It continues to be important for convenience retailers to demonstrate value across the store. One way to do this is to stock price marked packs (PMPs).
PMPs offer shoppers price confidence and reassures them they are not being overcharged. This is important when shoppers are watching what they spend.
PMPs make life easier for convenience retailers, reassuring them and their shoppers that they are charging the right price. PMP labels stand out on shelf and are a good way to draw the shoppers’ eye to a particular product.
PMPs offer shoppers price confidence, and it is good to have PMP available for budget-conscious shoppers. PMPs offer a point of difference for independent retailers. Many PMPs have been specifically designed to fit in with the shopper needs of the independent sector.
Shaun Whelan, LSI Convenience/Wholesale and OOH Controller, comments: “Peperami PMPs are very effective at generating sales. New PMP £1.25 flashed 2 for £2 on Peperami sticks offer good value compared to standard sticks, driving value and return on sales.
“Convenience retailers can use PMPs to bolster their margins and increase footfall as it shows how a store is offering shoppers good value.
“We ensure our Peperami PMP products are affordable for convenience retailers by supporting them with promotions and case sizes to keep the price points at the recommended retail prices.”
Peperami PMP products include Original 20x28g, Hot 20x28g, Firestick 20x28g and BBQ 20x28g, all PMP £1.25 or 2 for £2.
“PMPs are a great way to draw shoppers to the fixture. PMP labels tend to stand out to grab shoppers’ attention. Key price points, like Peperami sticks 2 for £2 (driving rate of sale & cash margin), then compel more shoppers to buy more,” adds Whelan.
“Ensure PMPs are highly visible in store, by brand blocking and merchandising at eye level to maximise sales.”
Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, comments: “The Salty Snacks category continues to present a significant opportunity for wholesalers to maximise their PMP sales. With the total category in independent and symbol stores now being worth £631.6m and growing at +18.0% (NielsenIQ), there is evidence to show that snacking remains a huge part of day-to-day UK life.
“We are seeing more shoppers look for savoury snacks in PMP formats, so wholesalers should ensure that they are helping their retail customers to meet this demand. Given the strength of PMPs in delivering growth for, we have continued to invest in the PMP format through NPD and line extensions across the nation’s most loved crisp brands. Launches like our Walkers Smokin’ BBQ Sauce, or our Frazzles Salt N’ Vinegar have rolled out in PMP formats over the last year, alongside our more recent limited-edition Walkers Extra Flamin’ Hot innovation available across January and February.”
PMPs reassure consumers of value and help independent retailers to offer an accessible price point that builds trust with their shoppers. This presents a significant opportunity for wholesalers to grow their savoury snacking sales, with demand for the format growing among independent retailers.
Within the Savoury Snacks Category, Sharing PMPs remain the number one contributor to crisps and snacks growth in value, compared with other segments (NielsenIQ). Wholesalers looking to grow their savoury snacking sales should look to prioritise the bestselling Sharing PMP Snack SKUs. Within the Independent and Symbols channel in particular, 10 out of the top 15 Sharing PMP Snack SKUs include Doritos, Quavers, Cheetos Twisted, Walkers and Monster Munch, which demonstrates just how important these SKUs are for both retailers and wholesalers (NielsenIQ).
“Wholesalers should stock products that cover the different shopper missions and occasions retailers are seeing demand for in the channel. Wholesalers should therefore block by key mission: for later (multipacks), for tonight (sharing), Singles and PMPs, so that retailers can easily locate the format in-depot,” suggests Storey.
“In the weeks leading up to key events, such as finals of sporting events, wholesalers should remind retailers to pick up the essentials in a PMP format for their stores, with dedicated displays and point of sale material to help grow sales.
“Wholesalers should utilise in-depot activations frequently to promote new PMP launches. This not only injects some excitement into the channel but communicates new must stock PMP products with retailers that they might not be aware of yet.”
As part of a continued partnership with the UEFA Champions league, PepsiCo reinforced its commitment to supporting football and enhancing fan experiences with an unmissable on-pack promotion across the Walkers MAX brand. Running until 23rd March 2025 across promotional packs of Walkers MAX in sizes 140g, 70g PMP and 50g, the campaign offers football enthusiasts the chance to win a UEFA Champions League final experience in Munich, Germany, along with UEFA Champions League merchandise.
