Despite our unreliable and very changeable weather, barbecues and all kinds of outdoor cooking, have been huge in the UK for many years now.
Look at any town or street and as soon as the weather becomes even a little bit pleasant, people are lighting their barbecues.
Naturally, the market has responded to this, and barbecues and all the concomitant tools and gadgets have grown hugely in variety, and price range.
More than 1 in 10 British people now barbecue regularly, with many cooking outdoors at least once a week.
“The covid pandemic changed a lot of areas of our lives, from work to leisure,” comments Caroline Morris, Bar-Be-Quick. “Restrictions in place at the time greatly boosted home entertainment. Barbecuing became a safe, legal way for people to come together and be with friends and family. The state of the economy and the cost-of-living crisis have also naturally forced change. What is popularly labelled ‘a staycation’, whether you take it to mean holidaying in the UK or simply staying at home, has led to a huge increase in outdoor dining. If you’re just staying in the UK, then it’s easier to transport barbecuing equipment. Staying at home means you can spend a little bit more on things to make it a more exciting experience – and outdoor cooking comes very high up on that list.”
Since 2019, sales of bread rolls in the UK have risen by £70 million.
This means an extra 300 million rolls have been consumed since before the pandemic.
And it’s not just the traditional barbecue. Pizza ovens are now very popular, as are tandoori ovens. Britain has fully embraced the idea of dining al fresco – sales of outdoor furniture and items such as fire pits have risen astronomically in recent years. People are also adapting their outdoor spaces. Sales of shelters and gazebos have risen dramatically. But we are still at the mercy of the weather – garden heaters have also become hugely popular, meaning people can use their outdoor spaces and cook outdoors for a much longer period throughout the year.
It’s not only the garden accessories that have shifted; the traditional barbecuing season has also changed. People used to see it as a strictly summertime affair, but with the changing climate and such devices as heaters, people are now cooking outdoors all year round. With a decent dry day, people are now happily barbecuing in January!
The increase in sales of barbecue food has been truly phenomenal. In the Spring and Summer period of August 2021, burger buns and rolls sales increased by up to £20 million. The opportunities for retailers are obvious. Promotional offers can help maximise sales. Popular products such as buns, rolls, burgers, and sausages should be given prominence.
With the huge expansion in outdoor cooking, there has been a huge increase in the type and variety of that cooking. An expansion in different types of food preferences means the variety of cooking tools and foodstuffs has increased hugely. People nowadays are interested in exotic flavours and sauces, marinades, and new ways of combining foods – long gone are the days of just a few sausages and burgers being cooked on a barbecue.
So, retailers now have a huge amount of items they can promote – vegetarian options, unusual cuts of meat, as well as different kinds of cookers such as smokers or tandoori ovens. People are willing to try new foods and methods of cooking, so giving these items prominence and inspiring consumers to think outside of the traditional can offer big returns.
“The wide variety of not only foods that can be cooked outdoors, but implements and gadgets available to al fresco chefs, means retailers can offer a wide variety of pricing to suit all budgets,” adds Morris. “Retailers should look at where demand is coming from and make sure that their merchandise reflects the demand.”
To meet the huge demand for a barbecue-centred lifestyle, manufacturers are always looking to bring to market innovations to enhance the whole experience. One of the most popular barbecue retailers in the UK, Bar-Be-Quick, has developed a new range of barbecues to not only meet demand but help ever more adventurous outdoor chefs show off their skills. The Kamado Egg BBQ grill is a fabulous, fresh addition to any garden, and has been used by Michelin-starred chefs to great effect. It has an easy-to-use design, high-spec ceramics, and seven different cooking modes. Their instant barbecues are also very popular – they’re easily transportable, very adaptable, ready to cook on within 20 minutes and will feed up to four people.
A big issue for the modern consumer is sustainability. There is an ever-increasing awareness of the environmental impact of the products people buy. Instant barbecues are recyclable and sustainable – their metal grill, casing and packaging can all be fully recycled. Naturally, they must be treated responsibly – placed on rocks or a metal surface so the ground isn’t scorched and allowed to cool properly and not left unattended. Bar-Be-Quick has an educational campaign – the #coolitquick campaign, to make sure consumers know exactly how to use instant barbecues safely, across all packaging and on their website and social channels.
The same variety of choices also goes for food. Consumers are interested in meat-free options – be it plant-based meat alternatives, or simply ways of using vegetables more creatively.
“Retailers who can recognise that barbecuing and cooking outdoors is no longer a summer treat indulged in by a few but a popular almost year-round pastime will see a huge return on efforts to meet a hugely increased demand,” says Morris.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe comments on behalf of the Baker Street brand: “Barbecuing is gaining popularity, driven by the continuing cost-of-living crisis, which is leading to consumers staying in rather than going out, and when the warm weather comes, that means making the most of their gardens. The barbecue category stands to benefit in 2024 from the increasing popularity of more substantial barbeque foods, such as burgers and hot dogs, including vegetarian and plant-based options – driven, in part, by the rise in ‘Americana-style’ dishes on menus across the UK.”
Shoppers are also looking for quick and easy ways to create ‘fakeaway’ favourites. Baker Street’s range of Burger Buns and Hot Dog Rolls are ideal for those looking to recreate classic burgers and hot dogs, served with a variety of toppings. Baker Street’s recipes have been specifically developed for this purpose – with burger buns ‘built for burgers’, and hot dog rolls ‘ready to handle’ the load.
