While economic pressures are beginning to stabilise, shoppers are still making savvy decisions about where and how they spend.
As a result, the appeal of the “Big Night In” remains strong—offering consumers the chance to enjoy premium experiences at home without the price tag of a night out.
Social media also plays a role, with platforms like Instagram and TikTok fuelling home cooking trends.
Consumers are now more inclined to recreate restaurant-style meals at home and are looking for the perfect drink pairings to complete the experience.
While wine has traditionally held that role, there’s growing potential for beer to step into the spotlight.
“Beer continues to dominate alcohol sales in the off-trade and is a clear go-to for the Big Night In occasion. Flagship products like Kestrel Super Premium Lager are consistent performers, while Kestrel Premium and Kestrel Extra Premium offer more sessionable options for a broader audience,” comments Joel McNally, Brand Manager, Brookfield Drinks Ltd.
“Beyond alcohol, savoury snacks, sharing crisps, and confectionery remain vital impulse categories. Positioning these products near beer and cider fixtures helps drive cross-category sales.”
Health and moderation are shaping category development in 2025; however, the trend towards higher strength alcohol products and consuming less volume continues to grow.
Diamond Cider fits in perfectly for the health conscious consumer who demands a stronger ABV profile. With Diamond Cider being gluten-free, vegan-friendly, lower in calories, and made from dessert apples, this caters directly to these evolving preferences.
Kestrel Super Premium Lager remains the UK’s number-one selling 9% canned lager. It’s a strong performer both domestically and in export markets thanks to its bold positioning and loyal customer base.
Kestrel Premium (4.6%) and Kestrel Extra Premium (7%) variants have seen excellent uptake, offering retailers strong alternatives in the mid-strength lager category with all the quality cues the Kestrel name is known for.
“Focus on chilled availability, particularly for beer and cider. Most Big Night In purchases are made same-day, so stocking cold options significantly increases the chance of conversion,” suggests McNally.
“Retailers should also be encouraged to merchandise with storytelling in mind. Consumers are drawn to brands with provenance, craft cues, or bold identities. Stocking beers like Kestrel, which lead with quality and authenticity, is a great way to capitalise on this.
“Cross-merchandising is also key—snack pairings, glassware bundles, and meal-deal-style promotions all help build baskets and drive repeat purchase.”
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “The beer and cider categories are worth a huge amount in the impulse channel, and by using occasions like ‘big night in’ to their advantage, wholesalers can maximise sales even further.
“The ‘big night in’ occasion typically sees consumers gravitate towards larger packs of beer and cider than they would normally purchase, in preparation for hosting friends and family at home, or to treat themselves to something extra special. Especially during a time where people may not have as much disposable income to spend on trips to the pub or bar, a ‘big night in’ will appear even more appealing as they try and bring some of that excitement indoors – so having an exciting beer and cider range in store is more important than ever.”
In the channel, small packs of beer and cider are worth £862m, mid-sized packs worth nearly £375m, and large-sized packs worth nearly £43m (NielsenIQ). As such, wholesalers can capitalise by carrying small- and mid-sized packs of more recent beer and cider launches, such as Cruzcampo®, Birra Moretti Sale di Mare and Strongbow Strawberry.
When looking at formats, small pack cans, mid pack cans and single glass bottles are popular regardless of the occasion. Throughout the year, small pack cans account for 36% of total beer and cider sales, mid pack cans account for 28% and single glass bottles account for 23% (NielsenIQ).
HEINEKEN UK has seen a growth across all its no- and low-alcohol variants, due to the wider consumer growth in moderation. Within the beer category, Birra Moretti Zero is now worth £5.1m with a sales value increase of 13.6%, and Heineken® 0.0 is worth £30.1m, with a sales value increase of 6.5%. Old Mout Alcohol Free, the low and no equivalent of the premium cider, has a sales value of £169.6k, up by an impressive 166.6% from the previous year.
