The key occasions driving the Big Night In are spontaneous gatherings and intimate get togethers. Our attitudes to dining in have shifted due to the cost-of-living crisis, with people using food and drink to make themselves feel good in the comfort of their own homes, reserving nights out for major celebrations. Hence, the Big Night In is a major opportunity for retailers.
Rachel Wells, Commercial Director at St Pierre Groupe, comments on behalf of the St Pierre brand: “Individual tastes vary widely, but almost everyone buys bakery, making it one of the most important Big Night In categories. Shoppers 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. Brioche is a keyway to enable customers to do this, and St Pierre’s brioche range is an ideal base for elevating the ‘everyday’ and enhancing a host of popular at-home recipes.”
Nights in are still more cost effective than nights out, and restaurant-quality food at home remains an appealing proposition for shoppers. Despite recent inflation, bakery items remain relatively low priced, hence they play an important part in the Big Night In, and premium brands like St Pierre offer an easy and affordable way to elevate at-home meals for these occasions.
Retailers are well placed to profit from shoppers coming in on the spur of the moment for treats for that evening, but where they can do best of all is by making their store the place to go for food and drink for spontaneous gatherings and Big Nights In, when shoppers know what they want. This is where the St Pierre brioche range comes into its own, as the perfect bread ‘carrier’ for impromptu catering at these times.
Premiumisation is the single biggest trend in Big Night In. These occasions offer an affordable alternative to going out, spurring consumers to choose affordable premium options as they look for ways to treat themselves well at home. This includes elevating everyday purchases like bakery, and St Pierre’s brioche buns and hot dog rolls are big sellers for Big Nights In all year round.
Flavours are another important trend the brand is playing to. Shoppers love St Pierre’s signature golden, soft, and decadent brioche, because it’s perfect for big nights in, barbecues, and everyday indulgence. As flavour innovation and fusion bakery products continue to rise in popularity, St Pierre is turning up the heat by adding to its range a Spicy Chilli Brioche Bun in a 4-pack, which infuses its best-selling brioche with the bold warmth of chilli. Like the rest of the range, they are pre sliced for maximum convenience.
The other trend the brand is catering to is the increased desire to reduce waste, with the continuing financial pressures faced by retailers and consumers alike. St Pierre’s brioche buns and rolls are specially packed for extended life, enabling stores and consumers to stock up for Big Nights In and seasonal peaks without fear of waste.
“Retailers need to make sure they’re stocking a range of products in different categories, that offer quick, convenient and indulgent wins for these occasions, for consumers to enjoy in the comfort of their homes on a Big Night In. Savvy retailers will appreciate that their store’s location and demographic mix will affect the likely demand for specific items. Even so, local stores with an attractive offering across multiple grocery categories can win custom from the major multiple grocers in the current climate and establish their position as the local go-to for a Big Night In, by stocking a range of exciting products that keeps shoppers coming back for more. At the same time, it’s key for retailers to offer good, better and best ranges – in bakery and elsewhere – to appeal to the widest range of consumers, and St Pierre delivers premium quality,” adds Wells.
“To make the Big Night In as big as possible in their stores, retailers should look at where growth is coming from in their grocery sections around the occasion, especially in the bakery category, and get extra stock of, and dedicate extra space on fixtures to, high performing products. Stores can maximise their Big Night In sales by offering a range of bakery formats that are most suited to the occasion, will impress and offer an upgrade to standard bakery. 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.
“Retailers should stock their Big Night In options in the relevant categories, with secondary displays as appropriate around the store. In the case of bakery, stores should merchandise St Pierre’s bakery range for the Big Night In in the main bakery section and, where space allows, use our floor display units for additional impulse sales.”
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe, comments on behalf of the Baker Street brand: “Big nights in can take whatever form people want, from small scale to large numbers, and spontaneous to meticulously planned. The beauty of more impromptu big nights in for retailers is that shoppers will buy the food and drink items they want from stores which have the right range.
