With many consumers conscious of their spending at the moment, nights at home provide an opportunity to meet with friends and family without the expense of going out.
The big night in continues to present an opportunity for retailers to drive sales, with friends and families enjoying socialising together across a host of different occasions – whether that be nights in the garden, BBQs or watching movies or sport.
“To make the most of this opportunity, retailers should focus on stocking sharing packs from leading brands like Coca-Cola™, the no.1 soft drinks brand in retail (Nielsen), led by Coca-Cola Zero Sugar (the fastest growing major cola brand in retail by volume (Nielsen), along with Fanta and Dr Pepper, the number one and number two flavoured carbonates brands in retail (Nielsen), and Schweppes, the biggest mixer by volume in GB (CGA & Nielsen),” comments Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP).
Research shows merchandising food and drink together can double shopper engagement and increase sales by up to 32% (Connecta), so stocking sharing packs of soft drinks alongside meals and snacks can help shoppers grab everything they need for a summer night at home or in the garden.
Understandably, people are on the lookout for more affordable ways to treat themselves at the moment. Making mixed drinks or cocktails at home can be a more affordable, fun alternative to going out to a bar. Consumers are looking to pair their favourite spirits with quality mixers like Schweppes Classic Tonic and Slimline Tonic. Last year, CCEP expanded its PMP range by introducing price-marked Schweppes 1-litre PET bottles. This enabled more convenience customers to enjoy the advantages of PMPs with the best-selling mixers brand in retail, perfect for a big night in.
Premium adult soft drinks, such as Appletiser, can also be used as a flavoured base for cocktails and mocktails, or in a mixed drink, delivering a more sophisticated serve for any at-home occasion.
Alcoholic ready to drink (ARTD) cocktails – like CCEP’s Jack Daniel’s and Coca-Cola RTD, which has generated nearly £34m (Nielsen) worth of sales since it launched in March 2023 – are also a great option for big nights in, offering hosts a convenient way to deliver a perfect serve every time, without the need for time-consuming mixing and preparation. Data shows that the ARTD category is worth £552m in GB (Nielsen), highlighting the opportunity it brings for retailers.
CCEP has also added to its ARTD portfolio with Absolut Vodka & SPRITE, which blends the smoothness of premium vodka, Absolut, with the loved lemon-lime soft drink, SPRITE, offering yet another refreshing alcoholic serve to enjoy at home.
Caitlin Brown, Category Executive, BrewDog PLC, comments: “Craft Beer is a key category for Big Night In, with 38% of craft beer spend coming from 4-6 packs (Nielsen). Along with Premium Lager, Craft Beer features significantly in many at home occasions, including Night In (alone or as a couple), Regular/Everyday Drink and Planned Social Gatherings (Kantar).”
There has also been good distribution growth for Craft Beer in Total Impulse (+0.5%), taking its share to 65%, with key supply wins for Hazy Jane, Lost Lager and BrewDog’s Mixed multipack (Nielsen). With wider availability for these products, linked to the big night in mission, the sales opportunity is even stronger.
By identifying key shopper demographics and their likely requirements from the big night in occasion will help determine the right range for customers.
Of the top occasions for Craft Beer, BrewDog is the most consumed, with 29% of Craft Beer drinkers choosing Punk IPA when trying to relax and 27% to wind down at the end of the day. 27% of Craft Beer drinkers say Punk IPA is ideal for casual occasions with friends and family and 18% say it fits in with nearly every occasion. Finally, 54% definitely would consider Punk IPA for a night in alone or as a couple (Kantar).
“Despite trying to save money by going out less, shoppers still like to treat themselves, so indulgence is a key trend at home,” adds Brown. “However, they continue to be conscious of cost, so quality is vital if they are spending more.”
Quality (66%), Taste (50%) and Range (45%) are the top drivers to purchasing BrewDog, with Well Priced at 29% (Dunhumby). The brand expects these to remain a priority as consumers continue to cut back in other areas of their lives, reducing overall store spend in-store.
Summer and Winter are the most important occasions for Big Night In, with summer get-togethers and BBQs driving demand for larger packs, which gain up to 27.4% in the 12 weeks of summer vs 21.4% share at the beginning of the year (Nielsen).
