Big Night In is not just a sales opportunity; it’s a chance for convenience stores to position as a go-to place for all the fun and good times.
As a collective result of the rapid revolution of in-home entertainment, lockdown hangover and the rise in the cost of living, staying in is now a popular and preferred way to spend an evening. Be it just Netflix and chill, watching football with friends or even celebrating a life milestone, staying-in is now cool and uber.
Customers are increasingly looking for stores that offer a convenient and diverse selection of snacks, beverages, and ready-to-eat meals under one roof. The rise in this trend opens a great window for local convenience stores to boost sales and foster customer loyalty by providing everything from gourmet popcorn to premium wines, and even quick meal kits that cater to a wide range of tastes and preferences.
With the rising popularity of staying in or rather we like to say, Big Night In, the onus lies on local convenience stores to make these events fun and memorable as shoppers often turn to them for impromptu plans. By offering a diverse selection of interesting snacks and chilled beverages, local stores can make shoppers’ lives way easier.
Industry leaders across retail and wholesale seem to be huge fans of this trend.
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), feels big night in continues to present an opportunity for retailers to drive sales.
Needs are varied so it is best to stock a wide range, both in terms of brands as well as sizes and flavours.
Ben Parker, GB Retail Commercial Director at Britvic, feels that convenience retailers can capitalise hugely on these opportunities through large formats and multipacks across key soft drinks categories.
This trend comes as a blessing particularly for local c-stores as many of these occasions are likely to be impromptu.
Caitlin Brown, Category Executive at BrewDog PLC, identifies four key occasions within Big Night In missions. First is “Night In”, a chance to wind down and relax at the end of the day– a perfect opportunity to highlight 4-packs along with meal for tonight solutions.
The other two are regular/everyday drinking and planned social occasions like barbecue that relate to a bigger gathering. And lastly is the full-blown party at home with friends and family for which shoppers need larger multi-pack formats and mixed packs.
Staying home comes with the perks of savings. However, at the same time, people like to treat themselves and their guests a bit as well. And this has given way to a rise in demand for premium products.
Clark McIlroy, Managing Director, Red Star Brands, UK distributor of Four Loko, points out how there is a rise in demand for premium drinks, something which retailers should bear in mind while planning stock.
Clearly, local stores need to be ready with the right range at the right price points in the right sizes. Be it a small gathering or a full-blown house party, stores should be capable of handling them all.
Something to munch
Savoury snacks are the king of all the at-home occasions, whether it is house parties, small gatherings or even a “Netflix and chill” session. And when it comes to snacks, the more is the better.
Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, agrees, saying that savoury snacking represents a strong opportunity for retailers looking to maximise their sales and cater to consumer desires to come together to socialise at home.
Sharing formats are now the largest segment within the salty snacks category. Sharing packs like Doritos range, Sensations, and Walkers crisps have been performing strongly and continues to entice Brits.
Crisps, snacks and nuts (CSN) aisle is indeed one of the most important parts of the store, being one of the main drivers of footfall.
KP Snacks is also a name to bet upon in snacks. It’s range from popcorn to nuts to pretzels and of course crisps has something to offer for everyone.
Matt Collins, Sales Director at KP Snacks, says, “Our range can create value and generate demand by meeting all consumer needs and occasions which are becoming even more important.”
Reports indicate that 46 per cent of shoppers are more inclined to trade-up to premium food and drink options when dining at home. Tyrrells 150g Sharing bags are key products to capitalise on during those treat occasions. Full of personality, this brand has taste and quality at the heart of its offering with its authentic English heritage.
Brits also consider popcorn as ideal choice for cosy family nights in. Butterkist is the nation’s favourite popcorn brand. At nearly twice as large as it’s nearest branded competitor, Butterkist enjoys a 35.4%8 market share.
Retailers need to make space for healthier options too. Collins recommends stocking popchips as it is rated as the number one “Better for You” bagged snack brand in the sharing pack format.
KP Nuts portfolio also offers delicious flavours and a range of formats and is nearly five times bigger than the nearest branded competitor. Nuts are naturally packed with protein and fibre delivering to both taste and health and have therefore been excluded from HFSS legislation.
Another interesting option here is KP’s new FlavourKravers range that was launched in 2022. Available in three delicious flavours, FlavourKravers tend to ignite interest among younger consumers.
Smart placement inside the store can do wonders for sales. Placing the snack section close to alcohol and soft drinks range works magically for sales.
Matt Smith, Marketing Director for Tayto Group explains, “Savoury snacks are always part of a Big Night In so having a great range of sharing snacks near beer, wine and spirtit (BWS) and soft drinks can enable retailers to maximise this grab and go mission.”
Independent retailers’ biggest challenge is demonstrating to shoppers that they are offering as good value as mults. However, PMPs are a proven solution to this.