“The Big Night In is very big business. The cost-of-living crisis has led to consumers staying in rather than going out, and the Baker Street’s range of Burger Buns and Hot Dog Rolls are an important part of the offering for a growing number of retailers.”
Bakery is among the most important categories for the Big Night In. Retailers need to offer products that attract shoppers and keep them coming back. Freshness is paramount, and Baker Street’s products are cleverly packed to stay fresher for longer, helping retailers ensure on-shelf availability with less risk. In bakery, convenience retailers’ Big Night In sales are also benefiting from the increasing popularity of more substantial Big Night In meals, such as burgers and hot dogs – driven, in part, by the rise in ‘Americana-style’ dishes on menus across the UK.
The biggest Big Night In trends retailers need to know about are that consumers are staying in rather than going out; our appetite for affordable indulgence and willingness to trade up to premium options; and, in these difficult times, concern about food waste.
While consumers are highly price sensitive in many categories, shoppers still want affordable indulgence and where relevant, premium products. The past few years have taught consumers 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 and offering shoppers an exciting range of take-home options for their Big Night In.
“Ranging and merchandising is the key to maximising Big Night In sales, and retailers should offer products that attract shoppers and keep them coming back. For maximum linked purchases with burger buns and hot dog rolls, it’s important to merchandise a tasty selection of sauces and relishes nearby, but you can go a stage further in promoting spur of the moment impulse purchases with imaginative food and drink pairings,” adds Corrigan.
“Price promotions can help retailers offer a good, better, best selection, as some shoppers will trade down to value in some categories, but retailers should also be mindful of the rate of sale and the margin they are making with particular price promotions and consider if they could use the shelf space more productively.”
Stephen Jones, UK Sales Director, Grupo Bimbo UK, comments on behalf of the New York Bakery brand: “The Big Night In occasion has become more than just a passing trend since the pandemic and is now a staple of the grocery landscape. From solo relaxation to sociable snacking, this home-grown occasion is driving demand for products that are both comforting and convenient.
“The Big Night In is all about taking time out from our daily routine, and a simple moment with a tasty treat to spark a little escapism. For millions of us, a Big Night In involves relaxing while watching movies and TV series, many of them set in America, in vibrant cities like New York.”
Tapping into this appetite for all things NYC, New York Bakery, the UK’s number one bagel brand (Circana), has been bringing authentic tastes to British breakfast and lunch occasions since 1990. Now, the brand is bringing is expanding its range and targeting the Big Night In space with a new sweet addition – New York Bakery Soft-Baked Chunky Cookies, for the ultimate treat.
“To make the most of the Big Night In opportunity, retailers should think beyond basic snacking and inspire shoppers to recreate something a little more exciting. Retailers could encourage trade-up behaviour with simple, indulgent additions that elevate the at-home experience,” adds Jones.
“One effective strategy is curated cross-category merchandising, for example by bundling complementary products such as sweet treats with ice cream or hot drinks. This can range from meal deals for movie nights or mix and match treat stations, creating instore theatre through POS, with a view to increase basket spend and create value in the eyes of the shopper.”
Consumers are increasingly looking for restaurant and café shop-quality products they can enjoy from the comfort of their own sofa with no compromise on taste and this is exactly what New York Bakery’s Soft-Baked Chunky Cookies deliver.
Best served warm, New York Bakery’s Soft-Baked Chunky Cookies can be paired with ice cream or a hot drink to encourage consumers to trade up on their Big Night In and make the moment more memorable. New York Bakery’s Soft-Baked Chunky Cookies take you to NYC. All they needs is a scoop of ice cream to make a loaded cookie sandwich or use them as the base for a more elaborate dessert like a Cookie Sundae.
New York Bakery’s Soft-Baked Chunky Cookies tap into both affordable luxury and the DIY dessert trend, helping shoppers recreate tasty evening snack moments at home – perfect for sharing or for treating themselves.
By showcasing the versatility of products like New York Bakery’s Soft-Baked Chunky Cookies, retailers can turn a casual snack into an occasion in its own right and boost both engagement and sales in the process. Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “As consumers continue to grapple with the rise in the cost of living, but don’t want to compromise on social events and activities, the Big Night In occasion provides the ideal opportunity to have fun with family and friends without incurring the expense of going out.
