Monthly grocery sales hit a record £12 billion in December, according to Kantar data from January 2023.
The figure was £1.1 billion higher than the previous December with grocery price inflation appearing to be the driving factor behind the rise, rather than increased purchasing.
Dan Harwood, Key Account Manager UK & Ireland at Schloss Wachenheim, owners of the Eisberg brand, said: “For many people, Christmas is all about the festive tasting food on offer. Eisberg is a great alternative to regular wine in many dishes as it offers the same great taste and aromas, but with fewer calories and no alcohol.”
Food and drink categories around Christmas tend to be more occasion based with a rise in alcohol and higher quality food.
“To make the most of the festive season, it’s important that retailers pay attention to current food and beverage trends and predictions and start stocking up on non-perishable food and drink – including alcohol-free wine – earlier than usual, think October time,” adds Harwood.
It’s likely that some shoppers will start their festive shopping early to avoid queues.
“With the rise in alcohol-free conversations, it’s especially important for retailers to carry that conversation into Christmas and consider what products are to appear on their displays.”
Isabela Lluch, Innovation and International Market Manager Puerto De Indias, comments: “Christmas is a time for gifts, treats and serious indulgence so the spirit category is a vital one for retail, the On-trade and for consumers. It’s a time when health is put to one side and people gather to celebrate, inebriate, and push the festive boat out so it’s crucial wholesalers, retailers and the On-trade have the right high-class spirits to excite and drive the upsell. Whether it is the creation of special cocktails and serves for the occasion or sleek and sexy gift packs, we have product range, point of sale and creativity to help wholesalers and their customers strike gold this festive season.
“Many of the On-trade venues are firming up their Christmas offerings in August so the sooner wholesalers can get started with their promotions and Christmas push the better. Retailers also need time to start planning their festive activities, range, and promotions so we recommend that wholesalers have an eclectic selection of spirits for the occasion and start pushing them ASAP. Competition is fierce at Christmas, so it is very much a case of first in, best dressed.”
Puerto de Indias’ best-selling products are its Strawberry gin and its LGTBI limited edition bottle.
The brand launched a Blackberry variant last year which is made using locally picked blackberries, cinnamon, violet and bilberries and we have a whole host of exciting new products to roll out in 2024.
According to the International Wines and Spirits Record (IWSR 22), Puerto de Indias is one of the Top 10 Gin Brands Worldwide.
“It’s vital that brands are proactive in communicating with current customers and in reaching new ones, so our vibrant marketing campaigns continue to be a key part of our success,” adds Lluch. “We’ll be going hard once again this Christmas through wide reaching press and social media campaigns, advertising plus some exciting activations and promotions for wholesalers and their hospitality and retail customers. We love nothing more than being creative so we’re always keen to set up bespoke promotions, whether that is the creation of exciting new serves, visual effects at the point of sale or special gift combination packs.”
Lauren Priestley – Head of Category Development Off Trade at Diageo, comments: “The festive period has always been a key occasion, providing ample opportunity to drive sales by leveraging an alcohol range. With this in mind, we suggest wholesalers think carefully about which products they are going to stock, planning ahead in order to maximise the opportunity.”
“Christmas is a key time for celebrations and treat moments, so it is worthwhile stocking drinks options that lend themselves to these moments, to drive sales and help retailers capitalise on these occasions. Often cocktails are enjoyed during celebratory moments, such as Christmas. With this in mind, we recommend stocking up on spirits that form the base of high-quality yet easy-to-create serves. White spirits, such as vodka and gin, can be used in an array of popular cocktails which consumers can make themselves at home, including G&Ts and spritz serves.”
Smirnoff, for example, is growing in share to reach 42% share of the vodka category (Nielsen) making it a must-stock all year round, and especially for the festive season. This versatile spirit can be enjoyed in a variety of celebratory cocktails and serves. Its flavoured counterparts, including Smirnoff Raspberry Crush (37% ABV), Smirnoff Mango & Passionfruit Twist (37.5% ABV) and Smirnoff Berry Burst (37.5% ABV) have enjoyed over 29% share of the Flavoured Vodka category since launch (Nielsen). Stocking flavoured vodka such as these can encourage consumers that already enjoy Red Label with new and exciting options to try. Gin is a category that is not to be overlooked. In fact, over 11 million consumers enjoy gin in the UK (Kantar).