The launch of Inch’s 0.0 – the first dealcoholised cider in the UK – adds a credible, premium option to the booming no- and low-alcohol market. The no-ABV alternative to Inch’s Medium Apple provides an opportunity to create excitement around moderation and wellness. Available in 4x440ml multipack cans, this is a priority brand variant for wholesalers to carry to show they can be relied upon to offer the latest innovation.
The best performing brands in Heineken portfolio are Fosters, Birra Morreti, Heineken 5%, Strongbow Original and Cruzcampo (NielsenIQ), demonstrating that mainstream brands have a big role to play here as consumers gravitate towards products they are familiar with and can trust.
Hannah Corker, Head of Customer Marketing, BrewDog PLC, comments: “The 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. 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 great news for convenience retailers and wholesalers, especially as many of these occasions are likely to be impromptu, so creating dedicated display 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 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 drinks 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 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 can simply be drinks before going out or a party at home with friends and family – the emphasis here is on fun. Where 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.
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, comments: “The cost-of-living crisis has significantly influenced consumer behaviour, with many opting to enjoy quality drinks and food at home rather than spending on nights out. According to recent data, 69% of UK drinkers, and 82% of 18-34-year-olds (Mintel), often buy alcoholic drinks for socialising at home with friends and family. This shift has made the ‘big night in’ a popular and cost-effective alternative, where consumers can enjoy premium experiences without the premium price tag.”
Summer is the peak season for cider sales, making it essential for wholesalers to stock up on a broader range of cider options to offer choice to their customers. Canned cider is a must-have, as a third of UK shoppers only ever buy cider in cans (Mintel).
Crumpton Oaks is the number one value cider brand in the impulse channel (Nielsen) and is a perfect choice as it offers a number of pack formats and flavours across the range, from single pint cans to multi-pack formats.
The Crumpton Oaks range also offers a 2.5L bottle, which is currently the number one cider PET in the convenience channel (TWC), offering retailers a cost-effective option for their shoppers having larger at home gatherings and for those who prefer to drink cider from their own glassware.
With apple flavoured cider continuing to dominate the cider category (Westons Cider Report), Crumpton Oaks is a must-have product to stock for the big night in. Its new Strawberry and Berry flavours available in single pint cans also cater to the growing demand for fruity, refreshing options, especially during the summertime.
“Wholesalers can maximise the BNI trend by creating eye-catching displays that combine alcoholic drinks like Crumpton Oaks Cider, Knights Cider and Frosty Jacks Cider, with soft drinks, and complementary food items such as crisps, popcorn, and chocolate,” adds Marshall. “These displays help retailers visualise how to replicate the concept in their stores. Additionally, making offers and promotions clear in the depot can encourage bulk purchases and drive sales.”
Across the cider category, many consumers are looking for greater varieties of flavours, with 40% of cider consumers now on the lookout for something different to try (Dram Scotland). Flavoured cider is an increasingly popular option, with berry flavours holding the largest share of the cider category and sales in the value sector growing by 11% year-on-year (Nielsen). Recent data also suggests that flavoured cider is particularly popular amongst young adults and women (Simpsons Beverages).
Brand new for 2025, Crumpton Oaks Strawberry and Crumpton Oaks Berry are great products to stock this season. Bursting with berry fruit flavours combined with orchard apples, they are the perfect beverage for summer socialising.
Whilst flavoured cider continues to grow in popularity, traditional apple remains a staple choice for many customers. Consumers are also continuing to prioritise value – and, as a result, retailers are looking for affordable options for their customers which they know will sell. With over 6 million pint cans sold each year (Aston Manor), Crumpton Oaks continues to provide many customers with the taste of classic apple cider, and, at an RRP of just £1.25 per can and £5.09 for a four pack of pint cans, is an excellent choice for retailers to stock and tap into the demand for value.
Holly Bolus, Senior Brand Manager at VK, comments: “The ‘Big Night In’ occasion has continued to gain momentum, with more consumers opting to socialise at home rather than go out. In 2024, 35% cited the cost-of-living crisis as a key factor influencing their decision to drink at home rather than spend money on expensive nights out.
“Almost half (48%) of consumers say they enjoy curating their own atmosphere, whether that’s a themed night, casual drinks with friends, or a games night. A further 58% say they prefer the relaxed, social nature of drinking at home compared to the noise and hustle of bars.
