• A specialist team at Walkers has led a year-long research and insights project to understand the savoury snacks category, to help retailers increase their sales
  • The project has been supported with a series of robust in-store trials, working closely with retailers to obtain a deep understanding of their business needs

As the best-selling crisps brand[1], the team at Walkers built a task force who have spent the past year reviewing the savoury snacks category. The outputs of the category* work can now be revealed, which centres around being focused on a core range of best sellers that are right for your customers.

The project has involved extensive research and insights, including shopper behaviour analysis, in-store trials and working closer than ever with retailers. The over-arching insight was that with hundreds of SKUs in the savoury snacks category, it was clear retailers continue to struggle to achieve the right mix of SKUs to drive sales. To address this uncertainty, the team recommended focusing on a core range of best sellers that is right for retailers’ stores to help unlock sales.

To put this to the test, the Walkers team ran a three-month trial, across a number of locations. The results speak for themselves, as many stores reported double digit sales increases after following the updated range and fixture advice. Feedback from shoppers also proved a great success, with 61% of customers stating that the fixture was easier to navigate.

Will Kerr, Head of Impulse Category at PepsiCo, comments: “This impulse focused project has helped us challenge norms and delve deeper than ever into the savoury snacks category. It has also led us to develop the Walkers Hero 20, made up of some of the best-selling and much-loved brands in the savoury snacks category. We hope this on-going project demonstrates our continued support for the impulse channel.”

The Walkers Hero 20 includes popular SKUs like Walkers core flavours (Cheese & Onion and Ready Salted), Oven Baked, Sensations, Doritos and Cheetos. For more information about how to choose the right range for your store and make the most of your crisps and snacks offering, visit www.countsfomore.co.uk, the online rewards and savoury snacks category management website.

*savoury snacks category

[1]Based on Total UK Sales data. Walkers were the best-selling crisps brand as recorded by Nielsen (52 Weeks date to 11.05.19) excluding ROI


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