78% of c-shoppers expect to visit their local c-store more frequently over the festive period. The same proportion expect to be looking to buy more premium options as a treat for Christmas[2].
The majority (57%) will buy beer and cider from c-stores this Christmas as part of a ‘top up’ shop, when they’re running low[3].
41% will be looking for lower alcohol or alcohol-free options to drink this Christmas (55% of Gen Z[4].)
Convenience will drive three quarters of beer drinkers and over two thirds of cider drinkers into c-stores this festive season, with 90% on the lookout for two-for-one and BOGOF deals to help maximise their spending[5]. With this in mind, retailers should promote deals on beer and cider to help maximise sales this Christmas.
A further 23% of consumers who were asked in exclusive HEINEKEN UK research said the choice provided by convenience stores was a big driver to purchase, while 78% said they would visit local retailers more frequently in the run up to Christmas to do top-up shops. The same number of consumers are expected to buy more premium products as they seek to treat themselves[6]. However, shoppers are also on the lookout for deals this year, with 41% saying too high a price point would be a barrier to purchase[7]. Although, nearly a third of shoppers would buy beer or cider on impulse[8]. This means retailers should dual-site beer and cider in store where possible, to help drive add-on sales.
Convenience retailers can expect to see an uplift in footfall this festive season as 78% of convenience shoppers expect to visit their local store more frequently this Christmas[9]. Convenience retailers can also expect beer and cider sales to see an uplift, as the majority of shoppers (57%) plan to do their top-up shops for beer and cider at their closest c-store in the run up to Christmas[10].
The latest HEINEKEN UK commissioned research, compiled by KAM, includes useful insights into consumer spending, behavioural trends and habits in alcohol, especially beer and cider, this Christmas.
Alexander Wilson, Category & Commercial Strategy Director – Off Trade, HEINEKEN UK, said:
“This Christmas, retailers can also expect additional trade from sport fans. Of those who intend to watch live sports on TV this winter, 74% say they’re likely to visit their local convenience store more often[11]. There is also an opportunity for retailers to benefit from shoppers trading-up as 80% say they’ll look for more premium options when sports games are on[12]. Heineken®, Birra Moretti and Heineken® Silver are a must-stock for this opportunity.”
The research asked consumers about their spending habits during sports matches this winter:
65% of convenience shoppers plan on watching live sports on TV this winter[13].
74% of convenience shoppers will maybe, or definitely, visit their local convenience store more often when there is a sports game on[14].
Over a third of convenience shoppers are looking to purchase more premium options as a treat when watching sports this winter[15].
With many shoppers planning to use their local c-stores during the festive period to buy beer and cider, retailers have a real opportunity to drive basket spend, particularly in the alcohol category, as shoppers look to celebrate with friends and family.
[2] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[3] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[4] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[5] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[6] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[7] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[8] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[9] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[10] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[11] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[12] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[13] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[14] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
[15] Heineken UK data | KAM research, November 2022, commissioned by Cirkle on behalf of HEINEKEN UK – N=500
Comments are closed.