As shoppers continue to feel the pinch from rising living costs, many are rethinking nights out – with eating and drinking out increasingly viewed as prohibitively expensive and 69% of occasions now taking place in the home (IGD).
Consumers still want to socialise and enjoy themselves – they’re just doing it differently. The Big Night In occasion allows shoppers to recreate a social experience at home, while giving wholesalers and retailers a real chance to grow basket spend through the right mix of drinks, snacks and meal deals.
For everything from family get-togethers to major sporting events and movie nights, shoppers are seeking affordable ways to enjoy quality time with friends and family without compromising on experience. This presents a clear opportunity to drive incremental sales by catering to at-home occasions with smart ranging, strong value and quality cues and easy-to-shop solutions.
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, comments: “With shoppers planning ahead for evenings in, multipacks and larger take-home formats play an important role. Value-led cider formats, particularly PET bottles and multipacks, are resonating strongly with consumers who want to cater for groups while keeping spend under control.
“Aston Manor Cider is seeing particularly strong momentum in this space, with our value and premium-value brands including Crumpton Oaks, Knights Cider and Frosty Jacks helping the channel meet demand for affordable quality.”
Shoppers are looking for products that deliver on taste and experience, but at a price point that feels justified for an at-home occasion.
Larger formats and multipacks make it easier for consumers to host without overspending. Within Aston Manor’s range, the SKUs that offer the best value are performing strongest. Crumpton Oaks 2.5l PET is the No.1 Cider PET in the UK convenience channel (TWC) and the Crumpton Oaks 4x568ml pack is up by +38% (TWC).
The Big Night In occasion also opens the door for basket-boosting cross-category promotions.
“Wholesalers and retailers can maximise the opportunity by grouping complementary products together – pairing cider like Crumpton Oaks Cider, Knights Cider and Frosty Jacks Cider with sharing snacks, pizzas, ready meals and even desserts to create a complete night-in solution,” adds Marshall.
“Linking drinks with food is a simple but effective way to increase spend. In depot these displays help retailers visualise the occasion in store, and when paired with offers and promotions, wholesalers can drive sales through bulk purchases.
“For retailers, clear in-store signage, secondary sitings and chilled availability can all help drive purchases, particularly as many Big Night In shops are made just hours before consumption.”
While the cost-of-living crisis continues to influence spending habits, consumers are not willing to sacrifice enjoyment. This is where premium-value cider comes into its own – offering shoppers a sense of treat and quality at an accessible price point.
Aston Manor’s portfolio is well positioned to support this trend, providing wholesalers and retailers with strong margins while meeting shopper demand for value, flavour and trusted brands.
The Big Night In isn’t about cutting back – it’s about spending smarter. Wholesalers and retailers that recognise this and tailor their ranges accordingly can turn this occasion into a real driver of sales and loyalty. Traditionally, retailers and suppliers have viewed the cider category with three clear price segments – Value, Mainstream and Premium – but we are seeing the establishment of a top tier in value, which is attracting customers who are looking for great quality drinks at reasonable prices.
Knights Cider is leading the charge as the No.1 strong cider brand in the UK (Nielsen) and the No.2 cider brand in the convenience channel (TWC).
The brand’s premium quality cider, crafted with a blend of the finest bittersweet and dessert apples, has resonated strongly with shoppers, delivering a +67% growth in volume sales in convenience (TWC).
Across Aston Manor’s entire portfolio, Knight’s Vintage is the one to watch going into 2026. Crafted by a master cider maker from a blend of the finest bittersweet apples, Knight’s Vintage is a medium dry vintage cider with an ABV of 8.4%.
The brand has sold 1.7 million units in the past year and is continuing to gain listings and distribution. With an RRP of £1.50-1.80, Knight’s Vintage offers a great margin. This year it was awarded its first Great Taste Award and Gold at the World Cider Awards, underlining the quality that enables it to bring in high affluence shoppers to the brand.
Crumpton Oaks is the No.1 Value cider brand in the impulse channel (Nielsen) and is growing at +13% (Nielsen).
“Within our range, the SKUs that offer the best value are performing strongest,” says Marshall. “Our 2.5l PET is the No.1 Cider PET in the UK convenience channel (TWC) and our 4x568ml pack is up by +38% (TWC).”
In response to consumer demand for variety and affordability, in July last year Aston Manor unveiled two vibrant new additions to its best-selling Crumpton Oaks range – Crumpton Oaks Strawberry and Crumpton Oaks Berry.
Crafted from the finest bittersweet apples and bursting with flavour, both ciders are available with an RRP of just £1.50 per pint can, aligning with the growing consumer focus on affordable quality.
With 40% of cider shoppers seeking new flavours (Dram Scotland) – and flavoured cider sales in the value sector growing by +11% MAT (Nielsen) – the launch couldn’t have been better timed. The flavours have sold more than half a million cans since launch, becoming one of the top-performing flavoured cider launches of 2025.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “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.”
