On-pack promotions are enjoying a renewed surge in popularity, according to new research from retail and shopper marketing agency Savvy.
The study, based on a representative sample of 1,000 UK shoppers, found that 78% say they like it when food, drink and grocery brands run on-pack promotions, up from 65% last year. Nearly six in 10 shoppers (59%) also said they actively look out for these offers, a sharp rise from 39% two years ago.
Savvy said the results point to a shift in how shoppers assess value, with consumers increasingly looking beyond shelf price alone when making purchasing decisions.
The research suggests that on-pack promotions are having a direct impact on purchasing behaviour. Seven in 10 shoppers said an on-pack promotion had encouraged them to buy a product, while 58% reported noticing such promotions in the past three months. The same proportion said they would be willing to scan an on-pack QR code to enter a competition.
Savvy also found changing attitudes towards prize mechanics. When asked which format they preferred, half of shoppers opted for the chance to win one of 40 prizes worth £500, compared with 25% who preferred a single £20,000 prize. A further 26% had no preference. This represents a shift from last year, when opinions were more evenly split.
This reflects shoppers becoming more risk-averse during periods of uncertainty, favouring promotions with a higher perceived chance of winning.
The research also highlights how brands are increasingly using packaging as a gateway to digital engagement, with QR codes now commonly used to direct shoppers to content-rich microsites and apps.
