Price-marked packs have emerged as one of the most powerful tools in the convenience retailer's arsenal, with seven out of 10 impulse shoppers now choosing PMPs over non-price-marked alternatives. As the cost-of-living crisis continues to shape consumer behaviour throughout 2025, these value-signalling formats have found renewed relevance, offering independent retailers a distinct competitive advantage over the multiples.
PMPs now account for an impressive three-quarters of sales in the convenience channel, reveals Adam Woolf, Marketing Director, pladis UK&I, representing a significant shift in how shoppers perceive and prioritise value. With 86 per cent of shoppers actively looking for value and deals [KP Snacks/ACS survey, August 2022], and 57 per cent of impulse shoppers buying PMPs [Lumina, Q1 2023], manufacturers and retailers alike are recognising that price-marked formats are no longer optional – they're essential.
Cost-of-living catalyst
The ongoing economic pressures have fundamentally altered shopping behaviour, with consumers watching their spending more carefully whilst still seeking products that feel special or indulgent. This paradox has created an ideal environment for PMPs to thrive, particularly in the convenience sector where prices can sometimes be perceived as higher than in supermarkets.
"Price marked packs have come into their own in the recent economic climate, and as shoppers continue to seek good deals on groceries, the appetite for PMPs remains strong,” Woolf observes. “Consumers perceive products in PMP format to represent great value for money, particularly premium brands like McVitie's and Jacob's."
Exemplifying this trend of shoppers seeking premium PMPs is Mutti, which has a best-selling 400g Polpa Finely Chopped Tomatoes in a £1.65 price-marked pack format, designed exclusively for the independent retail channel.
The move by the UK's fastest-growing ambient tomato brand represents a significant opportunity for convenience retailers to capitalise on the growing demand for premium in-home cooking ingredients, whilst offering shoppers transparent value perception.
Mutti £1.65 PMP Polpa boosts margins in local UK stores
"Independent retailers are the heart of their communities, and we're proud to offer them this exclusive PMP format of our top-selling Polpa," says Louise Jobson, Head of Category & Shopper Marketing, Mutti UK. "With more shoppers cooking at home and seeking quality ingredients at clear value, this launch gives retailers the perfect way to meet demand and drive basket spend. Let's grow the category together – with the brand that's transforming it. Make it Mutti."
Mutti's premium positioning, underpinned by its "100 per cent Italian sun-ripened tomatoes, harvested at peak ripeness and processed using its patented cold-crushing method," has helped it build impressive growth credentials. In just five years since its UK launch, Mutti has grown from challenger brand to the number two position in the ambient tomato category, with volume and value increasing by more than 50 per cent in the latest year alone.
The brand has added £12 million in category value in 12 months, supporting shopper trade-up and category premiumisation – demonstrating that even in challenging economic conditions, there remains significant headroom for retailers to drive category value through premium offerings.
This perception of value has become increasingly critical as supermarkets pull back from traditional price promotions in favour of everyday low-price (EDLP) strategies. For independent retailers, this shift presents a golden opportunity. By offering visible value through PMPs, convenience stores can counter the perception that they're more expensive whilst driving impulse purchases and boosting basket spend.
Stuart Graham, Head of Convenience and Impulse at KP Snacks, reinforces this point: "The PMP format has seen significant growth in recent years and will stay increasingly relevant as the cost of living remains high and consumers continue to be more price-conscious. Retailers report that 86 per cent of shoppers are looking for value and deals and PMPs cater to this trend, offering consumers great value for money and clear pricing which reassures them that they're getting a good deal."
Sharing format success
Within the PMP landscape, sharing formats have emerged as the category's main growth driver, though this success story comes with important caveats. Sharing PMPs account for almost two-thirds of sales, making them essential stock for any convenience retailer. However, as Matt Smith, Marketing Director for Tayto UK, explains, the market has experienced a slowdown as many brands moved above the crucial £1 price point.
"Sharing PMPs remain the core of the category – and a real favourite when it comes to Big Night In and home entertaining," says Smith. "This main driver of category growth has slowed as many brands moved above £1. In contrast, having remained at £1, Golden Wonder continues to outperform total snacks, showing how important 'value' is in a market where household budgets remain under pressure."