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). It’s also important to note that while some convenience stores may have parking facilities, not all will, so consumers will be looking for beer and cider they can carry easily home, so small-packs sizes (three- to six-packs) will win here.
The best performing brands in the 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.
Georgia Ladbrook, Shopper Marketing Manager – Impulse, BrewDog PLC, comments: “Ongoing cost pressures across everyday spending are leading many consumers to reduce out-of-home occasions such as eating out or visiting pubs. Instead, shoppers are increasingly choosing to socialise and celebrate at home, accelerating the Big Night In as a deliberate, value-led occasion. While this behaviour was seeded during the COVID-19 pandemic, it has become more entrenched as consumers look for affordable ways to enjoy quality food and drink without compromising on enjoyment.
“A big night in can be anything from a night on the sofa with a partner, watching sport, a movie or your favourite Saturday night TV show, to a group of friends gathering for a celebration – it’s about making the most of time together at home.
“This is great news for convenience retailers and wholesalers, especially as many of these occasions are likely to be impromptu, so creating a 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.
A Big Night In might be alone or a meal as couple, a chance to wind down and relax at the end of the day or spend quality time with a someone, generally involving food. This is an opportunity to highlight 4-packs along with meal for tonight solutions.
Regular/everyday drink 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 or mid-abv options, 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.
“For independent retailers, the Big Night In presents a clear opportunity to grow basket value by increasing spend from shoppers already in store. By clustering complementary and frequently cross-purchased products—such as food, drinks, and snacks—retailers can encourage incremental purchases and make it easier for shoppers to build a complete occasion in one trip,” adds Ladbrook.
“Beer is often the heart of these at-home occasions, whether it is simply unwinding after a day at work, or a larger celebration with friends, having chilled availability of popular beer brands is essential for retailers to maximise on the opportunity.”
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), with 55% of craft beer spend coming from 4-6 packs (Circana).
BrewDog mixed multi-pack SKUs (up +87% vs YA, Circana), perfect for sharing and trialling different styles, are ideal for the big night in occasion, and by driving wider availability linked to the big night in mission, there is an opportunity to upweight basket spend.
Craig Chapman, Head of Brand at Global Brands, comments: “The Big Night In trend is showing no signs of slowing, with its impact clearly visible across multiple food and drink categories – from ready meals and snacks to RTDs (ready-to-drink).”
A study by Samsung last year showed a major lifestyle shift amongst 18 to 28-year-olds, with 39% saying they now prefer a night in to painting the town red. While the appeal of home comforts and convenience plays a role, the trend is being heavily fuelled by ongoing economic pressures – a separate survey by Virgin Media last year revealed that 67% of Brits are skipping weekday socials to save money.
“It’s worth noting that amongst students in particular, this trend is evolving rather than disappearing,” adds Chapman. “Nights out haven’t vanished – they’ve simply been restructured with pre-drinks coming to the fore as a non-negotiable, to allow students to manage budgets by socialising at home before heading out. As a result, the ‘Big Night In’ often now starts earlier in the evening, blurring the lines between staying in and going out – and reshaping how, when and what students choose to drink.”
Data shows that the categories benefitting most from the Big Night In trend are those which help consumers to recreate the pub, bar or restaurant experience from their own home – such as ready meals, snacks and of course RTDs, including canned cocktails like All Shook Up and Gather Gourmet Cocktails.
In fact, Tesco’s own data shows that ready-to-drink cocktails are the fastest-growing area of the UK drinks market, growing 20% in the last two years – making this a crucial category for wholesalers to capitalise on. Alongside the growth of canned cocktails, vodka-based RTDs such as VK, Hooch and Soopa Hooch are also seeing increased demand, with the category currently growing at 18% year-on-year.
This growth of RTDs is being driven not only by convenience-led occasions at home, but also by more informal social moments. For students, RTDs are seen as a sociable, accessible option for pre-drinks – easy to share, simple to serve and offering consistent quality without the need for spirits, mixers or barware.
“Alongside the Big Night In trend, vast amounts of shoppers are also leaning into convenience – favouring options that are quick, easy, and require minimal prep. RTDs and canned cocktails are perfectly positioned to meet these needs, as they remove the barriers associated with spirits-led pre-drinks – such as the need to buy multiple ingredients and mixers or needing equipment – and instead offer a simple, ready-to-serve solution that feels sociable and accessible,” says Chapman.
“We’re also seeing evolving trends in the flavour profiles that consumers are choosing, with consumers becoming more adventurous, and exotic fruity profiles coming to the fore. On the whole, consumers want drinks that feel refreshing, sessionable, and easy to enjoy, all of which are key considerations we take into account when creating NPD.”