“This shift presents a major opportunity for wholesalers. Consumers are seeking drinks that are easy to access, easy to serve, and fun to share, which is exactly where RTDs like VK thrive. With formats designed for convenience and vibrant flavours that fit the mood, VK continues to bring the party energy, no matter the setting.”
RTDs are a key growth driver within the BNI mission and were the only major alcohol category to record volume growth last year (The Spirits Business). RTDs posted a 2% volume rise, with volume and value for the sector forecast to grow at a CAGR of 3% between 2023 and 2028 (The Spirits Business).
“Wholesalers should ensure they’re stocked with a core range of RTDs, especially multipacks, PMPs, and larger formats for sharing. RTDs are often an impulse-led purchase, so strong visibility is essential,” adds Bolus.
VK Mixed Packs remain a strong performer in both wholesale and retail, thanks to their vibrant flavour range and party-friendly format. These are a go-to for consumers looking to cater for a group without having to choose just one flavour.
“At VK, we know that the way consumers socialise is evolving,” says Bolus. “The Big Night In trend continues to grow in popularity, with more people choosing to entertain at home rather than go out – whether that’s pre-drinks before a big night, house parties, games nights, or casual catch-ups with friends. RTDs are the perfect fit for these occasions, offering a fun, easy, and affordable way to bring bar-quality drinks into the home.”
Earlier this year, VK released new VK Lemon & Lime, a fresh and vibrant addition to the lineup that was initially suggested by consumers as part of VK’s 2024 We Are Flavour campaign. As the first-ever clear fruity VK, it proves that flavour is what sets the brand apart – a bold, zesty mix of citrus with VK’s signature vodka base. It’s designed to be versatile, working just as well for a night out in bars and clubs as it does for at-home drinking occasions.
To meet demand for bigger, shareable formats, VK’s drinks are available in 70cl bottles and VK also recently rolled out our brand-new 275ml mixed pack. These formats make it even easier for consumers to stock up for a night in – whether they want a large bottle of their favourite flavour, or a mixed pack to share with friends.
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).
“Make sure spirits are merchandised clearly, with any brand-related materials readily available. If a customer is clear on serves – and even cocktails – that the spirit they’re buying can be used in they’re much more likely to pick up multiple products,” suggests 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, driven through Independent Convenience (+19%) (Nielsen).
Spritz brands have grown by over £48 million in two years, and that’s predominantly through Aperol; an Aperol Spritz is the number one most searched for cocktail online and has elevated ‘spritz’ into the #3 cocktail position (CGA).
Courvoisier is the No.1 Cognac brand in the UK. With the category seeing increased interest from younger, more aspirational drinkers it’s set to be this year’s rising star.
New for the UK market from April 2025, Aperol Spritz Ready to Serve offers a convenient way to enjoy the iconic Aperol Spritz cocktail at the same quality (and 9% ABV) as you get in the world’s best bars. It’s an ideal shortcut for hosting as you simply chill and pour over ice with an orange slice for a perfectly balanced serve.
“Help your customers to build that living-for-the-weekend feeling. 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). Pre-weekend shops are when you’re most easily going to achieve big basket spends,” adds the spokesperson.
“Spend is twice as likely to grow if new occasions or new uses for the range are identified (Kantar), so help vendors to inspire their customers by offering merchandising support and always sharing serving suggestions that are appropriate to the season. Using social channels and Whatsapp announcements to remind vendors of upcoming social occasions such as bank holidays and predicted heatwaves can also encourage bigger purchases.”
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.
The same drinks can easily be made vegan friendly by using plant-based dairy alternatives, and both options are lower in alcohol than cocktails that feature harder spirits such as gin, vodka, tequila or rum, making them another good choice for Gen Z drinkers who are inclined towards lower abv serves.
“We predict hard milkshakes will grow in appeal with younger at-home drinkers in summer due to innovations in the cream liqueur category, and Lacey’s Strawberry and award-winning banana Vodkashake variants are perfectly positioned to be at the forefront of the trend for the warmer months as garden drinking, summer evening occasion at home and picnics ramp up,” adds Giacobbi.
