Promotions in crisis: Where next for FMCG marketers if deals no longer drive volume growth?

This article discusses the challenges faced by FMCG brands in Europe as they find promotions no longer drive volume growth.

Promotions in crisis: Where next for FMCG marketers if deals no longer drive volume growth?

Tim EalesIRI

Food and non-food price promotions don't always boost or sustain volumes in the way that they used to. Over the last year, the volume of fast moving consumer goods sold on promotion in Europe increased 2.7%, yet volume sales dipped by 0.1% (IRI Pricing and Promotion in Europe Survey, 2013).

Marketers across many sectors rely on promotions to provide a short-term boost to sales revenues. Shoppers relish using them to help meet the rising cost of their groceries – and as GDP...

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