Stuart Graham, Head of Convenience and Impulse at KP Snacks, comments: “The PMP format has seen significant growth in recent years and will stay increasingly relevant as the cost of living remains high and consumers continue to be more price-conscious. Retailers report that 86% of shoppers are looking for value and deals (ACS) and PMPs cater to this trend, offering consumers great value for money and clear pricing which reassures them that they’re getting a good deal. 57% of impulse shoppers buy PMPs (Lumina) with this segment driving £325m in sales within CSN (Nielsen IQ).”
Worth £129m, the KP Snacks PMP portfolio features a range of SKUs ranging from 40p PMPs to £1.25 PMPs. KP Snacks’ extensive PMP range caters to all tastes, occasions and budgets, perfectly positioned to engage shoppers and drive impulse purchases for retailers. The company’s mission is always to deliver the right products at the right price points to meet consumer needs and bolster sales for its retailer partners. £1.25 PMPs are a key format for Independent and Symbol stores to focus on, accounting for 50% of CSNP sales (Nielsen IQ). £1.25 PMPs are worth £321.9m within the CSN category and are growing in value +4.1% (Nielsen IQ). 18 of the top 20 best-selling SKUs are £1.25 PMPs (Nielsen IQ) and, of those, 6 are KP Snacks brands.
KP’s range of large format PMPs is worth £107.8m (Nielsen IQ). The KP Snacks portfolio includes four of the top five best-selling large PMP SKUs, Hula Hoops Big Hoops BBQ Beef, McCoy’s Flame Grilled Steak, Nik Naks Nice ‘N’ Spicy and Nik Naks Rib ‘N’ Saucy. Meanwhile, KP’s smaller format PMPs are ideal for a quick and affordable snack, including Space Raiders, the UK’s number one best value brand in 40p PMPs, classic heritage favourites such as Discos, Skips and Wheat Crunchies which are available in 50p PMPs and popular family choices including Hula Hoops core range and Pom-Bear in 65p PMPs.
“At KP Snacks we are continuing to expand our PMP portfolio with the right products in the right formats to generate consumer demand and create value for our retailer partners,” adds Graham. “Our NPD is informed by key category insights, including input from our valued retailer SnacKPartners who we work closely with to learn from their observations and help to maximise their sales.”
In 2024, KP expanded its market-leading PMP range with new SKU including: Discos Prawn Cocktail £1.25 PMP and Space Raiders Saucy BBQ £1.25 PMP. Combining the increasingly popular PMP format and two of KP Snacks’ classic Heritage brands, these launches tap into flavour trends to drive shopper engagement.
Earlier this year, KP launched two new flavours of McCoy’s Epic Eats, Grilled Cheese and Flamin’ Fajita. Available in 6-packs and the popular £1.25 PMP format, McCoy’s Epic Eats delivers signature crunch and bold flavours to drive brand penetration. The two new SKUs feature an on-pack promotion offering shoppers the chance to win an epic adventure, with five American road trips to be won.
In 2022, KP Snacks launched Nik Naks Scampi ‘N’ Lemon in a large PMP format, generating excitement with the return of a shopper favourite which had been absent across singles formats since 2008 and multipacks since 2019.
Large PMPs are growing in value +1.5% (Nielsen IQ) in CSN and KP Snacks’ large PMPs hold a 38% share of the segment (Nielsen IQ).
Pringles – the number one large sharing crisp brand (Circana) – is turning up the heat this winter, bolstering its portfolio of bold and innovative crisp flavours with the launch of Flame Grilled Steak.
Set to fire up the snacking aisle, the latest addition will launch as a convenience channel exclusive, aligned to the brand’s impressive performance across symbols and independents – now worth over £60m, growing at +5.6% versus a category that sees -0.1% decline (Circana).
In addition, the exclusive offering will be available as a price-marked pack. This is designed to help retailers boost their on-the-go snacking sales, drive impulse purchases and bring incremental shoppers to the category, building on the brand’s continued momentum, offering added value for both consumers and retailers alike.
