PMPs return on Lucozade

Lucozade Ribena Suntory
Lucozade says 63% of retailers would be more likely to a new product if it came in a price marked pack.

SOFT drinks firm Lucozade Ribena Suntory reckons health and fitness are becoming increasingly important to many consumers and that those issues are affecting shoppers’ choice of soft drinks.
It cites Kantar Worldpanel data and says sports drink shoppers are not only spending more than they did before but are also buying sports drinks more often.
It sees Lucozade Sport, said to have sales worth £114.6m a year, as the fourth fastest-growing soft drinks brand.
Lucozade Ribena Suntory’s category director Georgina Thomas said Lucozade Sport leads the category with 66.6% share of sales and is seeing 12% growth year on year.
“To some people, lowest price may still mean best value,” she said.
“However, the majority balance the benefits of a product against the price to determine which is best for them.
“We have seen more and more retailers experience the benefits of stocking PMPs, with 63% claiming they would be more likely to stock a new product if it is released in a PMP.
“Within the sports and energy category PMPs have driven 36.4% value growth compared to a standard straight pack.”
Following significant PMP activity last year, which the soft drinks firm viewed as a success, Lucozade has launched 79p PMPs across a wider range this year.
“The PMP is available exclusively to convenience retailers across key SKUs, including Lucozade Energy Grafruitti and Lucozade Sport Mango & Passion Fruit,” Thomas said.