Smith explains, “PMPs give shoppers confidence that they are not being ripped off which is why PMPs account for over 65 per cent of snacks sales.”
No wonder, stocking Sharing PMPs is the key to winning in BNI snacks. Many brands have been forced to move above the all-important £1 price-point but Golden Wonder is reaping the benefits of sticking with £1 PMPs. Golden Wonder is launching a Chilli and Lime flavour into the already successful Transform-A-Snack £1 PMP range. Marmite £1.25 Crisps & Tortillas are another new offering to look out for.
With more and more consumers swapping a night at the pub for a night in, retailers can easily boost sales by stocking up on pork scratchings – the ultimate pub snack.
Smith from Tayto Group, the manufacturer of Mr. Porky and Midland Snacks, explains, “Pork Snacks are the fastest growing segment in savoury snacks as people choose to have a night in rather than a night out. With over 20 per cent of pork snackers unwilling to switch to another snack, the 42 per cent of independent stores who are not stocking pork snacks are collectively missing out on potential sales of over £7m a year.”
Displaying pork scratchings prominently will also drive incremental sales. Unlike other savoury snacks, scratchings are not “cupboard fill” and are much more likely to be an impulse purchase.
Matt explains, “Consumers are looking to save money by recreating the pub experience at home. Scratchings are the perfect partner to a drink and so, should be displayed with BWS and soft drinks as well as with crisps and snacks.”
More than snacks
Convenience retailers also need to stock well on more substantial meal items, such as burgers and hot dogs, whose sales are driven, in part, by the rise in “Americana-style” dishes on menus.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe recommends stocking Baker Street range of Burger Buns, Hot Dog Rolls and Seeded Burger Buns along with Baker Street’s Mega Burger Buns and Jumbo Hot Dog Rolls.
Baker Street Burger Buns and Hot Dog Rolls range are cleverly packed to stay fresher for longer. During these at-home occasions, consumers are also looking for quick and easy ways to create “fakeaway”. Retailers can cater to this demand by stocking Baker Street’s range of Burger Buns and Hot Dog Rolls, which are ideal for consumers looking to recreate classic burgers and hot dogs.
When people are hosting a Big Night In, they want the food they serve to impress. St Pierre brioche enables retailers to make the best of this sentiment by offering an upgrade to standard bakery whilst providing an ideal base for enhancing burger and hot dog recipes.
Rachel Wells, Commercial Director at St Pierre Groupe says, “Consumers are spending more wisely, but that doesn’t always mean they’re spending less. The St Pierre brand communicates quality and authenticity at every touch point – and the perceived value attached to doing so must not be under-estimated.”
Clearly, retailers must make space for St Pierre Brioche and Seeded Brioche Buns on the shelves.
Most gatherings at home are accompanied with elaborate meals too. Ready meals and meal kits are great options here to make everyone's lives a bit easier. Local stores can prove to be a savior here- both for meal kits as well as last minute missing ingredients.
Matthew Moyes, Marketing Controller at Empire Bespoke Foods, explains, “It all starts with understanding the local shopper. For example, assume someone has chosen a night in, they’ve got a meal kit and some crackers – but they realise late in the day that they are out of Sweet Thai Chilli sauce – if they know their independent caters for their needs they are likely to shop locally.”
It is impossible for an independent to have the same breadth of range as a multiple, however it does not need to. Independent retailers need to identify what people are coming in for and focus on these areas. Cross merchandising is also the key here.
Moye adds, “As a business, our largest brand is Mrs Elswood, the UK’s leading gherkin brand. We know from studies that sandwiches are the leading way in which UK shoppers consume gherkins, we would love to see a jar of gherkins positioned next to bread, simplifying the shopper journey. This is just one way a retailer can look to increase the basket size.”
Empire Bespoke Foods has several products in its portfolio that are perfectly suited for the convenience and independent sector, from Icelandic Glacial water (a premium bottled water from the Olfus spring in Iceland) to treat cereals (Marshmallow Mateys) and on-trend American confectionery giant Mike & Ike.
Something Chilled
For a well-spent evening, households need to have chilled carbonated soft drinks and juices. When it comes to soft drinks, people not only look for bestsellers age-old favorites but are also open to try new flavours.
To make the most of this opportunity, retailers should focus on stocking sharing packs from leading brands like Coca-ColaTM, the leading soft drinks brand in retail1, led by Coca-Coca Zero Sugar, along with Fanta and Dr Pepper, the number one and number two flavoured carbonates brands in retail, and Schweppes, the biggest mixer by volume in GB.
As Burgess points out, making mixed drinks or cocktails at home is more affordable and a fun alternative to going out to a bar so consumers are looking to pair their favourite spirits with quality mixers like Schweppes Classic Tonic and Slimline Tonic.