Emily Seddon, Brand Manager for Flare cocktails, comments: “The BNI trend is being influenced by a combination of societal and economic shifts. With the cost of living continuing to rise, many consumers are re-evaluating how and where they spend their disposable income. A recent report by DesignMyNight found that consumers now expect to pay upwards of £8 per drink in bars (The Spirits Business), a price point that’s prompting many to recreate the experience at home instead as a more budget-friendly alternative.
“In addition, the rise of hybrid work models is also playing a significant role. With fewer people commuting into the office on a regular basis, the culture of spontaneous post-work drinks is naturally dwindling. Instead, consumers are opting for more considered, at-home social moments.
“Finally, comfort and convenience are key. For many consumers, the appeal of a night-in lies in not having to dress up or book a table yet still being able to enjoy premium, bar-quality cocktails from the comfort of their living room. This shift is creating a new kind of occasion, one that’s more relaxed and increasingly supported by the rise of RTD options like canned cocktails.”
Canned cocktails are fast becoming a must-stock category for wholesalers tapping into the BNI trend. As consumers look to recreate bar-quality experiences at home, these RTDs offer the perfect balance of convenience, quality, and impact.
They eliminate the need for mixers, specialist knowledge, or time-consuming prep and allow consumers to enjoy expertly crafted cocktails straight from the fridge. For many, they deliver the same satisfaction as ordering a drink at a bar, without the wait or the price tag.
With demand growing for simple yet premium at-home options, canned cocktails are a smart addition to any wholesaler’s BNI range as statistics show that the RTD category across the whole of the UK has doubled in value over the last decade from £228m in 2014 to £543m in 2024 (Global Brands).
“Premiumisation is a defining trend shaping the RTD category, as consumers increasingly seek high-quality ingredients and authentic flavours at affordable prices. Today’s consumers are focused on favouring drinks that replicate the bar experience without the cost or complexity. This is especially true in the canned cocktail space, where premium-plus RTDs account for almost three quarters (74%) of spirit-based products in the UK (The IWSR),” adds Seddon.
“At Flare, we’re tapping into this demand with classic cocktail flavours like Mojito and Cosmopolitan designed to emulate the going-out experience from the comfort of home. The trend is clear: shoppers want convenience, but not at the expense of quality. Wholesalers should be stocking premium, bar-style RTDs that cater to this shift, ensuring they meet the expectations of a more discerning, experience-led consumer.”
Jo Taylor, Marketing Leader of Mash Gang, comments: “The Big Night In is being fuelled by a wide range of at-home social occasions, from casual movie nights and takeaway dinners to game nights, BBQs, and house parties. Consumers are increasingly choosing to stay in and entertain at home, as a cost-effective, convenient way to connect with friends and family.
“Seasonal moments also play a big role – especially in summer, when longer days and warmer weather make for spontaneous BBQs, garden drinks, and al fresco dining more appealing. With 37% of consumers spending more time with friends and loved ones during the summer than at any other time of year (Mirror), occasions like these present a major opportunity for wholesalers to cater to increased demand for food, drink, and entertaining essentials.”
With 48% of UK adults planning to cut back or quit drinking alcohol in 2025 (Aviva), and non-alcoholic beer sales up 20% year-on-year (The IWSR), alcohol-free is a must-stock for any Big Night In range.
“Sessional flavour-forward drinks are central to at-home occasions, from BBQs to movie nights, and alcohol-free options like Mash Gang are key to meeting evolving shopper needs. Today’s consumers want more than just ‘no alcohol’, they’re looking for premium choices that feel inclusive and deliver on taste,” adds Taylor.
“By broadening their alcohol-free range, retailers can tap into a wider customer base, increase basket spend, and stay ahead of the growing demand for mindful, versatile drinks.”
As the Big Night In becomes a go-to way to socialise, consumers are looking for drinks that match the mood – flavourful, inclusive, and suited to longer, more relaxed evenings. Alcohol-free beer is fast becoming a key part of that mix, thanks to growing demand for mindful, healthier options that don’t compromise on experience.
