The Big Night In has evolved into a well-established at-home occasion, with many consumers actively choosing to stay in as a smart, sociable alternative to going out.
Ongoing cost-of-living pressures mean shoppers are increasingly looking for ways to recreate restaurant and takeaway experiences at home, without the associated expense.
As a result, retailers have a clear opportunity to cater to this demand with products that deliver both value and enjoyment.
There is a clear balance emerging between value and indulgence. While shoppers remain price conscious, they are still willing to trade up for products that feel more premium, generous or special. The Big Night In is one of the few occasions where consumers justify a small ‘treat’ spend, particularly when it elevates the overall experience at home.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe comments on behalf of the Baker Street brand: “One of the most prominent trends is the rise of ‘fakeaway’ meals, where shoppers recreate takeaway-style dishes at home using accessible, familiar formats. There is also growing demand for larger, sharing-style meals and products that can feed multiple people, alongside longer-life options that offer flexibility and help reduce waste.
“Baker Street’s Burger Buns and Hot Dog Rolls are ideally placed to capitalise on these trends. They provide a simple, versatile base for popular ‘fakeaway’ favourites like burgers and hot dogs, making it easy for shoppers to create satisfying, crowd-pleasing meals at home. Their longer shelf life also gives shoppers added convenience and confidence to buy ahead, while helping retailers maintain availability and reduce waste, making them a strong fit for Big Night In missions.”
Baker Street continues to perform strongly within the bakery category, particularly within the Big Night In mission. The brand benefits from strong visibility on shelf, distinctive packaging and products that are specifically designed for popular at-home meal occasions.
Its longer-life proposition also supports consistent availability and reduced waste, which is increasingly important for both retailers and shoppers.
“Retailers should focus on understanding their customers’ Big Night In behaviours and planning around key occasions such as sporting events, seasonal celebrations and cultural moments. These drive spikes in demand and provide opportunities to increase basket spend. Offering a good-better-best range across key categories can also encourage shoppers to trade up, while still catering to those looking for value,” advises Corrigan.
“To maximise sales, retailers should focus on creating solution-led merchandising that makes it easy for shoppers to build a complete Big Night In in one visit. This includes linking bakery with complementary categories such as proteins, sauces, snacks and drinks. Availability is also critical. Core lines like burger buns and hot dog rolls often anchor the meal, and out-of-stocks can lead to lost sales across multiple categories.”
Baker Street works closely with retailers by offering products that are designed specifically for key shopper missions, supported by longer shelf life to reduce waste and improve availability.
The brand also provides guidance on merchandising, encouraging linked purchases and secondary siting to increase basket spend, as well as helping retailers capitalise on key events to drive incremental sales.
Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “There is a clear shift towards consumers opting for more affordable, at-home alternatives to eating out, particularly in the current economic climate. Big Night In occasions are becoming more frequent and more spontaneous, as shoppers look to recreate social experiences at home without the higher cost of dining out. This is driving demand for products that can deliver a sense of treat and occasion, while still offering strong value.
“This shift is also being fuelled by broader changes in shopper behaviour. Consumers are increasingly eating at home more often, driven by cost considerations, but still want to recreate restaurant-quality experiences. As a result, demand is accelerating for products that feel premium yet remain accessible.”
Growth is also being driven by changing mealtime habits. As more consumers return to hosting and prioritise shared, at-home occasions, lunch and evening meals are becoming more experiential. Formats such as rolls and savoury brioche play a key role, lending themselves to sociable, food-led occasions, from midweek treats to BBQs, and enabling retailers to tap into growing demand for sharing and versatile meal solutions.
Premiumisation remains a key trend, with shoppers increasingly willing to trade up for products that deliver on taste, quality and indulgence – especially when it still represents better value than a night out. At the same time, flavour innovation is becoming more important, as consumers look to elevate familiar formats with something more exciting. This is particularly relevant in bakery, where products like brioche buns allow shoppers to upgrade everyday meals into something more special.
Big Night In occasions are also becoming more informal and last-minute, with a shift towards relaxed dining, sharing and grazing. As a result, retailers should prioritise products that offer versatility, ease and strong on-shelf appeal to meet these evolving shopper needs.
Limited-edition innovation has proven highly effective for the brand, with products like the St Pierre Spicy Chilli Brioche Buns driving significant sales, contributing to 54 per cent growth in savoury brioche over a single summer period (Circana).
Building on this success, the launch of St Pierre’s Caramelised Onion Brioche Buns continues this strategy, offering a flavour-led twist that attracts food-loving shoppers, designed to tap into demand for affordable indulgence and bring excitement to the fixture.
Pairing St Pierre’s signature soft, golden brioche with a rich, gently sweet, caramelised onion flavour the new, limited-edition product delivers depth and differentiation on shelf. Available from April to September, the SKU is set to drive seasonal excitement and trade-up during the key barbecue period, creating standout within bakery fixtures, attracting new shoppers and driving incremental spend within the category.
“Retailers should focus on delivering a strong balance of value and quality, ensuring they cater to shoppers who want to recreate premium eating experiences at home. Offering clear “good, better, best” options within key categories can help drive trade-up, while prioritising versatility ensures products meet multiple shopper missions. There is also a growing opportunity to tap into sharing occasions and more experiential, food-led moments, particularly across lunch and evening meals,” adds Wells.