“This in turn presents an opportunity for retailers to drive sales as friends and family look to socialise across a range of different occasions, including family gatherings and reunions, major sporting events, blockbuster movie nights or streaming their favourite TV series.”
As they’re enjoying these events, people don’t want don’t to spend too much time in the kitchen, preparing food and missing out on a social opportunity.
Rustlers, the £118m chilled ready meals brand (Nielen) has recently undergone a total brand refresh. Tasty, convenient and cooked in less time than it takes to boil a kettle, Rustlers is the ideal Big Night In product, enabling consumers to enjoy a convenient chilled ready meal without interrupting the night’s events.
The brand refresh has made the range more relevant to consumers, improving the clarity of messaging on-pack and driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs.
New product names and images have been introduced, along with consistent colouring different types of protein (i.e. meat, chicken etc.). With shoppers increasingly looking for products to air fry, a cooking sticker now features on the front of pack, highlighting the quickest, most convenient hero cooking methods with a range of ‘To Your Taste’ cooking options.
Rustlers is urging retailers to use the broad consumer appeal of new-look Rustlers as an integral part of the Big Night In selection, offering complementary drinks, snacks and desserts as part of a basket-boosting meal deal.
Products often bought with Rustlers includes complementary big night in food such as fries and drinks, underlining the role Rustlers has to play in the Big Night In as it continues to outperform the micro-snacking category with growth of over 2% (Nielsen).
The rising popularity of Fakeaways, where consumers recreate their favourite takeaway meals at home, is boosting the Big Night In occasion, with 74% of consumers saying they are ‘convenient’ and 70% saying they are ‘good value (Savvy Shopper Panel Survey).
This presents an opportunity for retailers to use Rustlers and other key Big Night In products such as alcoholic drinks, which 73% of consumers said they would expect to be included in a fakeaway, to enable consumers to recreate their favourite takeway in the home.
Stuart Graham, Head of Convenience and Impulse at KP Snacks, comments: “Consumer demand for sharing products is on the up and snacks are a hugely important part of a memorable sharing occasion. Whether it’s a big get-together to remember, a casual drink paired with nuts, or a family movie night with popcorn, the CSN sharing segment has grown significantly and represents a huge opportunity for retailers. 49% see snacks as a must have for an evening in (Mintel). These have become increasingly popular as consumers continue to spend more time at home due to trends towards more cautious spending.”
At £2bn, sharing is the largest segment in CSN and growing at +3.9% MAT (NielsenIQ).
Taste is a critical element of sharing occasions as the number one influence for shoppers buying crisps or snacks (Mintel). 91% say spending family time together is very important (HIM), and as recessionary conditions prevail, nights in with family and friends will become more prevalent as an alternative to a night out. 48% of consumers eat crisps, snacks and nuts when watching a film at home (Mintel) and 51% view them as a good low-cost way to boost their mood and celebrate small achievements (Mintel).
KP Snacks is tapping into the rising consumer demand for sharing with a diverse portfolio that will drive sharing product sales and provide shoppers with tasty snacks for all occasions. Its range has something for everyone from popcorn to nuts to pretzels and of course crisps. The range can create value and generate demand by meeting all consumer needs and occasions which are becoming even more important.
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Chocolate is the top choice for Big Night in occasions (Snackchat), with candy, biscuits, cheese and crisps also playing a key role.”
Standard chocolate is growing by 3% (Nielsen) in the channel, with growth being driven by Big Night In formats such as sharing bags and tablets, growing by 6% and 12% respectively.
Candy confectionery is also in growth (Nielsen), representing 20% of the total confectionery market. Format is key within candy, so offering both chocolate and candy bags is a must. In candy there is a key trend for sours, and Sour Patch Kids is growing over 50% (Kantar), so retailers should make sure their range includes a strong range of sours.
