The pulling power of PMPs

WHOLESALERS should cash in on the popularity of price-marked packs and on increasing sales of snack products, reckons food brands firm Mondelez International.

Susan Nash, the firm’s trade communications manager said: “There are some great advantages to wholesalers when it comes to stocking PMPs.

Cadbury Dairy Milk Giant Buttons bag PMP Feb 15

“The majority of retailers believe that PMPs sell faster than standard packs and use them to save time pricing in store .

“Recent research has shown that shoppers are looking for clear and transparent pricing information to help make their hunt for value easier, with price-marked packs providing one possible solution – one third of shoppers describe clarity and transparency as the major benefit of PMPs .”

On snacks, Nash argued that wholesalers should ensure they stock a range that will help retailers make the most of a growing category, and make sure new products and promotional products are in depot in advance of consumer media exposure to help retailers maximise opportunities.

They should, she suggested, also consider themed cross-category promotions or displays that could inspire retailers to try new activity – for example displays that highlight on-the-go or afternoon-treat lines.