Jonathon Nudi
Group President - North America Retail at General Mills
Thanks, Bryan. This is Jon. Maybe I'll tackle pricing ours [Phonetic] here, and I'll get to elasticities in just a second. So obviously I talked about supply chain, pricing, the other subject, we're spending a lot of time on. We do believe that we're pricing effectively within the market and for each brand it looks different. And one of the things I'm really proud of is the SRM capability, our strategic revenue management capability we've built over the last five years or six years under Jeff's leadership. And our SRM plans will look different for every brand and really go down to the SKU level. It's an always on capability. We're looking at what's coming at us from an inflation standpoint. We're looking at what's happening in market. And then we're leveraging the full SRM toolkit, so that's [indecipherable] advances, it's trade optimization, tag [Phonetic] price architecture and mix.
And in the U.S., our measured data or our average unit prices are up a bit more than our categories, and that's really where we want to be. In many cases, we're the leaders in the category. We feel like it's on us to make sure that we have clear pricing strategies. At the end of the day, our goal is to pass those little as needed, but certainly if inflation, we need to take pricing at this point to preserve margins.
So we work closely with the retailers because [Phonetic] pricing is never an easy discussion. Everyone here is facing inflation, though. So again, we can walk in and provide good rationale for why we're taking the pricing and more importantly, a coherent plan for what pricing will look like in market, we've been able to find good acceptance, and more importantly, good reflection in the market. So it's been a big focus area for us. I feel great about what we've done to-date. We have got a road map for each of our brands and down to the SKU level for the future, as well if more pricing is needed.
In terms of elasticity, I mean, Jeff touched on this earlier. I mean, we are seeing elasticity, so again, it's not like we're not. This is not at historical levels. We've seen elasticities remain pretty consistent quarter-to-quarter. So what we saw in Q3 was consistent to Q2. We expect that to be the case in Q4 number. And we're going to have more price mix in Q4. So we expect to see a bit more elasticity, as a result, but again, not back to historical levels.
In terms of what's happening across segments and categories and channels, there's obviously a lot of noise in the data, everything from product availability to consumer mobility to government support levels and significant inflation away from home channels. It's really hard to try to parse them out [Phonetic], but we'll continue to try to do that. But again, the elasticities remain constant, that's the important thing to remember and not at historical levels as well.