“Trends like ‘sober curiosity’, where people are reassessing their relationship with alcohol, and zebra striping, where drinkers alternate between alcoholic and non-alcoholic options, are fast gaining momentum. These behaviours are shifting alcohol-free from niche to mainstream, with more consumers choosing to moderate without missing out,” says Taylor.
“For wholesalers, that means stocking high-quality, full-flavour alcohol-free drinks like Mash Gang isn’t just a nice-to-have – it’s essential to capturing today’s Big Night In shopper.”
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 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 to spend too much time in the kitchen, preparing food and missing out on a social opportunity.
“That’s where market-leading Rustlers, the £118m chilled ready meals brand (Nielsen) which has recently undergone a total brand refresh, comes into its own,” adds Davison. “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 stockists 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).
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.
Mark Frossell, Commercial Manager at St Pierre Groupe, comments on behalf of Baker Street: “The Big Night In continues to be driven by consumers staying in rather than going out, in the cost-of-living crisis. Hence, Big Night In sales in retail are benefiting from the increasing popularity of more substantial Big Night In meals, such as burgers and hot dogs – fuelled, 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. Wholesalers can help their retailers 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.”
The Big Night In is all about retailers offering exciting products that attract shoppers and keep them coming back, and wholesalers can play a key role in helping their retailers do just this. While the current climate means consumers are highly price sensitive in many categories, shoppers still want affordable indulgence, and where relevant, premium choices. 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 inspiring range of take-home options for their Big Night In. The trend for ‘super-sizing’ meals is also one that Baker Street 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.
“Wholesalers can encourage their retailers to 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 Frossell. “Wholesalers can also encourage their retailers to ‘big up’ the Big Night In their stores by highlighting these products in their depots at peak Big Night In times such as major sporting events, and dual-siting Baker Street’s Burger Buns and Hot Dog Rolls with relevant related products.”
“In the bakery sector, where Baker Street is a leading brand, wholesalers need to remind their retailers that growth is being driven by rolls, so this is a good time to look at cross-merchandising by meal occasion and giving multiple facings to popular products like Baker Street’s burger buns and hot dog rolls. Baker Street also offer retailers space-saving OFDs that direct footfall to key displays in-stores, and we supply wholesalers with branding in depots and carry out other activity with them to promote the brand in trade sites and on their platforms,” says Frossell.
“Food waste also remains a big topic in these difficult times. We have seen that people are looking to buy more longer-life food and drink products to help combat waste, and this is an area that wholesalers should focus on to build sales. Baker Street’s products are cleverly packed to stay fresher for longer, and we guarantee a minimum 35 days’ life 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 helps retailers and wholesalers navigate the challenges of our uncertain climate at peak times of year.”
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the St Pierre brand: “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.”
A further driver is the comparative price of bakery items. Despite recent inflation, bakery items remain relatively inexpensive, 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.
“Individual tastes vary widely, but almost everyone buys bakery, making it one of the most important Big Night In categories,” adds Reynard. “Wholesalers need to make sure their retailer customers are 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. Shoppers are increasingly looking for products that deliver simple indulgence and wholesalers can enable their retailers to cater for this by providing ranges that allow customers to ‘upgrade’ from traditional staples over the summer and beyond.”
Brioche is a case in point, and St Pierre’s brioche range is an ideal base for elevating the ‘everyday’ and enhancing a host of popular at-home recipes.
“Wholesalers can encourage their retailers to maximise basket spend and sales around the Big Night In, by advising them in their range and stocking recommendations to go for in-store displays and merchandising that offers ‘good, better, best’ options,” says Reynard. “This can prompt customers to consider upgrading their meals. Wholesalers should also advise retailers to position St Pierre Brioche alongside burgers, sausages and accompaniments to encourage upselling. In addition, wholesalers can create secondary sitings of St Pierre Brioche alongside displays of mayonnaise and other big selling condiments which are enjoyed with burgers and hot dogs and meat-free alternatives.”
