Shopper marketing: Grocery discount wars

This article argues that FMCG manufacturers and grocery retailers need to review their approach to promotions to tackle declining volume sales, putting transparency at the centre of pricing.

Shopper marketing: Grocery discount wars

Tim EalesIRI UK

FMCG manufacturers are worried that promotions have lost their bite – while price discounting is increasing, volume sales are in decline. This article discusses why it has never been more challenging for brand owners and retailers to devise and implement effective promotions and what they need to consider for future strategies.

In IRI's fourth annual European report on the pricing and promotion of fastmoving consumer goods (FMCG), Price and Promotion in Western Economies: New Areas to Explore for Retail Recovery, the amount of food and non-food goods sold on...

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