Crafted to deliver a rich and smoky taste experience, Pringles Flame Grilled Steak combines the distinctive Pringles crunch and flame-kissed steak flavour that consumers crave. Steak is a sought-after snack flavour within the convenience channel, evidenced by its strong performance in the Singles segment, with brands like McCoys and Walkers Max seeing success (Circana). However, within the Large Sharing segment, Steak accounts for just 0.2% of total sales (Circana), revealing significant untapped headroom. With the total Steak flavour opportunity worth almost £20m (Circana) in the away from home channel, Pringles is uniquely positioned to leverage its position as the number one brand in the Large Sharing segment to maximise sales and drive growth in a declining category.
The launch of Pringles Flame Grilled Steak will be supported with striking in-depot POS designed to drive awareness and encourage trial, complemented by wholesaler activation packages for additional amplification. Hannah Fearnley, Head of Route to Market at Kellanova, said: “We’re so excited to be turning up the heat and introducing Pringles Flame Grilled Steak to the convenience channel this February! Steak is a massive flavour opportunity and one that’s proven to resonate so strongly amongst consumers. Given our growth in the Large Sharing sector, we are uniquely positioned to deliver this opportunity and reinvigorate the snacking aisle by giving consumers and retailers what they want!
“With our strong brand presence and commitment to innovation, we’re confident that this new launch will spark excitement in stores, as well as bolster impulse sales via our compelling PMP offering, giving both consumers and retailers yet another reason to engage with the Pringles brand.”
Jason Stocker, House of Britannia, comments: “The UK snack market is evolving, with shoppers increasingly looking for products that deliver big taste at an affordable price—without compromising on health. That’s where Palse comes in. Designed to offer something different, Palse brings bold flavours, crunchy textures and a value-for-money proposition that stands out in today’s competitive retail landscape.”
Palse is set to hit the market with a range of 50g price-marked packs (£1.19 PMP) in three bold flavours: Jalapeño, a spicy kick for those who love heat, Salt & Vinegar, a tangy, classic favourite with a crunchy twist and Paprika – a smoky, savoury snack with a deep, rich flavour.
Unlike many traditional snacks, Palse products are HFSS-compliant, making them a better choice for health-conscious consumers. Being a source of protein, high in fibre and low in saturated fat, they align with the growing demand for healthier snacking options, a category seeing significant growth.
“With launch plans underway, now is the perfect time for wholesalers and retailers to capitalise on the healthier snacking trend,” adds Stocker. “Don’t miss the chance to introduce a game-changing brand to your snack aisles.” Susan Nash, Trade Communications Manager at Mondelez International, comments: “The five-pack multipack of belVita’s Soft Bakes Choc Chips flavour product across its entire range, is available as a price-marked pack for the first time – helping convenience retailers tap into additional sales from value-conscious shoppers, driving this popular pack’s visibility and communicating price reassurance.”
With all belVita Soft Bakes flavours now non-HFSS following recent recipe changes which brought Choc Chips and Choco-Hazelnut variants in line with the rest of the range, the new multipack will also help retailers to boost their healthier snacking offering within larger formats.
Last year, Cadbury Brunch Choc Chip, the number one healthier biscuit SKU (Nielsen), unveiled a price-marked pack to drive brand visibility and communicate value to price-conscious shoppers.
Cadbury Brunch Choc Chip PMP is available at a pricemark of £1.39 for a multipack of five to help drive sales within the healthier snacking segment.
“Many shoppers are continuing to seek out value from the category and PMPs are a great way for retailers to provide this reassurance, so cash & carries should make sure to stock them as part of their offering. PMP sales are currently outperforming standard pack sales in the independents and symbols channel (Nielsen), so this new format from Cadbury Brunch is set to help retailers attract new shoppers and boost sales,” adds Nash.
“Choc Chip is the number one Cadbury Brunch flavour, which is up by 172% (Nielsen) in the independents and symbols channel, and the PMP will help make this bestseller stand out even more on shelf with its clear and striking price point.”
Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle UK, comments: “Confectionery is one of the top five categories purchased on impulse in convenience stores (HFSS), and Perfetti Van Melle is committed to helping retailers make the most of the opportunity, with its bestselling products and category expertise.
“Sugar Confectionery is a resilient category as it delivers lifts and treats for its consumers. As we continue into a challenging economic landscape, confectionery remains an affordable treat giving retailers a compelling sales generator.