“Retailers can maximise their barbecue business and their convenience retailers’ barbecue sales, by offering an attractive range of bakery and other products for all pockets, including premium options,” adds Corrigan. “The past few years have taught us how to make the most of at-home events and as the difficult economic situation continues, it’s all about ‘levelling up’, taking hosting to new levels, which retailers can capitalise on.”
Food waste also remains a big topic and people are looking to buy more longer-life food and drink products to help combat this. The Baker Street range is cleverly packed to stay fresher for longer and guarantees a minimum life of 35 days from delivery to depot, helping retailers to ensure on-shelf availability and reducing the risk of wastage. This is a benefit for consumers who are looking for food items with a generous shelf-life to help cater to impromptu entertaining occasions such as barbecues.
Baker Street’s best-selling products for the barbecue season are Baker Street Burger Buns and Hot Dog Rolls, which give retailers extended-life options that allow for variety. Both the Original Burger Buns and Classic Hot Dog Rolls can be used for a host of tasty barbecue meals, including traditional ‘American style’ burgers and loaded hot dogs.
Baker Street is a brand sustaining growth, despite another challenging year for the bakery category. The brand is up 27 per cent year on year (source: IRI, All Retail, UK sales to 7th October 2023), thanks to increased distribution via the UK’s major multiple retailers.
Baker Street’s range of burger buns and hot dog rolls offer extended shelf-life, appealing to retailers and shoppers alike, whilst marketing of the brand demonstrates their versatility across multiple meal occasions which offers added value. As such, the Baker Street range of Burger Buns, Hot Dog Rolls and Seeded Burger Buns is up 82 per cent in value sales in the last 52 weeks (Source: IRI, All Retail, UK sales to 7th October 2023).
The Burger Buns and Hot Dog Rolls are performing well as they meet consumer needs around creating impromptu take away classics which can be easily handled around the barbecue, whilst helping to reduce food waste. They also cater for the whole family and multiple meal occasions – a very attractive proposition for those wanting to make their food go further.
Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “The barbecue occasion has been growing in recent years, as millions of consumers have discovered a new-found appreciation for barbecuing at home with friends and family. The pandemic gave people the opportunity to rethink their eating habits, followed by the cost-of-living crisis focusing their minds on enjoying affordable treats at home, at a less costly alternative to going out.”
As the home barbecuing habit grows, consumers are now routinely trading up on bakery staples to something more premium. Those hosting barbecues this summer will want to impress and offering an upgrade to standard bakery – such as St Pierre brioche – is one way to ensure they do so.
“Indulgence is another trend gaining traction, as many consumers embrace the little pick-me-ups that we all need from time to time,” adds Wells. “Retailers can cater easily to these trends by providing ranges that allow their shoppers to ‘upgrade’ from traditional staples for their barbecue offering. Pre-sliced for convenience and benefiting from an extended shelf life to help reduce wastage, St Pierre’s brioche range is an ideal base for enhancing burger and hot dog recipes.”
The barbecue season starts with the coming of spring, which sends people out into their gardens and, as long as the weather stays dry, can carry through until the autumn. This is something that has been reflected in St Pierre’s brioche buns and rolls sales going from strength to strength in recent summers, continuing until the last of the warm weather in late September.
“Retailers can maximise their barbecue sales by offering a range of bakery formats that are most suited to the barbecue occasion and will impress and offer an upgrade to standard bakery,” says Wells. “St Pierre’s Brioche Buns and Brioche Hot Dog Rolls offer consumers an affordable way to do this. At the same time, St Pierre’s range benefits from a longer shelf life, which safeguards shoppers from watching food going to waste due to the uncertainties of the British summer weather.”
Sharing packs are all-important for the barbecue occasion and for burger buns and rolls, this means four packs and six packs. St Pierre Brioche Buns (6s), St Pierre Seeded Brioche Burger Bun (4s), St Pierre Brioche Burger Buns (4s) and St Pierre Brioche Hot Dog Rolls (4s) are perfect for barbecues, and also for informal entertaining indoors, to keep the party going when the rain comes down.
St Pierre is driving an uplift in the adoption of brioche in consumers’ continued desire for premium, authentic products that make elevating at-home menus, easy. Across the board, brioche is a market worth almost £97 million in the UK, up 39 per cent in the last 52 weeks (IRI, UK Market to 07/10/2023).
The brand’s core range of brioche buns and hot dog rolls offer consumers a simple way to elevate the everyday at-home – be it for breakfast, lunch, or dinner, and have continued to fly this year as shoppers embrace premium options that allow for easy upgrades to at-home menus. Our Seeded Brioche Burger Buns are up 84 per cent, our Brioche Buns are up 164 per cent and Brioche Hot Dog Rolls are up 68 per cent in the last year (IRI All Retail, UK sales to October 7th, 2023).
St Pierre is a brand going from strength to strength, more than doubling sales in the last year with growth of 107 per cent in UK value sales, but perhaps more impressively, 56 per cent in volume (IRI, UK Market to 07/10/2023) – bucking the wider category trends, once again.
The brand is maintaining sales year-round, and beyond the ‘traditional’ peak season.
The St Pierre brand, which is designed to help elevate the everyday, is a simple yet effective way for consumers to upgrade their bread carrier. All pre-sliced for convenience and benefiting from an extended shelf life to help reduce in and out of home wastage, the range caters to the current consumer trends.
“Retailers should look at where growth is coming from in their grocery sections over the barbecue season, especially in the bakery category, and get extra stock of, and dedicate extra space on fixtures to, high performing products,” suggests Wells.