She says, “Last year, we expanded our PMP range by introducing price-marked Schweppes 1-litre PET bottles. This enabled more convenience customers to enjoy the advantages of PMPs with the best-selling mixers brand in retail, perfect for a big night in.”
Premium adult soft drinks, such as Appletiser, can also be used as a flavoured base for cocktails and mocktails, or in a mixed drink, delivering a more sophisticated serve for any at-home occasion.
Soft drinks have always been an important part of convenience channel. It becomes even more in the light of impromptu gatherings.
Ben Parker, GB Retail Commercial Director at Britvic, says, “For those consumers who are planning on sharing nights at home, larger formats such as our 2l bottles and multipacks of carbonated soft drinks, including Pepsi MAX, Tango and 7UP Zero, can play a key role.”
As shoppers tighten their purse strings, they are defaulting to well-known, trusted brands. It is therefore even more important for retailers to showcase their branded soft drinks range to shoppers to cater to their tastes and shopping habits.
Retailers should note that no and low alcohol options are now becoming a top drinks trend as those people who choose to not drink alcohol are seeking more elevated experiences and interesting flavours.
Britvic has expanded J2O offering with Ready-To-Drink mocktails. These launched with a three-strong premium range of non-alcoholic options.
Sugar-free soft drinks are a must and should not be overlooked. Tango has an impressive history with its sugar-free launches.
The brand is now worth £98.5m and growing +15.3 per cent, says Parker, adding that the growth can be attributed to the performance of sugar-free options like Tango Apple Sugar Free.
Parker adds that shoppers consistently want more options to suit their lifestyles and don’t shy away from trying exciting new flavours that suit their preferences around health.
“We have continued to maximise the popularity of Tango’s rotational sugar-free flavour series, Tango Editions, with our latest flavour- Tango Mango.
"Both Tango Mango and Tango Apple Sugar Free products are available in a range of formats, including six-can multipacks and 2l bottles.”
Bring Your Own Booze
What’s a party at home without a good range of alcohol! As shoppers scan aisles in search of their go-to tipple (either to stock at home or carry at their friend’s place), retailers should make sure they have everything under the sun- from bestsellers to newbies.
Owing to its popularity, still wine continues to remain a foundation of this section.
As Tom Smith, Marketing Director - Europe, at Accolade Wines, explains, “With £6.3 billion in sales in the past year, still wine has continued to perform strongly because of a combination of established consumer favourites and exciting innovation across several areas, from new formats to product formulation.”
The majority of sales in convenience come from the core mid-range price point between £6 - £8 and should be at the heart of every retailer’s range in-store. Premiumisation within the wine category will continue. While wines priced at £9 aren’t performing as strongly as the £6-9 range, many shoppers will still be looking to trade up for certain occasions. Hardys Crest works best for such shoppers.
Smith tells Asian Trader, “We’re seeing white wine continue to lead the category, accounting for four out of the top five varietals. This is also reflected in Hardys performance as we see, Hardys Sauvignon Blanc, Hardys Crest Chardonnay and Hardys Stamp Chardonnay/Semillon all showing growth.”
With sales of £103m, another brand in dynamic growth is Jam Shed. The Jam Shed portfolio now includes Shiraz, Malbec, Chardonnay, Rosé, Red Blend, Tempranillo and Jam Shed Fruits.
Red wine remains a staple addition, and Merlot, Shiraz, and Cabernet Sauvignon should always be part of retailers’ red wine offering. Wines such as B. Ink Red Blend really resonate with consumers due to its contemporary aesthetics and opulent style.
For white wine, Sauvignon Blanc, Pinot Grigio and Chardonnay came out top for value sales, with Sauvignon Blanc and white blends driving a lot of growth last Christmas. Retailers should ensure a selection of these varietals are stocked, with brands such as Mud House, French Sauvignon, and Wise Wolf Chardonnay.
Beers are a must, when it comes to home gatherings. Having the trusted names in the store ensures quick sales.
In craft beer, BrewDog is sought-after name, with most consumers choosing Punk IPA.In fact, Punk IPA acts as a signpost for the category.
Brown from BrewDog tells Asian Trader, “From a Craft Beer perspective IPA is the most popular and worth 65 per cent of the craft beer market and is best-performing style of beer all year round in convenience. As an initial offering, we recommend starting with our top two products, Punk IPA and Hazy Jane New England IPA 4-can multipacks, which continue to see a lot of love from shoppers.”
BrewDog is further shaking up the beer aisle with a new session IPA. Flying into the headline range, with a steady boozing altitude of 4.3 per cent ABV, Wingman, has now touched down in the impulse channel, following an initial launch into grocery at the end of last year. In a shift from the brand’s headline design, the new Wingman packs have huge stand out on-shelf.
