Value driving impulse sales


CONFECTIONERY brands have been putting their weight behind price-marked packs.

Economic uncertainty may have made consumers cautious when it comes to discretionary spending, but impulse sales are still there for the taking if customers feel like they are getting a good deal.

Mark Walker, sales director at Swizzels, said that consumers continue to be conscious of their spending, but that can good news for c-stores with a value-for-money offer.

Swizzels offers a range of PMPs with a £1 flash, which Walker suggested is ideal for enticing consumers.

Walker added that the firm’s Squashies brand has done particularly well through its PMP format.

“Swizzels’ Squashies is the number one sugar confectionery hanging bag brand and the most successful sugar confectionery NPD launch in over 10 years. 90% of Swizzels Squashies that are sold in symbols and independents are PMPs,” he said.

At Mondelez, the value of PMPs is well understood, as trade communications manager Susan Nash explained.

“Mondelez now offers its widest ever range of PMPs across all categories, which includes a number of bestsellers, to allow retailers to help stand-out on shelf with the convenience of clear pricing,” she said.