Shoppers like sharing moments, and the evening occasion is the key time of day for sharing with 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. Shoppers want variety so it’s important to have a range of flavours and in candy different types of sweets from hard to soft to appeal to all shoppers. Value is important too in candy, where 70% of sales in are in PMPs (Nielsen). So in order to build a successful and efficient Big Night In range within confectionery, retailers must focus their space on the best-selling lines across these key formats and pack types.
Overall, shopper confidence is improving at a total level as inflation rates recover (Lumina). The latest insight indicates both penetration and frequency of convenience shopping has increased, reflected in the shopper shift to smaller more frequent shops, with shoppers prioritising their immediate needs (Lumina), be that for immediate consumption or for that evening.
Declan Hassett, Licensing Manager at Diageo, comments: “A growing consumer trend is the move towards premiumisation, with big night in shoppers demanding enhanced quality and value. For example, a recent survey revealed that despite the uncertain economic climate, consumers are continuing to spend on affordable luxuries (Deloitte), showing a willingness to treat themselves to small, accessible items.”
The consumer traction for the treating trend is only expected to grow, with the global treat category expected to be worth $479bn in 2027, with a compound annual growth rate of 4.4% (Euromonitor).
Within the UK’s treating market, chocolate is the biggest treat category, worth over £6.8bn (Euromonitor). When we combine this category with the growing premiumisation trend, we can see the big opportunity for retailers, where stocking stand-out, unique and diverse products from trusted brands that surprise and delight shoppers, will encourage them to trade up and try something new.
With 59% of shoppers liking to try new and different products (Kantar) but 9% not finding what they’re looking for in store (Kantar), licensed products can play a key part in driving incremental sales for retailers in-store across different categories. Therefore, by stocking licensed products, retailers can benefit from highly salient and well-loved household brands help to have influence outside of traditional categories.
Baileys – the number one loved spirits brand in GB (Kantar) – is synonymous with indulgent moments and treating. From its indulgent blend of Irish cream and whiskey with rich chocolate and vanilla flavours, through to its extension into the world of confectionery through licensing – perfect for shoppers looking for a treat on their nights in.
The brand’s licensed products take the distinctive taste, unique flavour and quality of Baileys Original Irish Cream into new areas of the store, from the chocolate aisle to the confectionery aisle – with the potential to drive up to 20% uplift in incremental sales for retailers (Kantar).
Baileys licensed products are hugely popular with adult consumers, with more than four million licensed products sold in the UK last year, equating to one product sold every eight seconds, and 24 million products sold globally (Euromonitor). Additionally, almost 1 in 10 households in GB buy Baileys licensed products, such as Baileys Original Truffles or Baileys Salted Caramel biscuits, which equates to 2.5 million shoppers (Kantar). These statistics demonstrate not only the power of a brand such as Baileys amongst consumers but also presents a key opportunity for retailers, to not only encourage their spirits sales but capture the attention of shoppers elsewhere in-store.
Data shows that Baileys licensed products drive incrementality to the core by harnessing the brand’s saliency, with Baileys Chocolate Confectionary driving most unique shoppers (Kantar). Baileys chocolate was the fastest growing premium chocolate brand in GB last year (Nielsen), which reveals that ensuring relevance for Baileys through successful licensed partnerships, can enable the brand – and retailers – to breakthrough into new categories and recruit new consumers.
David Hebson, Trade Marketing Director, at Fox’s Burton’s Companies (FBC), comments: “The ‘Big Night In’ occasion presents a huge commercial opportunity for retailers as it continues to grow in popularity, with sales now worth £5.73bn compared to £5.44bn pre-pandemic (Kantar).
“With the impact of the cost-of-living crisis and the explosion of on-demand content, consumers are seeking comfort, connection, and a sense of indulgence without leaving the house or breaking the bank.”
Convenience and sociability are also key drivers for this category. Bite-sized, resealable, or portion-controlled packs fit perfectly into Big Night In occasions, making them ideal for sharing with family or friends. Sweet biscuits have a huge role to play in serving all of these needs for customers as shoppers look to create feel-good, shareable moments at home. When merchandised well, they can encourage spontaneous purchases and help grow basket spend.