“Consumers are increasingly looking for products that deliver simple indulgence and retailers can easily cater for this by providing ranges that allow customers to ‘upgrade’ from traditional staples for their barbecue. Brioche is one key way to enable customers to do this, and St Pierre’s brioche range is an ideal base for enhancing burgers and hot dogs.”
Consistent brand building in trade spaces plays a key role as retailers want to offer trusted brands, especially over the barbecue season. St Pierre is building awareness and loyalty with marketing spend in 2024, including in-store activity. St Pierre also offers branded free-standing floor display units, which have proved highly effective in raising brand awareness and generating impulse sales.
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, comments: “As summer approaches and the weather heats up, so does the opportunity for retailers to capitalise on the barbecue and alfresco dining occasion. Whether the sun makes an appearance or not, it’s likely consumers will still be looking to socialise with friends at home and in the garden this summer. Therefore, retailers should look to stock up on a range of products like branded cheese that will entice consumers planning outdoor gatherings and barbecues. As one of the most shopped categories in retail, with 99% shopper penetration; cheese is a popular and extremely versatile food, which can be used in a host of ways, such as toppings for burgers, hot dogs and salads.”
In 2023, sales of Galbani Mozzarella, Burrata, and Buffalo Mozzarella increased as early as February, with sales of Galbani Mozzarella 125g and Mozzarella Maxi 250g beginning to grow from March, which is typically when the weather begins to get warmer. Sales of Galbani Mozzarella 125g and Mozzarella Maxi 250g peaked in August 2023 with value sales of £1,831,174 and volume sales of 153,715 units (IRI), with Galbani Mozzarella 125g being the best-seller last summer.
“Retailers can maximise the summer eating occasion by having a dedicated display,” suggests Le Norcy-Trott. “As stocking BBQ essentials, such as salad ingredients alongside mozzarella, will encourage up-selling and impulse purchases. It will also make the shopper’s journey around the store easier.”
One BBQ accompaniment, which traditionally peaks during the spring and summer months, is mozzarella. Galbani is the #1 Italian cheese brand, and #1 mozzarella brand in the UK, and is worth £27 million in value sales, growing at +3% YoY. In 2023, sales of Galbani Mozzarella 125g, Mozzarella Maxi 250g and Mozzarella Cucina 400g peaked in August 2023 with value sales of £911,063 and volume sales of 83,662 units, with Galbani Mozzarella 125g being the best-seller last summer.
“As a leading player in the cheese market here and around the world, we have built our position by monitoring trends and anticipating demand with our product ranges,” says Le Norcy-Trott. “As a result, we have some of the nation’s favourite cheeses in our portfolio – including Galbani, Président, Seriously, Seriously Spreadable, Galloway, Orkney and Leerdammer.”
In line with the wider food and drink market, Lactalis’ brands have grown in value sales and declined in volume in 2023. Worth £27million, #1 French continental cheese brand, Président, has driven growth into the cheese category with +12% value sales growth year on year (IRI). Galbani, the #1 Italian cheese brand and #1 mozzarella brand, which is worth £30million, grew by +2% in value sales YOY. Leerdammer, Galloway and Orkney also saw value sales growth of +7%, +10% and +8% respectively.
Lactalis believes investing in its award-winning cheeses is the key to its success, which is why it kept its market-leading brands highly visible with impactful marketing campaigns in 2023. Galbani, Seriously Spreadable and Président will be back on TV again this year, via VOD, with high reaching, and engaging plans that will continue building awareness and prompt purchase.
Matt Collins, Trading Director at KP Snacks, comments: “BBQs and summer events, like gathering to watch Wimbledon, the Euros or the Olympics all represent excellent opportunities for retailers to drive sales and footfall. As friends and family get-together for summer and sporting fun, they will seek out their favourite snacks to maximise enjoyment.
“To capitalise on this trend and the strength of the Sharing segment, retailers should stock a range of tasty and tempting Sharing CSN products. At KP Snacks we offer a diverse portfolio of sharing products designed to drive retailer sales by catering to all occasions. Our exciting range has something for everyone from popcorn to nuts to pretzels and of course crisps.”
Exempt from HFSS legislation, Nuts offer a delicious treat at summer BBQs or while watching sports at home with friends. Worth £97.2m RSV and growing +14.2% (Nielsen IQ), the KP Nuts portfolio offers delicious flavours in a range of sharing formats and leads the category as the UK’s number one branded nut (Nielsen IQ).
Bringing big, bold flavours to evening sharing, the largest occasion within both nuts and sharing (Kantar), KP’s Flavour Kravers range launched in 2022. Available in three delicious flavours: Flame Grilled Steak, Smokin’ Paprika, and Sour Cream & Chive, Flavour Kravers look to ignite interest from younger consumers to drive sales, with this demographic over-indexing in bold flavours (Kantar).
For shoppers looking for sweeter snacking moments, Butterkist Crunchy Hazelnut Chocolate flavour toffee popcorn is the perfect product to add fun and indulgence to any summer occasion. The innovative flavour bridges the gap between popcorn and chocolate confectionary to create a sweet and irresistible snack.
“We know there is a high demand for premium lines as consumers look to make in-home occasions feel more special with 46% of shoppers more inclined to trade up to premium food and drink options when dining at home (Kantar). “Tyrrells 150g Sharing bags are key products to capitalise on, offering classic and tasty flavours. Full of personality, the Tyrrells brand has taste and quality at the heart of its offering and delivers the perfect accompaniment to a glass of wine or cider.”