Customers look to buy everything they need quickly for the Big Night In, so wholesalers should encourage retailers to maximise these opportunities 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 a choice of attractive and eye-catching FSDUs, which are available through wholesalers and allow 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.
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).
“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 Graham. “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. 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.
Tash Jones, Commercial Director at Fairfields Farm, comments: “The main trend driving the continued rise of the Big Night In is how consumer habits that shifted during the COVID-19 pandemic have been further fuelled by high costs of living. Lots of people still love a good night in, whether it’s a BBQ on the patio or a movie night on the sofa! Nights at home have become a key occasion, with consumers wanting to recreate those going-out experiences right in their own living spaces. So instead of heading to the cinema, it’s movie night at home, or rather than watching the football at the pub, it’s all about gathering round the TV and enjoying time with loved ones. Social media snack and recipe trends such as charcuterie crisps and jacket potato boards with topping choices have driven many consumers to try out popular tutorials at home and stay in to save money.”
Fairfields Farm’s best-sellers include Lightly Sea Salted crisps, which are a favourite all year round and the perfect match for a wide range of dips and accompanied by a variety of drinks and snacks. The brand’s sharing packs are also top performers throughout the year, making them ideal for any Big Night In occasion. New Chorizo & Red Wine flavour crisps are flying off the shelves and are proving much more popular this summer than we’d ever expected.
The brand has just launched limited edition Chorizo & Red Wine flavour crisps, featuring a rich and smoky taste that’s perfect for summer snacking.
Festive Honey Roasted Chestnut & Sage flavour will be introduced in October. Both flavours are gluten-free and vegan.
“It’s essential to really understand what customers want for their Big Night In occasions,” advises Jones. “Make sure your range is broad enough to offer something for everyone, including those trending products retailers will be eager to stock. And don’t forget, keeping the conversation open with retailers to understand their needs and provide tailored support is key.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Chocolate is the top choice for Big Night in occasions , with candy, biscuits, cheese and crisps also playing a key role.
“Chocolate is an incredibly buoyant category and is growing in independents and symbols. 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 and together worth £295M (Nielsen) in I&S.”
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,” adds Nash. “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.
While convenience shopping is increasingly being driven by on-the-go, with the mission growing 1.3ppts year on year (Lumina), other missions provide important opportunities for retailers with the likes of Big Night In remaining a key opportunity. Cost of living pressures have also seen a move by consumers to ‘eat in’ more, again providing opportunities in convenience retailing for ‘meal for tonight’ and ‘big night in offers’ as consumers see staying in with friend and family as a cost-effective alternative to going out.
“There is also a continued focus on value, with price-marked pack sales increasing (Lumina) in convenience at a total level,” says Nash. “Price marked packs help deliver a value message in store, tapping into consumers’ need for ‘affordable’ treats (Lumina), so they’re an important part of a convenience retailer’s range. However, there is still a demand for premium products, and we see consumers not wanting to hold back on seasonal treats, in particular. It’s also important to note that consumers are focused on value not price.”
Lauren George, External Communications Manager at Mars Wrigley, comments: “The BNI trend is being driven by a continued shift in consumer behaviour towards home socialising, a habit solidified during the pandemic and now embedded due to the ongoing cost-of-living crisis. Consumers are deliberately choosing to stay in, creating their own immersive entertainment experiences that transform everyday moments into meaningful, shared occasions. Spontaneity and indulgence are key drivers, with shoppers often making last-minute purchases, seeking treats that offer comfort, value, and connection. For wholesalers, this means demand is rising for products that deliver both emotional and functional value.”
The BNI occasion presents several compelling categories and trends that retailers and consumers alike should monitor. Impulse purchases emerge as a critical trend, suggesting that consumers are increasingly drawn to spontaneous, convenient confectionery options during social gatherings. This trend aligns perfectly with Mars Wrigley’s category-first approach, which aims to create new shopping pathways in the evolving omnichannel landscape. Seasonal product ranges that offer variety and cater to diverse preferences are particularly promising, as they can capture the dynamic spirit of celebratory moments.