“To maximise sales, retailers should prioritise availability, visibility and trade-up. Ensuring core lines are well stocked, particularly ahead of peak Big Night In periods such as weekends, is critical. Merchandising should be solution-led, using secondary siting to link complementary products such as burgers, meat-free alternatives and condiments. This helps shoppers build complete meal solutions quickly, while driving incremental spend.”
Amanda Barker Convenience Strategy & Activation Manager, at Dr Oetker, comments: “There is a clear shift towards at-home occasions, as consumers look for more cost-effective alternatives to eating and drinking out. With the rising cost of living, shoppers are increasingly seeking a combination of convenience and value, without compromising on taste or quality.
“Frozen food plays a key role here, offering quick and easy meal solutions that cater to a range of occasions, from a simple ‘meal for tonight’ to a more indulgent Big Night In. Pizza in particular meets multiple shopper needs, acting as both a convenient alternative to takeaway and a versatile option for sharing.”
Chicago Town is the UK’s number one frozen pizza brand, and products like Chicago Town Takeaway, with its unique rising dough, alongside premium options such as Dr. Oetker Suprema, crafted with triple-aged dough and sauce made from sun-ripened Emilia-Romagna tomatoes, allow shoppers to recreate these occasions at home, whether as a weekend treat or a social meal with friends and family.
“Retailers have a strong opportunity to capitalise on the Big Night In trend through well-executed cross-category meal deals and clear in-store merchandising. Meal deal promotions are a proven way to drive sales, particularly when they combine frozen pizza with drinks, snacks or sides to offer a convenient, all-in-one solution for at-home occasions,” adds Barker.
“Ensuring this is clearly communicated and additional meal items such as sides and drinks are strategically placed near the freezer section is a great way to drive purchase. Creating a clear in-store destination for Big Night In occasions not only meets shopper demand for quick and easy meal solutions but also helps drive incremental spend.”
“Strong merchandising and clear in-store execution are key to driving sales. Grouping complementary products such as frozen pizza, snacks and drinks helps create clear meal solutions, while secondary sitings and front-of-store displays can boost visibility and impulse purchases,” advises Barker.
“Cross-category meal deals are particularly effective in frozen, helping to increase basket spend and meet demand for convenient, all-in-one options. Where POS is limited, simple solutions like freezer stickers can help highlight key products.
“Ensuring a neat and tidy Frozen sector is important to maximise sales. Retailers should ensure all packs are front facing with pricing clearly displayed to incentivise purchase. Price marked packs are extremely effective at communicating affordability to customers. Visually engaging, price marked packs can incentivise purchase and are perfect for time-pressured customers.”
Chicago Town’s core range is available in price marked packs across all, helping shoppers make quick decisions and retailers to convert sales.
‘Meal Deal’ promotions are a great way to promote sales. Ensuring this is clearly communicated and additional meal items such as sides and drinks are strategically placed near the freezer section is a great way to drive purchase.
Ed Merrett, Wholesale Controller at PepsiCo, comments: “We have seen the Big Night In occasion remain as popular as ever as shoppers look to save money while still enjoying time with family and friends. In fact, we know that people tend to snack while they connect with others later in the day, such as during Big Nights In, with 36% of snacking occasions taking place in the evening (Bolt).
“When it comes to savoury snacking during these occasions, many shoppers will be looking for larger pack sizes of their favourite savoury snacks that they can enjoy together. This means that having a variety of options in sharing bag formats will help complete the customer experience, and PepsiCo’s snack brands are well placed to tap into snacking occasions like these.
“To make the most of this, we recommend that sharing formats be placed at the top of retailers’ main displays, putting them in the shopper’s eyeline. This will grab their attention and encourage more sales of larger packs, which are higher value than single packs. The higher the value, the higher they should sit.”
Flavour is the number one influence on crisp purchase decisions, driving choice on 53% of all occasions (Bolt). During Big Night In occasions, snacks are about more than sustenance, but enjoyment too.
“We recommend retailers offer well-loved brands such as Walkers Crisps, Quavers, Wotsits and Monster Munch, particularly as core best-sellers can be used as a category beacon to prompt impulse purchases,” adds Merrett. “These brands continue to drive sales in the channel and work alongside a wide range of taste-led NPD, helping to maximise sales.”
While a strong core range is absolutely vital, retailers need to get the right balance between much-loved favourites and exciting new products that will encourage experimentation with new flavours and formats suited to Big Night In occasions.
For example, PepsiCo recently launched Doritos Flamin’ Hot Nacho Cheese to cater to this opportunity, following its standout success in the US (Circana). As the demand for spicy food continues to rise, particularly among Gen Z shoppers seeking bold, more adventurous taste experiences (Worldpanel), the launch offers exactly that. Spicy snacks can feel like a polarising choice for some shoppers, limiting broader appeal within sharing occasions. Available in 163g sharing bags at RRP £2.50, Doritos Flamin’ Hot Nacho Cheese strikes that balance, offering a taste with a more approachable level of heat.
“At-home sharing occasions are on the rise, representing a critical opportunity to drive category and retailer sales, and this trend shows no signs of slowing,” says Stuart Graham, Head of Convenience and Impulse at KP Snacks. “As consumers look to economise while adding extra enjoyment to evenings spent at home, Bagged Snacks have an important role to play.”