Despite the relatively poor performance of crisps overall, Golden Wonder has seen sales up 22 per cent year-on-year by maintaining its £1 price point. With 64 per cent of consumers willing to switch brands for a lower price [Norstat], the lesson is clear: in today's market, holding firm on key price points can deliver significant competitive advantage.
This insight hasn't been lost on other manufacturers. Kellanova is rolling out its 120g PMP sharing format for Cheez-It into symbol and independents, designed to meet growing demand for social and at-home snacking occasions. Charlie Foster, Senior Sales Director at Kellanova, notes: “We know that larger sharing formats are a real driver of value and volume in the convenience channel – especially during key seasonal periods. With Cheez-It continuing to build momentum in the UK, our latest launch gives retailers something fresh to shout about, backed by strong brand performance and shopper appeal.”
The 120g PMP format, priced at £2 and available in Double Cheese and Cheese and Chilli flavours, is backed by a £200,000 investment and launched just in time for peak summer snacking occasions. It's a format that recognises the growing importance of “Big Night In” occasions, where consumers are swapping nights out for home entertaining – creating substantial opportunities for convenience retailers.
£1.35 PMP sweet spot
Whilst the £1 price point remains crucial for value perception, the £1.35 PMP has emerged as a particularly important format for independent and symbol stores. This price point accounts for 50 per cent of CSNP sales at convenience and symbol independent stores [NielsenIQ], with 18 of the top 20 best-selling SKUs at this price mark.
KP Snacks has capitalised on this insight with a portfolio worth £129m across PMPs ranging from 40p to £1.35. The company holds four of the top five best-selling large PMP SKUs, including Hula Hoops Big Hoops BBQ Beef, McCoy's Flame Grilled Steak, Nik Naks Nice 'N' Spicy, and Nik Naks Rib 'N' Saucy. The company's large format PMPs alone are worth £123.5m [NielsenIQ].
McCoy’s NFL Flavours
Graham explains the strategy: “KP Snacks' extensive PMP range caters to all tastes, occasions and budgets, perfectly positioned to engage shoppers and drive impulse purchases for retailers. Our mission is always to deliver the right products at the right price points to meet consumer needs and bolster sales for our retailer partners.”
Innovation within format
Far from being a static category, PMPs are seeing significant innovation as manufacturers seek to capitalise on emerging consumer trends. The growing appetite for spicy flavours, in particular, has seen multiple brands launching heat-driven variants in PMP format.
KP Snacks launched McCoy's Hot 'n' Spicy earlier this year in the popular £1.35 PMP format, delivering signature crunch and bold flavours to drive brand penetration. Most recently, the company introduced Nik Naks Tangy 'N' Cheesy at £1.35 PMP, combining the brand's unique texture with a traditional cheese flavour.
In 2024, KP expanded its market-leading PMP range with Discos Prawn Cocktail £1.35 PMP and Space Raiders Saucy BBQ £1.35 PMP, combining the increasingly popular PMP format with classic heritage brands whilst tapping into current flavour trends.
Golden Wonder has taken innovation a step further with a major packaging refresh – its first in a decade – alongside the introduction of two new flavours: Salt & Chilli Chicken and Chip Shop Curry. The latter flavour won a fan vote in 2022 to celebrate the brand's 75th birthday and, after a successful limited-edition run, has now been added to the permanent multipack range.
The refreshed packaging, which brings to life the brand's “More Punch Per Crunch” message, will roll out across impulse, multipacks, and £1 PMP sharing formats. The launch is supported by significant consumer marketing, including radio, YouTube and social media advertising from August to November.
pladis has also been active in the NPD space, recognising that PMPs are key to successful product launches in convenience. The company's 2025 launches include McVitie's Gold Billions Wafer Chocolate & Hazelnut (PMP 79p), Jacob's Cheese & Red Onion Mini Cheddars and Jacob's Cream Cheese, Garlic & Herb Mini Cheddars (90g PMP at £1.25), and limited-edition collaborations such as Jacob's Mini Cheddars x Frank's RedHot (90g PMP at £1.25).
The introduction of HFSS legislation in 2022 has led to an increased focus on healthier snacking options, creating opportunities for brands positioned in the better-for-you space. popchips PMPs, available in Barbeque and Sour Cream & Onion flavours, come in at under 100 calories per serving without compromising on flavour. Worth £38.8m, the brand offers retailers a way to cater to health-conscious consumers whilst maintaining the value proposition of PMPs.