“Big night in can be anything from a night on the sofa with a partner, to a group of friends gathering together for a celebration – it’s about making the most of time together at home,” says Brown. “As shoppers continue to feel the strain on household income, the big night is becoming more important, as consumers choose to socialise in their own homes instead of going out – in fact, 1/3 of shoppers are now choosing to stay at home to celebrate. This is forecast to cost the OOH industry £3bn (Nielsen) but provides a significant opportunity to transfer that spend into the home.”
This is great news for convenience retailers and wholesalers, especially as many of these occasions are likely to be impromptu, so creating dedicated displays in store and promotions on linked purchases can drive impulse sales.
BrewDog has identified four key occasions (Kantar), which drive the Big Night In missions in-store for Craft Beer and Premium Lager and help identify key products and ranges to include.
Night In (63%) might be alone or a meal as a couple, a chance to wind down and relax at the end of the day or spend quality time with someone, generally involving food. This is an opportunity to highlight 4-packs along with meal for tonight solutions.
Regular/everyday drink (34%) could be relaxing at home alone or with a partner or spouse, but more habitual, rather than a special event. This is a key occasion for alcohol-free, where shoppers are looking for a drink to unwind with nightly but wanting to moderate mid-week.
Planned social occasion or BBQ (39%) relates to a bigger gathering at someone’s home, a more upbeat get-together with friends on a weekend. To cater for a bigger group with different tastes, larger multi-pack formats and BrewDog’s Mixed pack are ideal for this occasion, maybe linked to sharing style snacks.
Party Mood (36%) can simply be drinks before going out or a party at home with friends and family – the emphasis here is on fun. While a 4-pack is the perfect accompaniment to pre-drinks, larger multi-pack formats and BrewDog’s Mixed pack are best placed for larger parties.
Calli O’Brien, Head of Marketing at Aston Manor Cider, comments: “With convenience being a top priority for consumers, many are shifting their attention to their drink experience at home, which is something the Big Night In taps into. From loved favourites such as Crumpton Oaks Apple Cider, through to branching out from wine into perry with our Chardolini, consumers are welcoming the opportunity to try something new at home, and occasions such as the Big Night In are times when they are even more likely to do so.”
Households are still concerned about the cost-of-living crisis and, as a result, decision making around expenditure is being heavily impacted. Therefore, it is no surprise that 72% of UK households are now impacted by the rising costs of food and drink (Levercliff).
The reality is we are all making savings to varying extents. Not just to make ends meet, but to also be able to afford the things we value most. As a result, 94% of consumers have stated they would consider switching to a cheaper alternative (Levercliff), with many also prioritising their ‘at-home’ drink experience. With that in mind, many consumers are choosing to entertain guests or host celebrations at home instead of going out to cut costs, thus benefiting the Big Night In.
Total Beers, Wines and Spirits sales remain in decline, down -4.6% MAT and -2.3% in the last 12 weeks. Cider is down -3.5% in the last 12 weeks, just behind lager at -1.7% (Nielsen). Grocery multiples (-1.5%) are however growing in the last 12 weeks whilst other channels continue to see sales decline. Independents are taking the worst hit (-19.9%) as are discounters (-9.5%, Nielsen). It’s also worth noting that flavoured cider is down -13% and declining ahead of the total market (Nielsen). This suggests that drinkers are moving away from flavoured ciders in favour of more traditional recipes.
“Aston Manor’s ethos is all around affordability,” adds O’Brien. “We are here for shoppers, helping them to save with our affordable cider, allowing them to focus their spend on what really matters. Our range provides shoppers with an affordable, great-tasting solution, so they can be assured they are not compromising when needing to spend a little less cash on cider.”
Building on the success of Aston Manor’s extensive range of world-class ciders, Knights Cider is now the UK’s number one strong amber cider brand (Nielsen). The strong amber brand has also recorded over 12 million cans sold annually (Aston Manor sales report), with Knights seeing a 54% increase in shopper numbers year-on-year (Kantar).
Crumpton Oaks retains its title as the number one value cider brand in the impulse channel, once again seeing continued success and growth (+57%) over the past 12 weeks, while the total category was down (-3.0%, Nielsen). It offers shoppers great value for money with its four-pint cans for a recommended retail price of £4.99.