Worth £2bn, Sharing is the largest segment in CSN and is growing (NielsenIQ), as in-home snacking occasions and treat occasions become more popular. With 64% of consumers now having a regular Big Night In (Mintel), these occasions can take many forms, from casual, everyday moments and impromptu get-togethers to more special occasions that call for a touch of indulgence.
Graham adds: “Retailers can drive up basket spend and boost sales by tapping into one of the fastest-growing trends in the category. Our portfolio meets consumer needs across key sharing occasions, offering shoppers variety and quality across a range of formats.”
Premiumisation is an important driver within sharing occasions, as shoppers look to elevate at-home experiences. Shoppers are willing to trade up for a special occasion, and Tyrrells hand-cooked crisps are perfectly placed to meet this demand as one of the top five brands in the Sharing CSN segment (Nielsen IQ) and the nation’s no.1 hand-cooked crisp, with classic flavours such as Lightly Sea Salted, Mature Cheddar & Chive, Sea Salt & Cider Vinegar and Sweet Chilli & Red Pepper.
Events and occasions throughout the year present significant opportunities to drive sales of sharing bags. Whether it’s major sporting tournaments, a major movie release, or seasonal moments, these events create natural peaks in demand for sharing snacks.
The popcorn segment has huge potential for Big Night In occasions accompanied by a film, with 55% of consumers choosing Bagged Snacks for watching TV or movies at home (Spark). With a 31.2% market share (Nielsen IQ), Butterkist leads the category as the nation’s number one popcorn brand, with a range that features classic flavours including Crunchy Toffee Popcorn, the best-selling branded popcorn SKU in the UK, perfect for at-home sharing moments.
In addition to popcorn, 30% of shoppers buy crisps specifically as something tasty when watching TV (Spark), making KP Snacks’ range of large format (£1.35) PMPs across brands, such as McCoy’s and its newly launched McCoys Salted PMP alongside offerings such as McCoy’s Hot ‘n’ Spicy PMP must stocks to meet consumer demand for classic brands in a larger share ready format, alongside more premium sharing options like Tyrrells.
Strong brand associations with major events significantly increase product relevance for shoppers, with 77% of sports viewers saying they notice brands surrounding sporting events (Baeuer) and 58% planning to buy snacks around sporting events (Baeuer). McCoy’s is perfectly positioned to capture this demand as the official Savoury Snacks Partner for the NFL in the UK and Ireland, making it ideal for watching the big game at home.
The Nuts segment also thrives in sharing occasions. KP Nuts leads the category as the number one Nut brand with a strong and exciting range from classic Original Salted Peanuts to Aromatic Thai Chilli Coated Peanuts. Nuts are a classic component of sharing occasions when watching sport, and KP Nuts has tapped into this natural partnership through its recent collaboration with PDC Darts World Champion Luke Littler. McCoy’s has also entered into the Tasty Nuts category with the launch of brand-new McCoy’s Coated Peanuts. Available in McCoy’s two most popular and iconic flavours, Flame Grilled Steak and Salt & Malt Vinegar, the new range is available in a £1.35 PMP.
Tash Jones, Commercial Director at Fairfields Farm Crisps comments: “There has been a clear shift, with consumers swapping overpriced dining and drinks for more premium at-home experiences. Many are looking to recreate out-of-home occasions in their own space, whether that’s hosting themed cuisine evenings with higher-quality supermarket options, such as a shop-bought sushi night, or choosing to watch live sport at home with a group of friends rather than going to the pub.
“Snacks are directly benefiting from this trend, particularly crisps such as our Fairfields Farm handcooked range, which are increasingly becoming a core part of at-home social occasions.”
At-home premiumisation is continuing to rise, as consumers cut back on dining out while still seeking moments of indulgence at home. This shift has driven increased demand for both premium own-label and branded products.
Rather than spending a significant amount on eating out, consumers are instead trading up – opting for a premium ready meal paired with a bottle of wine, or choosing a higher-quality bag of crisps over their usual everyday option, such as Fairfields Farm’s handcooked crisps seasoned with eight classic flavours from Lightly Sea Salted to Roast Rib of Beef flavour. In this way, they can continue to enjoy high-quality food and drink while easing the impact of ongoing cost-of-living pressures.
As a result, the premium crisps market has seen significant growth including the Fairfields Farm range benefiting from this trend. Gourmet flavours in particular are gaining strong traction. Crisps are no longer seen as just a simple snack, but increasingly as an at-home indulgence and a key part of social occasions.
Retailers are increasingly curating the “Big Night In” occasion in-store, moving beyond simply selling individual products to inspiring complete at-home experiences. This shift changes the shopper mindset from picking up a sharing bag of crisps to actively building a complete at-home experience of food and drink. To support this, retailers are introducing dedicated in-store displays that bring together snacks, drinks and treats into one convenient location, making it easier for consumers to shop the occasion. Sharing formats, such as Fairfields Farm’s 150g packs, are becoming increasingly popular as demand for group consumption and at-home social occasions continues to grow.
