FEATURE
PMPS
80 ASIAN TRADER 17 OCTOBER 2025
will increase sales, but getting it
right about the selection and the
quantity of SKUs in this format
for a store comes down to
individual retailers’ judgement.
Stores need to try out different
PMPs in each category and keep a
close watch on how they’re
performing, then weigh up the
rate of sale and margin they make
against sales of other standard
format products.”
Competing with
the mults
The importance of PMPs becomes
particularly clear when
considering the competition.
With supermarkets moving
towards EDLP and away from
traditional promotions,
independent retailers have an
opportunity to differentiate
through visible value.
Woolf observes: “The
supermarkets are pulling back
from price promotions and
moving to everyday low
pricing, which creates oppor
tunity for independent
retailers to offer visible value,
and increase value and volume
How we use PMPs for sales success
Louise Jobson, Head of Category
& Shopper Marketing at Mutti
UK, shares key shopper trends
driving the brand’s success
1. Premiumisation – Consumers are upgrading to better-quality
products like Mutti.
2. Value Perception – Shoppers see Mutti as worth the price due
to its superior taste and transparency.
3. Home Cooking Boom – 28% of UK households are cooking
more at home, with 4 in 10 now scratch cooking regularly.
4. Small Basket Missions – Core cupboard staples like Mutti are
now top drivers in local convenience missions.
BOOST SPORT IS
THE NO#2 SPORT
DRINKS BRAND*
BOOST ENERGY IS
THE NO#3 ENERGY
STIMULATION BRAND*
*Circana S&I GB and Convenience NI 52w/e unit sales data to 04/01/25. Total brand growth IRI All outlets 52w/e 04/01/25
sales with PMPs.”
He continues: “Perceived
value is a hugely important
purchase motivator, where prices
can be perceived to be higher
than in supermarkets, so dotting
PMPs from branded bestsellers in
among popular snacks at a
regular price point is an effective
way to catch shoppers’ attention,
reassure them of value, drive
impulse purchases and boost
basket spend.”
This strategy of using PMPs
to create value perception
across the fixture is particu
larly effective in convenience,
where shoppers are willing to
trade slightly higher prices for
accessibility and ease – but still
need reassurance that they’re
being treated fairly.