On-pack promotions are enjoying a resurgence in popularity among shoppers, according to the latest findings from  retail and shopper marketing agency, Savvy.

Carried out across a representative sample of 1,000 UK shoppers, the findings revealed that 78% of shoppers say they like it when food, drink and grocery brands run on-pack promotions, up from 65% in 2024. At the same time, 59% report actively looking out for these types of promotions – a significant increase from 39% two years ago. This growing engagement highlights a shift in how shoppers assess value beyond shelf price alone. 

Alastair Lockhart, insight director at Savvy, said: “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.”

The research suggests on-pack promotions drive shopper behaviour. Seven in 10 (70%) say on-pack promotions have encouraged them to buy a product, while 58% say they have noticed such promotions in the past three months. The same proportion of shoppers say they would scan a QR code on-pack to enter a competition. 

Savvy’s research also highlights a shift in shopper attitudes towards promotional mechanics. When asked which prize format they would prefer, 50% opted for the chance to win one of 40 prizes worth £500, compared to 25% who preferred a single £20,000 prize, with 26% expressing no preference. This marks a change from 2024, when opinion was more evenly split. Over time, Savvy found that shoppers tend to become more risk averse during periods of uncertainty, favouring promotions with a higher perceived chance of winning. 

Brands are increasingly recognising the opportunity, Lockhart noted.

“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.

“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,” he said.