FEATURE
PMPS
17 OCTOBER 2025 ASIAN TRADER 75
rice-marked packs have
emerged as one of the
most powerful tools in
the convenience retailer’s arsenal,
with seven out of 10 impulse
shoppers now choosing PMPs
over non-price-marked alterna
tives. As the cost-of-living crisis
continues to shape consumer
behaviour throughout 2025,
these value-signalling formats
have found renewed relevance,
offering independent retailers a
distinct competitive advantage
over the multiples.
PMPs now account for an
impressive three-quarters of sales
in the convenience channel,
reveals Adam Woolf, Marketing
Director, pladis UK&I, represent
ing a significant shift in how
shoppers perceive and prioritise
value. With 86 per cent of
shoppers actively looking for
value and deals [KP Snacks/ACS
survey, August 2022], and 57 per
cent of impulse shoppers buying
PMPs [Lumina, Q1 2023],
manufacturers and retailers alike
are recognising that price-marked
formats are no longer optional
– they’re essential.
Cost-of-living catalyst
The ongoing economic pressures
have fundamentally altered
shopping behaviour, with
consumers watching their
spending more carefully whilst
still seeking products that feel
special or indulgent. This paradox
has created an ideal environment
for PMPs to thrive, particularly in
the convenience sector where
prices can sometimes be per
ceived as higher than in supermar
kets.
“Price marked packs have
come into their own in the recent
economic climate, and as
shoppers continue to seek good
deals on groceries, the appetite for
PMPs remains strong,” Woolf
observes. “Consumers perceive
products in PMP format to
represent great value for money,
particularly premium brands like
McVitie’s and Jacob’s.”
Exemplifying this trend of
shoppers seeking premium PMPs
is Mutti, which has a best-selling
400g Polpa Finely Chopped
Tomatoes in a £1.65 price-marked
pack format, designed exclusively
for the independent retail
channel.
The move by the UK’s
fastest-growing ambient tomato
brand represents a significant
opportunity for convenience
retailers to capitalise on the
growing demand for premium
in-home cooking ingredients,
whilst offering shoppers
transparent value perception.
The brand has added £12
million in category value in 12
months, supporting shopper
trade-up and category premiumi
sation – demonstrating that even
in challenging economic
conditions, there remains
significant headroom for retailers
to drive category value through
premium offerings.
This perception of value has
become increasingly critical as
supermarkets pull back from
traditional price promotions in
favour of everyday low-price
(EDLP) strategies. For independ
ent retailers, this shift presents a
golden opportunity. By offering
visible value through PMPs,
convenience stores can counter
the perception that they’re more
expensive whilst driving impulse
purchases and boosting basket
spend.
Stuart Graham, Head of
Convenience and Impulse at KP
Snacks, reinforces this point:
“The PMP format has seen
significant growth in recent years
and will stay increasingly relevant
as the cost of living remains high
and consumers continue to be
more price-conscious.”
Sharing format success
Within the PMP landscape,
sharing formats have emerged as
the category’s main growth
driver, though this success story
comes with important caveats.
Sharing PMPs account for almost
two-thirds of sales, making them
essential stock for any conveni
ence retailer. However, as Matt
Smith, Marketing Director for
Tayto UK, explains, the market
has experienced a slowdown as
many brands moved above the
crucial £1 price point.
“Sharing PMPs remain the core
of the category – and a real
favourite when it comes to Big
Night In and home entertaining,”
says Smith. “This main driver of
category growth has slowed as
many brands moved above £1. In
contrast, having remained at £1,
Golden Wonder continues to
outperform total snacks, showing
how important ‘value’ is in a
market where household budgets
remain under pressure.”
Despite the relatively poor
performance of crisps overall,
Golden Wonder has seen sales up
22 per cent year-on-year by
maintaining its £1 price point.
With 64 per cent of consumers
willing to switch brands for a
lower price [Norstat], the lesson is
clear: in today’s market, holding
firm on key price points can
deliver significant competitive
advantage.
This insight hasn’t been lost on
other manufacturers. Kellanova
is rolling out its 120g PMP sharing
format for Cheez-It into symbol
and independents, designed to
meet growing demand for social
and at-home snacking occasions.
The 120g PMP format, priced at
£2 and available in Double Cheese
and Cheese and Chilli flavours, is
backed by a £200,000 investment
PMPs mean impulse success
For quality and
value, PMPs are a
shopper’s dream,
power-tools for the
retailers to fight the
EDLP fight with
the mults and bring
footfall in-store