Though consumer goods brands funnel eyewatering amounts of cash into trade promotions each year, the vast majority of that cash currently gets wasted.
Nearly three quarters (72%) of in-store promotions currently don’t break even, according to research by the Promotion Optimization Institute. That reflects an annual waste of more than £200bn.
This at a time when all retailers, producers and suppliers are facing record levels of inflation across the supply chain, and a consumer base grappling with a cost of living crisis.
So how can consumer goods companies (CPGs) put a stop to this huge source of waste?
In this brand new Grocer Vision report we explore exactly where the problems lie in trade promotions – and how to solve them.