Whether it’s Sainsbury’s bringing back its ‘Feed your family for a fiver’ campaign or Asda extending its ‘Kids eat for £1’ offer, it’s clear that tackling the rising cost of living is at the top of the agenda for all retailers.

Supermarkets, as well as The ACS, are throwing their weight behind the government’s new Help for Households campaign. This aims to provide income support, cover childcare costs, and help consumers with their energy bills.

ACS chief executive James Lowman was quoted in a press release last week, saying: “Many convenience retailers are providing significant staff discounts and other benefits as part of extra support packages for colleagues in store. They’re also doing everything they can to keep prices on the shelf in check.”

It's unsurprising that retailers have already implemented their own inventive solutions for supporting their communities, despite the business pressures they face themselves. They did it throughout lockdown, by quickly setting up home delivery services and community hubs, and they’re doing it again.

But if they’re having to go above and beyond to support their shoppers, are they aware which suppliers are going above and beyond in supporting them? Convenience store suppliers are set to be part of a 5.6% growth in turnover this year, but brands need to communicate how they are supporting stores to maximise their share of this opportunity.

We’ve seen some signs that finances will be strong for suppliers this year already. Last week, Premier Foods’ Q1 trading update revealed its grocery sales are up by 6.3%, with “Batchelors and Nissin performing particularly well”. The company’s ‘sweet treats’ are also up by 5.1%.

Brands must be an active part of the conversation. They need to communicate their strategies clearly so that retailers know who they can turn to. It’s something we will be talking to our clients about and putting comms plans in place for the coming months.

Suppliers can no longer simply pump out new products and provide category advice to win over retail customers. Store owners are looking for partners that truly understand what they and their communities are going through. These collaborations will be what real success will look like for the rest of this year and beyond.

Contact us to find out how we can help you shout about the support you are providing to retailers

Five key FMCG stories this month

  1. The Grocer: Major supermarkets back UK government’s cost-of-living campaign
  2. Talking Retail: UK convenience retail market set to return to turnover growth this year

  3. betterRetailing: Nisa consulting on redundancies amid cost pressures

  4. Asian Trader: Ocado reviews expansion as shoppers cut back online purchase

  5. betterRetailing: Booker urges uptake of Premier’s smaller-store format