“A key trend at the moment is “swalty”, the combination of sweet and salty flavours designed to satisfy evolving consumer cravings. Global influences are also driving flavour innovation, with rising demand for Asian-inspired profiles and more novel tastes that go beyond traditional shelf staples,” adds the spokesperson.
“At the same time, premium is no longer reserved for special occasions. The elevation of everyday food and drink is another major trend, with consumers increasingly expecting higher-quality ingredients and more exciting flavour options as standard. As a result, retailers must stay competitive by aligning with these evolving expectations, offering not only classic favourites such as our Lightly Sea Salted and Cheese & Onion flavour, but also more distinctive options like our Roast Rib of Beef and Bacon & Tomato flavours, both of which are vegan and gluten free like the rest of our range.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “We have seen that shoppers enjoy sharing moments, and the evening occasion is a key time period for this, with sharing tablets and bags being the most convenient and popular format for the consumer. At this time of day, consumers want to treat themselves and indulge, so it is important that retailers have a range of flavours and in candy, different types of sweets from hard to soft to appeal to all shoppers.”
Following the successful launch of Cadbury Dairy Milk &More in 2024, the &More range continues to over-deliver on brand experience with a 17% incrementality and a 28% conversion rate, which showcases how consumers are continuing to enjoy the range (Kantar).
This year, Cadbury Dairy Milk &More has expanded, adding a new Cadbury &More Biscoff flavour to the range. This launch continues a successful partnership with Lotus Biscoff after the launch of Cadbury Dairy Milk Biscoff in 2025, which is now worth £24m (Nielsen). Cadbury &More features an indulgent Biscoff spread centre topped with crunchy Biscoff biscuit chunks, encased in Cadbury Chocolate. The new addition is set to drive further value to the Cadbury &More range, which is now worth £13.5 million (Nielsen).
Cadbury continues to expand its chocolate offering with the return of the limited-edition Cadbury Dairy Milk Made To Share range for 2026, featuring 12 new on-pack messages and a new consumer competition with prizes to share. Shoppers can choose from playful designs such as Who Does The Laundry and Who Spent Ages Looking For The Remote, with the range channelling the spirit of generosity that is central to the Cadbury Dairy Milk Brand.
“Big Night In remains a key opportunity for retailers, as consumers see staying in with friends and family as a cost-effective alternative to going out. At present, Chocolate is the top choice for Big Night In occasions, with standard chocolate growing by 8.1% (NIQ) with growth being driven by Big Night In formats such as sharing bags and tablets, growing by 4.7% and 11.8% respectively (NIQ). Understanding what formats resonate with different shoppers is the key to unlocking growth,” adds Nash.
“Candy confectionery is also in growth (NIQ), and format is key within candy, so offering both chocolate and candy bags is essential. In Candy, there is a key trend for sours, and Sour Patch Kids is the fastest growing candy brand over the past five years (Nielsen), growing at +26.9% (Nielsen), so retailers should make sure their range includes a range of strong sours.
“We are seeing a continued focus on value within the candy segment, with well price-marked pack sales increasing (Lumina) in convenience at a total level. Price marked packs help deliver a value message in store, tapping into consumer’s need for ‘affordable’ treats (Lumina), so they are an important part of a convenience retailer’s range. However, there is still a demand for premium products, and we see consumers not wanting to hold back on seasonal treats in particular. It is also important to note that consumers are focused on value, not price.”
Lauren George, External Communications Manager, Mars Wrigley, comments: “Consumers are increasingly swapping pricey meals and drinks out for high-quality alternatives at home, but this is no longer purely a cost-driven behaviour. The Big Night In has evolved into a preferred way to socialise, with shoppers actively seeking to recreate enjoyable, memorable experiences at home.
“This presents a clear opportunity for confectionery to play a central role in these occasions. Trusted brands such as MALTESERS®, M&M’S® and GALAXY® deliver affordable indulgence, allowing shoppers to elevate everyday evenings without the expense of a night out.
“Retailers can capitalise on this shift by merchandising confectionery alongside complementary Big Night In categories, from premium soft drinks and snacks to film-night and games-night fixtures. Cross-category promotions, meal-deal style bundles and themed in-store displays around key occasions, such as weekend evenings, sporting fixtures and seasonal moments, help drive incremental basket spend and reinforce the ‘treat at home’ mindset. With sharing formats and pouches particularly well-suited to group occasions, confectionery offers retailers a reliable route to tapping into a trend that shows no sign of slowing, even as discretionary spending pressures remain.”
Shoppers are increasingly seeking treat-led experiences at home, gravitating towards products that feel special, nostalgic or a little more indulgent. This doesn’t always mean premium price points, but rather products that deliver on taste, quality and excitement. The return of MALTESERS® White Chocolate, for example, taps into both nostalgia and the growing popularity of white chocolate, giving shoppers something a little different to elevate their Big Night In.
This ‘everyday premium’ mindset is reshaping how retailers approach the confectionery fixture. Rather than a straight trade-up to higher price tiers, shoppers are mixing and matching, pairing a trusted everyday favourite with a limited-edition, returning classic or new flavour innovation to create a sense of occasion. For retailers, this points to the value of curating the fixture around discovery; featured-bay displays for new and returning lines, clear signposting of limited editions, and sharing formats positioned to travel with shoppers into evening and weekend occasions. Nostalgia-led launches in particular offer a dual benefit, driving standout on shelf while tapping into the emotional cues that make the Big Night In feel genuinely rewarding.
