Brand new consumer research from KP Snacks reveals nostalgia is a powerful driver of sales, with 85% of shoppers buying nostalgia food or drink brands, and nearly two-thirds of shoppers doing so monthly.
Nostalgia brands are seeing a resurgence, driven by both the influence of social media and the trend of consumers gravitating towards familiar brands they know and love in difficult financial times. More than half of consumers see nostalgia brands on their social media feeds, with 52% of these consumers influenced to buy them as a result. Meanwhile, one in five (22%) buy nostalgia brands more often during periods of economic uncertainty, citing they offer an affordable luxury and emotional comfort.
Nostalgia brands provide a strong emotional lever, with shoppers feeling comforted (39%), nostalgic or sentimental (38%) and happy (35%) when buying these products, helping to cement brand loyalty. Convenience stores are well-positioned to capitalise on this, with nearly a quarter of shoppers saying they are most likely to buy a nostalgia brand in their local corner shop or independent convenience store.
Bagged Snacks ranks as one of the top five impulse categories where nostalgia influences purchases, alongside chocolate, sweets, biscuits and soft drinks, with over half of shoppers saying they are more likely to buy a Bagged Snack product from a nostalgia brand compared to other brands.
Supporting retailers to capitalise on nostalgia in Bagged Snacks, KP Snacks has launched its “Now That’s What I Call Snacking Sales!” top tips paper with advice for retailers to boost sales. The initiative is part of a recent KP Snacks’ Heritage portfolio and Now That’s What I Call Music campaign.
Stuart Graham, Head of Impulse and Value Channels, KP Snacks, says: “Nostalgia is a growing opportunity in C&I and we want to help independent retailers capitalise on this. Our top tips give retailers simple, practical advice that’s easy to implement to drive sales in Bagged Snacks where nostalgia has a major influence. Our Heritage portfolio plays to this trend, driving 12% of category sales in Independents and delivering a range of tastes and textures that resonate with consumers.”
Running until 10th May, KP Snacks’ classic Heritage brands: Nik Naks, Skips, Space Raiders, Discos, Wheat Crunchies and Roysters feature an exciting on-pack promotion with “Now” across PMPs and Grab Bags. The promotional packs give shoppers the chance to win thousands of cash and music-themed prizes, while retailers can also win their share of a £25,000 prize pot through a wholesale competition featured on PMP cases.
The launch of the Now That’s What I Call Snacking follows the release of exciting new products from KP Snacks, including Skips Salt & Vinegar and Nik Naks Xtra Hot ‘N’ Fiery, with the research finding nearly half of shoppers say they are likely to buy a nostalgia brand when it launches a new flavour or product, citing that it makes the brand more exciting.
A full copy of the top tips paper is available for retailers to view and download on KP Snacks’ SnacKPartners retailer hub – https://kpsnackpartners.com/kpsnacks-now-snacking/
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