Retailers and manufacturers across the FMCG sector can explore the challenges and opportunities set by impending HFSS store promotion regulations at the virtual ‘Supermarket of the Future’ created by CHEP UK & Ireland (UK&I).
The virtual supermarket represents a possibility of what a supermarket may look like post-October 2022 when HFSS products can no longer be used for prominent display space or volume promotions. More refillable displays in the aisle, wholesale change at aisle ends and off-fixture displays are all ideas that CHEP UK&I want to receive feedback about.
Sean Field, Store Solutions Category Manager, Northern Europe, said: “This is radical industry change never encountered before by manufacturers or retailers. Our industry discussion paper gets the ball rolling and our virtual supermarket takes the debate a stage further. We also want to hear from sector professionals across the length and breadth of the industry. What do they see as the most likely changes? How can opportunities, be maximised?”
The virtual supermarket feedback combined with an industry-led discussion convened in partnership with POPAI, the trade association dedicated to enhancing the shopper experience, will generate an ‘HFSS Playbook’ of practical ideas and suggestions that CHEP UK&I intend to share with all manufacturers and retailers in the summer.
Retail and brand industry influencers are already getting involved in the discussion.
Bryan Roberts, Analyst, Retail Cities, said: “This is an exciting conversation for everyone in the industry to take part in and develop effective approaches. For non-impacted manufacturers, this is a new sunlit upland of opportunity. Many brands overseas have shown us that even if it’s a functional category, like washing detergent, they can still use creative, gondola space to activate shopper demand.”
Industry brand and retail expert Andrew Wood said: “The HFSS regulations represent a massive leveller for brands. We are likely to see more theatre on the shelves, pricing strategies focused on temporary price reductions, and resources redirected to work harder on the shelf than a display.
“This Christmas represents a steep learning curve for the industry. No longer will the brands and retailers with the biggest budgets place a product off-shelf and promote it wherever they want. Creativity and innovation are the watchwords of the day with new approaches, like refillables, combining with new takes on familiar concepts, like digital displays vying to create competitive edges for brands and retailers.”
People can input their ideas into the forthcoming HFSS Playbook by visiting the virtual supermarket, reading, and responding to industry discussion paper and after hearing interviews with Bryan Roberts, Andrew Wood, and Sean Field. All can be found at www.chep.com/uk/en/hfss.