Tool Spotlight: How to Reduce Promo Pressure Without Losing Volume in 2026

The promo playbook most companies used over the past five years is breaking down. Tariffs from last year are now reflected in landed costs, and higher oil prices are driving up logistics and packaging costs. As a result, historical baselines no longer predict category demand.

The instinct to "promote through it" makes the problem worse: deeper deals erode reference prices, accelerate forward buying, and lock portfolios into greater promo dependency as margins thin.

Join Ivan Tretyakov (Director of Product Innovation at Buynomics, ex-Danone) and Adam Hartnell (Principal Sales Engineer at Buynomics, ex-Pernod Ricard, ex-Unilever) as they walk through how to design and test a promo strategy that reduces promo pressure without losing volume, based on actual shopper behavior.

You'll see live in the tool:

• Where volume really comes from: base equity vs. trade spend, and what closes the gap
• How to bring a reduced promo plan to a retailer facing the same cost pressure on their P&L
• Which promos can be cut or reshaped with no real demand or competitive impact
• Which cost increases belong in base price, and which can be absorbed elsewhere in the portfolio

Meet the Speaker

Ivan Tretyakov Director of Product Innovation, Buynomics