Catching the wholesale ​pulse

Serving millions daily, Britain’s 47,000+ convenience stores are undoubtedly the backbone of our country. However, behind every SKU on the shelf is an industry that dictates stock availability, pricing competitiveness, and operational efficiency.

It is difficult to imagine the convenience sector as it is today without the strong wholesale infrastructure that we enjoy.

After all, wholesalers make sure that independent retailers get product access, promotional support, and the logistical capabilities needed to compete effectively against the multiples.

A quick look at wholesale body the Federation of Wholesale Distributors’ (FWD) recent report "Going for Growth: The Impact of Food and Drink Wholesale Distributors" gives a better picture of the symbiotic relationship between convenience and wholesale segments.

In 2023-24, the food and drink wholesale distribution sector generated £33.6 billion in turnover with £17.5 bn coming from sales to mainly independent retailers, accounting for 52 per cent of the total revenue.

Delivery remains the most common route to retailers with 58 per cent of sales while 40 per cent of sales value was fulfilled through cash and carry and 1.3 per cent of sales is made through click and collect.

With its sprawling empire that includes the largest cash and carry business and a raft of well-known symbol groups, Booker Group continues to hold a lion’s share.

With 190 cash and carry branches, eight distribution centres, and six support hubs, Booker’s reach is unparalleled. Its product line-up spans thousands of SKUs, from frozen food to tobacco, ensuring retailers can keep their shelves competitive.

Booker remains committed to offering continuous support to retailers across its symbol groups, ensuring they have the resources and guidance needed to adapt to any legislative changes and maintain operational efficiency.

Photo by DANIEL LEAL/AFP via Getty Images

“We continuously listen to our customers and use their feedback to make brands not only sustainable in a competitive market, but also make them a real destination for consumers,” a Booker spokesperson tells Asian Trader.

Hot on Booker’s heels is Bestway Wholesale. It has about 70 depots spanning the length and breadth of the UK, serving over 70,000 independent retailers.

Group Trading Director Kenton Burchell credits Bestway’s success to a winning formula of “competitive pricing, exclusive promotions, and access to a diverse range of products”.

“At Bestway Wholesale, by leveraging our scale, we offer strong trade promotions and price-marked packs (PMPs) that help indies build trust with their customers while maintaining healthy margins,” says Burchell.

As the wholesale sector gears up for 2025, the collective commitment towards convenience retailers is underlined by another leading player – Parfetts.

Guy Swindell from Parfetts remarks, “Parfetts supports its customers in tackling fierce price competition from supermarkets by focusing on value while maintaining margins and also through its expanded high-quality own-label range.”

Beyond these industry titans, the UK wholesale landscape is dotted with several established players such as Nisa Retail Limited, Dhamecha Group, AF Blakemore, JW Filshill, CJ Lang, Cotswold Fayre, Lioncroft Wholesale, Hancocks, Millennium Cash & Carry, and Wanis International Foods, among the vast tapestry of UK depots.

Online wholesaler Faire UK, along with regional stalwarts like Dunns Food and Drinks, Taylor Wholesale, United Wholesale (Scotland), and James Hall & Co, continue to play a crucial role in keeping convenience retail thriving.

On the face of it, the wholesale sector appears to be a well-oiled, traditional machinery, and the sector is anything but static. It’s constantly evolving, adapting to technological advancements and sustainability imperatives.

Leading this charge is Sandea Wholesale, a Harrow-based delivered wholesaler with a portfolio boasting over 5,000 products from more than 500 suppliers.

Competitive Pricing and New Products Empowering Independent RetailersSandea Wholesale,

Acknowledging the need for innovation, Priya Virdi, COO at Sandea Wholesale, highlights the wholesale sector’s “notable shift towards digitalisation and sustainability”.

“The wholesale market has traditionally been a critical link between manufacturers and retailers, ensuring the smooth flow of goods. It has faced challenges such as economic downturns and supply chain disruptions over the past years.

“We are increasingly looking at adopting technologies like AI and automation to enhance efficiency. The future looks promising with projected growth driven by technological advancements and changing consumer demands,” she tells Asian Trader.

Who is doing what?

A lot is happening on the wholesale side. The year has just started and it is already buzzing with launches and announcements.

Keeping pace with the surging trend of quick delivery, Booker Group is arming its symbol retailers with Scoot, a brand-new ordering platform designed to enhance efficiency and responsiveness. Currently in its early stages, Scoot is set for a broader rollout in April 2025, following Booker’s annual Retail Trade Shows in Doncaster and Sandown.

Booker Group is also making its retailers stand out with exclusives and branded first-to-market items.