VK Mixed Packs remain the strongest category mixed pack in retail, thanks to the vibrant flavour range and party-friendly format and varied selection of flavours. Alongside the mixed pack, VK’s top performers that continue fuelling customer parties are Blue 70cl, Orange & Passion Fruit 70cl and Black Cherry 70cl.
Due to the large-scale integrated marketing campaign in 2025 to celebrate its anniversary, Hooch continues to go from strength to strength in terms of brand awareness and growth. With the revival of its original 1995 can design that was well-received by both brand-loyalists and new fans, Hooch is anticipating another strong year with its 3.4% 440ml cans and bottles taking centre stage.
Ryan McCann, Director, Red Star Brands, comments: “Drinking habits are changing. People aren’t waiting to go to the pub anymore – they’re pre-drinking at a friend’s place, having a can in the park, or bringing something easy to a gig. This is where premium lower-ABV, flavour-forward RTDs shine – and it’s why the category keeps growing.
“We’re seeing a consistent shift toward products that offer either a sense of elevated quality or a standout experience, and ideally both. For many younger consumers, ‘premium’ doesn’t just mean a high price point or a traditional look – it means bolder flavour profiles, innovative formats, and drinks that bring vibes to the occasion. With ARTDs (Alcoholic Ready-to-Drinks), there’s a growing appetite for brands that break category conventions and offer something genuinely different. Consumers want drinks that feel curated but not constrained.”
As well as flavour, serve size, affordability and alcohol strength are all key considerations for RTD consumers shopping for the Big Night In. Duty increases on wines and spirits have made RTDs a more affordable option with larger single-serve RTDs like Four Loko offering more ‘bang for buck,’ providing consumers with extended drinking time compared to smaller, stronger cocktails. This improves the value of a single drink for on-the-go or social occasions.
Four Loko has seen double-digit sales growth in the last 12 months across the independent channel, performing exceptionally well in urban, student-heavy areas as well as seeing significant traction in festival retail. It is now one of the fastest growing RTD brands in the UK, delivering +28.1% growth in the last 52wks, with 760 cans sold every hour (IRI FAB Total Market, 18.05.25)
Flavour is everything, especially in the RTD space where bold and nostalgic flavours continue to drive interest and purchase decisions. Whether it’s tropical, sour, sweet, or fruit-forward profiles, consumers want drinks that match their mood and moment and are willing to explore unfamiliar formats if the flavour promise is exciting enough. Consumers are increasingly demanding innovative and unique flavour combinations with all the convenience and excitement of a show-stopping pre-mix. Impulse drinks and single format drinks are driving growth – up 5.3% in value.
Flavour trends are fast moving towards tropical profiles, hybrids (eg candy-inspired), and nostalgia-based flavours, with demand for fuller flavour profiles also growing, as evidenced by Four Loko White, which is the fastest selling SKU in GB Convenience, Dark Berry Burst and the latest addition to the range, Hawaii – a fresh and punchy tropical fusion of pineapple and raspberry combined with Four Loko’s signature 8.4% ABV vodka-based, caffeine-free recipe.
Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, comments: “Consumers are increasingly looking for ways to replicate the out-of-home experience in the comfort of their own home, amidst rising living costs. Spending quality time with friends and family remains a priority and it’s less about cutting back and more about finding new, meaningful ways to socialise at home. This presents an opportunity for wholesalers, especially those offering great value take home options like multipacks and 2 litre bottles which are ideal for sharing.”
Wholesalers shouldn’t underestimate the power of take-home formats, which last year grew by 4.1% to nearly £1.7bn, accounting for 30.9% of total soft drink sales (NielsenIQ). Carlsberg Britvic offers a variety of pack formats to suit different shopper needs. For those consumers who are hosting friends and family , larger formats such as 2 litre bottles and multipacks of carbonated soft drinks, including Pepsi® MAX, Tango and 7UP® Zero, can play a key role.
To meet growing shopper demand for indulgent soft drinks (Lumina), Pepsi has expanded its successful Strawberries ‘N’ Cream and Cream Soda range with a 1.25L format. This launch builds on the popularity of rich, sweet flavours and the rising trend of drinkable desserts (Black Swan), offering an affordable treat that is perfect for the take home occasion. With flavoured colas growing five times faster than unflavoured cola (NielsenIQ), the new 1.25L format provides even more opportunity for retailers to capitalise on this momentum, especially among younger consumers seeking a unique and delicious zero sugar experience. Pepsi Strawberries ‘N’ Cream and Cream Soda 1.25L became available to the grocery, discounter and convenience channels from 6 October. The new format joins the existing range of 500ml price-marked packs & plain, multipacks of eight cans and 330ml cans, with a RRP of £2.95.