Crumpton Oaks is an iconic and well-loved brand made from bittersweet apples blended with the juice from crisp dessert apples to achieve a mighty refreshing taste. Achieving silver at the World Cider Awards, its bold flavour profile has generated strong consumer appeal; therefore, by stocking Crumpton Oaks, retailers can expect to see an uplift in their sales. Crumpton Oaks contains 5% ABV, making it a preferential choice for those retailers whose sales may be restricted due to high strength laws.
With rising food and drink prices being the top concern for almost half (49%) of shoppers (Levercliff), Aston Manor Cider has introduced a new range of Frosty Jack’s pack formats. These come in at a number of different recommended retail price points to help provide shoppers with better value without trading down on quality as the cost-of-living crisis continues to bite. The Frosty Jack’s RRSP range includes a 1L bottle, a 1.5L bottle and a larger 2.5L offering.
Premium ciders, such as Aston Manor’s Knights Vintage, have seen a rise (+0.4%) in the last 12 weeks, whereas mainstream ciders have seen a decline (-14.0%) during the same period (Nielsen). Value ciders have also seen a slight increase (+0.6%) over the past 12 weeks, with Crumpton Oaks retaining its title as the number one value cider brand in the impulse channel.
“With cider being the impulse drink of choice, retailers must ensure they can respond to this by offering a 100% chilled range, stocking a wide range of options in cans and bottles,” says O’Brien. “When a shopper buys cider on impulse, having it chilled and ready to drink are often more important than price, however, promotions still play an important role in communicating value-for-money that will help to win longer term customer loyalty.”
Notably, a third of shoppers only ever buy cider in cans (Mintel), so it is important that retailers stock both bottles and cans to provide choice for consumers. Frosty Jack’s and Crumpton Oaks Cider come in both pack formats and the brand recommends retailers dual stock plastic bottled products alongside cans to help attract more footfall. Crumpton Oaks is available in a four-pack pint cans variant for £4.99, offering value for money and reassurance to the shopper with price marked packaging.
Larger multi-packs are also important to ensure shoppers not only have a greater variety of choice, but also can keep their home supply stocked up. Product packs, such as the pint cans in the Crumpton Oaks four pack, are a popular option to enable consumers to keep their supply topped up with single-serve options.
Ollie Devon, Commercial Director for UK Off-Trade, Budweiser Brewing Group, comments: “Over the past few years, we have seen a significant shift in consumer drinking behaviours, with the most notable being the rise of the Big Night In. Consumers are continuing to maximise their budgets, and there is an opportunity for retailers to latch onto this and push sales. One continuous trend is food pairings, as 63% of at-home beer consumption takes place with food (Kantar), and retailers can market this alongside food and snack deals. Consumers still desire to bring the bar and pub experience into their homes and indulge in their favourite selections of beers and food, meaning the Big Night In occasion is still a key opportunity for sales.”
Over the last 10 years, the demand for premium and world beers has continued to rise and Budweiser Brewing Group forecasts that around 70% of total beer consumption will be in the premium or super-premium category by 2025.
“At Budweiser Brewing Group, we always strive to meet consumer needs and follow key trends by developing new products to satisfy our consumers,” adds Devon. “Our successful launch of Stella Artois Unfiltered emphasises this, as we entered an untapped segment of the UK market, where 84% of super-premium beer drinkers wanted to try it.”
Another trend reflecting the continued demand is the no-and-low alcohol category, attracting existing consumers seeking moderation and enticing new customers. It is a necessity for retailers to offer a variety of alcohol-free options. Alcohol-free beers are gaining more popularity as shoppers are looking to moderate their alcohol consumption. Now, one in ten beer drinkers regularly opt for an alcohol-free alternative, a figure which has grown by 16% year-on-year (Kantar).
Corona Cero, Budweiser Zero, and Stella Artois Alcohol-Free have seen double-digit growth since launching, making them a great choice for customers looking to provide their shoppers with alcohol-free alternatives to their favourite beers.