Jonathan Kemp, AG Barr Commercial Director, comments: “Taste remains the single most important factor in soft drinks’ purchasing. Retailers stocking unique and exotic flavour combinations are driving more engagement and interest in their soft drinks’ fixtures, increasing basket spend and encouraging repeat purchase. We are continuing to focus heavily on delivering exciting, refreshing flavour choices which are driving consumers to our brands in record numbers.”
Consumers want to enjoy bigger, bolder experiences and, in soft drinks, this is all about seeking more interesting, less run-of-the-mill flavours which excite the taste buds.
In summer last year, AG Barr helped retailers tap into the incremental soft drinks’ sales peak with the launch of two limited edition flavours of IRN-BRU XTRA, Ice Cream and Tropical. These were a massive success, delivering £29 million to the category (IRI) as well as a 30% uplift in the core IRN-BRU XTRA variant (IRI).
Financial constraints continue to impact on consumer confidence and ultimately influence shopper buying patterns. For some, eating and drinking out of home is one of the first things to cut back on as consumers look to tighten their belts and this is leading to more in-home occasions.
AG Barr is launching another two new limited-edition flavours for 2024 – IRN-BRU XTRA Raspberry Ripple and Wild Berry Slush – which will both be available from 18th March, launching in a 75p PMP can for impulse retailers and plain can single and multipack for grocery.
New flavours always lead to a buzz around the fixture, so the limited-edition aspect of a new product serves to enhance shopper engagement and excitement, especially in relation to unique flavour combinations which are new to market.
“There is more choice in soft drinks than ever before,” adds Kemp. “We work closely with retailers to make the shopper experience as easy, interesting and enjoyable as possible. Creating in-store theatre and excitement is an integral part of our marketing mix. Consequently, we invest heavily in a suite of vibrant, eye-catching point of sale material to create standout for our brands, driving shoppers to the fixture in the process.”
Consumers are still coming out of post pandemic behaviours and want to enjoy bigger, bolder experiences. In soft drinks, this is all about seeking more interesting, less run-of-the-mill flavours which excite the taste buds.
Health and wellbeing are also influencing shoppers’ purchasing decisions. Demand for lower calorie products continues to increase and flavoured water is growing in popularity. Offering good quality, low calorie products which don’t compromise on flavour, taste or value, such as Rubicon Spring, enable retailers to tap into this opportunity.
Financial constraints continue to impact on consumer confidence and are influencing big shifts in shopper buying habits.
However, soft drinks is a resilient category where most shoppers still prefer to buy brands that they know and trust to deliver on quality, flavour and value.
As consumers continue to grapple with financial uncertainty and cost of living concerns, shoppers are spending more on in-home occasions. This is where larger pack formats and multipacks are playing an increasingly important role, particularly as people socialise and celebrate occasions at home more frequently.
Whilst consumers understand the need to pay a premium for value added drinks, in mainstream soft drinks taste remains the number one motivation for shoppers, and it is new flavours leading the charge in growing the category.
“Exotic, fruity combinations remain popular with soft drinks consumers, driving interest and engagement at the fixture,” says Kemp. “Flavour innovations are becoming more complex, meeting consumer demand for new and interesting tastes, so we expect to see more unique products on shelf as the category evolves.”
Limited editions create real impact at the point of purchase and generate a ‘get it before it’s gone’ mentality. New flavours always generate a buzz at fixture, so the limited-edition aspect of a new product serves to enhance shopper engagement and excitement.
Limited editions also create important connections with peers, which is crucial for retail sales. New soft drinks flavours always lead to animated discussions, especially in relation to unique flavour combinations which are new to the market.
“Value will remain important to shoppers,” Kemp continues. “We hope to see inflationary pressures ease, but shoppers will continue to seek value to make their money go further.”
Larger pack formats and multipacks will continue to play an important role, as people look for more opportunities to socialise with family and friends around key summer events. Retailers have an opportunity to pick up these sales by looking at exciting flavours, bigger formats and multipacks from trusted brands. Flavoured carbonates has seen huge growth in multipacks, at +£60 million, a 22% uplift (IRI), as shoppers seek out different flavours to try with friends.
Taste remains the top consideration in soft drinks purchases, and flavour innovations are becoming more complex as consumers look for new and interesting tastes, so Barr expects to see more unique products on shelf as the category grows.
Health continues to be an important factor influencing purchasing decisions. There is still an increased demand for lower calorie products and a significant reduction in alcohol consumption. Flavoured water is growing in popularity as a result, with flavoured sparkling water sales up +10% year on year (IRI).
“Offer a good choice of low-calorie products that don’t compromise on flavour, taste or value, such as Rubicon Spring, to tap into incremental category sales,” suggests Kemp.
Adrian Hipkiss, Marketing Director at Boost Drinks, comments: “Demand is on the rise for drinks that incorporate natural ingredients, provenance and nutritional benefits (Mintel), as consumers continue to look for added health benefits from the products they choose. This is exemplified by the fact that Rio, with its blend of five fruit flavours and sources of vitamin C, is a top 5 ranked SKU in Fruit Carbonates based on unit rate of sale (IRI) and is the fastest growing Carbonate brand +29% YoY (IRI). This shift in consumer appetite is only set to grow, so it’s vital for retailers to take this into account with a range that meets consumer demands.”
