Birds Eye backs PMPs as key sales driver
PRICE-marked packs can deliver up to 60% more sales than standard packs according to Birds Eye, and the firm reckons retailers who stock the right range of PMPs should see strong results.
Birds Eye suggests that to make the most of the freezer, convenience retailers should carry a core range of frozen products that is representative of what shoppers would likely find in a large supermarket.
Anne-Marie Gayer, strategic category development manager at Birds Eye, said: “It is crucial to focus on best sellers from recognisable brands as this helps shoppers assess the range whilst guaranteeing sales and profit for retailers.”
Quoting research from HIM, Gayer said the three key shopper missions for frozen food in convenience are ‘Top Up’, ‘Distress’ and ‘Meal for Tonight’, suggesting that retailers need to strike a balance with their ranges to satisfy these different consumer desires.
She commented: “It is important to make shopping for Frozen Food easier and more rewarding so we need to support work done to address perceptions and drive usage with initiatives to improve the shopping experience. This includes reassuring on quality, providing inspiration, improving ease of shop and providing good value.
“Frozen food is a key category in the convenience channel with HIM research showing that shoppers who buy frozen food as part of their convenience shop will spend nearly twice as much in store as those who don’t.”