PMPs continue to be key to communicating value to consumers, particularly in impulse categories such as savoury snacks.
Matt Smith, marketing director for Tayto Group, highlighted how instrumental price-marking is to the success of Golden Wonder’s snack portfolio in particular.
“PMPs account for more than half of snacks sales and are growing faster than the market.
As a brand committed to offering great branded value, PMPs account for over 90% of Golden Wonder snacks sales – an even higher proportion than the previous year,” he said.
Sharing snacks and crisps continue to drive the market, Smith said, with £1 PMP sharing snacks outpacing total category growth.
Smith said: “£1 PMP sharing crisps are seeing excellent growth (+40%) and Golden Wonder’s recently launched range of unique flavours – Mature Cheddar and Spring Onion, Chargrilled Steak and Crispy Smoked Bacon – are performing strongly, delivering more than five times the sales of the previous flavours.”
When it comes to impulse sales, Smith said these are “rebounding” from their pandemic position. Golden Wonder’s 30p/2 for 50p Fun Snacks range, which includes Tangy Toms, Spicy Bikers, Awesome Oinks and Quarterbacks, is growing at 14.7% – faster than the overall market.
