Coca-Cola (NYSE: KO) and other food companies have been able to do well over the past couple of years by passing along rising prices to consumers as a way of adapting to inflation. And through price increases, that has allowed them to generate revenue growth and improve upon their top and bottom lines. But as consumers have become more sensitive to rising prices, that strategy may simply not work anymore.

Recently, one of Coca-Cola's largest rivals posted earnings, and not only did it experience volume declines in key markets, but management suggested it would be reducing prices in order to win back shoppers. Could Coca-Cola be facing a similar fate, and does that mean the stock may also be facing some tougher times ahead?

Coca-Cola rival PepsiCo (NASDAQ: PEP) reported earnings last week and its struggles could offer a glimpse into how willing consumers are to take on more price hikes. And the short answer is that they aren't.

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Source Fool.com