“There are several things retailers can do to maximise the Big Night In opportunity for sweet biscuits. It’s also key during this time to ensure that the biscuit fixture is working as hard as it can for you,” adds Hebson.
“We’d urge retailers to review their offering to ensure they are providing a tight range of everyday biscuits (no more than 16% of the space!) as well as a good range of premium treats (at least 13% of space) to avoid trading shoppers down who can afford better biscuits. Impulse stores, both Multiple and Independent, tend to give Everyday Biscuits 33% more range than they generate in value sales. By freeing up space on-shelf, there are opportunities for retailers to add extra ranges and generate more sales.
“Outside the main fixture, retailers should offer a choice of much-loved indulgent treats like Fox’s Chocolatey Rounds in visible impulse locations like wire baskets or parasite units to satisfy those last-minute ‘treat yourself’ missions. We’d also recommend looking at ways to drive cross-category purchases by positioning the likes of Fox’s Cookies in secondary display sites alongside other products like popcorn, confectionery, or drinks to create a “Big Night In” zone.”
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “Sport is a great driver for beer and cider sales, and with the UEFA Women’s Euros running in July, this puts retailers in a prime position to take advantage of an increase in sales.”
As tastes change and evolve, more customers, across all demographics, are keen to explore new styles of beer, including a growing interest in world lagers. This is where innovation from familiar brands comes into play, as people are gravitating towards NPD from brands they know and trust – such as Birra Moretti’s new Sale di Mare variant.
Spanish beers continue to be ever popular with UK consumers, with Cruzcampo® performing incredibly well. Since launching in 2023, the brand has generated £88m in retail sales across the market (Nielsen), tapping into shoppers’ growing demand for more premium continental lagers that still offer value for money.
While classic lager remains a core category for retailers to focus on, and drives purchase, introducing new sub-brands into the mix presents a clear trading up opportunity, especially as we venture into the warmer months. For example, Foster’s Proper Shandy was launched in February 2024 to help retailers tap into the macro consumer trend for nostalgia, by offering a classic and much-loved British serve in a convenient format. Its launch marks the first innovation within classic lager for decades, reigniting the category and encouraging exploration from consumers.
“Apple cider is growing ahead of flavoured cider, with premium options also doing exceptionally well, even in times of economic hardship, when people don’t have as much disposable income to hand. This should signal to retailers that despite customers cutting corners in other categories, cider is potentially where they are willing to trade up,” adds Wilson.
“When you look at the innovation across the market, this is predominantly coming from flavoured ciders, designed to drive penetration among younger consumers, and this has pushed excitement back into the category.
“Mindful consumption is also shaping trends in the cider category, and low- and no-alcohol options, such as Old Mout Alcohol Free Fruit Cider, which is available in Pineapple & Raspberry and Berries & Cherries flavours, is helping to drive this.”
Jo Taylorson, Head of Marketing and Product Management, Kingsland Drinks, comments: “The big night in is being redefined as the economy shifts, the fun summer season approaches, and socialising in the home and garden picks up pace. It is being fuelled by a wave of consumers who favour hosting elevated evenings in over dining and drinking out in venues. Not wanting to miss out on experiences and trends dominating the on-trade, they’re still exploring different categories and recreating those experiences in the home. They will pay a premium for products that make staying in feel like they’re going out.
“Store managers must tune in to what’s making noise and what consumers are buying into to ensure they’re making the most of the ‘Big Night In’ occasion over summer. Offering depth of choice for both impulse and planned purchases is key – new and trending products are well positioned to be an incremental sale alongside more established drinks.”
The spotlight has been on RTDs for some time now but new product development in the category is slowing. While we’re seeing less innovation from brands, there have been smarter and more effective launches as the category matures and has a clearer view of the consumer. The result is a shift in shopping habits, as consumers make more considered choices within the category rather than chase the latest new drink on shelves.
“Store managers should ensure there’s a dedicated section for chilled down RTDs that cover classic spirit and mixer combinations all the way through to bar-quality cocktails to really pique interest from shoppers looking to treat themselves for an impromptu big night in occasion,” adds Taylorson.