Confectionery is at the heart of the Big Night In mission, especially in shareable formats such as pouches, multipacks, and PMPs. Mars Wrigley’s portfolio performs strongly here, with trusted brands like Galaxy, M&M’s, and Skittles that offer reliability and indulgence.
Moreover, the focus on shared experiences and gatherings indicates that multi-pack offerings, shareable formats, and products that enhance social interactions could be significant growth areas. The trend suggests consumers are looking beyond individual consumption, seeking products that can create memorable moments and facilitate connection during these special occasions.
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 this category is combined with the growing premiumisation trend, we can see the big opportunity for wholesalers, 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, wholesalers 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) – something that wholesalers who stock them can benefit from too.
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 Confectionery 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 break through into new categories and recruit new consumers.
Beyond the well-loved liquid itself, 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. Almost 1 in 10 GB households buy Baileys licensed products, such as the new Baileys Salted Caramel biscuits, which equates to 2.5 million shoppers (Kantar), and over 20% of Baileys shoppers do not purchase the spirit itself, instead only purchasing the brand’s licensed products (Kantar) on offer.
“As economic pressures continue,” says Jessica Woolfrey, Marketing Manager, pladis UK&I, “the Big Night In has become a regular part of life for millions of us. Consumers are staying in rather than going out to make their money go further, and trading up to special treats for nights at home. As a result, there’s greater opportunity for wholesalers to offer more premium products and larger packs in depot, to grab their retail customers’ attention and encourage them to deliver indulgence in store and excitement for younger shoppers.”
“The big night in is all about treats for sharing,” adds Woolfrey. “Three of the most important categories for the occasion are premium sweet biscuits, savoury biscuits, and sweet and savoury snacking.
pladis is the biggest name in sweet biscuits, which are enjoyed on all occasions, from teatime to a Big Night In and moments in between, and McVitie’s is Britain’s biggest biscuit brand by far. The brand is addressing the rising demand for indulgent treats with a stream of innovation, including three new offerings: McVitie’s Jaffa Cakes Hot Honey, McVitie’s Pink Digestives, McVitie’s Hobnobs Oaty Cookies and Flipz Strawberry Cheesecake.
Wholesalers also want to offer retailers and their shoppers snacking products for a Big Night In that are a bit different. Flipz blends sweet and savoury in delicious crunchy pretzels, and comes in sharing pouches designed for the occasion. pladis’ most recent launch, Flipz Strawberry Cheesecake flavour, taps into Brits’ love for nostalgic dessert-inspired flavours.
“Consumers are hungry for flavour innovation from brands they trust,” says Woolfrey, “and pladis has long been known as the name behind some of Britain’s favourite snacks, from McVitie’s, Britain’s Biggest Biscuit brand, to bagged snacks like Jacob’s Mini Cheddars and Flipz pretzels.
“Shoppers are on the lookout for new and different flavours for Big Night In treats,” she continues, “and ‘swicy’ – sweet and spicy – is a flavour that is trending globally, with a huge following on social media and in the culinary world, amid a bigger movement that’s seen people embrace sweet and spicy across a wider range of food products. Our new limited edition McVitie’s Jaffa Cakes Hot Honey flavour combines honey’s sweetness with chilli heat in a delicious jelly covering a light sponge cake base, and coated in the Jaffa Cake signature crackly dark chocolate.
“We are once again demonstrating our category leadership by launching a unique new flavour. The ‘heat meets sweet’ trend has taken the savoury world by storm, and now we’re ready to bring it into Jaffa Cakes. It packs a punch, and has the ability to drive buzz, just like Jaffa Cola Bottle did.”
“Wholesalers should grab their retailer customers’ attention when they stock up for the Big Night In by presenting them with a mix of bestselling products and exciting NPD,” advises Woolfrey, “including larger packs in the key snacking categories. Wholesalers should give bestselling brands and NPD the lion’s share of space, and place them prominently in depots to grab retailers’ attention. Emphasising NPD in depots is key to helping retailers grow their Big Night In sales by offering their shoppers ranges that are fresh and exciting.”
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