A Booker spokesperson shares with Asian Trader, “We have also recently launched our latest ‘New Product Development Guide’, bringing opportunities for retailers to differentiate themselves from their competitors and prepare for the spring season ahead.”

Beyond product innovation, Booker is also focused on helping independent retailers by future-proofing their businesses through store investments, ensuring they remain adaptable in an ever-evolving market.

With sustainability front and centre, Booker’s retail team is hand-holding store owners on eco-friendly initiatives, from swapping plastic for paper bags to sourcing locally to reduce food miles.

When it comes to retailer support, Bestway Wholesale is also setting new benchmarks.

Revealing a substantial £2.5 million investment to keep prices low across 11,000 best-selling branded products, Bestway Group Trading Director Kenton Burchell describes it as an unprecedented move.

Kenton BurchellBestway

"We offer our retailers a complete and dynamic promotional programme, refreshed every three to four weeks (depending on fascia) to drive footfall and sales.

“We continuously benchmark our offering and prices to ensure we are able to bring competitive prices and deep promotions for our retailers.”

Bestway is also reviewing the frequency of its wholesale promotions, to ensure it can support retailers in uplifting their profitability, he adds, stating that the group’s weekly and one day deals group the most relevant and deep promotions to help aid the retailer’s profitability.

Product variety continues to be a major draw for Bestway.

Burchell points out, “We offer retailers access to an extensive range of impulse and alcohol SKUs available in all our wholesale depots nationally. We provide relevant pack formats to support shoppers, ensuring PMPs are available to address the price-sensitive market that our retailers trade in.

“We also work tirelessly to bring exciting NPD from our key suppliers first and early to retailers’ stores to help them keep their shelves fresh and be among the first to bring new news to their shoppers – as we understand NPD is a key sales driver.”

Additionally, Bestway has revamped its “Best in” own-label range, now featuring over 300 SKUs with margins ranging from 30 per cent to 70 per cent across key categories. Smaller case sizes help retailers manage cash flow and stock levels more effectively.

Bestway Wholesale is also bolstering its support with a dedicated chilled distribution centre and an expanded fresh food range.

“This year has also seen the introduction of a greater range of long-life fresh products, to include pizzas and ready meals, which offer good value for the consumer and minimise wastage costs for our retailers.

“Our Costcutter symbol stores also benefit from access to over 2,000 Co-op own-label products, reinforcing our fresh food credentials,” Burchell told Asian Trader.

Bestway Wholesale is further helping retailers by offering them the flexibility to get the goods delivered to their store.

“We also issue inspiring category guides for key product categories to help retailers gain more insights into the market, understand trends and take better decisions for their stores’ ranging and offering,” says Burchell, adding that Bestway is also helping retailers in reducing carbon footprint and save energy costs.

Meanwhile, Parfetts is doubling down on expansion, having launched a 100,000 sq ft site in Birmingham in March last year, with another set to open in Southampton later this year.

Guy Swindell Parfetts

This employee-owned wholesaler already operates depots in Aintree, Anfield, Birmingham, Halifax, Middlesbrough, Sheffield, Somercotes, and Stockport, reinforcing its commitment to growth and accessibility.

Retailers at Parfetts benefit from free membership, free delivery, free digital store support, free EPoS systems, and free marketing assistance, helping them operate more efficiently and drive sales.

Swindell adds, "Significant investment in digital platforms is also improving the ordering process, streamlining operations, and enhancing customer engagement.

“Every retailer receives bespoke support to ensure their business strategy aligns with their specific store and customer base.”

In a bid to cater to evolving retailer needs, Parfetts has launched Shop & Go, a flexible symbol format tailored for forecourts and transient sites, complementing its Go Local, Go Local Extra, and The Local formats.

Meanwhile, delivered wholesaler SOS Wholesale is evolving its product range to include value alternatives and trending SKUs that drive volume growth.

SOS Wholesale

Vipin Patara, SOS Wholesale MD, tells Asian Trader, “We are continually investing in new digital routes to market and online marketplace for those who prefer to shop digitally.

“We are proud of our telesales division and business development managers who nurture customer relationships to understand what products their customers want, what their competitors are buying and offer products that allow them to increase their margins.”

Expansion is on the cards at niche wholesalers too.

Leading confectionery wholesaler Hancocks has expanded its Watford deport and added over 50 new lines, implying over 5,000 additional new products on the depot shelves for customers to choose from.

The new space has added around 600 square feet of selling space to the depot on Colonial Way, which has been in Watford for over 20 years.

