCG Weekly examines the structural shift from price-led growth to Real Internal Growth (RIG) in 2026. With global volume growth stalling at 0.9% and private label penetration hitting 40%, the "pricing ceiling" has been reached. We analyze how leaders like PepsiCo, Nestlé, and Coca-Cola are utilizing "right-sizing" and occasion-based Price Pack Architecture (PPA) to drive volume. A key focus is the shift from gross promotional lift to "Source of Business" logic—decomposing volume into incrementality, cannibalization, and stockpiling—and the emergence of "failure rebates" in manufacturer-retailer negotiations to ensure mutual value creation.

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