Shoppers are choosing to live a healthier lifestyle, leading many to moderate their alcohol intake. Those consumers that choose to not drink alcohol are likely to seek more elevated experiences and interesting flavours that match up to the out-of-home experience, for a fraction of the cost. With 329.5 million in-home soft drink servings consumed as an alternative to alcohol in the past year (Worldpanel), the growth potential in this space is clear. Wholesalers who stock bold, sugar-free flavours that don’t compromise on taste such as Pepsi MAX®, 7UP Pink® Lemonade and Tango Strawberry Smash, are perfectly placed to meet this evolving shopper demand and drive category value.
J2O is a well-known and trusted favourite, so the brand is well placed to support retailers with growth in the adult soft category and last summer, J2O core rolled out a new look across its core fruit blends range, taking it from a classic favourite to a modern icon. The rebrand brings vibrancy to shelves across retail and injects more fun into shopper’s social occasions, reinforcing itself as a key adult soft drink choice.
The J2O Mocktails range is also tapping directly into this need with new and exciting options. Originally launched in 2023, the line-up includes Strawberry & Orange Blossom Mojito and White Peach & Mango Daiquiri. New for this summer is J2O Tropical Punch, a refreshing blend of pineapple and coconut flavours. Available in 250ml cans, it’s ideal for warm weather, parties, and big nights in.
Low calorie soft drinks have grown at 10.4% in value over the past year (NielsenIQ) and independents are seeing rapid growth in sugar free drinks (+13.6%, NielsenIQ). This suggests that the demand is there for healthier alternatives.
Tango has an impressive history with its sugar-free launches, the brand is now worth £115m and growing +8.6% (NielsenIQ). This can be attributed to the performance of sugar-free options, with Tango Apple Sugar Free now worth £36m (growth +15.6 vs LY) and Tango Cherry Sugar Free now worth £17m (NielsenIQ).
The health conscious and functional drinks market is now worth £39 million (NielsenIQ) and the Kombucha market is growing at 33% value growth (NielsenIQ). Shoppers are consistently looking for more options that suit their lifestyles and are eager to try exciting new flavours aligned with their health preferences.
Last year, Lipton – the UK’s number one iced tea brand (NielsenIQ) entered the kombucha market with an innovative new range. Blending Lipton tea, fruit flavours, and natural fermentation, the range features Strawberry Mint, Raspberry, and Mango Passionfruit. Available in 250ml single cans and four-can multipacks, Lipton Kombucha is low in sugar and calories, meeting the demand for healthier choices.
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, while remaining one of the fastest growing (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 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.”
Tash Jones, Commercial Director at Fairfields Farm, comments: “Consumer behaviour has noticeably evolved since the pandemic, and this shift is at the heart of the Big Night In trend. Although everyday life has returned to normal, the appeal of staying home hasn’t faded. People have embraced the comfort, convenience and togetherness that home-based occasions offer. As a result, many are choosing to bring out-of-home experiences into their own spaces, turning living rooms into mini cinemas or swapping pub outings for watching the match with friends and family at home. The desire to enjoy these moments in a relaxed, personal setting is what continues to fuel the Big Night In.”
Snacking sits right at the heart of any Big Night In. Key categories include large format crisps, snacks, premium confectionery, soft drinks, beers, wines and mixers. Fairfields Farm handcooked crisps tap into the growing demand for premium, British-made snacks, perfect alongside classic party favourites like charcuterie platters. Drinks also play a key role, with everything from soft drinks to low/no-alcohol options and ready-to-drink cocktails making an appearance. And for these at-home occasions, larger pack sizes with value for quality tend to be the top performers, giving people plenty to share.
“Wholesalers can create a dedicated and well-organised area that pulls together all the essentials retailers need to build a standout Big Night In proposition,” adds Jones. “Offer a balance of single-serve items and larger sharing formats to cover every type of occasion, whether someone’s unwinding alone or hosting a group. To make things even simpler, you could provide pre-assembled bundles or curated selections, giving retailers quick, convenient options without the hassle of choosing products individually. Don’t forget event-led nights in – sporting tournaments, popular TV finales and seasonal occasions are important calendar dates to offer deals and highlight key products.”
Consumers are looking for an affordable premium–at-home experience, often choosing high-quality snacks, drinks and treats, recreating a night out at home. Sharing formats and grazing-style snacks, alongside better-for-you options keeps a balance with snacking options such as vegan-friendly to suit a variety of dietary requirements. The Fairfields Farm offering boasts flavour-packed, satisfying crisps that are vegan and gluten free, ensuring many can enjoy them without compromise.
Among Fairfields Farm’s strongest performers are the Lightly Sea Salted, Sea Salt & Aspall Cyder Vinegar and Cheese & Onion flavour crisps, which are all-season favourites that pair effortlessly with a variety of accompanying drinks, nibbles and dips. The brand’s sharing bags also consistently rank high throughout the year, making them a natural fit for any Big Night In setup.