“Perfetti Van Melle’s eye-catching price marked packs, offering delicious treats at great price points, help drive choice and signpost within the category, allowing consumers to easily find a treat for any occasion. As we further develop our product portfolio, we continue to bring a wide range of products to consumers with new flavours, packaging, and textures.”
Chupa Chups leads the market, currently valued at £17.7m and growing +14% year-on-year (Circana), and aims to diversify its lollipop and candy portfolio, bringing new and exciting products to the category. The brand extended its sell-out range with new Chupa Chups Bites and Tubes. Bites are rainbow-coloured sour delights and Tubes promise a fizzy treat with a sour core, both in sour, mixed fruity flavours and covered in sour dusting for extra oomph. New Bites and Tubes are available in 120g PMPs, for the affordable price of £1.25, attracting Chupa Chups’ target audience of teens seeking affordable treats. Now the nation’s number two gum manufacturer with a sizeable brand value of £14.7m (Circana), Mentos Gum has demonstrated steady growth of 19% (Circana) over the past year, enhancing the brand’s status as a market leader. Increased demand for Mentos’ range of both Mint and Fruit flavours has driven annual sales following the launch of Mentos Pure Fresh Gum in paper bottles. Mentos Gum is now the number three brand within the category.
Clare Newton, Trade Marketing Manager at Swizzels, comments: “With recent years bringing economic challenges and tighter budgets, more suppliers recognise the benefits of PMPs and their appeal to customers who are prioritising value and keen to keep spending under control. At Swizzels, we continue to expand our PMP range for wholesalers and retailers to ensure that they can meet consumer demand for affordability and price clarity.
“PMPs can encourage customer loyalty because they reassure shoppers that they are getting value for money and that the retailer is using fair pricing, this helps to drive positive price perceptions amongst customers meaning they are more likely to become repeat customers. Stocking PMPs can also make for an easier shopping experience as customers can quickly and clearly see how much an item costs, so retailers stocking these items may benefit from loyal customers who appreciate reduced uncertainty at the till.”
PMPs are important in the confectionery category, with PMP sugar worth £160m in convenience stores and growing at +5.0% (Circana). Consumers often make impulse confectionery purchases and clear, transparent pricing which highlights value for money, can help to encourage this.
“With confectionery viewed as an affordable treat, PMPs help consumers to feel that they can still treat themselves whilst sticking to a budget,” adds Newton. “As such, wholesalers should offer customers a range of PMPs within their confectionery offering, to help retailers to drive increased basket spend and build trust and price confidence with shoppers.”
Squashies continue to be one of Swizzels’ most popular products, as the number one sugar hanging bag brand in the market (Circana). Squashies are also part of Swizzels’ best-selling hanging bags range which consists of Refresher Choos, Love Hearts, Parma Violets Originals, Marvellous Mallows and Variety Bags. Variety Bags are popular because they’re great for sharing with family and friends, as are Sweet Shop Favourite Tubs which appeal to consumers because they offer something for everyone.
Recently launched Squashies Love Hearts feature the signature Squashies texture combined with the beloved shape and fruit flavours of Love Hearts. Available in 120g bags, sold in cases of 12 and with an MRSP of £1.15, each foam sweet features an embossed message or emoji, making them ideal for sharing with a loved one.
For Easter, Drumchick Squashies will also be making a return, with an upgraded look. Shaped like Easter chicks, the sweets feature a unique dual-flavour combination of Pineapple & Orange. The product is available in 120g bags, in packs of 12, and comes with a MRSP of £1.15, perfect for sharing and gifting over Easter.
Asl? Özen Turhan, Chief Marketing Officer at pladis UK & Ireland, comments: “Increasing numbers of snack suppliers in the convenience channel have been embracing PMPs in recent years. As economic uncertainty continues, shoppers are opting for the bestselling, everyday snacks they view as a permissible treat or ‘affordable indulgence’. When tucking into these little treats, they’ll turn to established, heritage brands – such as McVitie’s and Jacob’s – for products which they trust will deliver on taste and quality.
“As shoppers continue to seek good deals on groceries, the appetite for PMPs is showing no sign of waning, particularly for the bestsellers. Good value is a hugely important purchase motivator, so stocking the branded bestsellers – such as our range of Jacob’s Mini Cheddars PMPs – is independent retailers’ ticket to driving higher volume sales, and wholesalers can support them to do that.