“Stocking a range of gins at various price points and flavour variations will help retailers encourage their customers to explore a range whilst tapping into people’s budgets and taste preferences,” adds Priestley. “For example, Gordon’s is a well-trusted gin (the no.1 gin brand in GB, Nielsen) and is an affordable, yet high-quality option that consumers can enjoy in a variety of different serves. For those looking to trade up, and we can expect people will want to treat themselves over Christmas, we suggest stocking Tanqueray and its variations including Tanqueray Flor de Sevilla (41.3% ABV) and Tanqueray Blackcurrant Royale (41.3% ABV).”
As Baileys is the no.1 contributor to spirits growth over the festive period (Kantar) with one in four households buying it last Christmas (Kantar), wholesalers would benefit greatly from stocking this ahead of the festive period. Baileys can be enjoyed in numerous ways – enjoyed over ice, mixed into cocktails, drizzled over ice creams or in delicious desserts.
“Wholesalers that think about which drinks products lend themselves to gifting moments will reap the benefits of doing so,” says Priestley. “Whiskey is the no.1 category for gifting between October and December, enjoying 30% share of ‘spirits bought as a gift’ (MMR). There is a burgeoning diversity within the whisky category, making it even easier to appeal to a broader range of consumers, so we suggest maintaining a good variety of whiskies. For example, stocking a few Johnnie Walker options, such as ‘Black Label’, ‘Red Label’ and ‘Blue Label’ will ensure that wholesalers’ stock taps into different taste preferences and budgets.”
Johnnie Walker is the 3rd most gifted whisky brand in GB, making it a must-stock (MMR).
In fact, whisky lends itself perfectly to the colder months of the year and is currently the second highest growing premium spirit (Nielsen). Now whisky is not only enjoyed neat or on the rocks, but many whiskies can also be enjoyed in cocktails and highball serves.
Sally McKinnon, Head of Marketing at Westons Cider, comments: “Retailers and venues will be looking to start ramping up for Christmas in November, so wholesalers should be ready in advance of this in October. Remember to ensure retailers can find everything they might need for this, focusing on both year-round bestsellers, such as Henry Westons Vintage and Stowford Press, in addition to seasonal favourites.”
Increasingly authenticity, craft and connoisseurship is of growing interest to consumers and showing the most growth and value potential. Today’s consumers are willing to pay more for premium products that are made in a traditional way and have heritage and provenance attributes. Premium products such as Henry Westons are outperforming the market during the Christmas period.
The growth of crafted cider demonstrates this trend perfectly. This sub-category is in strong growth (+16.7%, Circana) which is all the more impressive considering many other cider sub-categories are struggling to annualise against the highs of 2020 and 2021. What’s more, crafted is increasingly stealing share within total cider (from 17.9% to 20.2%, Circana).
“In order to continue to stay ahead of the curve, it’s crucial that wholesalers support their customers in keeping up to date with the latest stocking advice. In the current climate, this means making the bestsellers the biggest priority and focusing on premium products which are going to sell-through and drive value growth – and this is where Henry Westons Vintage comes in,” adds McKinnon.
The Henry Westons brand delivers against this trend for authentic, traditional options in spades and the single bottle, 500ml Henry Westons Vintage is now worth £60.5 million (Circana) and £39.9 million (Circana) in the convenience channel alone.
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “Christmas is a key moment in the calendar for retailers and shoppers alike, as families and friends get together and celebrate with delicious food and drink at home.
Colas, mixers and adult soft drinks can all help to bring a sense of sparkle to a festive occasion, so stores should ensure they’re well stocked with a wide range of sharing formats across established brands such as Schweppes, Appletiser, and Coca-Cola.
“Retailers should focus on leading brands like Coca-Cola, led by Coca-Cola Zero Sugar (growing in value and volume in convenience, Nielsen),” adds Burgess. “It also includes Fanta and Dr Pepper, the number one and number two flavoured carbonates brands in retail by value, both in value and volume growth (Nielsen); and Schweppes, the number one mixers brand in the off-trade by value and volume (Nielsen).”
Ready to drink cocktails are also growing in popularity as they are convenient and deliver a perfect serve every time and will be popular with those looking to enjoy a festive drink. The alcoholic ready to drink (ARTD) market is already worth nearly £168m in convenience in Great Britain (Nielsen), and is expected to grow significantly by 2030 (ISWR).
To help retailers capitalise on this, CCEP recently launched Jack Daniel’s and Coca-Cola RTD in GB, made with Jack Daniel’s Tennessee Whiskey and Coca-Cola, and inspired by the classic branded ‘bar call’ serve, JD & Coke, known and enjoyed around the world. A Coca-Cola Zero Sugar version has also launched in GB.
