Compiling customer feedback and industry data, UK wholesaler, Epicurium, has announced guidance to support retailers looking to make those crucial last-minute buying decisions ahead of the festive period.
Drawing upon industry data, Epicurium has issued five recommendations for retailers to consider when selecting their range over Christmas, with suggestions from trending products through to in-store merchandising.
As part of the insights, retailers are advised to consider opting for stock that taps into home entertainment and sparks conversations between guests at a time when consumers opt to host parties at home in favour of comparatively expensive dining-out options. Reviewing sales data, Epicurium has found that luxury products with higher price points are set to be popular over the seasons, as hosts look to impress guests and provide snacks that can either go alongside gifting or provide interest at parties. Small indulgences such as coated nuts and international flavour mixes look to be key, with reduced calorie or sugar products taking a back seat.
Epicurium suggests retailers optimise the higher-than-normal footfall and take risks with their stock package to draw in customers making repeat purchases after the Christmas period. Insights show that a diverse snack range appeals to those stocking up for parties and the higher customer volume also allows retailers to be more responsive to trends when making last-minute stock decisions. Clearly sign-posted destinations close to the entrance are also recommended for increased sales, combining snacks of different textures, for both sweet and savoury, in one location for customer ease.
The wholesaler issues a caution about novelty Christmas packaging as part of its recommendations, instead proposing retailers focus on premium indulgence products with longevity. Avoiding snacks that are only relevant to the short festive window allows retailers to minimise their risk of discounting and promote repeat product purchases throughout the year, the guidance says. Choosing premium products also allows retailers to roll out the stock earlier in the season to capitalise on the ‘cosy night-in’ trend.
Alongside this, Epicurium advises providing snacks that cater for dietary requirements, with non-alcohol and gluten-free alternatives shown to be of interest to consumers. Though data suggests that this period is less about calorie-controlled diets, the guidance suggests hosts do continue to support guests’ dietary requirements. Retailers are recommended to review these product offerings to support growing interest in this area.
Epicurium’s Managing Director, Ben McKechnie, commented: “Christmas is a key time in the calendar for retailers and is the most profitable period for many. Based on over a decade of industry insights, we have been able to collate recommendations for retailers so that they can make informed buying decision and support sales. Long gone are the days where snowman packaging translates to customer interest, and these insights show just how retailers can choose a stock package, even in the weeks leading up to Christmas, that will tap into consumer desires well in to the new year.”
Epicurium provides innovative and on-trend wholesale snacking options to over 2,500 independent retailers, cafes, forecourt convenience stores, offices, and other vendors across the UK from a product range which includes over 900 products from over 130 brands.
To find out which products Epicurium recommend stocking for the festive period, click here.
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