Scottish Grocer & Convenience Retailer

Price-marked packs

Show off the bargain

AS one of the most popular impulse categories, confectionery is very price sensitive and Perfetti Van Melle says 50% of shoppers feel PMPs reassure them they are getting the best value for money and subsequently stimulate purchases.

But trade marketing manager Mark Roberts said that retailers must make sure PMPs are easy to see.

He said: “For example, our Smint £1 PMP might work well next to the coffee machine, and Fruittella Sharing Bags could be part of a larger ‘Big Night In’ display.”

Big Bear agreed that price sensitivity is a major factor in consumers’ purchasing decisions and says this is unlikely to change in the coming 12 months.

Marketing manager Andrew Owens said figures indicate PMPs sell more volume than their unmarked equivalents, as well as building trust in a brand.

He continued: “The confectionery category benefits well from PMPs and we offer a PMP variety on the majority of our lines.

“We find that round pound deals work best, from our most popular Fox’s Glacier range to the Poppets sharing pouches.

Big Bear says a £1 price point works best in confectionery and it has made the full range of its Fox’s and Poppets brands available marked at that price

“Our Poppets PMPs range includes mint, toffee and Movie Mix varieties, and our Fox’s PMPs range includes the Dark, Fruit and Mint varieties.”

Mark Walker, sales director at Swizzels, said: “The heavy focus on discounting means it is now easier than ever to find a deal and people are more adept at recognising what constitutes real value for money.”

He added that Squashies continues to be Swizzels’ strongest-performing brand and that it has enjoyed great success as a £1 price-marked pack.

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