This winter, Fairfields Farm launched Honey Roasted Chestnut & Sage flavour crisps, crafted with a comforting mix of sweet, rich roasted chestnut and a delicate herby note. Designed with winter moments in mind, they’re ideal for sharing during cosy nights in or get-togethers with friends and family. And just like the rest of the range, they’re vegan, gluten-free and nut-free, making them a treat everyone can enjoy.
Lauren George, External Communications Manager, Mars Wrigley, comments: “The BNI trend is being driven by a continued shift in consumer behaviour towards home socialising, a habit that solidified in the Covid years, and is now embedded due to the ongoing cost-of-living. Consumers create 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 wholesalers 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.
While value remains a driving force, indulgence and emotional satisfaction are just as important to today’s BNI shoppers. Consumers are not scaling back during these occasions; they want to elevate them. That means bold flavours, fun formats, and products that feel special.
There’s also a growing emphasis on shared consumption rather than solo snacking, which highlights the importance of products that support group enjoyment. Spontaneity remains a defining element of BNI, making well-merchandised, grab-and-go formats more crucial than ever for both wholesalers and their retail customers.
In 2025 Mars Wrigley drove excitement in confectionery aisles across the nation with the return of its MALTESERS® White Chocolate, after more than a decade. The relaunch came in direct response to significant consumer demand and not only caters to the rising popularity of white chocolate (the sub-category saw a 12% uplift in 2024, Nielsen) but also taps into shoppers’ desire for nostalgic products.
Despite inflation and cost-of-living pressures, confectionery remains one of the highest-growth categories in grocery, especially when compared to wider snacking. Package snacking in the UK market is worth £21.3bn and growing at +5.0% (Nielsen). We have seen consistently high, and growing, performance in all three categories – chocolate +9.3% y-o-y, fruity confectionery +3.7% y-o-y, and gum +3.1% y-o-y (Kantar), showing that confectionery continues to play a key part in consumers’ everyday lives.
“A category-first approach is essential for success in the BNI space. Wholesalers should focus on helping retailers create clear shopper missions and pathways to purchase. Offering a broad yet curated range that caters to different tastes, budgets, and group sizes is key. PMPs should be prominently featured, alongside larger pack sizes and products that invite sharing,” adds George.
“Wholesalers should encourage retailers to build cross-category displays that bundle complementary items, increasing basket value and enhancing the overall shopping experience. Visibility, value, and variety remain the three pillars for driving success in the BNI category, and wholesalers who support these priorities will be well-placed to capitalise on this evolving and lucrative trend.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Chocolate is the top choice for Big Night in occasions (Snackchat), with candy, biscuits, cheese and crisps also playing a key role.”
Chocolate is an incredibly buoyant category and is growing. Standard chocolate is growing by 8.1% (NIQ), with growth being driven by Big Night In formats such as sharing bags and tablets, growing by 4.7%% and 11.8% respectively (NIQ).
“Candy confectionery is also in growth (NIQ), and 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 the fastest growing candy brand over the past five years (Nielsen), so retailers should make sure their range includes a strong range of sours,” adds Nash.
“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. 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 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.”
Big Night In remains a key opportunity for retailers, as consumers see staying in with friend and family as a cost-effective alternative to going out.
“We also see 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.”
The limited-edition Cadbury Dairy Milk Made to Share range returns for 2026, featuring 12 new on-pack messages and a new consumer competition with prizes to share. Shoppers can choose from playful designs such as Who Does The Laundry, Who Takes All The Pics and Who Spent Ages Looking For The Remote. Made to Share reflects the spirit of generosity that is central to the Cadbury Dairy Milk brand. By highlighting these meaningful acts that strengthen our connections, the range creates a simple, thoughtful way for people to recognise and thank those around them.
Following a highly successful launch in 2024 Cadbury Dairy Milk &More fuelled category growth, attracting younger adults to the category (Kantar). It delivered high incrementality and is worth over £13m RSV MAT (Nielsen). Cadbury Dairy Milk &More continues to over-deliver on brand experience with a 17% repeat rate, 25% incrementality and a 28% conversion rate, which showcases how consumers are continuing to enjoy the brand (Kantar). Cadbury Dairy Milk &More is tapping into new forms of indulgence with an involving, multi-sensorial experience to excite consumers.
Declan Hassett, Licensing Manager at Diageo, comments: “The big night in occasion presents a wealth of opportunities for wholesale partners supporting independent retailers. Stocking products tailored to at home occasions is one way to spark excitement and tap into this occasion, but licenced ranges from brands with strong relevance and equity in the at home space can also drive standout sales performance. Branded licenced products carry significant weight in the shopper experience, particularly within food and beverage, one of the fastest-growing sectors in the brand licensing industry, worth £58bn.”
