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

This article discusses the decline in effectiveness of price promotions in the FMCG sector, and what manufacturers and retailers can do about it.

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 past year, the volume of fast-moving consumer goods sold on promotion in Europe increased 2.7 per cent, yet volume sales dipped by 0.1 per cent*. Tim Eales explores why.

*IRI Pricing and Promotion in Europe Survey, 2013

While a volume decline of just 0.1% might not seem to be very much, it must be taken in context. As a rule,...

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