“Retailers are well placed to capitalise on the Big Night In trend by making it as easy as possible for shoppers to build a complete evening-in solution. Sharing formats are central to this, with M&M’S®, SKITTLES® and MALTESERS® pouches ideally suited to group occasions. Clearly merchandised Big Night In zones, or pairings with complementary categories such as soft drinks and savoury snacks, help drive impulse purchases and lift basket spend. Convenience is critical; many of these occasions are spontaneous, so easy-to-grab formats and strong in-store visibility are essential,” adds George.
“Meal deals and evening-in bundles offer a particularly strong opportunity for convenience and grocery retailers alike. Tiered price-point options, from snack pairings through to a bigger film-night bundle, allow shoppers to self-select based on occasion and budget without over-complicating the fixture. Timing is equally important; front-of-store and secondary sitings from late afternoon through to early evening capture the spontaneous ‘on the way home’ shopper, while weekend activations can be dialled up around key cultural moments such as major sporting fixtures, film releases and seasonal peaks. Getting the format, placement and cross-category cues right turns a simple confectionery purchase into a full basket-building occasion.”
Declan Hassett, Licensing Manager at Diageo, comments: “The big night in occasion presents a wealth of opportunities for retailers. Stocking products tailored to at home occasions is one way to spark excitement and tap into this occasion, but licensed ranges from brands with strong relevance and equity in the at home space can also drive standout sales performance. Branded licensed products carry significant weight in the shopper experience, particularly within food and beverage, one of the fastest-growing sectors in the brand licensing industry, worth £58bn.”
Diageo is the world’s leading alcohol licensor, with a portfolio of more than 5,000 distinctive licensed products. Despite the popularity of top alcohol brands, 80% of consumers don’t regularly visit the BWS aisle (Kantar) which can leave a gap in potential sales. There is an opportunity to harness the reputation of renowned brands, such as Guinness and Baileys, to not only boost sales within the alcohol aisle, but also across different categories, engaging with a broader range of shoppers in-store through licensed products. This goes both ways, a shopper may enter a store intending to buy a bottle of Baileys for example, only to discover a licensed product counterpart, such as Baileys Original Truffles, Baileys Salted Caramel biscuits, or Baileys Pouring Cream, that elevates the big night in occasion. Overall, when it comes to the UK’s attitude to chocolate 81% of people buy chocolate as a personal treat of indulgence (Nielsen IQ), with 62% viewing chocolate as a gift and buying it for others (Nielsen IQ).
The recently launched Baileys Chocolate Caramel Whirl, developed by premium chocolatier Lir Chocolates, is designed to appeal to both impulse treat-seekers and those looking for a gifting option or a shareable indulgence. Available as a single unit or a triple pack, the range caters to a broad audience with formats suited to everything from spontaneous self-treating to thoughtful gifting.
Rethinking in-store placement and merchandising strategies for branded licensed products play a vital role in shaping the customer journey. Rather than confining these items to their traditional category aisles, positioning them on end caps, feature displays, or at the checkout can spark curiosity, encourage growth outside of traditional categories and drive engagement throughout the store.
“We know that retailers are always seeking new ways to better engage with their customers and collaborating with brands and suppliers to inject extra excitement into the shopper journey is one powerful approach. End-of-plinth signage, for example, not only brings aisles to life and sparks inspiration, but also helps make browsing more seamless,” adds Hassett.
“By creating a cohesive branded experience across multiple touchpoints, retailers can boost awareness of iconic brands like Baileys and Guinness, inspire cross-category shopping, and increase footfall to key areas such as the BWS aisle. When it comes to the basics, eye-level shelves generate 35% more sales compared to lower or higher-level placements (Nielsen), and illuminated signs (POPAI) and interactive displays (Nielsen) can also contribute to increased sales. This overall approach not only enhances brand visibility but also encourages impulse purchases. Insight shows that 16% of unplanned purchases are driven by instore advertising and displays (POPAI), with 62% of shoppers making impulse purchases when attracted to an appealing display (POPAI).”
Jo Harwood, Chief Sales and Trade Marketing Officer, Fox’s Burton’s Companies (FBC), comments: “The Big Night In occasion is increasingly important as shoppers choose to stay home, with cost pressures continuing to challenge households across the UK.
“Retailers who cater to this shopper mission can drive uplift in impulse purchases, particularly in treat segments like Sweet Biscuits, which is growing steadily at +2.6% YoY, worth £2.8bn.”
Although shoppers are looking to save, the biggest opportunity for retailers is to offer more premium options, as consumers look to trade up their everyday purchases and treat themselves in an affordable way. This reflects significant growth for premium biscuits in convenience, now worth £46.2M, growing at +14% YoY. The recently re-branded Fox’s Chocolatey range is outperforming the market, growing +31% in value sales YoY and worth £10.6M.
While indulgence remains a key driver of sales in sweet biscuits – especially for the BNI opportunity – there is a clear shift towards products that deliver a better balance. Sugar reduction, in particular, is front of mind. “Healthier Biscuits is the fastest growing segment in Sweet Biscuits, worth £10.8M, growing a huge +34.5% in the convenience channel,” adds Harwood. “We expect continued volume growth coming from this sector in 2026, which is why we launched Maryland Delightfully Good, the first of the Maryland family to be a non-HFSS product. With over 30% less sugar than its counterpart, the chocolate chip-filled cookie bridges the gap between indulgence and healthy snacking, allowing families and friends to treat themselves without the guilt.”
