Spreading value with price marks

PRICE-marked packs are performing particularly well across butter and spreads brands.

According to IRI data for the symbol and independent retail channels, 65% of all spreads sales were on PMPs for the 52 weeks to 11 June.

It’s clear that consumers are seeking out value when picking up essentials and Allison Wallentin, category manager for convenience at Saputo Dairy UK, reckons this has been reflected in spread sales for the dairy firm.

Citing IRI research, Wallentin said that the firm’s Clover and Utterly Butterly brands have performed well within Scotland’s grocery channel in particular, with sales valued at £3.7 million and £1.8 million respectively.

Wallentin reckons PMPs have been a big contributor to the strong performance for both brands in the channel.

“The appearance of a good deal can do a lot to turn a browse into a purchase and PMPs can be one vehicle to showcase such value to shoppers. For many consumers, PMPs offer price reassurance – a sense that they are not being ‘ripped off’,” she said.