Insight illustrates that Flavoured Carbonates is the 3rd largest category in Soft Drinks, now being worth over £291m and growing +8% YOY (IRI). Tropical fruit is the fastest growing flavour in the category, growing +50% and adding +£3 million RSV in two years. Rio, which contains exotic guava and passion fruit, is the fastest growing brand in value, witnessing a 34% growth YoY (IRI) and has the highest unit ROS amongst all fruit carbonates.
This in turn exemplifies that Rio offers huge growth opportunities for retailers; and with a range of products such as Rio Tropical, which comes in both price marked can and 500ml bottle formats, and Rio Tropical Light, there’s a selection of products on offer to suit varying consumer needs, including those looking to make more conscious choices regarding the sugar content of the products they consume without compromising on flavour.
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “As the warmer weather arrives this summer, so too does the season for barbecues and outdoor gatherings. For the perfect summer beverage pairing with burgers, hotdogs and picnic nibbles, retailers should ensure they have sharing packs from leading brands like Coca-Cola™, the no.1 soft drinks brand in retail (Nielsen), led by Coca-Cola Zero Sugar (growing in value and volume in convenience, Nielsen), and flavoured favourites like Coca-Cola Zero Sugar Cherry and Coca-Cola Zero Sugar Vanilla.
“Retailers should also stock up on Fanta and Dr Pepper, the number one and number two flavoured carbonates brands in retail by value, both in value and volume growth (Nielsen); and Schweppes, which is sold in retail more than any other mixer brand (Nielsen).”
Considering high-quality drinks continue to be a priority for consumers, premium adult soft drinks, such as Appletiser, should not be forgotten. Made with pure fruit juice, and with no added sugar, Appletiser delivers on taste and can be enjoyed on its own, as a base for mocktails or as an accompaniment to a variety of spirits.
With the sun shining and gatherings in full swing, consumers will be on the lookout for a whole range of refreshing alcoholic drinks to serve their guests. Alcoholic ready to drink (ARTD) cans, like Jack Daniel’s and Coca-Cola RTD, are a convenient way to guarantee a perfect serve every time. This fan favourite, generating nearly £13m worth of sales since launch (Nielsen), is a must stock for retailers, especially when summer is just around the corner.
Consumers are also looking to pair their favourite spirits with quality mixers like Schweppes, whose mixers are sold more in retail than any other mixer brand, meaning Schweppes Classic Tonic and Slimline Tonic are also likely to be in high demand.
“There will also be more people out and about enjoying the warmer weather, who will be looking for refreshment on the move. It’s important to get the right balance between sharing packs and single bottles and cans of popular soft drinks so there’s something to cater for all tastes and occasions,” adds Burgess.
Stuart Findlater, Business Director at Mixologist’s Garden, comments: “With Easter traditionally being the start of the BBQ season and the sunshine often extending into September, now’s the time to review your range of summer drinks and accompaniments to ensure you’re ready to capitalise on increased consumer demand.
“Whether enjoying Friday cocktail hour in the garden or a sunny Saturday BBQ with friends and family, consumers will be keen to serve eye-catching, great-tasting drinks that replicate their favourite bar experiences.” At-home bartenders are contributing to a real resurgence in the popularity of cocktails and the summer is a perfect time to experiment. Their enthusiastic attitude to the elevation of established drinks, both alcoholic and non-alcoholic, is paving the way for a whole new approach to entertaining.
This in turn opens up multiple opportunities for retailers to drive those valuable impulse purchases, not only of drinks but of added extras, such as garnishes, during increased seasonal demand.
Mixologist’s Garden’s unique ready-to-use fruit garnishes are the ultimate at-home bar hack and offer shoppers a convenient and innovative way to elevate their summer drinks. Five fruit options – Lemon, Lime and Strawberry slices, as well as whole Raspberries and Blueberries – enable consumers to quickly and easily create beautiful drinks without having to buy, prepare and ultimately waste fresh ingredients.
In Mixologist’s Garden’s research, 80% of consumers said they would garnish drinks at home if an easy solution was available, but they didn’t want the hassle of buying and preparing, and possibly wasting, fresh fruit. Hand selected for their superior quality and then freeze-dried to capture 100% flavour and appearance, the fruit garnishes quickly rehydrate on contact with the liquid and add a unique and visually appealing flourish to any drink.
Available in handy 10g resealable pouches (RRP £2.75 per 10g pouch), each contains the equivalent of approximately 100g of fresh fruit. With a long shelf life, they can be displayed at ambient temperatures and take up minimal in-store shelf space, unlike fresh fruit. For simple, fast and space-saving merchandising, they’re also available on clip-strips which means they can be positioned directly in the eye-line of consumers purchasing related products.
“For shoppers seeking those final flourishes to their drinks offerings, they’re the perfect impulse purchase opportunity and for retailers, a valuable addition to the BWS and soft drinks aisles,” adds Findlater. Adam Hacking, Head of Beverages at Arla, comments: “As consumers returned to a more out-of-home lifestyle post-pandemic, Starbucks saw continued interest in its large-format chilled coffee, proving its initial Starbucks® Multiserve launch catered to the growth of a new, permanent, consumption habit. In March 2023, the brand extended this range with the launch of the Starbucks® Multiserve Skinny Latte.”