The conditions for this still-emerging format are ripe for success, with producers, brand owners and retailers investing in quality of liquid, innovative packaging and campaigns that educate the shopper on the format’s virtues. This has been supported by the wider industry, press and influencers who are waxing lyrical about bag in box wines. Slowly but surely the format is shaking off its reputation as a ‘cheap’ alternative.
Kingsland Drinks expanded its Campaneo range with the addition of a new, convenient 2.25L Bag in Box (BiB) format recently, as has Andrew Peace with the addition of 1.5L and 2.25L BiBs, which extends BiB offering into new parts of the market. The format offers equal quality and a longer shelf life to bottled wine and their value speaks to cash conscious shoppers looking for a purchase that will see them through multiple big night in occasions. The shift to smaller format BIB options continues to gather pace, with 1.5L formats up 30.3% by volume over the same period, showing that consumers are open to change when the proposition is right.
Sara Moore, Account Manager for Faustino at Amber Beverage, comments: “As consumers continue to seek ways to enjoy memorable moments at home, the Big Night In trend shows no signs of slowing. With the resurgence of dinner parties and supper clubs, particularly amongst younger generations (WGSN), there’s a growing demand for food and drink that offer a quality experience. Economic pressures are accelerating this shift, and for retailers, the opportunity lies in offering elevated, high-quality options that enhance at-home occasions. Faustino, one of Spain’s most iconic wine brands, is perfectly positioned to meet this demand, offering award-winning wines that deliver both value and sophistication.”
With 160 years of winemaking history, Faustino is known for excellence and is ranked #15 in the 2025 World’s Most Admired Wine Brands. Faustino Gran Reserva was awarded gold at IWSC awards and Faustino V Rosé was awarded silver.
“To capitalise on the Big Night In trend, retailers should prioritise products that enhance at-home experiences, particularly wines that pair seamlessly with food and elevate casual dining,” adds Moore. “With UK imports of Spanish food and drink reaching €5.1 billion in 2024 (Quality Food Awards), Spanish wines remain a standout category (Nielsen), offering both quality and strong consumer appeal.”
Amy Giacobbi, Marketing Manager at Continental Wine & Food, Yorkshire, comments: “It’s clear from ongoing sales trends for off-trade RTDs and pre-mixed cocktails that Gen Z consumers drink at home, either with at-home gatherings for friends or pre-drinks before an evening out. Brands can tap into this opportunity by ensuring that these drinkers can create easy serves at home that look impressive and create the wow factor for their guests – without too much effort.”
Lacey’s Vodkashakes cream liqueurs (15% ABV 70cl) are delicious served as chilled shots or added to hard milkshakes, creamy cocktails or short serves. The two variants – Banana and Strawberry – are blended with vodka, natural fruit flavours and a creamy base. Taking inspiration from 1950s style retro diner milkshakes, they have great shelf appeal and make an impact in any drinks cabinet or home bar.
The variants are also naturally vegan friendly, gluten and allergen free. With 10% of UK adults being lactose intolerant along with more and more consumers opting for a plant-based diet, it was critical to offer drinks that appeal to a wide customer base.
The Vodkashakes have been created to be used in a variety of serves, but the two easiest to prep and most Instagram-friendly summer cocktails are hard milkshakes – simply add shots of the Vodkashakes to ice cream, milk and blend – top with squirty cream and sprinkles for instant social media appeal. Or, add to a shot glass and top with cream and sprinkles for mini “shot shake” versions – which will appeal to a Gen Z audience who love short drinks or “tiny” versions of their favourite cocktails.
Jacob Barrett – Hooch Brand Manager, Global Brands, comments: “We have seen a significant uptake in consumers drinking at home, in contrast to at pubs and bars. Unsurprisingly, people tend to replicate the same behaviours during nights in; whether it be partying, drinking, or celebrating special occasions, all while keeping their money in their pocket.