Lauren Carrol, Chief Marketing Officer, at BrewDog PLC, says, “We are placing significant investment into the launch and anticipate Wingman will become our biggest launch of the year. Our shoppers love to experiment and try new styles, and with its great tasting liquid, quirky new packs and stand-out marketing activity we are sure Wingman will quickly become a fan favourite.”
The big night in occasion typically sees consumers gravitate towards larger packs of beer and cider than they would normally purchase.
Alexander Wilson, Category & Commercial Strategy Director, at HEINEKEN, feels that convenience retailers and wholesalers can capitalise by stocking small- and mid-sized packs of new beer and cider launches, such as Cruzcampo, Birra Moretti Sale di Mare and Strongbow Strawberry. Stocking new lines like this also suggests to consumers that a store is up to date with trends, and they can rely on them to offer the latest innovation in the beer and cider category.
HEINEKEN's New Strongbow Strawberry
When it comes to the bestselling mid-sized beer and cider lines, Foster’s and Strongbow are the biggest sellers in impulse, demonstrating that mainstream brands have a big role to play here as consumers gravitate towards products they are familiar with and can trust. When looking at smaller packs, Foster’s and Strongbow lead value sales in this segment, while Heineken, Desperados and Birra Moretti are also worth stocking in this format.
Another popular name in beer section is Asahi. Rob Hobart, marketing director at Asahi UK, recommends retailers to dedicate 40 per cent of their range to large single bottles and three- and four-packs. Large single bottles are worth £254m, while three- and four-pack bottles are worth £95m. These should be merchandised at eye level or at the middle of the fixture.
Cider and the big night in go hand in hand and the market is now worth £1bn. A great line to stock in this section is Cornish Orchards which is currently valued at £1.3m and is growing at 2 per cent.
Hobart adds, “Cornish Orchard sits in the super-premium tier, which makes up 13.7 per cent share of the category. We advise retailers to merchandise Gold and Vintage alongside craft ciders.”
Calli O’Brien, Head of Marketing at Aston Manor Cider, seems to agree with Hobart when it comes to potential of cider.
O’Brien says, “Strong cider is driving growth within the cider category and is in fact outperforming total cider sales. This has subsequently meant shoppers are swapping spirits for cider, which is likely due to consumers having less disposable income.”
A prime example of this is Crumpton Oaks, which is an iconic and well-loved brand made from bittersweet apples blended with the juice from crisp dessert apples. Not to mention, Crumpton Oaks contains 5 per cent ABV, making it a preferential choice for those retailers whose sales may be restricted due to high strength laws.
Building on the success of Aston Manor’s extensive range of world-class ciders, Knights Cider is now the UK’s number one strong amber cider brand.
Notably, a third of shoppers only ever buy cider in cans, so it is important that retailers stock both bottles and cans to provide choice for consumers. Frosty Jack’s and Crumpton Oaks Cider come in both pack formats.
Retailers are recommended to stock plastic bottled products alongside cans in their store to help attract more footfall. Crumpton Oaks is available in a four-pack pint cans variant for £4.99, offering value for money and reassurance to the shopper with price marked packaging.
The cider market has traditionally been viewed as seasonal, with a particular focus on summer consumption. However, recent years have witnessed a shift, with growth emerging in both apple cider and fruit cider categories.
The market's growth can be attributed to the industry’s strategic efforts to expand the appeal of cider with seasonal flavours, such as Kopparberg’s spiced range, Spiced Apple and Spiced Blackberry, as well as, winter punch, which have successfully broadened the category's relevance throughout the year.
April Darrell, Customer Marketing Manager at Kopparberg, tells Asian Trader, “Kopparberg tends to the go-to safe choice for flavoured adult drinks - I call it the ‘Coca-Cola effect’. Whether you drink Kopparberg or not, you know you’re never going to disappoint a guest by having the brand available to them. Unfortunately, not many brands can do this and we’re very proud of these associations we’ve built around the brand.”
In fact, spiced Apple was the fastest growing single bottle over the Christmas period. These products cater to the demand for convenient, on-the-go options and align with the seasonal preference for richer, warming flavors, says Darrell.Kopparberg’s Variety pack is another must stock in this season as it offers consumers the opportunity to trial and experience new flavours alongside the bestsellers.
Talking about other categories, the vodka market is now in a period of intense competition and evolution.
Chris Baker-Pigram, Head of Cash & Carry and Convenience at Paragon Brands, informs, “The on-trade channel (bars, restaurants, hotels) continues to face challenges, and this continues to aid retailers, who have an opportunity to be bolder in building a dynamic vodka range.”
