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,...