“PMPs are a huge growth driver when it comes to the convenience channel, as shoppers perceive products in this format to represent great value for money – encouraging them to purchase on impulse. Stocking up on popular products in this format, such as our Flipz brand or range of Jacob’s Mini Cheddars PMPs, is crucial to turning profit at a time when shoppers are savvier than ever before.”
PMPs are largely purchased on impulse, which is good news for core snacking categories, including biscuits, and crisps, nuts and snacks. These categories already benefit strongly from impulse purchases, and PMPs encourage this even more. What’s clear is that independent retailers can encourage shoppers to spend more by stocking the bestselling snacking lines in this format.
“Regardless of format, there will always be high demand for classic snacking products,” adds Turhan. “Stocking PMPs is an effective way to catch shoppers’ attention and drive impulse purchases and dotting them among popular snacks at their regular price point will help retailers boost overall basket spend, maximising both volume and value sales.”
pladis offers PMPs across a range of its bestselling biscuits, including shopper-favourite McVitie’s Chocolate Digestives and McVitie’s Chocolate Hobnobs, which are a necessary addition to snacking fixtures for retailers looking to sell-through.
Jacobs Bites was extended with two PMPs in November 2024, Jacob’s Bites Mature Cheddar & Caramelised Onion, and Jacob’s Bites Smoked Paprika, both at £1.75.
The first NPD launch from pladis in the convenience channel in 2025 is McVitie’s Gold Billions Chocolate & Hazelnut (RRP 89p, PMP 79p.
Kate Abbotson, Senior External Communications Manager, GB at Coca-Cola Europacific Partners (CCEP), comments: “Value remains a lead motivation for shoppers in convenience (Lumina), followed by the demand for quality and brands (Lumina).
“As such, wholesalers and retailers can meet these shopper needs by stocking market leading brands in a variety of PMP formats – including on-the-go and multipacks – to cater to multiple soft drink occasions, offering a point of difference that consumers can’t get in larger stores.”
CCEP’s best-loved brands, including Coca-ColaTM, Fanta, Sprite, Dr Pepper, Monster, Relentless and Reign are all available in PMPs and plain packs, so wholesalers and retailers should make sure to stock up on these.
In 2023, CCEP expanded its PMP range by introducing price-marked Schweppes 1-litre PET bottles. This enabled more convenience customers to enjoy the advantages of PMPs with the best-selling mixers brand in retail, now worth almost £60m (Nielsen).
And in 2024, CCEP launched price-marked multipacks of Monster Juiced Mango Loco and Zero Sugar Lewis Hamilton varieties, working to continue to drive the popularity of energy drinks.
To further help drive incremental sales, last year CCEP also launched PMP versions of the Costa Coffee Latte and Caramel Latte RTD ranges to help convenience retailers enhance their competitive edge when it comes to the (RTD) chilled coffee segment.
Most recently, CCEP launched price-marked packs of Jack Daniel’s and Coca-Cola alcohol ready-to-drink (ARTD) range to help convenience retailers provide visible value to shoppers and drive sales. The 330ml price-marked cans of Jack Daniel’s and Coca-Cola Original Taste and Jack Daniel’s and Coca-Cola Zero Sugar have rolled out across GB at a price-mark of £2.39.
Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, comments: “As the cost-of-living crisis continues, price marked packs (PMPs) continue to play an important role in communicating value, reassuring shoppers, and creating confidence in local retailers. For example, when purchasing PMPs, 51% of shoppers feel reassured that they are not being overcharged (TWC). Stocking PMPs can signal to shoppers that retailers understand the current market challenges and are providing affordable options for consumers. In turn, this is a great way to drive further sales opportunities in the soft drinks category, given the current landscape.
“Retailers can meet these shopper needs and demands by stocking popular brands in a variety of price-marked formats, both catering to different occasions, such as food-to-go and big night in, and signposting value to shoppers. For example, soft drinks is the number one category bought on a food-to-go mission (Lumina), so operators should consider catering to this demand with popular soft drinks in on-the-go PMP formats.”
Last year Tango Mango launched in a 500ml PMP format, a great option for shoppers looking for an on-the-go drink which also provides great value. Combining a bold, in-demand flavour with an iconic pack design, Tango Mango creates standout on shelves and in chillers.