Diageo is the world’s leading alcohol licensor, with a portfolio of more than 5,000 distinctive licensed products. Despite the popularity of top alcohol brands, 80% of consumers don’t regularly visit the BWS aisle (Kantar) which can leave a gap in potential sales. There is an opportunity to harness the reputation of renowned brands, such as Guiness and Baileys, to not only boost sales within the alcohol aisle, but also across different categories, engaging with a broader range of shoppers in-store through licenced products. This goes both ways, a shopper may enter a store intending to buy a bottle of Baileys for example, only to discover a licenced product counterpart, such as Baileys Original Truffles, Baileys Salted Caramel biscuits, or Baileys Pouring Cream, that elevates the big night in occasion. Overall, when it comes to the UK’s attitude to chocolate 81% of people buy chocolate as a personal treat of indulgence (NielsenIQ), with 62% viewing chocolate as a gift and buying it for others (NielsenIQ).
The newly launched Baileys Chocolate Caramel Whirl, developed by premium chocolatier Lir Chocolates, is designed to appeal to both impulse treat-seekers and those looking for a gifting option or a shareable indulgence. Available as a single unit or a triple pack, the range caters to a broad audience with formats suited to everything from spontaneous self-treating to thoughtful gifting.
“Maximising the big night in with branded licensed products means getting creative and bringing the occasion to life. Treat shoppers buy for moments, not categories, so disruptive merchandising that sparks impulse purchases is key. These products also create strong cross category touchpoints in depot, boosting brand visibility and driving incremental sales,” adds Hassett.
“Rather than confining these items to their traditional category aisles, positioning them on end caps, feature displays, or at the checkout can spark curiosity, encourage growth outside of traditional categories and drive engagement throughout the store.”
Kathryn Hague Head of marketing World of Sweets/Hancocks, comments: “Shoppers are actively choosing at-home occasions as a more affordable alternative to going out, which is increasing demand for value-led treats and sharing formats, particularly PMPs.”
Mintel data, referenced in UK trade press, shows that 49% of consumers consider snacks a “must-have” for an evening in, underlining the scale of the opportunity.
“World of Sweets recommends dedicating visible space, grouping relevant products and using clear signposting to help shoppers build the occasion quickly,” adds Hague.
“PMPs and clear shelf messaging reduce price anxiety and increase conversion in convenience-led environments.
“Lead with sharing (which drives basket spend), support with singles and count lines (impulse), then “complete the night” with popcorn, snacks and drinks where applicable.
“Keep displays full and front-faced, use bold promotional communication and protect availability through peak autumn and winter periods.”
Kingsway Pick & Mix remains a cornerstone of the British confectionery market. The interactive nature of pick & mix appeals across all age groups and delivers strong margins for retailers.
Jelly and chewy sweets consistently outperform, with shoppers drawn to fruity flavours and familiar formats.
Standout Kingsway lines include Giant Strawberries and Twin Cherries, popular with all age groups.
Classic favourites such as Friendship Rings and Teddy Bears are also in the range.
Shoppers expect to see Cola Bottles, including fizzy, cherry and Mega Value variants, in any credible pick & mix range.
Core branded sharing bags (e.g. Haribo, Cadbury, Maltesers) remain dependable Big Night In anchors, driving impulse purchase and basket build.
David Hebson, Trade Marketing Director, Fox’s Burton’s Companies, comments: “The Big Night In (BNI) trend is being driven by consumers increasingly choosing to socialise at home, influenced by the growth of on-demand content, lingering pandemic habits and ongoing cost-of-living pressures. These factors make at-home occasions a more convenient and affordable alternative to going out, creating a significant commercial opportunity for wholesalers and their retailers.”
In addition, the spontaneous nature of many BNI occasions increases demand for impulse and sharing products. Items such as biscuits are well-suited for last-minute purchases when consumers visit friends or family, highlighting the importance of convenience and sociability. Bite-sized, resealable or portion-controlled formats work well with sharing occasions, helping retailers capitalise on BNI-led purchasing behaviour.
“Sweet biscuits have a huge role to play in serving all of these needs for customers as shoppers look to create feel-good, shareable moments at home. When merchandised well, they can encourage spontaneous purchases and help grow basket spend,” adds Hebson.
“While indulgence remains a key driver of sales in sweet biscuits, we recommend wholesalers stocking biscuits in the Better for You sector as we’re seeing a clear shift towards products that deliver nutritional balance, allowing shoppers to enjoy a treat without the guilt.”
The Healthier Segment is the fastest growing segment in Sweet Biscuits, worth £10M and growing a huge +29.7% (Circana) in the convenience channel. We expect big volume growth coming from this sector in 2026. That’s why FBC recently launched Maryland Delightfully Good, the first of the Maryland family to be a non-HFSS product. With over 30% less sugar than its counterpart, the chocolate chip filled cookie bridges the gap between indulgence and better-for-you snacking.