Featuring a chilled blend of Starbucks® bold espresso and creamy lactose-free milk with no added sugar, Starbucks® Multiserve Skinny Latte means consumers can enjoy the same great taste as the classic Starbucks® Skinny Latte with the convenience of a larger, fully recyclable and ethically sourced sharing size packaging (750ml). Joining fan favourites, Starbucks® Caffè Latte and Starbucks® Caramel Macchiato, Skinny Latte is the latest iconic flavour to make Starbucks® ready-to-drink Chilled Coffee available for more people, and with greater variety than ever before.
This latest SKU added a third variant to the range (which was awarded Product of the Year 2024 in the Iced Coffee Category), providing shoppers with even more choice when it comes to chilled coffee moments at home, allowing retailers to further profit from the ever-growing chilled coffee market.
Challenger brands entering the Ready-to-Drink (RTD) Chilled Coffee sub-category reflect the continuing expansion and interest in RTD Coffee, and in turn the vast profit opportunity for retailers. Starbucks RTD is the leading player within the RTD coffee category, worth 145m within a total category worth 297m (Kantar/Nielsen). The entry of challenger brands is set to drive consideration from new shoppers, which will consequently further grow the category’s worth.
Within the space, Starbucks® maintains its category-leading market share and has continued to grow with an 18% value and 25% volume increase in the last 12 months. Starbucks RTD has seen significant growth driven by new product launches catering to evolving consumer need states. A key success has been Starbucks Multiserve, a 750ml sharing size in four flavour variants Caffe Latte, Caramel Macchiato, Skinny Latte and Cappuccino allowing coffee lovers to enjoy their favourite chilled coffee at home.
Brothers Cider, the Somerset-born brand known for exciting flavour combinations, is to benefit from its biggest-ever relaunch. Encompassing new liquids, new packaging and new flavours, coupled with a new creative identity and a significant programme of marketing support, the brand will look, taste and communicate differently.
The relaunch follows extensive consumer research giving comprehensive insight into key drivers for today’s flavoured cider drinkers.
With demand growing following the brand’s debut appearance at the now legendary B-Bar at Glastonbury Festival in 1995, Brothers introduced the UK’s first-ever flavoured cider. Since those category-pioneering days, Brothers Cider has built its success on developing unique and eye-catching flavour combinations, and frequently refreshing its range with innovative additions. But the fruit-flavoured cider category has evolved significantly and consumers are now more motivated by sessionable, easy-drinking flavours, and quality, authenticity and sustainability than by quirky flavours. Palates have undoubtedly matured but flavoured cider drinkers also now seek products with genuine provenance and brand values that they can align with.
Reflecting changing consumer preferences, Brothers Cider will now focus on four key, permanent flavours in its ambition to reignite the fruit cider category.
App-Solutely Pear-fect is a refreshing apple and pear cider that’s a sip of pure orchard goodness.
Un-Berrylievable consists of crisp apples with juicy blackberries and raspberries in a flavoursome fusion that will tickle taste buds.
Best of the Zest, an orange and lemon combination, will awaken senses and deliver a surprise in every sip.
Berry Sub-Lime is a playful union of tangy lime and refreshing raspberry which will set taste buds giggling.
Brothers Drinks Co believes that the new range of recognisable flavours presented in enticing new combinations successfully embodies both the brand’s heritage in interesting flavour development and the consumer’s need for familiar, appealing products which really deliver refreshment.
Drawing on key insights gleaned from bespoke category research, Brothers Cider’s all-new flavours will benefit from a transformative pack redesign which will better communicate the brand’s free-spirited personality. The bold and disruptive new look breaks category norms, using playful illustrations and vibrant real fruit depictions on clean, white cans. Prominent text re-enforces the brand’s Somerset home and makes clear that the products use all-natural flavours. Mirroring both consumer preferences and environmental benefits, all new take home variants will be available in cans only. All flavours will be sold as single 500ml regular format cans, single 330ml sleek-style cans and 6 x 330ml sleek-can multipacks.
To match the brand’s new positioning targeting consumers seeking refreshing, sessionable fruit-flavoured ciders, three of the four relaunched Brothers Cider products will be available at the new level of 3.4% ABV. In a nod to the brand’s original Glastonbury Festival cider, the App-Solutely Pear-fect variant will be offered at 7.0% ABV, aligning it to comparable apple and pear flavour competitors and representing great value for money to shoppers.
Made in Shepton Mallet from apples grown in orchards only a few miles from the Showerings Cider Mill, one of the largest cider plants in the UK, aside from being both sessionable and refreshing, the new liquids have a much-reduced sugar content, with the natural fruit flavours providing all the appropriate sweetness; the recipes contain no added colours or artificial flavours and are vegan-friendly and gluten-free.
Brothers is a cider brand with real heritage: Gabriel Showering first sold his drinks in Shepton Mallet over 350 years ago, and his descendants have been producing quality ciders in the heart of Somerset ever since. As fourteenth-generation cider-makers, the four Showering siblings behind family-owned Brothers Cider have all the tradition and know-how to create exceptional quality products but, more importantly, they are up for the challenge of reigniting the fruit cider category. The brothers recognise how vital it is to be contemporary and relevant to today’s drinkers, and this 2024 relaunch marks a step-change which will make waves in the fruit cider category and ensure that Brothers Cider thrives for years to come.
To support the relaunch, a major campaign of consumer activity will commence in May and run throughout the summer. The marketing package will comprise TV sponsorship, video on demand, festival activation, consumer PR, significant in-store activity and a major social media campaign.