Matt Collins, Trading Director at KP Snacks, comments: “As recessionary conditions prevail and consumers remain cost conscious, the CSN category represents a critical opportunity to bolster Christmas sales. CSN prospers in difficult financial times as shoppers look for affordable tasty treats, with treat occasions growing in Convenience and Impulse channels (Lumina). 62% of shoppers view having snacks in the evenings as an affordable treat (Mintel), and snacks are an easy and effective way to make festive occasions feel more special.”
KP Snacks offers a broad portfolio of tasty products perfectly positioned to create value and generate demand by meeting all consumer needs this Christmas. Brand is the most important factor influencing product choice (Lumina) and KP Snacks delivers iconic and trusted brands including KP Nuts and Tyrrells to help drive retailer sales.
Christmas sees an increase in Sharing occasions, from festive movie nights with family to get-togethers with friends. Sharing is the largest segment in CSN, worth £1.6billion and experiencing a 74% increase in packs bought over Christmas versus the rest of the year (Nielsen). Retailers should capitalise on the growth of Sharing over Christmas by stocking larger formats to tempt and engage shoppers.
Nuts are a perfect Sharing choice, and we see a 60% increase in people purchasing Nuts at Christmas (Nielsen). KP Nuts leads the segment as the UK’s number one Nut brand, worth £95.8m and growing in value +18.1%, holding a 25.9% share of the Nuts segment.
Available in a range of flavours, from Original Salted Peanuts to Dry Roasted and Honey Roast Peanuts, KP Nuts provide an excellent sharing option and the perfect accompaniment to a cold drink. KP Nuts cater to all Sharing occasions, with fully recyclable 375g Nut Cuddies and large Sharing bags.
Naturally packed with protein and fibre, KP Nuts appeal to shoppers on both taste and health cues, catering to shoppers looking for healthier products that don’t compromise on great flavour this Christmas.
Over the festive season, shoppers are willing to spend more on higher quality CSN products (Nielsen) to bring extra flavour and excitement to Christmas occasions. To drive sales and capitalise on this trend, retailers should broaden their product range in the lead up to Christmas to include more premium options.
Clare Newton, Trade Marketing Manager at Swizzels, comments: “Christmas has established itself as one of the biggest wholesale events of the year and shows no signs of slowing down. It gives wholesalers a sales boost, especially when it comes to sugar confectionery. Christmas has cemented itself as one of the biggest shopping events for retailers and wholesalers.”
The cost-of-living crisis has led to a greater desire for affordable treats than ever before which brings sugar confectionery to the forefront as one of the most popular categories. Introduction of new products with innovative flavours and healthier ingredients, increase in gifting trends and growth in the wholesale market are expected to drive the demand this Christmas.
Swizzels’ Sweet Shop Favourite Tubs have been very popular amongst shoppers during the festive period, as they are perfect to share with family, friends and colleagues on an occasion like Christmas and the weeks leading up to it. Sweet Shop Favourites Tub is the No.1 tub at Christmas (IRI), while Sweet Shop Favourites Tubs see a 105% uplift at Christmas (IRI).
Mr Swizzels Sweet Shop Advent Calendars are back this Christmas due to a very successful 2022. They come with 24 doors filled with Swizzels favourites including Refreshers, Drumstick, Love Hearts and Squashies.
Swizzels is launching two new gift drums for Christmas 2023. With a MRSP of £2.99, they are the perfect gift this Christmas, packed full of Swizzels sweets Love Hearts and or Drumstick chew variants.
Swizzels Is the No.1 sugar manufacturer for gifting lines in Symbols and Indies at Christmas growing 47% YoY (IRI).
As Sweet Shop Favourites Tubs is the No.1 tub at Christmas (IRI), Swizzels provides wholesalers with Sweet Shop Favourites Displays with 280 units per pallet, MRSP £5.
Mars Wrigley has unveiled its 2023 Christmas range featuring a mix of new product launches alongside returning best sellers, set to hit shelves from September.
With gifting and sharing remaining an important festive tradition, despite the cost-of-living crisis, consumers are looking for cost-effective ways to provide indulgent treats to loved ones.
To maximise the sales opportunity for these moments this Christmas, Mars Wrigley is launching a further wave of NPD: Maltesers Assorted Truffles (200g), Maltesers Christmas Mix (240g) and Maltesers Reindeers (29g).
Excitement is front of mind for Mars Wrigley when it comes to Christmas products. That’s why it’s popular Celebrations advent calendar (215g) is returning. It contains an individual Celebrations chocolate behind each door, ensuring a varied sweet moment for consumers each day in the build-up to Christmas.
This Christmas will also see the return of the Maltesers Assorted Truffles Advent Calendar (216g) and the much-loved M&M’S® Santa (100g): a hollow chocolate Santa filled with mini shakeable M&M’S. With 53% of exclusive Mars Wrigley shoppers purchasing M&M’S® Santa last Christmas, these will be an integral, and highly attractive, product to stock this festive season.