2025 was a huge year for NPD across the FBC range, but none more so than the release of cookie sandwich, Maryland S’wich. Shoppers voted with their feet on this one, with S’wich racking up over £2million in sales in just 12 weeks (NIQ) and 13% of these sales coming from the convenience channel (NIQ).
Combining the iconic flavour and irresistibly crunchy, crumbly texture of a Maryland Chocolate Chip Cookie with a rich, creamy chocolate filling, the Maryland S’wich is the ultimate sandwich biscuit.
The sweet biscuits category has remained resilient, valued at £2.9BN and growing at +3.3% (Circana), and FBC sees this steady growth continuing throughout 2026. Breaking this down, the sub-categories of Anytime Treats and Premium Treats are driving this growth, which is worth £991M (+3.6% YoY) and £384 (+10.3%YoY, Circana), and primarily down to shoppers seeking small moments of indulgence in their every-day lives.
FBC is outperforming the category, being the only major manufacturer in value growth, up +5.2% YOY, and volume growth, at +1.3% (NIQ and Kantar). FBC attributes some of this growth to its Minis Segment, which is growing at +5.9%YoY (NIQ). Mini formats of biscuits are perfect for the BNI occasion, as they offer something for the whole family and provide consumers with bite-sized biscuits they already know and love.
“For wholesalers to make the most of the BNI opportunity, we strongly recommend not under-trading your retailers who are shopping for premium products for their consumers. Stocking a vast range of premium biscuits, more so than cheaper, ‘everyday’ options, may seem counterintuitive, but they are the sought-after product for any BNI occasion. It’s also true that shoppers and their retailers are trading down from chocolate confectionery but are still looking for indulgence in premium biscuits. It’s no surprise, therefore, that premium biscuits are in growth in the wholesale channel (Circana), providing an excellent opportunity to boost basket spend for wholesalers, and their retailers,” advises Hebson.
“We also recommend being the ‘go-to’ place for advice, help and merchandising tactics. Providing retailers with key POS, planograms or best-selling advice tied to key moments such as weekends, sporting events or major TV moments helps turn the BNI into a reliable, repeatable sales driver rather than a one-off occasion.”
Market leading Rustlers, the £109m (Nielsen) chilled ready meals brand, is enabling wholesalers to meet rising demand for hot, tasty, easy to prepare meal solutions that can be enjoyed as part of the Big Night In occasion.
“When it comes to a Big Night In, consumers are looking for great-tasting food that can be prepared with the least amount of effort. Rustlers fit the bill perfectly, providing a tasty solution that can be prepared in home at the touch of a button, literally,” says Ross Davison, Head of Convenience at Kepak (Foods Division).
As consumers continue to deal with the rise in the cost of living, but still want to socialise with family and friends, the Big Night In occasion provides the ideal opportunity to have the fun they want, without incurring the expense of going out or ordering an expensive take out.
This in turn provides an opportunity for wholesalers to focus on high profile brands such as Rustlers, to drive Big Night In sales across a range of different occasions, where there’s a need to serve great-tasting food which requires minimal preparation.
“That’s where products such as Rustlers come into their own,” adds Davison. “Rustlers can be prepared in less time than it takes to watch a commercial break. As Rustlers products are more likely to be eaten during relaxing moments in front of a TV (Worldpanel), and with 73% of Rustlers shoppers agreeing that eating and drinking out is prohibitively more expensive (Savvy Shopper), Rustlers really is made for the Big Night In occasion.”
Rustlers’ consumer appeal has been boosted by a brand refresh which has improved the clarity of messaging on pack, driving clearer differentiation between Rustlers Burgers, Sandwiches and Subs.
Rustlers is urging c-store retailers 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.
Shezad Aslam, Managing Director of Aagrah Foods, comments: “Premiumisation, convenience and ease of preparation are three key factors shaping the BNI trend, all of which are overlaid by the growing consumer demand for ingredients that enable them to recreate authentic, restaurant-quality ‘fakeaway’ dishes quickly and easily ahead of a Big Night In with friends or family.
“BNI shoppers are increasingly discerning, rejecting foods that they perceive to be lacking depth, overly processed, and of poor quality. With hospitality still under pressure, brands that deliver a credible ‘fakeaway’ are the ones enjoying growth; restaurant-quality Indian cooking sauces are having a moment, as shoppers trade across from their favourite curry house, seeking authentic, premium Indian cooking sauces that help them recreate the restaurant dishes they love, at home.”
One of Aagrah Foods’ best-selling products is the Tikka Masala cooking sauce – a creamy and aromatic fusion of a rich tomato base and warming spices. It’s the most popular due to its high recognition factor – Tikka Masala is a dish shaped by British taste and it’s become a cultural symbol for multicultural Britain.