Vodka is vital to the convenience channel, so it is important for retailers to have a selection of products that not only deliver on the basics but are also brands that consumers engage with. Two important names to consider here are FLIRT Vodka,a brand built for Gen Z that’s fun and high-quality but doesn’t break the bank and Zubrowka, the number-three vodka brand globally and one of the fastest-growing in the UK.
One of the recent exciting developments is the launch of FLIRT Vodka’s new apple variant.
“We’re also launching new bottle designs for both Zubrowka Biala and Zubrowka Bison Grass. These redesigned bottles will not only stand out on the shelves but also reflect the premium quality and heritage of the Zubrowka brand. In tandem, we're introducing an exciting new campaign called ‘Serve the Wild’,” Baker-Pigram tells Asian Trader.
He adds that in the convenience channel, small bottles (50 ml, 100 ml, 200 ml, and 350 ml) are ideal for impulse buys as consumers are looking for a quick purchase for immediate consumption or to try a new brand. Additionally, smaller bottles are more affordable, making them accessible to a broader range of customers.
Another amazing product line to stock is ready to drink (RTD) line. New offerings by CCEP are creating quite a buzz in the market.
Alcoholic ready to drink (ARTD) cocktails like Jack Daniel’s and Coca-Cola RTD have generated nearly £36m worth of sales in GB retail since launching in March 2023. They are some great option for big nights in, offering hosts a convenient way to deliver a perfect serve every time, without the need for time-consuming mixing and preparation.
CCEP has also added Absolut Vodka & SPRITE, which blends the smoothness of premium vodka, Absolut, with the loved lemon-lime soft drink, SPRITE, offering yet another refreshing alcoholic serve to enjoy at home.
Burgess tells Asian Trader, “We also recently launched the brand’s ‘Planned for the Unplanned’ summer campaign, a digitally-led marketing campaign including PR, social media and influencer activity, to build momentum behind the ARTD variant following its launch earlier this year.”
RTDs are fun and in great demand. Shoppers are looking for variety and flavours.
Another must-stock product here is Four Loko. Following its UK launch in 2021, it experienced a meteoric success and is now one of the fastest growing RTD brands in the UK, adding £6.8m value growth to the RTD convenience sector.
McIlroy states, “With an exciting autumn and winter of sport ahead, we fully expect to see an uptick in sales as friends and families come together to share their love of these major events.
“Big Night In shoppers are looking for a range of features in their purchases, including a choice of flavours to help deliver variety, and a generous shelf life to help prepare for impromptu entertaining. And while many shoppers are still highly price sensitive, they’re still looking for affordable indulgence and where relevant, premium products.”
The breadth of flavours offered by RTDs, the convenience of the format and their lower price point compared to their equivalents in pubs and bars makes them a firm favourite with cost-conscious younger consumers seeking funky fruitier flavours to pep up a Big Night In.
The thirst for RTDs is booming – not least since lockdown which was perhaps the original incentive for consumers to be more “drinks creative” at home, but mainly because consumers are recognising the benefits of having flavour innovation, convenience and 24-7 accessibility all together in one can, adds McIlroy.
RTDs are enjoying a major period of reinvigoration and the forecast for them is extremely exciting, with particular emphasis on fuller flavour profiles and higher ABV.
Something Sweet
Big Nights In mostly is family affair. Families mean children and children mean candies and confectionery. It is therefore wise not to underestimate the confectionery section and make sure the store has all the bestsellers as well as the new ones.
Kathryn Hague, Head of Marketing at Hancocks, points out how share bags are popular, especially for a cosy night in.
“Our wide range of sweetie share bags from Bonds of London is loved by customers because of the variety of different flavours and cheap, reliable prices. Bonds has extended this range to include a series of Kids Sweet Bags, marked at 50p each,” she says.
The Bonds share bags are perfect for retailers aiming to introduce more price-marked packs to their confectionery range.
Pick n mix candy cups are also popular sharing products. Fizzy Mix Candy Cup, filled with delicious pick-n-mix jelly sweets and marshmallows, are sure to catch the eye on shelves. Also among the Candy Realms offering are their best-selling share bags which are bursting with flavour. Retailed for just a pound, these sweetshop favourites are sure to fly off the shelves.
As shoppers look for new, innovative candy to enjoy as a treat, retailers have the opportunity to premiumise their current offering with products that can disrupt and excite the category. Ferrara, America’s number one Sugar Candy business, is just the right brand to do that.
Ferrara and the Nerds portfolio specifically, is well-placed to help retailers capitalise on shoppers who are increasingly looking to trade up. For years, innovative retailers across the country have made themselves destinations for US confectionery and have seen first-hand the premium prices shoppers are willing to pay for these products.
Nerds has been key to this growth and the brand is showing no signs of slowing down. To make the distribution chain as seamless as possible, Ferrara Candy has partnered with FBC UK, who are now the sole importer of Nerds Candy in the UK and Republic of Ireland.
