Signal Around seven in ten expect tariff effects on shelf prices to be disclosed

Summary

Capgemini finds consumers demanding openness about why prices change. Two in three shoppers would rather face a clear price increase than shrinkflation. Around seven in ten expect brands to disclose plainly when tariffs are behind a rise in shelf prices. The report argues that both results show how value is delivered matters, and that revenue growth management must treat perceived fairness as a core design constraint. It recommends making the value equation legible by explaining why margin is taken and showing where value is added.