Other BNI favourites include Naan breads (available in Plain and Garlic & Coriander to satisfy all appetites), premium Pilau Rice base for full-flavoured rice every time, and crunchy, authentic Poppadoms which are the perfect accompaniments to curry or ideal as a stand-alone snack with dips and chutneys.
The latest addition to the Aagrah Tarka portfolio is the vegan-friendly Butter Chicken Tarka Paste, which originates from Delhi and delivers an aromatic smooth and creamy tomato base with a hint of fenugreek. Made with slow-cooked onions, tomatoes, garlic, ginger and Aagrah’s signature blend of spices, it has a gentle heat and subtle sweetness without the spice of a Hydrabadi or Lahsen and is ideal for BNI shoppers seeking premium, restaurant-quality results at home without the complexity of cooking from scratch.
Unlike a finished curry sauce which offers a heat-and-serve solution, a Tarka paste provides a highly convenient foundation for a freshly cooked dish, delivering consistent, authentic flavour while giving consumers the flexibility to customise their own recipes – the perfect recipe for a memorable Big Night In.
All Aagrah’s pastes are cooked using the Tarka method, just as an Indian chef would cook them in a restaurant by first frying the spices on a high heat. This ensures that the pastes are punchy and packed with flavour to rival any Indian restaurant.
“Consumers are increasingly seeking greater authenticity and higher quality foods for the BNI occasion – but they also want convenience,” adds Aslam. “This means wholesalers need to deliver variety in their ranges and ensure they’re offering retailers something different. While the staples will continue to drive the highest volumes, variety and choice are what will stand out to best advantage.”
Madina Kaiumova, Brand Manager at Empire Bespoke Foods (EBF), comments: “Big Nights In are an increasingly popular – and cheaper – alternative to hitting the town. For wholesalers, one of the lasting effects of more people enjoying time at home with the family or friends is a rise in demand for premium drinks, snacks and ‘fakeaway’ meal favourites – something wholesalers should bear in mind when planning stock and ensuring they have the right products to satisfy demand.”
Big Nights In were originally restricted to sharing seasonal events and major sporting occasions, but with the trend to stay in as strong as ever, consumers are constantly on the lookout for new taste adventures to spice up their BNI experiences. Key cultural events including TV show launches, football tournaments, major sporting finals, and school holidays also act as powerful triggers for group nights in. These shared experiences often revolve around convenient meals, fun snacks, and indulgent drinks, making them a key commercial window for Big Night In promotions.
From the consumer’s point of view, three key recurring factors continue to influence the BNI occasion: price, convenience and the ‘treat factor’.
There’s no doubting that the cost-of-living crisis has led to changes in consumer behaviour. But cutting back on going out – to a restaurant or the cinema – has been nothing but good news for the Big Night In occasion especially across the wholesale sector.
The Big Night In presents a huge opportunity for wholesalers; creating dedicated displays and promotions on linked purchases can help drive sales. Macro-economic factors also drive shopper behaviour and the consumer’s overall propensity to shop at their favourite retailer so this too can be a valuable opportunity for wholesalers to tap into the BNI occasion.
Convenience and authenticity are increasingly important factors in leveraging the BNI experience. A greater understanding of ingredients and ultra processed foods has made consumers wary of what they’re buying so products made with authentic ingredients are always going to be in demand.
To help wholesalers capitalise on this, especially for the BNI occasion, Empire Bespoke Foods (EBF) offers a wide range of meal kits and accompaniments based on global cuisines including Indian, Japanese, Korean, Malay, Thai and Vietnamese.
Cooking Japanese food at home has never been more popular, partly due to the perceived health benefits of the cuisine, the rising popularity of dishes like ramen noodle soups and the relative ease with which it can be prepared. This reflects the growth of Japanese brand S&B and the range of Master Cook meal kits, specifically developed for world food enthusiasts who want to recreate their favourite dishes quickly and easily – a key consideration for the Big Night In occasion.
Another ever-popular option for the Big Night In occasion is the grazing and charcuterie board – the perfect opportunity to bring out the cheese and cold meats! Offering something different though is key here so EBF’s new range of premium Cornichons – whole crunchy mini pickled cucumbers from the UK’s No 1 gherkin brand Mrs Elswood – are tasty accompaniments to a wide range of savoury foods and perfect for pimping up a cheeseboard.
“Wholesalers should not overlook the role of the increasingly popular ’treat factor’ when planning their Big Night offering,” adds Kaiumova. “Indulgent, shareable treats deliver variety and help drive footfall into store. For sweet-lovers, EBF offers the on-trend fruit candies from US confectionery giant Mike & Ike, the No 1 theatre-box candy in the USA, perfect for sharing.”
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