Hancocks operates 14 nationwide cash and carry stores and takes orders through website as well.

Keeping up with trends

Needless to say, wholesalers must stay ahead of evolving consumer trends that shape purchasing behaviours, ensuring they supply retailers with the right products at the right time.

Impulse purchases remain a key driver of sales in convenience channel, while coffee and hot drinks are essential in convenience stores, particularly during colder months. On-the-go beverages continue to be top sellers, according to Booker, reinforcing the importance of a well-curated drinks range (see next issue).

One of the most significant trends today is food-to-go. Customers are constantly seeking fresh, innovative options to meet their on-the-move lifestyles. Booker highlights the need for wholesalers to supply diverse and high-quality offerings in this category, as demand for grab-and-go meal solutions continues to surge.

At the same time, there is a growing appetite for at-home indulgence, fuelling demand for “Big Night In” products. Retailers that focus on premium snacks, ready-to-eat meals, and affordable, satisfying treats stand to benefit from this shift in consumer preferences.

Booker supports retailers through a variety of channels, including field teams, digital resources, weekly bulletins, and detailed planograms. These tools help retailers stay informed about top-performing products and emerging trends, making it easier to stock the right lines at the right time.

Swindell from Parfetts agrees that food-to-go holds a huge potential in the convenience sector.

He points out that meal deals, hot counters, and specialty offerings are drawing in busy consumers seeking fresh, high-quality meals. Expanding ranges to include international, specialty, and health-conscious products has proven effective in attracting a wider customer base, adds Swindell.

Parfetts

“Protein-based snacks and ready meals continue to attract a diverse shopper demographic,” Swindell tells Asian Trader. “Introducing specialty beverages such as freshly brewed coffee, milkshakes, and slush drinks is helping convenience stores establish themselves as go-to destinations for refreshments.”

Swindell also emphasises the continued rise of the health and wellness trend, saying more shoppers are making conscious decisions to purchase nutritious, sustainably sourced products.

“Value-added services, such as parcel pick-up points, encourage repeat visits by providing additional convenience for customers. Adopting innovative technologies, including self-service checkouts and mobile apps, enhances efficiency and improves the shopping experience,” he adds.

Virdi from Sandea Wholesale expands on this, noting that sustainability, personalisation, and convenience are key factors influencing shopping habits.

“Consumers are prioritising eco-friendly products, while personalised experiences and customised product selections are becoming more popular. Fast delivery and easy access to essential goods remain crucial,” she tells Asian Trader.

Convenience is not just about food; household essentials like cleaning supplies and toiletries also drive consistent sales. Products that are easy to prepare, consume, and replenish perform best in this sector, she adds.

Retailers and wholesalers must also keep an eye on seasonal opportunities.

As SOS Wholesale Trading Director Stuart Grice puts it, “Ramadan and Easter offer an opportunity to grow incremental volume during March and April.”

Cheering for indies

All the leading wholesalers are well attuned with convenience segment and have always been the biggest cheerleaders of the independent convenience sector.

Booker Group remains steadfast in its mission to support independent retailers, offering “great choice, price, and service.”

“We’re constantly innovating to advance the industry,” says the spokesperson, highlighting the rise of store concepts like beer and soft drinks caves designed for optimal beverage temperatures.

Booker’s delivery service ensures seamless logistics with temperature-controlled transport, order tracking, and next-day delivery for orders placed before nine in the morning.

Unique and trend-led products are key to drawing customers away from larger chains, offering indies a competitive edge.

Bestway Wholesale, too, helps independents stay ahead by tracking emerging consumer trends, including health-conscious products and social media-driven demand.

“Beyond pricing and product selection, we empower indies with business support, digital solutions, and marketing initiatives,” Burchell adds.

Bestway’s symbol groups, best-one and Costcutter, along with Xtra Local, provide branding, merchandising, and in-store support to strengthen local market presence.

PMPs in key categories like crisps, chocolate, and soft drinks remain vital, as they reassure customers of value while driving footfall and sales, he adds.

Alcohol and tobacco also remain key sales drivers, particularly when paired with effective promotions and seasonal trends.

Products trending on social media – such as new confectionery flavours or viral food trends – present valuable opportunities for retailers to differentiate themselves.

Bestway

Burchell says, “At Bestway Wholesale, we ensure independents have access to these high-performing categories with competitive pricing, tailored promotions, and expert insights to help them maximise their sales potential.”

Bestway also provides retailers with planograms, point-of-sale (POS) materials, and category insights to help them optimise their store layouts.

“Our Best-one and Xtra Local members benefit from tailored merchandising support, ensuring their stores reflect the latest consumer trends and shopping behaviours,” adds Burchell.