Alexander Wilson, Category & Commercial Strategy Director, at HEINEKEN, comments: “HEINEKEN has an unrivalled beer and cider portfolio that reaches the widest range of shoppers, with 33% of households in the UK buying a HEINEKEN product, with all competitors lower than 30% (Kantar). Therefore, the appeal of HEINEKEN brands is unsurpassed, and retailers should stock up well in advance to ensure they are fully stocked ahead of the summer trading period.”
In the UK, the total beer category has grown to be worth an impressive £5.5bn (Nielsen), driven by increased interest in new formats, innovation and styles. Within grocery, the category is worth £3.6bn, while in impulse, including convenience and independent stores, this figure stands at £1.5bn (Nielsen), boosted by brands such as Foster’s, Birra Moretti and Heineken®, having combined value shares of over 11% in the beer category (NIQ).
Meanwhile, the total cider category is worth £1.1bn – in grocery, this figure sits at £689m, and in convenience at £384m (Nielsen). There is a great opportunity for stores to capitalise by stocking up on bestselling cider brands, including Strongbow Original, Strongbow Dark Fruit and Inch’s, all of which have strong brand recognition and a loyal customer base, with value shares of 12%, 7.2% and 2.8%, respectively (NIQ). These brands also offer customers a range of flavours to explore – ranging from apple to citrus and berry varieties. This is particularly important because cider drinkers are more likely to buy into the category when tempted by innovation, and the appeal of a new flavour from their favourite brand.
“As tastes change and evolve, we have noticed more customers, across all demographics, are keen to explore new styles of beer, including a growing interest in world lagers,” adds Wilson. “This is where innovation from familiar brands comes into play, as people are gravitating towards NPD from brands they are familiar with – such as Birra Moretti’s new Sale di Mare variant. 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.”
In fact, research has identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, with an accessible premium twist (Heineken UK).
Innovation across the market is predominantly coming from flavoured ciders, designed to drive penetration among younger consumers, and this has pushed excitement back into the category.
In cider, HEINEKEN UK has identified that 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.
Mindful consumption is also shaping trends in the cider category, and low- and no-alcohol options, such as Old Mout 0.0, which is available in Pineapple & Raspberry and Berries & Cherries flavours, is helping to drive this.
“All pack formats in beer experience a massive jump in sales during peak seasons, including summer occasions, such as sporting events and festivals, where premium nights in come into the spotlight,” says Wilson. “On the back of this, we suggest retailers consider stocking a variety of formats to cater for all occasions, whether that be for hosting at-home gatherings with large groups of people, or for grab-and-go and summer festival moments.”.
Growth in smaller and medium pack sizes, especially of cans, is being driven by people making smaller, but more frequent visits to stores. Smaller pack sizes are also more accessible for those who are walking to their local store, especially those located in busy town and city centres, where taking home larger multipacks might not be accessible.
In the no- and low-alcohol category, there is an opportunity for retailers to potentially generate incremental sales, especially in the impulse channel, where only 1% (NielsenIQ) of sales are of no- and low-alcohol. To help facilitate this, we suggest retailers actively talk to their customers about the range of no- and low alcohol products in store, as this could be an effective method in drawing attention to the range, especially during months like January, where a lot of consumers might be looking to explore balanced options.
Matt Collins, Sales Director 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 £1.72bn, sharing is the largest segment in CSN, and growing at +9.3% 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 time 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).
“At KP Snacks we’re 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,” adds Collins. “Our exciting range has something for everyone from popcorn to nuts to pretzels and of course crisps. Our range can create value and generate demand by meeting all consumer needs and occasions which are becoming even more important. Independent stores can drive sales by stocking everyday treats to add fun and excitement to these occasions.”
“Sharing occasions range from easy sharing, more casual and impromptu get-togethers, to special sharing occasions which call for a more premium product,” says Collins. “By stocking a diverse range of sharing products and family favourites, retailers can drive sales and footfall.”
There is a high demand for premium lines as consumers look to replicate night out experiences in home. 46% of shoppers are 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 during those treat occasions or for when a friend pops in unexpectedly, offering classic and tasty flavours. Full of personality, this brand has taste and quality at the heart of its offering with its authentic English heritage.
