Marco Di Marino, Matt Hamory, Matt Quinn and Joanna Su, AlixPartners, discuss why “hi-lo” pricing was once a viable option but is no longer working and why they recommend “everyday fair price” instead

Grocers are shifting away from hi-lo pricing—frequent sales and deep discounts—in favor of more consistent, everyday value as consumers grow weary of unpredictable pricing and inflation drives price sensitivity. The four experts agree that hi-lo pricing is losing effectiveness as it erodes trust, complicates operations, and fails to drive loyalty, while everyday low pricing offers greater transparency, efficiency, and long-term value.

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