On-pack promotions have surged in popularity, according to new research.
Some 78% of shoppers like it when food, drink and grocery brands run on-pack promotions, up from 65% in 2024, according to a representative sample of 1,000 UK shoppers polled by retail and shopper marketing agency Savvy.
At the same time, 59% report actively looking out for these types of promotions, a significant increase from 39% two years ago.
Savvy insight director Alastair Lockhart said the growing engagement shows a shift in how shoppers assess value beyond the price on the shelf.
“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.
“Promotions that genuinely help shoppers manage the cost of living are proving especially compelling,” he added. “There’s also growing interest in offers that unlock experiences money can’t easily buy, such as access to events, partnerships with celebrities or exclusive content.”
The respondents also reported a willingness to share their data with brands. More than half (58%) said they would scan a QR code to enter a competition, and more than four in five would tell a brand their interests, which retailers they regularly use, and their postcode when claiming a prize.
Lockhart added: “Packaging is a brand’s own real estate, offering a level of creative freedom that is difficult to achieve through other shopper touchpoints. Increasingly, brands are using pack as a springboard into richer, more immersive experiences, encouraging shoppers to scan QR codes that lead to content-rich microsites or apps. These interactions also create valuable first-party data, enabling brands to build deeper relationships with shoppers and deliver more tailored experiences over time.
“The digitisation of the shopper experience means on-pack promotions can now be seen not only as a driver of short-term sales, but as a platform for longer-term engagement.”
Asked about prize formats, half the shoppers polled said they would prefer to enter a competition for a chance to win one of 40 prizes worth £500, compared with 25% who preferred a single £20,000 prize, with 26% expressing no preference. Lockhart said that reflected shoppers’ tendency to become more risk averse during periods of uncertainty and favour promotions with a higher chance of winning something.
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