Pop up the volume with feature and display
Research shows that microwave popcorn makes it on shoppers' lists only 55 percent of the time, while 45 percent of popcorn shoppers impulsively decide to purchase this category while in-store1.
So what does it take to get more shoppers buying microwavable popcorn? Get it noticed!
Disrupt shoppers and drive their impulse buying behaviors by placing microwave popcorn on both feature and display—where it is a proven deliverer of the highest snack volume lift of over 800 percent. Retailers have been doing this less in recent years compared to other salty snack categories, which has helped these categories grow 5 to 7 percent, outpacing microwave popcorn, which has been flat since 20072.
Additional research shows that retailers see higher microwave popcorn category lifts (+34 percent) when they conduct stand-alone promotions at a 20 percent discount compared to events with multiple brands3.
Both of these often untapped opportunities can help drive growth for microwave popcorn and the overall salty snack category.
1 Source: Path to Purchase Research 2010
Families eat lighter and freer in
As the microwave popcorn category leader, ConAgra Foods has been digging deep to understand the major barriers...
Since its introduction in 1984, microwave popcorn packaging has remained essentially unchanged for 25 years...
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