There are five SKUs in the Nerds Gummy Clusters range and two flavour varieties – Fruits and Berries – in two formats, 113g sharing bags and 45g singles. The range also contains Nerds Rope (26g), a crunchy and gummy string of tangy and sweet flavours, all delivering a multi-sensorial experience for the consumer.
Shoppers are continuing to buy into brands that offer a mix of something new with something nostalgic.
Launched in 1983, Nerds Candy is perfectly positioned to tap into this trend as it continues to reinvent its iconic brandand drive shopper trial.
Nerds is growing in both awareness and popularity in the UK, with 70 per cent of Brits claiming they have heard of the brand, so now is the perfect time for retailers to introduce products such as the Nerds Candy Rainbow Fruit Flavour Theatre Box, Nerds Candy Watermelon & Cherry Dual Chamber and Nerds Candy Grape & Strawberry Dual Chamber, to their stores.
Colin Taylor, trade marketing director at FBC UK, said, “We’re ready to shake up the sugar confectionery market with our breakthrough product and bring shoppers a truly unique offering that satisfies the tastebuds of those looking for a textural adventure. There was no better time to launch Nerds Gummy Clusters in the UK, as we’ve seen booming success in the US.”
Gums too come in handy on such occasions, so it is always wise to stock some popular ones.
Mars Wrigley has launched a new gum innovation nationwide, Extra Sugarfree Watermelon, in response to sustained growth within Fruity Gum. Backed by a £2.1m campaign media spend supporting the total fruit range including Refreshers, this is the brand’s first-ever Watermelon flavour.
REUTERS/Dado Ruvic/File Photo
Mars Wrigley’s SKITTLES Giants Gooey, launched in April 2024, is also gaining huge traction among shoppers. Mars Wrigley has also recently launched M&M’S Minis – the most playful variant of its M&M’S brand yet.
M&M’S Minis are available in multiple pack formats- 70g Price Marked Pack, 115g Core Pouch, 176g More-To-Share Pouch and 800g Party Pack.
Matt Boulter, UK Sales Director at Mars Wrigley says, “This innovation fills the gap for a permissible treat that is fun to eat and capitalises on the Gen Z target market’s love of new and exciting tastes, offering a moment of escape.”
Mars Wrigley has also continued to push the boundaries of fruity confections with the launch of new SKITTLES Desserts featuring five flavour variants in mouth-watering line up of nostalgic flavours.
What’s New
Apart from bestselling and known names, it is equally crucial to have innovative new product mix too in the store. Dedicating space to new launches from reliable brands is crucial as shoppers are likely to try new launches from brands they already know and trust.
Enjoyment is the number one driver of choice when buying crisps and snacks, so we recommend retailers offer well-loved core brands such as Quavers, Wotsits and Monster Munch. These brands continue to drive sales in the channel and work alongside a wide range of taste-led NPD, helping to maximise sales.
This March, Pepsico launched new Extra Flamin’ Hot range, with three spicy additions being made to some of the nation’s most loved brands- Doritos, Walkers MAX and Wotsits Crunchy.
Walkers MAX joined hands with Pizza Hu to launch two new permanent, non-HFSS flavours into the Walkers MAX portfolio- Pepperoni Feast and Texan BBQ, both available in PMP formats.
Tapping into demand for ‘Sweevory’ flavours, PopWorks’ newest Salted Toffee flavour allows consumers to experience both Sweet and Savoury tastes in one. The NPD was supported by PopWorks’ first-ever marketing campaign in March 2023 which aimed to drive awareness of the brand’s taste credentials and appeal to its target audience of Gen-Z and Millennials.
Apart from taste, health is also on shoppers’ minds and they are eager to try out products that are high on the nutrient quotient too.
Storey from PepsiCo explains, “To help retailers cater to the increasing demand for smarter snacking options, we recently launched Yummy With, a three strong multipack non-HFSS range, spanning across the Wotsits and Monster Munch brands. The new snacks are made with chickpea to offer a source of fibre, contain 25 per cent less salt than the average extruded product and are under 100 calories per pack.”
The range includes three exciting new flavours, Wotsits Cheese Toastie, Wotsits Crispy Bacon and Monster Munch BBQ Sauce.
Furthermore, American brand Cheez-It, the deliciously new cheese snack from food giant Kellanova, has made its UK debut just in time for the Big Night In occasions across the summer period and beyond. The UK range includes two flavours – Cheese &Chilli and Double Cheese – targeting 22.8 million cheese-flavoured crisp buyers across the country. It will be available in a variety of sizes, including small individual packs (65g PMP and 40g) and larger sharing bags.
