Impulse sales have been transformed under Covid with shoppers increasingly looking to larger format and sharing products, while also focused on value for money.
As with so many things, the pandemic has transformed the impulse category. No retailer could have failed to notice the huge shift towards larger format packs and sharing packs as well as an even sharper focus among consumers on value for money.
Fortunately, some of the key brands in impulse categories have been watching – and responding.
Snacking giant Walkers has recently announced two major initiatives that will specifically help local retailers. The first sees the company launch a new range of price-marked packs exclusively for the convenience channel. The second sees the company offer 20% extra free on many of its leading £1 PMP bags.
The new PMP range has been created to offer everyday value to shoppers and, for the first time, two multipack SKUs will include a price-marked flash: Walkers Classic Variety and Quavers Cheese 6-packs.
New larger Doritos and Walkers Sensations PMP sharing bags have also launched with an RSP of £2, having increased in size by 20g. The £2 PMPs will be available across three SKUs: Doritos Chilli Heatwave, Doritos Tangy Cheese and Walkers Sensations Thai Sweet Chilli. These offer better value than the existing 65g £1 RSP bags.
Matt Goddard, Wholesale Trading Director at PepsiCo, comments: “As we begin the slow transition out of lockdown, larger packs are likely to continue to dominate over singles. Additionally, 65% of shopping trips to symbols and indies consist of take-home products, but 88% of sharing purchases occur outside of the impulse channel. This presents an opportunity for these stores, as retailers can capitalise on a bit of the market traditionally purchased ‘elsewhere’.
Additionally, Walkers has added 20% Extra Free to many of its bestselling £1 PMPs snacks, helping Symbols and Independent retailers offer greater value to shoppers. A “20% Extra Free” flash features on nine SKUs, including Quavers, Wotsits, Monster Munch, Squares and French Fries.
KP Snacks is also focusing on larger format packs, as Trading Director Matt Collins highlights: “£1 PMPs have seen significant growth in the last few years and this format will stay increasingly relevant during and post the pandemic.
“Retailers and manufacturers should use PMPs, especially £1 PMPs which are highly versatile, and other promotional offers to create value and heighten appeal and awareness.”
KP offers retailers 22 PMPs across the KP family and Collins advises that Hula Hoops and McCoy’s Fire Pit are must-stocks.