Nicola Randall, head of marketing, Brothers Drinks Co., says: “With new liquids, new packaging, new flavours and a new positioning, we’re being bold and disruptive to create a relevant and credible offering for today’s cider drinkers. We’re really playing up our British provenance; we’re really going to be showcasing our honest company and brand values; and we’re focusing in on light, refreshing, natural products and shoppers in independents are really going to sit up and notice what Brothers Cider stands for.
“As a company, we’re family-owned and agile and, as a brand, Brothers Cider is independent and natural; it’s the free-spirited fruit cider and it does things differently. We’ve put the consumer at the very heart of the relaunch and we’re confident that our approach as a seriously unserious cider is going to truly resonate and have huge appeal and prove a big success for both depots and retailers.”
Lauren Priestley – Head of Category Development Off Trade, Diageo, comments: “PIMM’S No.1 Cup is a must-stock for the warmer months of the year and is considered by many to be the ultimate summer serve. To really capitalise on its popularity, we recommend planning ahead and thinking about summer events that PIMM’S is synonymous with, such as Wimbledon and Ascot. In the run up to these iconic summer events, we recommend signposting the liquid with themed POS and cross-merchandising it with lemonade and fruit to inspire shoppers to make their own PIMM’S serves at home.
“Now PIMM’S is available in an RTD format which offers a convenient way for consumers to enjoy the serve either at home or outdoors. To maximise this opportunity, we recommend stocking a few of these in the chiller for last minute purchases.”
RTDs continue to present a unique opportunity for retailers. In fact, the RTD category is the fastest growing within the total alcohol category in the off-trade (Nielsen). Not only do RTDs provide a convenient option, but they offer consumers high-quality mixed drinks that can be poured, served and enjoyed. To make the most of the opportunity the category presents, Diageo suggests stocking RTDs from well-known brands, such as PIMM’S and Lemonade RTD (5.4% ABV), Smirnoff Mango & Passionfruit Twist premix RTD (4.5% ABV), Gordon’s Premium Pink Gin and Lemonade (5% ABV) and Captain Morgan Strawberry Daiquiri (5% ABV).
“More and more brands are also launching their own mixed, premix and cocktail RTDs which is great to see,” adds Priestley. “We know that the cocktail-at-home trend is still of interest to consumers, with premium cocktails accelerating the growth by 82% (Nielsen). For the less experienced at-home bartender who wants to enjoy a high-quality serve, creating bar quality serves can be challenging. In response to this, Diageo has launched a raft of new RTD innovations, including recently launched Cîroc Passion and Cîroc Summer Citrus RTDs, as well as The Cocktail Collection, a trio of bottled premium cocktails.”
Serves available within The Cocktail Collection include: Johnnie Walker Old Fashioned cocktail (17.5% ABV), Tanqueray Negroni cocktail (15% ABV), and Cîroc Cosmopolitan cocktail (17.5% ABV) and are designed to be poured straight from the bottle or can to make premium spirits even more accessible. These RTD premium cocktails lend themselves perfectly to sharing, hosting and social occasions with each bottle containing five serves.
“Gin is certainly not a category to be overlooked, especially during the summer,” says Priestley. “We know that gin remains one of the most consumed categories within spirits, with over 11 million adults enjoying gin in GB (Kantar). We have seen some fantastic innovation in the category which appeals to a wide range of shoppers with a variety of taste preferences and price points. When it comes to stocking gin, we recommend well-trusted gins, such as London Dry alongside exciting variants to encourage people to explore the category. Gordon’s, for example is worth over £300m in off-trade (Nielsen) with a third of the brand’s gin sales coming from variants. Retailers that place these on shelf together will help increase the visibility of their gin range.”
Rum has long been considered a summer spirit. It is a key ingredient in a range of serves with tropical or fruity profiles which lend themselves perfectly to the summer months. Ensuring your rum range consists of well-known rums and rum-based spirits during the warmer months of the year will be a great way to make the most of the category.
Captain Morgan is the number one rum-based spirit brand in GB (CGA/Nielsen) and has a range of different variants which tap into trending flavours. Captain Morgan Original Spiced Gold (35% ABV) tastes great in some of consumers’ favourite cocktails whilst Captain Morgan Tiki (25% ABV), for example, is perfect with ice and lemonade on a summer evening. The brand also launched Captain Morgan Black Spiced (40% ABV) – boasting a full-bodied flavour with notes of vanilla, black cherry, and caramel, the innovation can be enjoyed with cola, with fiery ginger beer or as an exciting twist on an Old Fashioned cocktail.
“We know that people enjoy rum-based spirit cocktails, but in order to encourage customers to make these themselves at home, it is worthwhile creating recipe cards and placing them near a rum range to demonstrate to shoppers how to serve the liquid,” suggests Priestley. “Inspiring customers to create cocktails is also a great way to encourage increased basket spend.”
Consumers are not only looking to moderate their drinking, but also diversify their choices. People are becoming increasingly excited by what is on offer and are subsequently demanding more of alcohol-free brands when they are looking for options that deliver on their growing expectations. As an emerging category with huge growth potential, there has been a number of launches from brands that consumers know and love. With this in mind, Diageo recommends that retailers engage with the category, thinking carefully about which alcohol-free options they stock in order to tap into this trend.
Diageo has a range of alcohol-free options for consumers to choose from to ensure consumers have more options during more occasions. Alcohol-free drinks included within the ‘House of Zero’ include: Tanqueray 0.0, Gordon’s 0.0, Gordon’s Premium Pink 0.0, Captain Morgan Spiced Gold 0.0 and Guinness 0.0. Stocking alcohol-free drinks from well-known brands can help retailers maximise on the alcohol-free opportunity, relying on them for taste and quality assurances.