Meanwhile, Swindell strongly believes that to help retailers compete, wholesalers must provide them with competitive pricing, a diverse product range, and value-added services.

“Impulse, snacks, chilled drinks, and food-to-go remain staples of convenience, alongside chilled beers, ciders, and wine,” he says. “Household essentials are also strong performers. As health-conscious trends grow, retailers must stock products that cater to evolving consumer demands.”

SOS Wholesale champions PMPs and NPDs as game-changers for convenience stores.

Grice from SOS Wholesale tells Asian Trader, “Offering a range of PMP products gives the consumer confidence in the price they are paying at the tills, and they are getting value for money.

“Top-up or distressed purchasing needs to be quick, easy and return the most value. Convenience isn’t looking for items that you need arms like popeye to carry home!”

NPD can really stand out in smaller shop sizes as new products have more visibility, giving a competitive edge against a supermarket where new products are often overlooked due to the large volumes of products on display, Grice adds.

Meanwhile, Sandea Wholesale also places a significant importance on offering competitive pricing and bulk discounts, providing marketing support and promotional materials, assisting with merchandising and product placement and offering exclusive products or early access to new items.

Sandea’s Virdi advises retailers to keep abreast of market trends and consumer preferences.

“Offer a wide range of products to cater to different needs and ensure that products meet high standards,” she adds.

Inside the depots

At Booker’s depots, big brands and high-volume lines take centre-stage while clear pricing and promotions emphasise value in a price-sensitive market.

Booker Group merchandises to retailers by organising products by category, which helps create a logical and easy-to-shop layout, says the spokesperson.

Price is also a focal point in the merchandising strategy, with clear messaging that emphasises value and competitive pricing, especially in an environment where price sensitivity is high.

To land the message effectively, pricing and promotions are visibly communicated at Booker’s depots, making it easy for retailers to see the benefits of stocking certain products.

On the other hand, Bestway Wholesale takes extra care to make sure its depots are easy to navigate, with clear category segmentation and logical product placement that mirrors consumer shopping habits.

Burchell explains, “High-demand and impulse lines, such as soft drinks, confectionery, and snacks, are positioned in high-traffic areas to encourage up selling, while essential grocery and household items are placed for easy replenishment.

“Eye-catching promotional bays and end-of-aisle displays highlight key offers, seasonal trends, and PMPs, enabling retailers to quickly identify the best deals to drive value in their stores,” he adds.

Parfetts also prioritises efficiency, placing promotional lines front and centre with clear pricing.

Parfetts Parfetts

“We also use sales data to understand the most popular lines and plan our depots around these to ensure shopping them is as quick and easy as possible,” Swindell explains.

“We also encourage suppliers to come into the depot and activate their brands – enabling them to speak directly with our customers.”

Furthermore, Parfetts provides comprehensive category management support to its retail customers, offering guidance on store layout, merchandising, product placement, and consumer shopping habits.

“Since no two stores are alike, store layouts should be adjusted based on the specific preferences and needs of the local customer base.

“This expertise is delivered through in-person visits from the retail development team and digital resources available via the Parfetts website and mobile app.

“The success of this approach is reflected in the continued expansion of the Go Local symbol group, highlighting the effectiveness of Parfetts’ tailored advice and ongoing retailer support.”

Looking Ahead

The wholesale sector is a cornerstone of the UK’s economy, contributing £3.5bn in gross value and employing 77,000 people directly.

More broadly, it supports a value chain responsible for 1.5 million jobs – nearly 4.8 per cent of the national workforce. However, despite its vital role, the industry is facing growing pressures.

Inflation may have eased, but rising costs due to minimum wage hikes and national insurance increases are squeezing margins once again.

Patara from SOS Wholesale told Asian Trader, “The combination of the wage increase and NI has had a huge impact on the wholesale channel as manufacturing prices have increased and in turn those costs are passed onto wholesalers and their customers.

“This can force products in certain categories to move from a necessity status to that of almost a treat or luxury status. Volumes suffer, and consequently net returns do not lead to growth, this is where we need to suppliers to lead the way and recognise this equilibrium between volume and value.”

With 2025 poised to bring even fiercer competition, convenience retailers must remain agile.

Wholesalers, too, must play their part – offering innovative solutions, maintaining competitive pricing, and supporting independents with strategic insights and marketing tools.

Ultimately, success in this sector will hinge on adaptability. Those who embrace market trends, invest in efficiency, and forge strong supplier partnerships will be best positioned to thrive in the evolving retail landscape, be it retailers or wholesalers.