Cybi Capaldi, Senior Brand Manager, Christmas at Mars Wrigley, says: “Confectionery and Christmas are synonymous and as such brands and retailers alike must ensure an attractive and fulfilling range for consumers to enjoy. Mars Wrigley’s well-loved portfolio captures shoppers’ attention with its range of iconic brands in a huge variety of formats, and this year’s NPD is no different. Tapping into Mars Wrigley’s Blockbuster brands and fan favourite formats, we have curated a Christmas confectionery range to surprise and delight shoppers.
“2022 saw a record-breaking year for total grocery Christmas sales, with December passing the £12bn mark for the first time (up 9% YOY) after a unique year of retraction in 2021. This year will be a key moment for retailers to showcase an exciting Christmas line-up to boost sales.
“By bringing back successful launches of Christmas past, combined with a sprinkling of innovative NPD, Mars Wrigley is once again providing retailers with the opportunity to boost their Christmas offering and maximise their sales during what is the most commercially important time of the year.”
Mondele?z International is bringing some extra special treats to the table this Christmas, with key brands including Cadbury, Cadbury Biscuits and OREO.
Cadbury’s Mini Snowballs range will be joined by a 296g bag format that shoppers can share during cosy nights in. The Cadbury Mini Snowballs Family Pack 296g is set to drive incremental sales for retailers this festive season, as sharing novelty formats are now the highest repeat buy at Christmas, perfect to share with loved ones (Nielsen).
Mondele?z International is adding a touch of magic to the advent countdown for consumers, introducing a brand-new Cadbury Dairy Milk Advent Calendar 340g, containing ten Cadbury Dairy Milk Chunks, five Cadbury Dairy Milk Robins, four Hazelnut Jingly Bells, four Caramel Chunks and, finally, one 100g Winter Wonderland Bar – a unique addition for Christmas Eve to get shoppers ready for the main event and add excitement to the occasion.
Mondele?z International is re-vamping the Cadbury Chunk Collection with new pack sizes to tap into the sharing occasion and drive value, as well as including the addition of a new Caramilk chunk within the collection. Mondele?z International are also rolling out a new Cadbury Buttons Selection Box this year, including four different flavoured treat bags: Cadbury Dairy Milk Buttons, Cadbury Dairy Milk Orange Buttons, Cadbury Dairy Milk Salted Caramel Nibbles and Caramilk Buttons.
Cadbury Dairy Milk Winter Orange Crisp 360g is now available across the market for the first time this year.
Alongside the returning Cadbury Dairy Milk Coins, Mondele?z will be rolling out the Cadbury Dairy Milk Money Box Tin.
This year, the Cadbury’s Mini Snowballs range will be joined by a 296g bag format that shoppers can share during cosy nights in.
pladis has unveiled its 2023 Christmas ranges from Jacob’s and Carr’s, led by a new look line-up packed with both brands’ bestsellers.
Once again heading into Christmas as the nation’s top savoury biscuit brand (Nielsen), Jacob’s is introducing a refreshed line up of its popular bestsellers and novelty products especially for the season – including Jacob’s Christmas Caddies, which achieved sales of £11.2m last Christmas.
Meanwhile, premium offerings from Carr’s – including Carr’s Seasonal Selection – provide a lucrative opportunity for retailers to drive higher value sales, as shoppers are more willing to trade up for a little luxury during the festive season.
“With Seasonal Crisps and Snacks reaching new heights and achieving double-digit growth of +12.4% (Nielsen) last year, we know that shoppers are on the hunt for savoury treats from their favourite brands which are fit for the festive season,” says Asli Akman, Health & Wellness Director at pladis UK&I. “That’s why we’ve made sure our 2023 collection is tailored towards a whole host of taste preferences and key seasonal trends – such as moments of togetherness.
“We’ve focused on bringing back some of our beloved Jacob’s and Carr’s classics, whilst injecting a touch of extra excitement into the category with fresh updates across some of our signature lines. Whether shoppers are looking to create a classic cheeseboard or tuck into a savoury snack whilst watching a festive film, they’ll be looking to our family-favourite brands for products which they can rely on to deliver on quality and taste, time and time again.”
The Jacob’s and Carr’s seasonal portfolio will be supported by an overarching ‘Ready, Steady, Christmas’ campaign featuring sampling and online activation, alongside shopper marketing. It celebrates moments of connection by showcasing how family-favourite products from Jacob’s and Carr’s unite loved ones.
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