“With recent inflationary pressures affecting spending, some consumers are now more inclined to flip the norm and have their big nights out, in. Saving money is a key driver that is causing this shift in preference, but the need to enjoy quality time with friends and family will always remain.”
The ‘Big Night In’ occasion has continued to grow, with more consumers choosing to entertain at home rather than incur the rising costs of drinking out. In 2024, 38% of consumers preferred small social occasions at home, with 35% citing cost-of-living pressures as a key factor. But it’s not just about affordability, 48% of consumers love that they can curate their own atmosphere, and 58% enjoy the quieter setting for better conversations.
A Campari spokesperson comments: “Round for Dinner continues to be Off Trade’s most important occasion for the spirits sector; it accounted for a 27.3% share of spirit serves in 2024, which is up 3% from 2023 (Alcovision). There was also uplift for ‘Catching up with Friends’, proving that spirits are an increasingly popular choice for social occasions.”
Spirits are an increasingly important part of at-home socialising, and a massive 40% of cocktail occasions are attributed to ‘Round for Dinner (Kantar).
“In Off Trade, 8-10% of spirit serves are concentrated around 8-9pm on Saturday nights, with 6-8% spread over Friday and Sunday evenings, too (Alcovision). Make sure your customers feel inspired to try something new during their pre-weekend shops by offering clear serving suggestions and even cocktail recipes and merchandise the relevant lines near each other where possible,” adds the spokesperson.
“Consumers are four times more likely to purchase authentic brands with a purpose (Kantar), so offering any marketing material provided to build a backstory is more important than ever. Wray and Nephew white rum, for instance, has had multiple campaigns around its Jamaican roots over the last year, and as a result its spend is +15% YTD (Nielsen).”
Adriano De Vito, Managing Director of Rondanini UK, comments: “The ‘Big Night In’ concept has surged in popularity in recent years, with many consumers going out less frequently. Rather than going out, many people prefer to recreate the social and indulgent feel of dining out within the comfort of their own homes. Casual get-togethers with friends, date nights or weekend treats are common occasions driving this trend. The rise of streaming platforms and remote working arrangements has also made staying in a more attractive option for many consumers. In the first quarter of 2024, 84% of British households reported watching online content in the past three months, highlighting strong engagement with streaming services, which has therefore led to heightened demand for convenient, yet premium meal options that can be enjoyed at home.”
In April 2025, Rondanini launched DeNada, a new Spanish-inspired range of ready to heat meals that launched exclusively in Tesco. The NPD offers an ideal solution to retailers looking to cater to ‘Big Night In’ occasions, delivering authentic, vibrant flavours paired with convenient preparation. This makes them perfect for consumers seeking to elevate their at-home dining experience with shareable, restaurant-quality meals that fit their busy lifestyles.
Anthony Saison, Head of Category Insights & Customer Marketing at Mademoiselle Desserts, comments: “Retailers have a significant opportunity to maximise the frozen category’s potential for the Big Night In occasion to drive footfall and sales. The freezer aisle offers the ideal solution for time poor consumers seeking out convenient, premium frozen bakery and dessert products for the Big Night In, like Moi by Mademoiselle Desserts (Moi by MD) Mini Beignets.
“At Moi by MD, we believe retailers can generate Big Night In sales in the frozen aisle by captivating shoppers with exciting products like our Mini Beignets that offer innovation, quality, value, convenience, and have strong brand propositions that align with current food trends, and are eye catching, modern, premium, and authentic.”
Consumers are looking for Big Night In treats that fit their busy lifestyles, while delivering great taste. As working patterns change and consumer consumption habits and eating occasions evolve, traditional categories like desserts and snacks are being redefined – think snacking, grazing, and portioned formats, such as biscuits and confectionery treats enjoyed as desserts, or chilled and frozen desserts positioned for snacking (Kantar). Single-serve and portion-controlled indulgence products allow consumers to treat themselves and those around them, while managing portion sizes. This is where Moi by MD Mini Beignets come in, delivering on quality, convenience and taste – and at under 120 calories each, offering guilt-free, healthier snacking, including for Big Nights In.
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