REUTERS//Kent J. Edwards/File Photo
Aiming to reach snack fans the nation over, the UK launch will be supported with an impressive media investment of £18m from September, spanning a TV advert bespoke for UK audiences, radio, out of home, sampling, PR, and social. Kellanova is also supporting retailers with dedicated POS, including freestanding display units, to help create theatre instore and engage shoppers.
What pairs best with crisps and snacks? A good, chilled glass of beer, of course!
To ensure some good times, BrewDog is coming up with interesting new offerings to make the house parties even more fun.
Brown from BrewDog informs, “Recognising the growing requirement for lower abv beer, as consumers continue to moderate, BrewDog Cold Beer is launching nationwide from September.
"As shoppers continue to monitor their alcohol consumption, we have identified a need for a low abv beer, that not only delivers a more session-able pint, but with quality our number one priority, also provides the great taste that BrewDog is known for and a liquid that we can be proud of.”
With rising food and drink prices being the top concern for almost half of shoppers, Aston Manor Cider has introduced a new range of Frosty Jack’s pack formats. Another exciting new launch is Knights Vintage Cider 500ml glass bottle.
Launched in February this year, Knights Vintage Cider has been crafted by from a blend of the finest bittersweet apples. With an ABV of 8.4 per cent, this cider embodies the expertise that defines Herefordshire’s cider-making legacy.
Winning them over
Flexibility and adaptability are what identifies independent c-stores, along with personal experience and human touch. A little thought and innovation in merchandising can go a long way in boosting sales and gaining loyal customers.
Offering small packs is a wise idea as they help in impulse purchase.
As explained by Chris Baker-Pigram, Head of Cash & Carry and Convenience at Paragon Brands, “whether it’s smaller bottles of premium spirits (for a touch of luxury on a budget), single-serve mixers, or just the right amount of ingredients for a specific cocktail, customers appreciate the flexibility to purchase in quantities that fit their needs without overspending.”
Convenience sector has a chance to enhance how they present spirits. Cocktail recipe cards can not only just inspire customers but also increase basket size as they shop for multiple ingredients.
Cross-merchandising is another great idea. Research shows merchandising food and drink together can double shopper engagement and increase sales by up to 32 per cent, so stocking sharing packs of soft drinks alongside meals and snacks can help shoppers grab everything they need for a night at home.
Sprite x Pringles
In this reference, CCEP is helping retailers through Sprite’s “Spicy Wingman” campaign, which position Sprite’s refreshing taste as the perfect accompaniment for spicy foods.
The campaign partners with popular brands including Pringles and Old El Paso to create eye catching cross-category displays to help retailers drive linked mealtime and snacking purchases in-store.
Over the summer months, Coca-Cola TM has reaffirmed Coca-Cola Zero Sugar’s credentials as the perfect accompaniment to meals with a food truck tour. Until mid-September, the truck will visit 16 retail sites and sponsor seven food festivals, delivering over 500,000 samples from its Food-Fest Truck to strengthen the tradition of the mealtime occasion with Coca-Cola.
Additionally, independents, unlike the multiples, have the flexibility to make frequent changes to range and space allocation in response to changing needs.
McIlroy from Red Star Brands, UK distributor of Four Loko, points out that the right price point is a crucial factor as it allows consumers to experiment without spending too much though there is a definite move towards premiumisation too.
He advices retailers to understand customers’ needs, gain insight into their preferences and purchasing motivations. Traditionally, heightened in-store drinks activity was limited to seasonal events and major sporting occasions, but with the trend to “stay in” remaining as strong as ever, consumers are constantly on the lookout for new drinks experiences. For savvy retailers, this can mean some valuable opportunities to capitalise on impulse purchases, he adds.
PMPs are the key to better sales in convenience so it is important that retailers are stocking the right mix of flavours and brands in PMP format. Stocking the bestselling PMPs should be followed as a thumb rule here and a considerable space should be allotted to them.
Within the independent and symbols channel in particular, 10 out of the top 15 sharing PMP snack SKUs include Doritos, Quavers, Cheetos Twisted, Walkers and Monster Munch. This demonstrates just how important these SKUs are for retailers.
Storey tells Asian Trader, “We have continued to invest in the PMP format through NPD and line extensions across the nation’s most loved crisp brands. Launches like our Walkers Prawn Cocktail PMP - our third bestselling Walkers single flavour - or our Wotsits Giants PMPs continue to be popular with shoppers, as they look for their favourite flavours to enjoy with family and friends.”
Cross category merchandising with soft drinks, for example, is a key way for retailers to increase basket spend, especially as 84 per cent of night in occasions are enjoyed with beverages. This means that retailers can look to maximise their sales from both categories during this period, through maintaining a varied and extensive offering.
Stocking a wide range of formats is also the key for the Big Night In occasion. Retailers should be bold when it comes to introducing new products and flavours to the shoppers.