Robinsons, the number one squash brand (Nielsen IQ), offers a 750ml price-marked bottle at £1.49. Available in popular flavours including Orange and Apple & Blackcurrant, the PMP is ideal for those seeking drinks loved by the whole family. For adult shoppers looking at more premium options, the Fruit Creations range is available in a 750ml price-marked bottle at £1.89, in flavours including Peach & Raspberry and Orange & Mango. Tango has also recently extended its PMP range to include Tango Apple Sugar Free. Available in a 2-litre bottle price marked at £1.99, the PMP is ideal for big night in and at-home gatherings, providing further opportunities for retailers to make the most of take-home sales while offering shoppers great value.
Energy drinks are also highly sought out by customers and are often an impulse, on the go purchase (IRI). Retailers can tap into consumer demands by stocking up on popular choices like Rockstar Energy®. Available in flavours including Watermelon & Kiwi No Sugar and No Sugar Blueberry, the £1.29 or 2 for £2 PMP cans not only provide an extensive range of flavours for shoppers to choose from but also offer great value. Adrian Hipkiss, Commercial Director at Boost Drinks, comments: “Now more than ever, price-marked packs play an essential role following the rise of living costs and price conscious customers. They offer wholesalers and retailers a fantastic opportunity to communicate clear and effective value-driven price points with their consumers, while delivering excellent margins.”
PMPs enhance the overall customer experience by providing transparency, clarity and reassurance regarding product pricing. Customers appreciate knowing the exact price upfront, which reduces confusion and frustration during the purchasing process. This transparency fosters trust between the consumers, retailers and wholesalers, leading to improved customer satisfaction, repeat purchases and loyalty.
“Boost is dedicated to fostering transparent and collaborative relationships with wholesalers and retailers, making honest and open communication a cornerstone of its approach,” adds Hipkiss. “We continuously track changes in the retail landscape and consumer trends to offer guidance across all areas. It’s evident that PMPs are an effective strategy for driving repeat purchases and cultivating a loyal customer base.”
Clear pricing eliminates the need for customers to inquire about prices, streamlining the decision-making process and potentially resulting in more impulse buys. With prices clearly marked on the packaging, customers are more inclined to make purchases, particularly when they feel confident about the value they are receiving. What’s more, when consumers see market-leading brands like Boost communicating great value on fixture, this presents a compelling reason to purchase – driving ROS.
“At Boost Drinks, we pride ourselves in selling an extensive array of affordable PMP format products,” says Hipkiss. “Across all three of the categories in which we operate – Energy Stimulation, Sports Drinks and RTD Iced Coffee, each of our products are clearly marked at value prices which inevitably attract consumer attention at the fixture.”
In October, Boost announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1. Leveraging its standing as the third largest brand in Energy Stimulation (Circana), Boost expanded on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m – enjoying 13% YoY growth (Circana), offering even bigger profits for retailers. The three varieties available in new 500ml cans have been carefully selected, with sales data placing them as the best-selling in Boost’s 250ml Energy range (Circana).
Boost’s Original flavours remain strong in the category with a 28% year on year growth (Circana). With flavours representing 32% of Energy Stimulation sales, marking a substantial +28% growth YoY (Circana), Red Berry is a guaranteed hit with consumers in the new larger can. Plus, the sugar-free energy drinks category has seen a remarkable +23% YoY increase (Circana), and the new 500ml Sugar Free Original can caters for the growing trend in health-conscious consumers, with 1 in 3 now opting for more sugar-free beverages.
Conrad Lillie, UK Sales Manager at Congo Brands, comments: “We are introducing PRIME ICE Hydration, a toned-down take on our iconic Hydration Drink. Consumers thirsting for a lighter, crisper take on the beverage that broke the internet are in for an icy cool quench. Uncap your potential—let’s break the ice.”
PRIME ICE is built upon bringing new consumers to the portfolio who are health and flavour conscious.
Nearly half of millennials and Gen-Z are seeking less sweet options.
Gatorade Frost appeals to consumers seeking less sweet flavours and is #5 in their portfolio behind well-established core flavours.
A third of consumers lapse on hydration because of taste profile.
PRIME ICE is available in three flavours. With crisp splashes of pineapple, cherry, and orange, Red Chill tastes like a light polar punch.
