Effective category partnerships between Kepak Convenience Foods (KCF) and its major retail customers are changing the dynamics of the UK’s £108 million* hot snacking market.
The category has benefited from a growing recognition amongst major multiple retailers about the importance of hot snacking, one of the key performers in the fast-growing food to go market.
Following a comprehensive range review in July last year, including a detailed assessment of the top performing SKUs, Morrisons is now established as the number one retailer in hot snacking *.
Market data confirms that Morrisons, which following the review now only stocks products supplied by Kepak Convenience Foods, has a market-leading 24% value share of the hot snacking category, its highest ever share.
“This is a significant development as we believe it shows the contribution that market-leading brands, backed by heavyweight trade and consumer support, can make to retailers’ performances in brand-led categories such as hot snacking,” says Kepak Convenience Foods’ Marketing Director, John Armstrong.
“It also reflects the detailed insight and understanding we have in relation to our shoppers’ buying and consumption habits and how retailers can use this to their advantage.”
In another significant development for hot snacking, Sainsbury’s value share of the category has increased from 7.8 per cent to 10.4 per cent, making it the fastest-growing top four retailer in hot snacking.**
Sainsbury’s is looking to strengthen its position with a range that now only features products supplied by KCF. The company will be listing twelve top-performing SKUs from the Rustlers, Rustlers Hot Subs and UGO’s Deli Café panini ranges.
KCF, meanwhile, is continuing to take the lead in driving sustained category growth. The company is the only hot snacking manufacturer backing its brands with national TV advertising and has generated incremental profit opportunities through accelerated NPD.
Recently launched Rustlers Hot Subs, for example, has achieved almost £6 million worth of sales in just seven months, making it the most successful NPD launch in the hot snacking category.***
KCF products also continue to outperform competitive brands on major key performance indicators. Almost one in five of all shoppers now buy KCF products, with 60% of them repeat purchasing. **
KCF also continues to maintain its dominant market share. The company’s share of the total hot snacking category stands at over 66% whilst in the impulse sector it accounts for over 95%.****
* Nielsen Scantrack 52 w/e March 20, 2010
** Nielsen Homescan April 17 2010 MAT
*** Nielsen Scantrack 28 w/e 20/03/10
**** Nielsen Scantrack Value April 17 2010
For more information on rustlers visit www.rustlersonline.com
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