The Price Increases in CPG Companies

PepsiCo and Unilever have been quietly raising their prices over the last few quarters like Pepsi Co except in this case it's really to protect their margins. Even though they are reporting their sales volumes are going down they still think that this is the best strategy. I'm just so interested to see what will be the tipping point for this to stop specifically with companies like PepsiCo or Unilever where they're products that are specifically supposed to be more value oriented.