Mike Chapman, Head of Wholesale at PepsiCo, comments: “Crisps and snacks play an important part of social occasions, as shoppers come together to be with friends and family. Big Nights In represent a significant opportunity for retailers to increase basket spend in-store, especially within the Savoury Snacks Category and with bold flavours in sharing formats key to boosting sales here. Nights in are often planned in advance, with 83% of purchases in the occasion pre-planned (Bolt). This brings a massive opportunity for retailers to gear their displays towards the Big Night In occasion, especially towards the end of the week when more nights in take place.”
As consumers continue to manage their spend, the Big Night In occasion remains as popular as ever, with 45% finding happiness in small, happy moments with friends and family (Kokoro). Due to this, treat missions are continuing to increase as shoppers are looking to make the most of their Big Night In, with segments such as Crisps, Snacks & Nuts all increasing in importance with shoppers (Lumina). As a result, savoury snacking represents a strong opportunity for retailers looking to maximise their sales and cater to consumer desires to come together to socialise at home over their favourite snacks.
Enjoyment is the number one driver of choice when buying crisps and snacks (Kantar Bolt), so offering not just well-loved core brands but also a wide range of bold and different flavours will appeal to consumers looking for excitement and help to maximise sales.
To cater to this demand, PepsiCo has launched a number of taste-led NPD over the last year, including Vegan LTOS, Walkers MAX x Pizza Hut and Extra Flamin’ Hot.
Clare Newton, Trade Marketing Manager at Swizzels, comments: “Sugar confectionery is a key category for the Big Night In offering, and retailers need to ensure they have a diverse range of options, particularly items that are great for sharing, like hanging bags and tubs. Additionally, as consumer preferences change, for example, the increase in people opting for a vegan diet, retailers need to make sure they are catering for varying preferences. Other important categories include chocolate, savoury snacks, and soft drinks.”
Consumers are continuing to navigate high living costs. For many, this means reducing the number of activities outside of the house and swapping things like the cinema for an at-home movie night. The increase in spending time at home with family and friends makes classic Big Night In favourites, such as sharing bags of sweets, a popular choice.
“A Big Night In display which includes complementary products is one way to help increase sales,” adds Newton. “We’d suggest featuring a variety of sweet treats, savoury snacks, soft drinks and even entertainment items in a prominent in-store location. Retailers should also consider running promotions or bundled deals on these products typically associated with Big Night In and positioning the items together to help increase visibility and purchasing.”
Vegan confectionery continues to gain in popularity. In response to this, there is a growing number of innovative vegan treats to enable retailers to expand their stock to better cater for plant-based diets. The majority of Swizzels’ product range is now vegan to ensure it is appealing to a broad demographic.
“Consumers are also increasingly seeking convenience when it comes to their shopping experience, particularly for evenings spent at home,” says Newton. “Retailers can benefit from this by positioning relevant products together for ease of purchasing and by stocking items that offer choice and something for everyone in one item, such as the Swizzels’ variety packs which include Love Hearts, Chews, Lollies and more.”
Some of Swizzels’ best-selling products include its hanging bag range which consists of Squashies, Refresher Choos, Scrumptious Sweets and Luscious Lollies as these are ideal for sharing with friends and family. Squashies are particularly popular, being the number one sugar hanging bag brand in the market and Sweet Shop Favourite Tubs are a best-selling product too.
Squashies Strawberry & Cream launched to retailers nationwide in celebration of the classic British flavour associated with summertime. Mallows Countline launched following positive feedback on the Mallows hanging bags and in response to the increasing demand for on-the-go snacking.
For Halloween, Swizzels will be releasing Squashies Squeletons. Available to order from August, each bag will contain unique skeleton shapes in three flavours: sour apple, strawberry, and orange.
Phil Hulme, Commercial Director, Kervan Gida UK, comments: “The total Sugar Confectionery category grew 14.8% in value (to add £149M) in 2023 versus 2022 but is down in volume. The growth in the market is currently driven by inflation. People will always want to have a treat, and a small £1 or £2 treat is still accessible.
“We’ll have to see what happens with the economy, but sugar confectionery will remain an affordable treat, that is accessible to all. The sugar confectionery subcategory worth £1,158M is much smaller than chocolate but it is outperforming chocolate with value growth of +14.8% annually.”
