PepsiCo is lowering snack prices by up to 15% for brands including Lay’s, Doritos, Cheetos, Tostitos and more. This pricing change is part of PepsiCo’s broader strategy to increase accessibility for consumers.
The new suggested retail prices begin rolling out in the United States this week. “And because retailers ultimately set their retail prices, shoppers may see even greater savings depending on the store,” the company said.
“We’ve spent the past year listening closely to consumers, and they’ve told us they’re feeling the strain,” said Rachel Ferdinando, CEO of PepsiCo Foods U.S. “Lowering the suggested retail price reflects our commitment to help reduce the pressure where we can. Because people shouldn’t have to choose between great taste and staying within their budget.”
The snacks themselves remain the same, the company said, but Pepsi is continuing to refine its portfolio, from recipe enhancements, like the removal of artificial flavors and colors from Lay’s and Tostitos, to packaging updates aligned with evolving consumer preferences.
Snack price and size influenced both consumer behavior and manufacturer strategies in 2025, Jacob Jordan, category insights manager for Temple, Texas-based McLane, said in August.
“We’re seeing growth in standard-sized bags and multipack meat sticks, with the latter performing well across all channels due to their portability and perceived value,” Jordan said. “Larger bags are showing positive momentum when supported by strong promotional activity, while smaller bag sizes are gaining traction as consumers look to trade down and manage costs. Manufacturers are adapting by shifting their focus toward these smaller, more affordable pack formats to align with shopper preferences.”
Convenience stores continue to expand private label lines with lower prices.
Kwik Trip rolled out two candy bars, Kwikz! and WannaBe!, under its Urge! Branded snack line in January. The candy bars were initially priced at 99 cents in January.
Love’s Travel Stops & Country Stores introduced six new products to its private-label line in December, including Chocolate Peanut Butter Caramel Popcorn, Dark Chocolate Salted Caramels and more. Love’s offered 10% off a customer’s first purchase of these treats through its Love’s Connect App in December.
PepsiCo’s pricing adjustments also coincide with projections that Gen Z will be a leading force in consumer spending. This generation is expected to contribute $9 trillion to global spending by 2034 and will have the highest per capita spending power by 2030, Anna Kjerrumgaard of RaceTrac Inc., said at NACS.
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