A lighter twist on a popsicle, Orange blends refreshing citrus with a chill hint of cream.
Brisk and refreshing, Blue Chill combines light citrus with just a drop of juicy blueberry.
PRIME makes up 10% of the sports category (TWC) and has launched category leading innovation.
PRIME ICE flavours resonate with consumers the most in this category.
PRIME’s formulation fills the need of better for you products within sports drinks.
Alexander Wilson, Category & Commercial Strategy Director, at HEINEKEN, comments: “Price-marked packs (PMPs) are an invaluable tool for helping to drive beer and cider sales in the independent and convenience channel, providing a point of difference from supermarkets. They offer a perception of value-for-money, helping to build trust between retailers and their local community by conveying the message that consumers are getting a fair price for the product.”
PMPs can help retailers drive loyalty among shoppers and, especially during periods of economic downturn, help people plan better on how much they want to spend. PMPs also can act as a PoS-like tool for retailers, as bold signage on-pack can draw customers in, generating potential for trade-up to more premium lines.
HEINEKEN offers many of its bestselling brands – including Heineken®, Red Stripe, Foster’s and Strongbow – in this format to help retailers maximise the opportunity.
In the impulse channel, beer and cider PMPs are worth approximately £456m (NielsenIQ), accounting for an impressive 24.7% of value sales, and 26.5% of volume sales in the total category (NielsenIQ).
Looking at this more in depth, PMPs have a 19.7% share in beer and 5% in Cider. In volume, PMPs in Beer have a 20.6% share, with PMPs in Cider commanding a 5.9% share (NielsenIQ).
On the whole, this does vary by brand, but if you look at PMPs of smaller packs of beer and cider in the impulse channel, 59% of value sales come from standard packs, versus 41% being price-marked. Sixty per cent of volume sales are from standard packs, compared to 40% of volume sales being price-marked.
“When looking specifically at our beer brands our growth is led by Birra Moretti, Heineken® and Cruzcampo®,” adds Wilson. “Pleasingly, this is through a mix of both core growth on our brands as well as innovation sales.”
On the innovation front, HEINEKEN UK also had three of the best performing new product innovation (NPI) launches in 2024 (NIQ). This included Birra Moretti Sale di Mare (worth £11.3m, NIQ), Foster’s Proper Shandy (worth £7.2m, NIQ) and Cruzcampo® (worth £50m). Of all the NPI launched in 2024, HEINEKEN UK commands an impressive 46% (NIQ), cementing the business as a leader in the beer and cider category.
From a segment point of view, the fastest growing segments have been Stout and No & Low beer. With regards to no and low-alcohol, growing numbers of consumers are moderating their alcohol intake and switching to no and low-alcohol alternatives, such as Heineken® 0.0, which has gained distribution in the impulse channels.
Brands like Inch’s Cider have demonstrated recent growth of 1.3% in share, with an overall 4.6% (Nielsen) value share. This is a clear sign that shoppers are looking for quality as well as accessible pricing options to help. A mix of mainstream and premium will overall help stores encourage purchases and facilitate trade up and a bigger basket spend.
David McKay, Customer Marketing Manager, Global Brands comments: “We have certainly seen an increase in the number of PMP products available. Shoppers today are making more value conscious purchase decisions. When it comes to RTD’s, 72.4% of consumers listed ‘Price’ as being the number 1 factor when making a purchase. PMP’s foster more equal and competitive pricing across wholesalers & retailers, which then offer price sensitive shoppers reassurance of value. The rapid rise of the Enhanced RTD’s has also impacted the embrace of PMP. Enhanced RTD’s have been the fastest growing category over the last 18 months and pricing has been driven by PMP.”
PMPs offers wholesalers and retailers the reassurance that they are getting a fair price. Transparency on label offers security of price, which is a major factor for customers when choosing which brands to stock. “When it comes to shoppers, we know that price greatly impacts decision-making, but they also want value for money,” adds David. “If you buy the cheapest RTD on shelf, but don’t like the taste, are you getting value for money? Would you buy that product again? Probably not. VK’s 70cl PMP range offers a great tasting liquid at a very assessable price, understanding the market and consumers’ needs has led to VK having such as large, loyal customer base.
