FMCG brands move away from promotions in ‘complete change of direction’

FMCG brands in the UK are increasingly shunning price promotions in favour of focusing on brand building through advertising, IRI data has suggested.
The study, which looks into the use of promotions by FMCG manufacturers and retailers across Europe, highlights a drop in the proportion of volume sales of FMCG products that were sold on promotion in the UK in the latest year.
The UK sells more FMCG products on promotion than anywhere else in Europe, with 49.8% of all food products and 58.6% of a