The State of Pricing 2025: Pricing at a crossroads

As pricing pressure increases, only strategy-led companies will stay ahead.

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It is time to strengthen your pricing power. Are you ready?

There’s a growing disconnect between pricing ambition and execution.

Our Global Pricing Study (GPS), conducted early this year, surveyed more than 2,200 business leaders across 28 countries and 39 industries. We find that businesses today are struggling to achieve pricing excellence. Done right, pricing is a powerful growth lever. But one wrong move can have significant consequences. 

And with the current focus on tariffs, the cost of getting it wrong is higher than ever. It’s time to refine your pricing methods and get your pricing power back. 

A quick look at GPS 2025

This year’s key pricing insights spotlight the importance of pricing power, the promise of AI-driven pricing, and the increasing pricing pressure. Read our global pricing analysis to gain a competitive edge in optimizing your pricing strategies.

  • Companies still underestimate pricing as a profit lever

  • AI in pricing: Increasing adoption but still low impact

  • Planning isn't achieving

  • Pricing power is a leadership test

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Companies still underestimate pricing as a profit lever

 

Sales volume remains the top profit driver over the next 24 months – proving that pricing remains an underused profit lever. Companies that undervalue it experience inconsistent price execution, missed margin opportunities, and increased exposure to price pressure.

Pricing as a profit lever

AI in pricing: Increasing adoption but still low impact

 

Among those not using AI, 54% point to the lack of in-house expertise or resources. Effective pricing strategies – with AI application – have so much potential across all industries. But where should you start?

AI in pricing

Planning isn't achieving

 

Implementing a price change is only the first step. Companies realize less than half the amount of their price increases on average. How to fix this? Pricing power

Pricing power

Pricing power is a leadership test

 

In many businesses, pricing is often siloed and treated as a function rather than a capability. But for companies aiming to strengthen pricing power and achieve ambitious pricing targets, pricing decisions should be led by the C-suite.

Leadership test

Pricing for the future

As price pressure intensifies, volume alone won’t sustain growth. Leading companies treat pricing power as both a core capability and a C-level responsibility. 

Want to know what top performers are prioritizing for revenue growth in 2026? Get all the details in our GPS brochure. 

But one thing is clear: pricing excellence starts at the top. The most successful leaders challenge standards, set bold targets, and drive cross-functional accountability. The companies that prepare now will lead tomorrow. 

Start your journey with us today. 

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As the first consulting firm to apply academic and scientific methods to tackling price optimisation, we take pride in delivering solutions to your real-world business challenges.

Simon-Kucher has been at the forefront of pricing and revenue management for decades.  We defined the discipline. It's part of our DNA; ensuring we make a real difference to our client's business performance.

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