“We see 70cl Trad RTD’s as one of the most important categories. With a 78% value share across total Trad RTD’s in impulse, 70cl’s are a huge focus for us. We have already started to expand our VK 70cl range into PMP with plans to have a 70cl PMP format for all future NPD.”
Enhanced RTD’s also have to be considered as major player in PMP’s. Global Brands launched its own enhanced RTD in Soopa Hooch in 2023 as a PMP and it expects to see more and more enhanced RTD products adopting the same approach.
VK Blue 70cl is Global Brands’ best seller, very closely followed by VK Orange & Passionfruit & VK Black Cherry. Its fastest growing flavours are VK Strawberry & Lime, Ice and new Apple & Blackcurrant. After price, ‘taste’ & ‘range of flavours’ are the two most important factors that influence decision making when shoppers choose an RTD.
Global Brands has also seen great success with Soopa Hooch, its enhanced RTD range, since launching into market in 2023. Although this brand is relatively new, it has added £851k to the enhanced RTD category over the last 12 months, and there are big plans to continue this strong growth in 2025.
VK Apple & Blackcurrant, Blue Hooch & Reef 70CL PMP were all launched to market last year and quickly become fan favourites. Reef was relaunched in April ’24 and went viral within the first 48 hours. VK Lemon & Lime 70cl launches this month and a price marked 4-Pack of Lemon Hooch 440ml cans are soon launching.
Soopa Hooch likewise recently introduced two new flavours, Cherry Cola & Blue Raspberry.
Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “As cost-conscious consumers continue to place importance on everyday value, leading chilled ready meal brand Rustlers, with annual sales of more than £118m, is enabling convenience retailers to meet their needs by offering each of its core range products in price-marked packs.
“Rustlers understands the role that price-marked packs have to play in wholesale and convenience retailing, with its price-marked packs available at accessible price points. This not only encourages repeat purchase amongst brand loyalists, it also attracts new shoppers to the brand.”
Whilst shoppers understand that products purchased from convenience stores can be more expensive than in other channels, they are willing to trade this for accessibility and ease, and retailers can use price-marked packs to communicate fair and competitive pricing.
As price sensitivity looks set to continue throughout 2025, Rustlers believes its PMP range will continue to provide the price reassurance that consumers are seeking. This will be boosted by promotions highlighting value and quality and on-pack promotions which boost consumer loyalty.
Once the preserve of consumers having to manage a tight budget, the appeal of PMPs has broadened to such an extent that many more shoppers are now likely to buy a price-marked pack and those products backed by sustained marketing support such as Rustlers will have even stronger appeal.
Rustlers’ PMP range already includes the brand’s Core range of bestselling products, the Quarter Pounder, BBQ Rib, All Day Breakfast Sausage Muffin, Southern Fried Chicken Sub and the Twin Cheeseburger, with products being added to meet consumer and retailer demand.
Matt Stanton, Head of Insight at DCS Group, comments: “PMPs have always been a strong feature in the household, health and beauty categories.
“During the cost-of-living crisis, and during the period of high inflation, suppliers in some categories temporarily delisted PMPs to avoid creating confusion through multiple pack changes. However, PMPs are now very much back on shelf and are a crucial part of a convenience retailer’s range.”
Having too many PMPs should not be a concern to retailers as PMPs offer shoppers price confidence.
48% of shoppers say they tend to shop in places with lots of PMPs (Lumina).
43% of shoppers say they are more likely to shop in a Convenience store that sells PMPs (Lumina).
63% of shoppers say a price marked pack reassures them they’re not being overcharged (Lumina).
Some retailers avoid PMPs so they can increase prices to capitalise on distress purchases. Whilst this might seem a good idea on the surface, only around 1 in 10 missions are distress, whereas 1 in 5 are planned top-up missions and these shoppers will be much less likely to over-pay. Charging a competitive price, and using PMPs to do so, is an excellent way to drive shopper loyalty.
On average, a convenience shopper visits their local Convenience store 2.8 times per week (Lumina).
A consistent range is key for shoppers as they are looking for the brands and products they know and trust.
To keep ranges consistent and to drive basket size and spend, the recommendation would be to keep an ongoing range in store of price marked packs – as PMPs give shoppers price confidence
Value scrutiny remains the most important attitude from Convenience shoppers and value importance has increased 5 percentage points over the past two years (Lumina).
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