Shoppers are also looking for ways to control their portions. At just 91 calories per pack FBC’s minis ranges cater to the growing demand for portion-controlled snacking. Party Rings Minis range, growing at +12.4%, represents strong performance for this format.
One recent launch suited to the BNI occasion is Maryland Butterbeer flavour, perfect for Harry Potter fans looking for a sweet treat on their next magical movie night. The limited-edition launch sees the iconic crunchy, crumbly texture of a Maryland cookie paired with the sweet, rich, butterscotch notes of Butterbeer.
FBC also recently reinvented a British classic, launching the iconic Fox’s Crunch Creams in chocolate and vanilla flavour to inspire trial by bringing greater variety to the brand and drive incremental sales in the growing chocolate biscuit segment.
Carol Oldbury, CEO of Hames Chocolates, comments: “We are seeing clear evidence that consumers are choosing to recreate special occasions at home, particularly for more spontaneous and intimate gatherings. Rather than cutting back entirely, shoppers are reallocating spend towards high-quality treats that elevate the experience, reflecting a broader shift towards more mindful, experience-led indulgence. Chocolate plays a key role here in adding a sense of occasion.”
There is a noticeable shift towards premium but accessible products. Consumers are increasingly looking for everyday treats that feel considered and high quality, rather than purely indulgent in volume. This aligns with a broader move towards mindful indulgence, where shoppers are seeking products that deliver on taste, texture and overall experience.
Retailers are increasingly recognising the importance of convenient, sharing-led formats that support Big Night In occasions. Products that are easy to pick up, visually appealing and suited to sharing are performing particularly well, especially when supported by clear merchandising and secondary siting.
“One of the most important shifts is the growing demand for sensory-led experiences. Texture is becoming just as important as flavour, with consumers drawn to products that offer contrast and interest, such as smooth chocolate paired with soft or flowing centres,” adds Oldbury.
“There is also a strong return to nostalgic flavours, with familiar profiles like milk chocolate and caramel being reimagined in more premium formats. Alongside this, indulgence is increasingly about the moment rather than quantity, with shoppers seeking products that encourage slowing down and savouring.”
Rebecca Robert, Marketing Director at Storck, comments: “The UK confectionery market remains resilient with sustained shopper appeal. Value sales are up +6.4% over the past 12 months, pushing the category to an impressive £9.9 billion in retail (Circana), reinforcing confectionery’s role as a key sales driver for retailers. This growth is underpinned by consumer loyalty to well-known and trusted brands, with data showing that 46% of shoppers gravitate towards their preferred brands when purchasing confectionery (National Confectioners Association). Even amid cost-of-living pressures, shoppers are still actively seeking out affordable ‘small treats’ that deliver moments of comfort and enjoyment (Kantar). Confectionery remains an accessible and rewarding indulgence that meets the criteria for many consumers.
“Seasonal opportunities such as Big Night In are key to the category, particularly for sharing and gifting formats, and retailers should absolutely be putting confectionery front and centre of their seasonal displays.
However, confectionery is not solely driven by seasonal peaks. It remains a dynamic, opportunity-led category all-year round, underpinned by everyday treat occasions, impulse purchases and social sharing occasions. As a result, strong brands, a range of formats and effective in-store execution throughout the year can deliver consistent growth.”
The sugar confectionery category continues to show resilience in the UK, with value sales surpassing £2.2 billion and achieving a growth rate of +2.4% (Circana), even as HFSS regulations restrict product visibility and inflationary pressures also continue to have an impact.
Traditional sugar confectionery still has a key role to play. Retailers must focus on stocking formats and segments that show resilience or growth and ensure they are effectively executing in store. Sharing occasions remain the biggest opportunity, with sugar sharing bags leading the total confectionery category as the top format with 41% (SmartView Convenience).
Werther’s Original remains a popular and trusted brand and is the number one traditional branded sugar category in the UK (IRI), worth £35.7 million (IRI). As Britain’s most recognised sugar confectionery brand (GIM), with 96% brand awareness (Consumer Insights), it continues to play an important role in helping retailers drive sales with its broad appeal and loyal customer base. Its range of candies, soft caramels, and toffees remain household favourites along with new innovations like Werther’s Original Popcorn, perfect for movie nights at home.
Steven Greaves, Managing Director UK and Ireland at Fini, comments: “There is a clear shift towards products that feel more premium, but within confectionery, this is less about price point and more about perceived value and overall experience. Shoppers are increasingly looking for products that feel different, exciting and worth the spend, even within accessible impulse categories.
“This is being driven by growing demand for confectionery that delivers a multi-sensory experience – combining taste, texture and visual impact – while also aligning with more social, at-home consumption occasions. Products that feel more engaging or distinctive are helping to redefine what “treating” looks like in the current market.”
Global flavours are also playing a key role in this shift, alongside the continued popularity of sour profiles, nostalgic favourites and texture-led products. These elements help create a more elevated, experience-led proposition that goes beyond traditional confectionery.
