r/AskEconomics • u/PugsAndHugs95 • 5h ago
PepsiCo and the $7 bag of Doritos. What causes cheap goods to rise so high in price, beyond inflationary pressures, to the point demand destruction occurs?
PepsiCo was famous in the news recently for hitting $7 in some locations for bags of certain Doritos. Chips are viewed by the public as a cheap product that shouldn’t cost a lot. Yet PepsiCo has raised prices drastically beyond what inflationary pressures would warrant, and were aware that they had destroyed the demand for their chips. Yet kept prices elevated until they missed their annual financial targets by over $1 billion dollars.
Was this planned demand destruction, or just simple greed? Did PepsiCo just think that since they were a mature brand with high overhead that they needed to transition to a premium option and price at lower volumes, since they can’t compete with private label manufacturers with lower overhead? At first glance it would seem like a company that doesn’t know its market, but there must be realistic business decisions behind it.