Like, it is wise to stock both YAZOO’s larger format 1 litre bottles as well as the core 400ml bottle. The 400ml PMP is a great option for the impulse and drink now occasion, whilst the 1 litre bottles are perfect for take-home and sharing moments
Visibility is key, and stores can convert more shoppers to buy into the supported brand and generate category growth if the brands are easy to find.
Katie Chadd, Business Unit Controller at FrieslandCampina, explains, “Though YAZOO and Chocomel is an ambient product, with longer shelf life than typical milk products, retailers should consider stocking the drinks in chiller aisles with more footfall than back of store sections. This allows the product to be seen more regularly by consumers and can lead to more frequent incremental sales opportunities.”
There is a good demand for premium flavoured milk and YAZOO is perfectly placed to tap that trend.
At the end of last year, YAZOO diversified its iconic portfolio with the introduction of a brand-new, HFSS-compliant, indulgent milkshake format. This launch represents the first permanent NPD from the brand since 2016, proof of the serious investment in and backing of the proposition from parent company FrieslandCampina.
Thick N’ Creamy 300ml is available in grocery and convenience channels in two delectable flavours - Indulgent Chocolate and Creamy Strawberry - with on-pack visuals communicating the thick texture and creamy taste sensation of the product within.
This milkshake offering comes with a unique and distinctive bottle shape featuring an eye-catching blue and gold logo to immediately differentiate this upscale proposition on-shelf and attract both YAZOO loyalists and new shoppers alike.
Chadd adds, “All YAZOO milk drinks are HFSS-compliant. YAZOO is free from artificial sweeteners, flavours, or colours, high in protein and is a source of calcium and Vitamin B2, meaning it offers nutritional benefits that most of its competitors in the soft drinks category cannot.
Chocomel launched a new plant-based variant last year that is now available nation-wide. The plant-based drink has a cashew nut and pea milk formulation.
What’s In
Data suggests that there is a greater acceptance of price premiums. There is a wider trend and appetite for treat and indulgent occasions.
Low and no alcohol versions of wine and beer are constantly gaining popularity. Multiple industry data suggest that the trend is here to stay and will only gain more momentum.
As the Big Night In season approaches, Eisberg’s range of alcohol-free wines provides a unique opportunity for retailers to cater to the growing demand for quality, variety, and health-conscious choices. By strategically showcasing these products and leveraging seasonal trends, retailers can enhance their appeal and drive sales, making their stores the go-to destination for a perfect night in.
Dan Harwood, Eisberg’s Key Account Manager for the UK and Ireland, explains, “Being sober or sober-curious, or just choosing not to drink at certain events or occasions is becoming more normalised. Now, there’s pretty much no stigma around alcohol-free and choosing not to drink. With brands like Eisberg available, you can still enjoy a glass of red or a nice glass of fizz, making you feel part of the party and included.”
Retailers must consider stocking a range of popular alcohol-free wines at varying price points, such as Eisberg’s core and premium ranges. For convenience retailers, both Eisberg Signature (with varietals like Sauvignon Blanc and Merlot) and Eisberg Selection (known for refined flavours and elegant packaging) work perfectly.
Harwood shares, “We’re always looking at competitors to make sure we’re keeping ahead. We’ve recently been looking at our sugar count and working on our sustainability - we’re always moving forward and we’re always looking to improve and widen our offering.”
Have Fun
Big night in can be anything from a night on the sofa with a partner, to a group of friends gathering together for a celebration – it’s about making the most of time together at home. And the trend is only rising as its both easy on pockets and more convenient. All one need is a good company.
Such occasions have become a staple of our lives, with families and friends gathering to enjoy quality time together within the comfort of our homes. Makers and suppliers have responded well to this trend by offering a wider variety of products tailored to these evenings, from gourmet snacks and premium drinks to meal kits and home entertainment bundles.
C-stores can leverage this wave of change by being a little more creative. Assemble pre-packaged bundles that cater to different Big Night In activities, such as movie marathons, game nights, or gourmet cooking sessions. Offering these themed packages can make shopping more convenient and appealing for customers looking to create a complete experience.
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Showcasing locally sourced and artisanal products also entice shoppers who appreciate quality and support local businesses. Also, keep in mind the different dietary requirements and ensure a diverse range of products, such as vegan, gluten-free, or low-sugar options. This inclusivity can attract a broader customer base looking to accommodate specific dietary requirements.
Offer special promotions, discounts, or loyalty rewards on "Big Night In” bundle deals to incentivize purchases. Limited time offers can create a sense of urgency and encourage customers to try new products.
Big Night In is not just a sales opportunity; it’s a chance for convenience stores to position themselves as the go-to choice for consumers seeking comfort, entertainment, excitement and convenience- all in one place.