Kervan Gida’s 400g tubs are in 400% growth and are excellent for Big Nights In. The average fun size pack is a 175g bag for £1.25, or 2 bags, 350g in total, for £2.50, but Bebeto’s proposition is a 400g tub for £2, which gives you 50g extra sweets for 50p less, and use of the tub afterwards.
Sharing bags are another key area. The overall sugar confectionery market is growing in value +14.8% annually, but there’s also been a move in retail pricing in April 2023 from £1 to £1.25 causing this sector to decline overall versus the rest of market at 13.8% growth. The market’s moved 25p, a 25 percent increase, so it’s really a decline in value, whereas for Bebeto it’s been a strategic aim to maintain its sharing bags’ price position at £1 suggested sale price, which is ideal for people who want value and drive awareness and trial. As a result of this strategy our hanging bags have grown by 59.6% MAT.
“We see ourselves as a mainstream family brand, offering great quality and added value in these times when people’s incomes are stretched,” adds Hulme.
Matt Boulter, UK Sales Director, Mars Wrigley, comments: “ The Big Night In occasion has continued to grow as the cost-of-living rises. Price-marked share packs are increasing in popularity as many consumers are looking for value where possible, especially in permissible treats. PMPs offer reassurance to consumers that they are paying a fair price for a quality product. PMPs also prove to be important for convenience retailers as they can build a sense of trust and confidence amongst consumers, driving repeat purchases, even as the cost-of-living crisis continues.
“The concept of the ‘Big Night In’ has become increasingly popular. This trend, fuelled by the desire for convenience and comfort, presents a significant opportunity for both the convenience sector and confectionery brands like Mars Wrigley. With its rich heritage of providing indulgent treats that bring people together, we have unlocked the potential of this trend and are maximising opportunities it presents – for example the offering of price-marked packs.”
Over-indexing with millennials and Gen Z audiences, Fruity Gum is the fastest-growing gum segment with a 25% increased rate of sale. A third of Fruity Gum shoppers only buy Fruity Gum, and 70% of Fruity Gum growth has been incremental to the Gum category (LIVE).
Mars Wrigley has launched a new gum innovation nationwide, Extra® Sugarfree Watermelon, in response to sustained growth within Fruity Gum. Backed by a £2.1m campaign media spend supporting the total fruit range including Refreshers, this is the brand’s first-ever Watermelon flavour, demonstrating its commitment to innovation, leadership and penetration, bringing new consumers into the category.
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Though shoppers continue to feel the pinch of pennies, treats remain a ‘must’ that consumers do not wish to compromise on. Moments of indulgence continue to be important, particularly for younger adult consumers, as a way of destressing, while many consumers associate snacks with connecting with others.”
Recent circumstances have increased sales of confectionery multipacks. Multipacks offer shoppers a convenient and cost-effective way to purchase their treats in advance; they’re most often bought as part of a scheduled shopping trip by consumers looking ahead, rather than those buying on impulse when out and about. Additionally, we’ve seen that shoppers are increasingly looking to enjoy evenings at home as a more cost-effective way to spend time together. This subsequent increase in the Big Night In occasion can be catered to with Mondelez’ gifting and sharing formats.
Cadbury has recently re-launched Cadbury Top Deck in the UK – a delicious treat that’s set to tantalise tastebuds. The much-loved bar, which first launched in 1993, is available now for a limited time and is available in both PMP and non-PMP formats.
Top Deck returns as part of the brand’s continued 200th anniversary celebrations, marking Cadbury being a part of the nation’s shared memories for two centuries, when the first shop opened in Birmingham, delighting residents with confectionery, and drinking chocolate.
The new bar will feature vintage-inspired packaging from the original Top Deck in 1993, providing a moment of nostalgia and a trip down memory lane for 90s babies, following the retro Cadbury Dairy Milk bars that were released earlier this year.
Josh Corrigan, Customer Development Director, UK, at St Pierre Groupe comments on behalf of the Baker Street brand: “For the Big Night In, retailers need to offer products that attract shoppers and keep them coming back. 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. The trend for ‘super-sizing’ meals is also one that Baker Street can cater to, with Jumbo Hot Dog Rolls and Mega Burger Buns, which were launched in response to the growing consumer desire for ‘Big’ nights in, in every sense.”