Abby Matthews, Director of The Cocktail Co, comments: “Over the past decade, the average number of barbecue occasions held per family during the summer has soared from around 2.5 a year to now over 10 – a trend that has been spurred on by people entertaining friends and family at home post-COVID. For The Cocktail Co, the consumer shift towards at-home entertaining has meant that ready-to-drink products like ours have proven key to achieving that bar-quality experience from the comfort of your own back garden.”
Often, good weather in months as early as March, April, or May can kickstart the barbecue season. Bank Holidays, especially, are key dates for barbecues in the UK. So, for this year, the Early May Bank Holiday is poised to be a key date for the start of the barbecue season. In terms of how long this is expected to last, the prevalence of barbecues tends to persist as long as the sun does, meaning they can run into late September if the weather is kind enough.
“Retailers can look to maximise barbecue sales by aligning with the specific requirements for entertaining at home during the summer months. Consider what products could alleviate the stress of hosting an outdoor gathering. Whilst beer is conventionally recognised as the drink of choice at British barbecues, The Cocktail Co’s premium cocktails present an excellent alternative for those who prefer spirits and cocktails,” adds Matthews.
“As the barbecue season is synonymous with the warmer months, I’d recommend incorporating tropical, seasonal cocktails that include flavours such as passionfruit, pineapple, coconut, and citrus fruits, which are set to be in high demand for summer gatherings.”
The timeless appeal of classic cocktails like Passionfruit Martini, Cosmopolitan, and Espresso Martini continues to rank as The Cocktail Co’s best-selling products, providing a simple and convenient ready-to-drink twist on mixology staples. Notably, Espresso Martini flavour is particularly popular after winning a Great Taste Award.
The Cocktail Co is working on several exciting new product developments in 2024. “We’re expecting the launch of a new bottle design, improving not only the product’s packaging, but also the consumer experience,” adds Matthews. In addition, we are in the process of developing a new classic cocktail as an addition to our existing core range!”
“BBQs are much more popular now than they were pre-pandemic, according to a Prowrap spokesperson. For long stretches of the lockdown era, in-person socialising was completely banned, and as restrictions eased to allow outdoor social gatherings, BBQs filled that gap perfectly, and it’s persisted as consumers have got a taste for it.
This has manifested in an increase in professionally catered BBQ events. Data from PopTop, the party planning platform, revealed that BBQ chefs are taking three times as many bookings as they did in 2019 as consumers move away from booking traditional restaurants for parties in the cost-of-living crisis.
In the UK, BBQ season is generally between May and the end of August, but it’s highly weather-dependent. It’s not uncommon for an unseasonably warm March to start the season a little earlier, though – after the cold, wet winter months, it’s not surprising that some people want to get out and enjoy a BBQ a little early.
“From our perspective, as a supplier of cling films, foils and baking parchment, the earlier we can be prepared for BBQ season, the better, as it’s impossible to predict when a spell of nice weather can cause a rush of demand for BBQ products,” adds the spokesperson.
British BBQs don’t just consist of kebabs and hot dogs anymore, so diversifying with different cultural cuisines is a great way to add a new twist to this great summer tradition. While the cost-of-living crisis is a factor, consumers can still be tempted by products that stand out from the crowd such as Korean- and Brazilian-inspired BBQ food.
Prowrap predominantly serves professional caterers and foodservice operators. Its professional-grade cling films, foil products and baking papers are best-sellers, and always prove popular with BBQ operations as they can be used to prepare, preserve, and cook large quantities of meat products effectively.
In addition to its range of foils, films, and baking parchments, Prowrap also develops dispensers. Its latest innovation is the Speedwrap Pro dispenser, which uses a smooth, durable cutting mechanism to dispense perfectly even measures of film or foil.
Prowrap recently updated the design of this dispenser to include a safer cutting blade thanks to patented safety technology, and integrated BioCote® antimicrobial technology to reduce microbial cross-contamination. The new design also means removing the plastic refill roll adapter that holds the rolls in place, helping operators meet their sustainability goals.
Prowrap is enjoying a strong period of growth, as the current market demands solutions that both improve hygiene and cut food waste. Its range of dispensers is also performing strongly as foodservice operators continue to look for ways to optimise their kitchens, preparing faster, higher-quality meals to consumers.
“When working towards your sustainability goals, it’s important to think holistically,” says the spokesperson. “Looking at everything in terms of plastic reduction is counterproductive. While unnecessary plastic use is a problem, plastic still has an important role to play in preventing food waste – which, in terms of carbon emissions, is a much more serious global problem than plastic waste. Taking a 360-degree view of important topics like this is the only route to success.”
Prowrap is proud to be the official food wrapping partner of the International Salon Culinaire 2024, part of Food Drink & Hospitality Week at ExCeL London in March. The company will be in attendance at the show between 25 – 27 March, where anyone is free to experience the products for themselves.
Maintaining a strong relationship with Prowrap’s partners is vital. The company offers private label services across all its products, so it works closely with retailers of all sizes to deliver solutions that meet their exact needs for a competitive price.
Ensuring its account management and production teams are working optimally also means Prowrap is able to support partners whatever their requirements are.
Being based in the UK means Prowrap is able to respond with flexibility and agility to any of its customer’s needs, even when the supply chain is stretched.
Comments are closed.