Price-marked packs (PMPs) have long been a key indicator of value for money in convenience stores, but the cost-of-living crisis has brought them more sharply into focus. As always, detail matters: which products should retailers offer in PMPs, what are the profit margins, and is there a danger that independent stores could have too many PMPs?
PMPs Build Trust and Maintain Sales
John O’Neill, retail operations controller at wholesaler and symbol group operator Parfetts, strongly believes in the benefits of PMPs, particularly when customers’ budgets are stretched. He says: “At a time when consumers watch every penny, clear pricing removes hesitation and speeds up decision-making. PMPs build trust and help maintain sales volume on everyday items where shoppers benchmark against supermarkets. Demand for value will remain strong, which makes PMPs essential for competitiveness and preserving customer loyalty across core categories.”
Parfetts offers PMPs on more than 250 lines in its own Go Local range and says it tries hard to preserve profit margins, but O’Neill adds that “over-reliance on PMPs can restrict pricing flexibility and erode overall margins, especially on slower-moving lines”. He advises that getting the mix right between PMPs, bestsellers and standard packs is key, giving retailers the room to protect profits while still “reassuring budget-conscious shoppers on value”.
Strategic Use and Product Selection
Almost everybody agrees on the potential benefits of PMPs. Shaun Whelan, head of convenience at Link Snacks, the maker of Peperami, says: “Price-marked packs remain a vital mechanic across wholesale and convenience, helping wholesalers support their retail customers with clear value messaging and strong rate-of-sale. Independent retailers continue to look to wholesalers for products that deliver shopper confidence while also driving cash margin and repeat purchase.”
Within any particular product range, it makes sense to identify the key sellers for PMPs. In Peperami’s case, Whelan advises that this means the £1.25 PMP single sticks, available in Original and Firestick flavours, alongside five-packs, the best-selling SKU within the meat snacks category. Psychologically, PMPs can also have the effect of making customers feel that retailers are making a genuine effort to help them in a time of economic difficulty. Marta Valles Sanchez, marketing director at Takis Europe, says: “During the current cost-of-living crisis, retailers who stock PMPs can appear to be on the shopper’s side by doing the responsible thing and securing prices, which encourages customer loyalty.”
Changing Role and Retailer Insights
It is always worth remembering that the role played by PMPs in stores changes over time. Lauren George, external communications director at Mars Wrigley, says: “A PMP is no longer a short-term mechanic available for a set period and then disappearing. Shoppers expect to see them, and 80% of retailers say PMPs give shoppers confidence in the price, up five percentage points on last year. This has influenced what retailers put on their shelves. Asked why they bought the products they did, 29% of convenience retailers pointed to the price-mark itself, up from 16% a year ago. Only customer demand and a wholesale promotion came up more often.”
George adds that Mars Wrigley expects this trend to continue. Confectionery is generally bought on impulse, usually in the few seconds standing at the fixture, and a PMP minimises hesitation. Independents benefit more than anybody, says George, with 37% specifically looking to buy price-marked confectionery against 35% across total convenience. Mars Wrigley is among many manufacturers who supply a wide range of PMPs but also advise against having too many in-store. George says: “A PMP works because it stands out from what is around it. Put one on everything, and it stops registering with consumers. The retailer has also given away the ability to price for the occasions where the shopper is not thinking about price at all.”
Balancing the Mix and Supporting Trends
Jake Carty, category controller at Pladis, owner of McVitie’s, agrees. He says: “Ultimately, a considered mix is key. Step one is for retailers to identify the missions in-store, then step two is to use PMPs strategically, rather than treating them as a one-size-fits-all solution.” Carty adds that finding the right balance can mean spreading your PMP range across both best-selling and high-rotation lines, together with new, standard and premium options.
Manufacturers are often helpful when it comes to deciding where and how to market PMPs in-store. Ross Davison, head of convenience at Kepak’s food division, which produces Rustlers, says it isn’t just the basics that see a sales boost with PMPs. He says: “Well-merchandised price-marked packs will even prompt consumers to purchase products that weren’t originally on their shopping list.” Ed Merrett, wholesaler controller at PepsiCo, adds that PMPs can also be a useful tool to give new products a boost. He says: “They’re a proven way to tempt shoppers into trying new launches. In fact, 63% of new product packs sold are PMPs, which has risen from 59% over the last year. But retailers shouldn’t forget that sharing bags dominate this space, accounting for 73% of PMP new product sales. This means stocking new launches from best-selling brands like Walkers and Doritos in PMP format can help to simultaneously boost shopper trust and basket spend.”
As well as on new products, retailers can make sure they use PMPs to support more general trends such as the increasing pressure for unhealthy foods to be penalised and healthy equivalents to get a boost. Stuart Graham, head of convenience and impulse at KP Snacks, draws particular attention to the firm’s range of nuts. He says: “Exempt from HFSS restrictions and backed by strong consumer demand, KP Nuts deliver on both natural health credentials, including high protein, and great taste. Suitable for a variety of needs, KP Nuts PMPs are perfect for consumers looking for a natural protein boost post-workout, or an evening savoury treat that’s great for sharing with friends and family.”
Collaborative Trials and Market Data
Manufacturers can also help with specific promotions based on PMPs that can have an immediate effect on sales, such as Yazoo’s work with several UK convenience stores. The stores included Broadway Convenience in Edinburgh, St John’s Budgens in Kenilworth, Warwickshire, and Tenby Stores in Pembrokeshire. The trial focused on increasing PMP availability alongside improving chilled displays and using dedicated point-of-sale material. It resulted in an average increase in sales of Yazoo PMPs of 89%, with Broadway Convenience managing an impressive 235% sales uplift.
Bob Mulder, managing director at Yazoo’s owner, Friesland Campina, says the company believes that, despite the cost-of-living crisis, shoppers still enjoy buying treats that are budget-friendly. He says: “In this economic climate, PMPs play a critical role in reassuring consumers who are savvier than ever about their spending. While shoppers refuse to compromise on taste or quality, they actively seek clear pricing and strong value perceptions upfront. PMPs directly fulfil this need by building consumer confidence and trust at the fixture, particularly within the impulse-driven convenience channel, where spontaneous pick-me-up purchases are common.”
Sales of PMPs have been increasing this year, according to figures from market analyst Worldpanel, but this needs to be seen in the context of broader rises in convenience store trading. Using the Worldpanel figures, Mars Wrigley’s external communications manager, Lauren George, says: “Convenience stores took an extra seven million shopper trips in the four weeks to 12 July 2026 against the same period last year, and branded soft drinks, confectionery and ice-cream were among the categories that picked up the benefit.”
More than a quarter of consumers (27%) say PMPs assure them they are paying a fair price, according to research group TWC. It adds that data gathered in August this year also indicates that 24% of consumers say PMPs make it easier for them to select a product. However, TWC director Tom Fender, adds: “Suppliers have quite a difficult balancing act. They need to build in sufficient margin for the wholesaler as well as the retailer. Retailers’ cost of doing business is also rising and PMPs could be seen by some retailers as the supplier controlling margins.”
It is also acknowledged that not all retailers want PMPs. Fender says: “In some locations, the retailer could sell a product for higher than the price-mark. Also, stores open late at night or even 24 hours should be able to command a slightly higher price.” Overall, however, PMPs are looked on favourably by retailers, as well as customers. Fender says: “PMPs play a vital role in helping convenience retailers to improve their price perception with frequent shoppers and new shoppers. Sixteen per cent of consumers agree with the statement ‘PMPs help me trust the retailer more’.”