Similarly, KP Nuts £1.35 PMPs benefit from nuts being exempt from HFSS restrictions due to their natural health benefits. Available in five flavours including Original Salted Peanuts, Dry Roasted Peanuts, Salt & Vinegar Peanuts, Honey Roast Peanuts and Aromatic Thai Chilli Coated Peanuts, the range is well-positioned to drive sales in an increasingly health-aware market.
Value across categories
Whilst savoury snacks dominate the PMP conversation – with the segment worth £1bn in convenience and growing ahead of major multiples – the format's success extends across multiple categories.
In biscuits, McVitie's accounts for six of the top 10 bestselling lines in convenience, with the company offering PMPs across its range of bestselling sweet biscuits, including Chocolate Digestives and Chocolate Hobnobs. However, Woolf cautions retailers to be selective: "The core snacking categories, including biscuits, and crisps, nuts and snacks, are some of the biggest opportunities for PMPs, but in biscuits, retailers should bear in mind that 80 per cent of sales in convenience come from the top six per cent of lines, so don't clog fixtures with slow selling PMPs."
The chilled ready meals category is also embracing PMPs, with Rustlers offering each of its core range products in price-marked format following a total brand refresh. Ross Davison, Head of Convenience at Kepak, explains: "Rustlers understands the role that price-marked packs have to play in convenience retailing, with its price-marked packs available at accessible price points. This not only encourages repeat purchase amongst brand loyalists, it also attracts new shoppers to the brand."
The brand refresh has made its price-marked packs even more relevant to consumers, improving the clarity of messaging on-pack and driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs.
Premier Foods has taken an even more proactive approach, exclusively reducing prices on PMPs across selected Batchelors and Ambrosia lines for the convenience channel. Batchelors Super Noodles has been reduced from £1.45 to £1.09, whilst selected Ambrosia cans have dropped from £1.95 to £1.50.
Rob Craven, Customer Controller of Wholesale & Convenience at Premier Foods, comments: "We know that for some shoppers, value is everything right now. They want to feel like they are getting good value for their money and PMPs are an effective and visible way of showing this in-store. From experience, we have seen just how important this format can be across our products and by lowering the prices even more, we aim to help retailers drive more volumes across popular favourites, Batchelors and Ambrosia."
The move follows success with the first PMP Super Noodle pot launched in 2023, which saw retailers experience an uplift in sales. With three-quarters of shoppers saying PMPs give them confidence in price, and more than half having bought PMPs in the impulse channel during the past year, the format's importance continues to grow.
Beer and Cider: heavyweights
In the beer and cider category, PMPs represent an even more significant proportion of sales. Price-marked beer and cider packs are worth approximately £376.1m in the convenience channel [NielsenIQ], accounting for an impressive 48.7 per cent of total category value sales. PMPs have a 48.4 per cent share in beer and 50.3 per cent in cider.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, explains: "Price-marked packs are an invaluable tool for helping to increase beer and cider sales in the independent and convenience channel, providing a point of difference from supermarkets. They give clearer perception of value-for-money which helps to bring trust between retailers and their local community by conveying the message that consumers are getting a fair price for the product."
The bestselling HEINEKEN UK PMPs include Cruzcampo (4x568ml), Fosters 4x568ml, Strongbow Original (4x440ml) and Inch's Medium Apple (4x440ml). Wilson advises retailers to stock up on small and mid-sized packs to cater to all occasions, noting that all pack formats experience significant sales jumps during peak seasons, including summer sporting events and the Christmas period.
Guinness has taken PMP promotion to another level with a limited-time-only convenience-exclusive offer timed to coincide with the Premier League season. The 4x440ml Guinness Draught in Can PMP packs, retailing at £6.69, feature an on-pack competition giving consumers the chance to win thousands of prizes, from Premier League match tickets to limited-edition branded items.
The timing is strategic. Guinness has seen a 27 per cent increase in its share of total beer, with sales rising 42 per cent above the monthly average during sporting months [Nielsen 2024 and 2025]. With Sky Sports showing 215 Premier League matches this season, more than ever before, the activation represents a significant opportunity for retailers to maximise footfall and basket spend.
