Making the most of the Big Night In mission is a proven method for increasing sales and for c-stores that means a dedicated section, secondary sitings and in-store theatre, along with providing the perfect range.
by Kevin Scott
Whether they realise it or not, many of your shoppers are on a mission. And one of the biggest out there is Big Night In. So, when a customer comes into your shop and picks up a sharing size soft drinks bottle, large bag of crisps and a hanging bag of chocolates, they have completed their mission.
Combined snacking categories consumed in the evening are now worth £5.6bn UK-wide with chocolate being the biggest category by value in the evening. Couples and families account for the largest number of ‘Big Night In’ with 1.8 billion and 1.3 billion occasions respectively, and these continue to grow.
Thanks to an assortment of NPD and the rise of night in occasions, the chocolate market is continuing to grow and chocolate sales are up 5.2% in value this year.
The Bitesize segment in Scotland alone is worth £67.7m, which as Bep Dhaliwal, Trade Communications Manager at Mars UK, says gives retailers a big platform from which to drive sales. She says: “With Easter coming, shoppers are looking for products to give and to share, giving retailers the chance to unlock greater basket spend by offering sharing and gifting options.”
Susan Nash, Trade Communications Manager at Mondelez International, adds: “Chocolate, crisps and drinks account for a large percentage of the products intended to be enjoyed ‘soon after’ purchase and are all popular choices with shoppers when planning to stay at home that evening. Making the most of this sales opportunity by displaying category-leading products. Based on sales data, we would recommend retailers dedicate 52% of the fixture to confectionery, 26% to savoury snacks and 22% to soft drinks”
In addition to the success of its bagged range – which was extended recently with the launch of Caramel Nibbles and Crunchie Rocks – Cadbury is also seeing an increase in tablets with growth of 20.4% in value sales thanks to the launch of innovative products including Cadbury Dairy Milk Bubbly. Cadbury brands account for £214m of the total tablets category, worth £515m.
Ferrero says there has been an increase in ‘special sharing’ moments, where special treats like Ferrero Rocher and Ferrero Collection viewed as an affordable luxury. “There is a real sales opportunity for premium chocolate beyond gifting. Shoppers now see special treats as a must-have for informal nights in,” comments Levi Boorer. “With 68% of consumers now dining in more often, the ‘new special’ is emerging, all about taste, appeal and sharing as consumers create precious but relaxed moments together.”
Top tips from Mars
- Retailers should look to site Bitesize confectionery alongside large bag savoury snacks, carbonated drinks to create in-store theatre: cross category siting by shopper mission can unlock greater basket spend
- Retailers are encouraged to stock up on NPD and optimise their display with colourful POS provided by manufacturers – helping the launch to stand out and attract new buyers
- Impulse shoppers place high importance on value for money – retailers can take advantage of NPD launches and on-pack promotions to prove to their customers they understand their need for value
- Independent retailers should remember that evening shoppers will be the most inclined to purchase Big Night In products – bearing this information in mind can help with your excellent customer service
- Secondary siting display equipment such as a Slenda Glenda, with its small footprint, is the ideal tool for displaying Mars’ bestselling Bitesize range for convenience retailers with limited in-store space.
Savouring Success
Savoury snacks play a huge role in Big Night in and with six of the top 10 sharing crisps being Walkers brands, the range is an absolute must stock. Walkers says retailers must focus on best sellers, stocking the right range for their customers, and merchandising by occasion, to make the most of the opportunity.
“Cross promotion has proved to be a winning formula that yields substantial rewards, growing the category and increasing basket spend by offering consumers convenience and value for money,” says Jon Kyle, Impulse Sales Director PepsiCo UK & Ireland. And with price marked packs now the second most preferred promotion amongst independent retailers, Walkers £1 PMPs range is available in popular flavours across Doritos, Walkers Sensations, and Walkers Extra Crunchy .
Walkers also recently launched a 12 strong range of £1 sharing bags across key SKUs. The price marked bags have driven sharing sales by enabling retailers to cater for a range of occasions at a lower price point. The £1 bags are available in popular flavours from PepsiCo’s complementary sharing portfolio featuring Doritos, Walkers Sensations, and Walkers Extra Crunchy.
Available in four popular flavours, Cool Original, Tangy Cheese, Chilli Heatwave and BBQ Rib, Doritos £1 price marked sharing bags perform a similar role. Meanwhile, the exclusive launch of two £1.29 price marked Doritos dips in Mild and Hot Salsa flavours completes the sharing solution. By merchandising together, retailers can make it easier for shoppers.
Keep it sweet
With the popular Starburst and Skittles brands, Wrigley has added £7.5m to the sugar confectionery category, with Skittles in particular showing strong value growth of 24.2% YOY.
Simon Scarborough, National Trainer UK Sales, Wrigley comments: “A complete night in solution covering the needs of all ages is crucial. Focus on sharing products such as Starburst ‘Tear and Share’ Pouches, which are individually wrapped. Build a clear display that communicates the ‘Big Night In’ occasion to draw shoppers in. Cross category promotions help too.”
Wrigley is continuing to innovate with the launch last year of Skittles and Starburst Mixed Bags, followed in December by a major £5m rebrand of Skittles and the introduction of the new Skittles Confused line.
Soft sales success
“Social occasions with friends and family are the perfect opportunity to drive extra sales of food and drink meant for sharing,” says Dave Turner, Trade Communications Manager, Coca-Cola Enterprises.
“Revamping in-store displays around sporting events and big TV occasions, for example, means retailers are reaching consumers at as many different areas of their lives as possible.”
CCE continues to invest in ‘soft drinks with food’ occasions such as the ‘Big Night In’. Soft drinks are present at evening meals in one-third of all households and 90% of Coca-Cola consumed in the home is with food.