Fini is well-positioned within this space, with a range designed to bring fun, novelty and innovation to the fixture. From its bold, visually impactful Tubes range to more distinctive products such as Mini Mochis, the brand offers retailers a way to deliver that elevated ‘treat at home’ experience while still maintaining strong value credentials.
The Big Night In continues to represent a key opportunity for retailers, with sugar confectionery particularly well suited to more relaxed, social occasions. As shoppers increasingly look for affordable treats to enjoy at home, confectionery plays a natural role alongside films, television and gaming, driving demand for products that feel accessible, engaging and easy to share.
These occasions are typically more planned than immediate impulse purchases, creating a clear opportunity for retailers to encourage trade-up through larger packs and sharing products. Ensuring the range includes options that cater to both individual treats and group consumption allows retailers to meet a broader range of shopper needs.
Fini supports this approach with a range designed specifically to work within these evolving store environments. Its hero Fini Tubes range is available in price-marked packs, alongside high-quality premium resealable Doy packs across key flavour profiles, including Wonder Mix, Jelly Kisses, Little Mix and Mini Mochis.
“For retailers, the opportunity lies in bringing these occasions to life in-store. Cross-category merchandising alongside soft drinks and savoury snacks, as well as well-placed secondary siting, can help reinforce the Big Night In mission and prompt shoppers to build a more complete basket,” adds Greaves.
“By aligning ranging and merchandising with these at-home occasions, retailers can create a more relevant and engaging confectionery offer, helping to increase basket spend and support overall category growth.”
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “As consumer habits evolve, the big night in has cemented itself as a key occasion in the weekly routine for many UK households offering a unique opportunity for retailers to cater to demand for indulgent yet convenient drinks that enhance the at-home experience.
“Soft drinks continue to deliver strong value growth in Great Britain and are an essential when enjoying a movie night in, or when hosting friends. Soft drinks are now worth £14.56bn (Nielsen), growing 8% year-on-year (Nielsen), with demand for well-known, great-tasting brands as strong as ever.
“In particular, big brands remain a key part of at-home occasions – and that includes the Coca-Cola™ portfolio, accounting for 63.1% of value sales in cola (Nielsen). Coca-Cola Original Taste continues to hold its position as GB’s number one soft drink and is now worth £904.25 million in retail value (Nielsen), while Coca-Cola Zero Sugar has grown to £483 million (Nielsen). Meanwhile, flavour-led innovations like Coca-Cola Cherry Float – launched in February and available with and without sugar – are tapping into nostalgia-led trends, blending the classic Coca-Cola taste with rich cherry flavour and a smooth vanilla twist.”
Cherry variants in particular have delivered £287 million in value sales over the past year (Nielsen). Reflecting this momentum, Diet Coke, now worth £499 million (Nielsen), has added a permanent cherry variant to its range with Diet Coke Cherry, giving retailers another bold, flavour-led option ahead of the busy summer months.
In carbonates, Fanta retains its position as the number one brand in GB (Nielsen), accounting for one in every five flavoured carbonates sold (Nielsen). Its strong performance has been underpinned by an innovation pipeline centred on zero sugar, including recent launches like Fanta Grape (available with and without sugar) and limited-edition Fanta Dark Cherry, which combines apple and cherry flavours. Fanta Zero Apple, Fanta Zero Raspberry and the limited-edition Fanta Tutti Frutti Zero Sugar continue to drive growth in the fully HFSS-compliant range.
Meanwhile, Dr Pepper is the fastest-growing flavoured carbonate (Nielsen), now holding 17.2% value share and driving 45% of total segment growth (Nielsen). Recent innovation includes Dr Pepper Cream Swirl, which launched in February and has already generated over £500,000 in sales (Nielsen), combining the brand’s iconic 23-flavour taste with a swirl of silky cream. Dr Pepper Zero Sugar Cherry Crush continues to perform strongly as a permanent range addition.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “The beer and cider categories are worth a huge amount in the impulse channel, and by using occasions like ‘big night in’ to their advantage, convenience retailers and wholesalers can maximise sales even further.
“The big night in occasion typically sees consumers gravitate towards larger packs of beer and cider than they would normally purchase, in preparation for hosting friends and family at home, or to treat themselves to something extra special. Especially during a time where people may not have as much disposable income to spend on trips to the pub or bar, a ‘big night in’ will appear even more appealing as they try and bring some of that excitement indoors – so having an exciting beer and cider range in store is more important than ever.”
In the channel, small packs of beer and cider are worth £862m, mid-sized packs worth nearly £375m, and large-sized packs worth nearly £43m (Nielsen IQ). As such, convenience retailers and wholesalers can capitalise by stocking small- and mid-sized packs of more recent beer and cider launches, such as Cruzcampo®, Birra Moretti Sale di Mare and Strongbow Strawberry, to drive interest to the fixture when customers are hosting, where bigger multipacks might be warranted, and people are more likely to buy something new to impress guests. 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 – perfect for when hosting people at home.
When looking at formats, small pack cans, mid pack cans and single glass bottles are popular regardless of the occasion. Throughout the year, small pack cans account for 36% of total beer and cider sales, mid pack cans account for 28% and single glass bottles account for 23% (NielsenIQ). The best performing brands in Heineken portfolio are Fosters, Birra Morreti, Heineken 5%, Strongbow Original and Cruzcampo, demonstrating that mainstream brands have a big role to play here as consumers gravitate towards products they are familiar with and can trust.