Pork scratching opportunity
One often-overlooked category showing strong PMP potential is pork scratchings. Voted Britain's favourite pub snack, scratchings represent a VAT-free category offering strong margins. Importantly, most people are surprised to learn that more scratchings are sold in shops than in pubs, making them an essential stock item for convenience retailers.
Smith highlights the unique characteristics of the category: "The unique salty crunch of pork scratchings goes perfectly with a beer (and many other drinks) and so siting them next to BWS is a great way to capture incremental impulse sales when people are shopping for their drinks. Displaying pork scratchings prominently will drive incremental sales, unlike other savoury snacks, scratchings are not 'cupboard fill' and are much more likely to be an impulse purchase and consumed on the day of purchase – with 65 per cent eaten on the day of purchase versus less than 40 per cent for other savoury snacks."
Mr. Porky, the number one brand, and Midland Snacks, with its Great Taste Award winning recipe, are positioned to capitalise on the Big Night In trend, with consumers looking to recreate the pub experience at home. The brands are available in SRPs, clipstrips and pubcards, offering solutions for stores of all sizes.
Impactful merchandising
Whilst stocking the right PMPs is crucial, effective merchandising can significantly amplify their impact. The key principle, according to industry experts, is to make it simple to shop.
Smith advises: "The key to effective merchandising is... make it simple to shop! Given the importance of savoury snacks as an impulse purchase and footfall driver, independent retailers should make sure that snacks are highly visible on shoppers' main route to the till."
He recommends thinking about shopping missions and siting products accordingly: placing sharing snacks near beers, wines and spirits to capture Big Night In missions, and positioning impulse snacks near chiller units with sandwiches and cans for lunchtime 'grab and go' occasions.
For stores where PMP snacks account for the majority of sales, merchandising by price point makes it easier to shop. "Having a strong range of both £1 and £1.25 PMPs is essential – but group each price point together to make it easier to shop the fixture quickly," Smith explains.
Woolf echoes the importance of strategic selection: "Offering the right mix of PMPs will increase sales, but getting it right about the selection and the quantity of SKUs in this format for a store comes down to individual retailers' judgement. Stores need to try out different PMPs in each category and keep a close watch on how they're performing, then weigh up the rate of sale and margin they make against sales of other standard format products."
For beer and cider, Wilson notes that PMPs can help retailers drive loyalty by helping shoppers plan their spending better. "PMPs can also act as a PoS-like tool for retailers, as bold signage on-pack can draw customers in, generating potential for trade-up to more premium lines," he adds.
Competing with the mults
The strategic importance of PMPs becomes particularly clear when considering the competitive landscape. With supermarkets moving towards EDLP and away from traditional promotions, independent retailers have an opportunity to differentiate through visible value.
Woolf observes: "The supermarkets are pulling back from price promotions and moving to everyday low pricing, which creates opportunity for independent retailers to offer visible value, and increase value and volume sales with PMPs."
He continues: "Perceived value is a hugely important purchase motivator, where prices can be perceived to be higher than in supermarkets, so dotting PMPs from branded bestsellers in among popular snacks at a regular price point is an effective way to catch shoppers' attention, reassure them of value, drive impulse purchases and boost basket spend."
This strategy of using PMPs to create value perception across the fixture is particularly effective in convenience, where shoppers are willing to trade slightly higher prices for accessibility and ease – but still need reassurance that they're being treated fairly.
Looking ahead
As economic pressures look set to continue throughout 2025 and beyond, the importance of PMPs shows no sign of diminishing. The format has evolved from being merely a promotional tool to becoming a fundamental part of the convenience retail proposition, offering value reassurance that cash-strapped consumers actively seek.
For manufacturers, PMPs represent a crucial route to market in convenience, with launches increasingly accompanied by price-marked variants. For retailers, they offer a way to compete effectively with multiples, drive impulse purchases, and build loyalty within local communities by demonstrating fair pricing.
The ongoing innovation within the format – from new flavours and pack sizes to on-pack promotions and competitions – suggests that PMPs will continue to evolve and adapt to consumer needs. As shoppers remain price-conscious but still seek permissible treats and quality products, the win-win-win proposition that PMPs offer to suppliers, retailers and consumers looks set to maintain its momentum.