Savvy’s latest study redefines value for manufacturers
Food and drink manufacturers are facing a dramatic shift in how grocery consumers calculate value at the supermarket shelf.
According to new research from retail marketing agency Savvy, customer engagement with promotional packaging has reached an unprecedented high.
This definitive packaging promotion resurgence proves that hard-pressed households are actively looking beyond basic shelf-ticket prices to maximise their budgets. For brands competing against low-cost supermarket own-label products, utilising the physical pack as an active marketing tool has transformed from an option into an operational necessity.
Analysing consumer engagement
The data from Savvy’s representative study of 1,000 UK shoppers highlights an undeniable appetite for interactive marketing mechanics. Specifically, 78% of consumers state they enjoy seeing food and beverage brands run targeted on-pack competitions, up from 65% previously. Furthermore, 59% of respondents now actively hunt for these specific promotional packs down the grocery aisle, representing a sharp increase from 39% just two years ago. This substantial growth demonstrates that adding real-world utility to an everyday purchase alters immediate purchasing decisions.
The impact on immediate purchasing decisions
Crucially, the study confirms that these on-pack strategies exert a massive influence on volume velocity at the point of sale. Seven in 10 shoppers admit that an on-pack giveaway or reward has directly encouraged them to choose a specific product over a competitor. Additionally, 58% of consumers report noticing these initiatives over the past three months, while an identical 58% state they would happily scan an on-pack QR code to enter a contest. Therefore, packaging serves as a highly efficient, built-in media channel that bypasses expensive retail banner advertising.
Alastair Lockhart, insight director at Savvy, explained how economic uncertainty is fundamentally changing consumer psychological priorities down the fixture: “On-pack promotions have seen a clear surge in interest over the past couple of years. As shoppers become more price conscious, they are looking beyond the ticket price when judging value for money. Brands that offer a clear and relevant value exchange – whether that’s money off everyday expenses, savings on family activities, or rewards that fit naturally into people’s lives – are cutting through.”
Changing mechanics and risk-averse shoppers
The research also exposes an essential structural shift in consumer preference regarding promotional prize pools and compliance mechanics. When presented with two distinct winning formats, a commanding 50% of shoppers preferred the chance to win one of forty moderate prizes worth £500. Conversely, only 25% favoured a single grand jackpot of £20,000, with the remaining respondents holding no distinct preference. This reveals that modern grocery shoppers have become deeply risk-averse, consciously favouring promotional structures that offer a higher mathematical probability of winning.
Roadmap for brand managers
Ultimately, the findings offer a practical operational blueprint for FMCG manufacturers looking to protect market share without eroding their base margins through destructive price-slashing spirals. By structuring co-branded partnerships, offering lifestyle rewards, and using smart packaging as a gateway to digital brand communities, manufacturers can establish deep emotional connections with shoppers. As a result, this targeted approach allows branded products to justify their premium position, drive repeated volume sales, and secure long-term loyalty in a highly volatile retail climate.