Turner adds: “While immediate consumption formats are crucial in impulse, Big Nights In and similar occasions mean a growing need to also stock two-litre and multi-pack options.”
Nigel Paine, Commercial Director – Impulse at Britvic adds: “It’s essential you keep your range chilled. Most shoppers will consume their purchases soon after buying and 86% of shoppers say that they want their soft drinks to be chilled, with 53% going as far as saying they’d pay more for it cold.”
Emma Hunt, Marketing Manager at Vimto Soft Drinks says: “Space constrained independent retailers should pare down their range to stock recognised and trusted brands that are in growth, such as Vimto and Levi Roots, because shoppers will be looking for these brands.”
The off-trade opportunity
Despite merchandising restrictions, alcohol remains an important part of many Big Night In missions. Accolade Wine’s WineNation research shows that over 60% of all wine drinking occasions are for everyday drinks consumed at home. The company’s new ready to serve Sparkling Collection is perfect for a Big Night In. Convenient and high quality, they add to the sense of occasion and fun that goes hand in hand with a Big Night In.
Beer firm Molson Coors points out that recent him! statistics show 27% of consumers expect to entertain guests at home more often over the next year, especially in the earlier months when many prefer to have a big night in rather than braving the cold for a night out. Alisdair Hamilton from Molson Coors, says: “Last year 70% of beer sold by local retailers was bought with the intention to drink soon after purchase, so have cold beer ready for sale. In fact, the offer of cold beer from their local retailer encourages one in three shoppers to visit more frequently. This gives you an edge on the multiples, as only around 10% of them offer cold beer.”
Debs Carter, Marketing Director for WKD says: “Our research shows great nights in are a priority for WKD consumers. At home, guys get the chance to focus on the things that are dear to them: gaming, gadgets, new technology, music and sport. Some 49% of WKD consumers meet up at least once a week with friends for a night in, with Fridays being the most popular day for such events. Top brands are the ones most likely to be selected so give them prominence.”
An exclusive range of £4.99 price-marked 4 x 275ml packs of WKD is available to independents.
Britvic Top Tips
- Get the range right – Stocking a broad base of soft drinks is important to ensure you cater for all tastes and occasions. Be sure to stock a range of products and offer these in different sizes
- Offer value – Offering promotions and value for money are key sales drivers, especially for shoppers buying items for at home occasions. Retailers might want to offer deals such as two-500ml-bottles-for-£2 and other ‘round pound’ deals to customers to boost sales.
- Capitalise on events – Retailers should think about how they can make the most of major events, be it with eye-catching fixtures that are dedicated to a specific event or offering relevant promotions that appeal to your customers.
Big Night’s Snack
When staying in, keeping hunger at bay for young folk can lead to increased demand for snacking products such as those offered by Kepak Convenience Foods. “People enjoying a night in, whether it’s a few drinks with friends, watching a film or playing the latest video games, want tasty, filling snacks that don’t interrupt what they’re doing,” says Angela Daulby, Channel Director for KCF, market leader in the UK’s hot snacking market. “That’s where hot snacking products really come into their own. One of the advantages of all Kepak products is that they can be cooked in less time than it takes to boil a kettle.”
To increase sales, Kepak advises keeping best-selling products in stock. In the case of hot snacking retailers should ensure they have Kepak’s must-stock lines constantly available: i.e. the company’s ‘Originals’ range of Rustlers Quarter Pounder, Rustlers Chicken Sandwich and Rustlers BBQ Rib.
Topping it off
Old El Paso has bolstered its category credentials and product offering with the launch of an exciting trio of toppings set to bring a Mexican fiesta to dining tables across the country – Chunky Salsa, Cool Soured Cream and Chunky Guacamole.
Mexican food is now more than ever making its way onto dinner tables across the UK with the category having grown 5.9% and Old El Paso continuing to lead with an impressive penetration of 26.9% and value sales of £78.4m. As a category leader, the brand says squeezy toppings offer a convenient, fun and delicious addition to the range, and make it easy for curious consumers to literally dip their fajitas and nachos into the category.
Explosive new pudding
When it’s time for pudding, it may be difficult for some consumer to share, but that’s the angle being pushed by Lovetub, a pudding brand that has launched a new variant: Chocolate Orange Volcano, which comprises chocolate orange sponge and chocolate sauce, chocolate orange curls and ‘volcanic’ popping candy. It will expand Lovetub’s 100g range, which currently comprises Sticky Toffee Pudding and Chocolate Pudding variants.
“As consumers continue to cut back on dining out, they are looking to treat themselves in smaller ways by enjoying nights in with family and friends – and they’re seeking indulgent products to fit the occasion,” says Joanne Kayes, Category Marketing Controller for Desserts at Hain Daniels Group. “Lovetub is perfect for the big night in occasion. It can be microwaved in just 30 seconds and eaten straight from the tub, taking desserts from the dining table to the sofa.
Into the freezer
Total Frozen grew more than 6.3% over the last year and is now worth £5.5bn in value sales, figures which reflect a significant shift in consumer trends and preferences, and with many consumers working to a budget – even when entertaining, Birds Eye’s range of ready meals, both chilled and frozen, can prove popular. Armen Topalian, General Marketing Manager at Birds Eye, says: “The Frozen category presents a huge opportunity for retailers to bring in additional sales from shoppers looking for Big Night In solutions that are a bit more special.
Retailers should always keep good stock of trusted brands, such as Birds Eye, to help attract shoppers to the freezer cabinets. They should also make sure key lines and popular favourites are visible to shoppers so they can make quick decisions, which will lead to repeat purchases”.
