PepsiCo trial shows price-marked packs drive snack sales

A PepsiCo trial in a UK Budgens store has demonstrated that price-marked packs (PMPs) can drive volume growth in the savoury snacks category. The seven-week study focused on the impact of an 85p RRP PMP compared to standard £1.49 packs.

The trial reported significant volume increases across three Walkers flavours: Ready Salted rose by 21%, Cheese & Onion by 26%, and Salt & Vinegar by 17%. These results aim to address a trend where shoppers are purchasing 3.5% less per trip than two years ago and where impulse shoppers may exit the category once products exceed the £1 threshold.

Retailer Avtar Sidhu noted that the volume growth reinforced the importance of using clear value cues to support category growth at the store level.