Once you become a commodity, even a price increase of 50 cents will be perceived as expensive by customers.
Example: Supermarkets
Many staple goods, like basic groceries, are commoditized, so price sensitivity is very high. Customers quickly notice even small price changes.
So what should you do if you sell a healthy drink? How should it be positioned?
If you sell via DTC (direct-to-consumer), you can position your product strongly through great copy which is easier because you control the message.
If you distribute your product through supermarkets, instead of placing it in the ordinary beverages aisle, you should position it in the aisle dedicated to natural foods.
Competing directly with all other beverages will make your product seem expensive. But when placed among organic or natural products, your drink will be seen as a healthy choice.
Look at brands like Olipop (prebiotic soda), Poppi, or GT’s Kombucha—they’re often shelved in the natural/organic or wellness sections, not next to traditional sodas. This allows them to command 20–50% higher prices without pushback.
A mom looking for natural foods to pack for her children will choose your drink without much hesitation.
You can also explore other places to get your drink noticed:
Think gyms, health stores, yoga studios, and places where health-conscious people hang out and shop. Instead of reaching out to fitness influencers to promote your product, use these locations as a distribution channel.
Or try farmers markets, where you can connect directly with people who care about organic and natural products.
Remember, your product must be truly organic and natural—not just what the label claims. If it isn’t, influencers will call you out quickly. Be honest, because authenticity is your most powerful marketing ingredient.