Playing the paycheck cycle

Brand owners in the fast-moving consumer goods (FMCG)space are making the most of the “paycheck cycle”, according to a recent story in The Wall Street Journal. Packaging plays a role in the strategy, with companies like PepsiCo Americas Foods promoting large multi-packs of its snacks early in the month, when consumers’ accounts are flush with newly deposited paychecks. Later in the month, smaller packs priced at under $2 are offered.