With the cost-of-living crisis leading to consumers staying in rather than going out, the Big Night In category is 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. Consumers are looking for quick and easy ways to create ‘fakeaway’ favourites. Retailers can cater to the demand by stocking Baker Street’s range of Burger Buns and Hot Dog Rolls, which are ideal for consumers 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. They also cater for the whole family and multiple meal occasions – a very attractive proposition for those wanting to make their food go further.
“Retailers can make the most of the Big Night in opportunity by building in-store features and displays and cross-merchandising bakery items like Baker Street’s Burger Buns and Hot Dog Rolls with related products like sauces and condiments and offering multiple facings to popular products,” adds Corrigan. “Freshness is paramount and Baker Street’s products are cleverly packed to stay fresher for longer with a guaranteed minimum life of 35 days from delivery to depot, helping retailers ensure on-shelf availability and reducing the risk of wastage. The Baker Street range’s extended life is a benefit for consumers who are looking for food items with a generous shelf-life to help cater to impromptu entertaining on Big Nights In, and also helps retailers and wholesalers navigate the challenges of our uncertain climate at peak times of year.”
The brand’s best-selling products are the Baker Street range of Burger Buns, Hot Dog Rolls and Seeded Burger Buns, which are up 82 per cent in value sales in the last 52 weeks (IRI). Sales of Baker Street’s Mega Burger Buns and Jumbo Hot Dog Rolls have increased by 53 per cent and 140 per cent respectively, thanks to increased distribution as retailers look to meet consumer demand.
The Baker Street Burger Buns and Hot Dog Rolls range are cleverly packed to stay fresher for longer and are performing well, as the products meet consumer needs around creating impromptu take away classics which can be easily handled, whilst helping to reduce food waste if they don’t use the whole pack at one time.
“Retailers should look at their sales data and talk to shoppers about which products they buy for the Big Night In, both planned and on impulse, and ensure the relevant fixtures are kept fully stocked, including bakery, in particular burger buns and hot dog rolls from Baker Street,” advises Corrigan.
“Entertaining on Big Nights In is often impromptu, and shopping patterns can be unpredictable due to the variable British weather, but the key is to encourage shoppers to trade up by offering a ‘good-better-best’ selection covering all price points.”
Rachel Wells, Commercial Director at St Pierre Groupe comments on behalf of the St Pierre brand: “Retailers need to make sure they’re stocking a range of products that offer quick, convenient and indulgent wins for these occasions, for shoppers to enjoy in the comfort of their homes on a Big Night In. 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 over the summer and beyond. Brioche is a key way 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.”
The pandemic had a huge impact on our attitudes to dining, with people using food and drink to make themselves feel good in spite of what was going on in the world around them and we haven’t stopped since. Consumers have continued to invest in treat moments for themselves at home during the cost-of-living crisis, reserving nights out for major celebrations. Hence, the Big Night In is a major opportunity for convenience format stores and local convenience retailers. Big Nights In 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. 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. The trend of premiumisation is not slowing, as nights in are still more cost effective than nights out and restaurant-quality food at home remains an appealing proposition for shoppers.
“Retailers can maximise basket spend and sales around the Big Night In with strategic in-store displays and merchandising that prompts customers to consider an upgrade for their meals by offering ‘good, better, best’ options. Retailers can also position St Pierre Brioche alongside burgers, sausages and accompaniments to encourage upselling,” suggests Wells.
“Customers are looking to buy everything they need quickly, so retailers can maximise opportunities like the Big Night In in-store with POS displays that demonstrate appropriate and inspirational food pairings. The St Pierre brand’s innovative Eiffel Tower displays have increased sales by over 50 per cent and are a space-saving approach that will appeal to UK retailers wanting to try something new.”
St Pierre also offers retailers a choice of attractive and eye-catching FSDUs, allowing them to create striking in-store displays and encourage customers to ‘trade up’. The FSDUs have a small footprint, maximising floor space and providing extra space for retailers to stock more product.
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