“While some convenience stores may have parking facilities, not all will, so consumers will be looking for beer and cider they can carry easily home, so small-packs sizes (three- to six-packs) will win here,” adds Wilson.
Georgia Ladbrook, Shopper Marketing Manager – Impulse, BrewDog, comments: “Ongoing cost pressures across everyday spending are leading many consumers to reduce out-of-home occasions such as eating out or visiting pubs. Instead, shoppers are increasingly choosing to socialise and celebrate at home, accelerating the Big Night In as a deliberate, value-led occasion. While this behaviour was seeded during the COVID-19 pandemic, it has become more entrenched as consumers look for affordable ways to enjoy quality food and drink without compromising on enjoyment.”
A big night in can be anything from a night on the sofa with a partner, watching sport, a movie or your favourite Saturday night TV show, to a group of friends gathering for a celebration – it’s about making the most of time together at home.
This is great news for retailers, especially as many of these occasions are likely to be impromptu, so creating dedicated display in store and promotions on linked purchases can drive impulse sales.
“Seasonality and key calendar moments provide natural opportunities to activate the Big Night In and can be quickly turned around to maximise on the occasion. These include New Year, Burns Night, Hogmanay, St Patrick’s Day, bank holiday weekends, Easter, religious festivals, Christmas, and summer-led occasions. Each can be tailored to include the products that suit changing shopper needs, from indoor socialising in colder months to more outdoor-led occasions in summer,” adds Ladbrook.
“2026 is also a big year for sport, from the Rugby Six Nations kicking off in February to the Men’s Football World Cup across June and July followed by the Commonwealth Games – these are all occasions likely to be enjoyed with others over a beer, so would recommend retailers increase stock levels to meet higher demand.
“The Big Night In is highly adaptable and should reflect a retailer’s local customer base. Both premium and value-led executions can work, using products that already sell well in store and clustering them into a clear occasion-led offer. Including both alcoholic and non-alcoholic options ensures the occasion remains inclusive, with snacking playing a role across all shopper groups.”
Chris Mitchell, Marketing Manager at Vocation Brewery, “Cost-of-living pressures are certainly influencing behaviour, but it’s less about trading down and more about people rethinking how and where they socialise. Plus, more than half of UK consumers (54%, NIQ) now say they are moderating their alcohol intake, which is also playing into the wider trend of drinking a little less, but choosing better.”
While many consumers are still willing to treat themselves by going out for food and drink on certain occasions, we’re also seeing more occasions being brought into the home – whether that’s a casual dinner, a catch-up with friends or a relaxed evening in. Rather than cutting back entirely, many are looking to enjoy more frequent social occasions in a way that still feels enjoyable and affordable.
That’s in turn raising expectations of what they buy in retail. Shoppers are more selective and are looking for food and drink that offer quality, flavour and a sense of occasion – something that still feels like a treat, even in a more relaxed setting.
As such, there’s ongoing demand for quality premium beers (IWSR), with 27% of beer drinkers willing to upgrade to a premium craft beer for celebratory occasions at home (Mintel). Within this, craft and world beers remain particularly significant, with flavour continuing to be a primary driver of choice.
For retailers, this creates an opportunity to position premium beer as part of those moments – helping to elevate at-home occasions and make them feel a bit more special.
Shezad Aslam, Managing Director of Aagrah Foods, comments: “With hospitality still under pressure, brands that deliver a credible ‘fakeaway’ for the Big Night In are the ones enjoying growth; restaurant-quality Indian cooking sauces are having a moment as shoppers trade across from their favourite curry house, seeking authentic, premium Indian cooking sauces that help them recreate the restaurant dishes they love, at home.”
The appeal of the Big Night In continues to grow as consumers increasingly seek out premium experiences at home without the cost of a night out. Premiumisation, convenience and ease of preparation are three key factors shaping the BNI trend, all of which are overlaid by the growing consumer demand for ingredients that enable them to recreate authentic, restaurant-quality dishes quickly and easily ahead of a Big Night In with friends or family.
Consumers are also increasingly seeking greater authenticity and higher quality foods for the BNI occasion. This means retailers need to deliver variety in their ranges and ensure they’re offering customers something different. While the staples will continue to drive the highest volumes, variety and choice are what will stand out to best advantage.
Pre-family and young families tend to stick to the dishes they know and love, like Tikka Masala and Butter Chicken, whereas older or post-family shoppers are more likely to explore the more adventurous flavour. “The Big Night In is about selling an occasion, not a product. Retailers can increase Big Night In sales when deals and multipacks help shoppers decide the night, not just save money,” adds Aslam.
“Smart multipacks and mix-and-match deals work well because they remove friction: one offer covers the main, the side, and the treat. Instead of discounting a single SKU, retailers can grow the basket by bundling complementary products and encouraging variety.
“The winners use simple mechanics such ‘any 3 for…’, family-size packs, or weekend-only event deals, making these feel purposeful, not promotional. When shoppers feel the night is ‘sorted’, they buy more, trade up and come back next weekend.”
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