In all countries volumes have been decreasing for several months. Sensitivity to price rises in Non Food categories is an impacting factor but not the only one, consumers and shoppers have adapted their habits as tough times are here to stay: more multi purposes products, less wastage, making products last longer… Buying what they need when they need it, using up what they have already and wasting less!
The three tips to re-energize this segment:
- Stimulate need through media activity.
- Look for opportunities to extend distribution. Even the best-selling brands often do not have full distribution. Increasing distribution impacts overall sales directly. A good rate of sale argument will influence retail buyers.
- Retailers and manufacturers must work together and invest to define specific merchandising strategies with specific tactics to create impulse purchasing on non-essential items, creating occasions ‘for special treats’ at a reasonable price.
What would be yours?
To know more about FMCG trends, facts and pressure points impacting FMCG retailers and manufacturers, download our IRI Topline Report – click here.