Bagged snacks is a massively important category for wholesalers, and is expected to exceed sales of £4bn+ in 2023.

Penetration of crisps, snacks and nuts is among the highest it has ever been and wholesalers can take advantage, as long as they keep on top of the latest trends.

With this in mind, KP Snacks has launched ’25 to Thrive’, impartial ranging advice to help the trade make the most of the crisps, snacks and nuts category.

Matt Collins, Trading Director, KP Snacks, tells Wholesale Manger more about the project.

Tell us about the newly launched ‘25 to Thrive’ project.

‘25 to Thrive’ is our impartial ranging advice that aims to simplify the ranging process for retailers with a single-minded focus. It’s designed to help retailers grab their share of growth in the Crisps, Snacks and Nuts (CSN) in today’s changing world.

Retailers are frequently distracted by a wide variety of often contradictory messaging in terms of ranging and selection. Our category advice offers the optimum range to stock, incorporating best sellers whilst tapping into key demand occasions and events.

How has your category and ranging advice developed?

In the last three years we’ve seen extraordinary and unprecedented changes impacting retailers, with events including the pandemic, global supply chain disruption, legacy Brexit challenges and geopolitical events all leading to soaring levels of inflation.

The bagged snacks category has not been insulated from the industry impacts. However, we’re now seeing a stabilisation of market trends including food to go and sharing, with value offerings, especially PMPs, performing particularly well.

Our aim is to help retailers bag their share of bagged snacks growth. By stocking our recommended 25 products and following our advice on availability, display and impact, retailers can ensure they benefit from this priority category.

How were the 25 lines selected?

Bagged snacks is a crucial category, expected to top £4bn+ this year. We’ve looked at all key purchasing data, price points and consumer trends and insights and used this to inform our ’25 to Thrive’ concept, incorporating category best sellers to help retailers thrive and prosper.

How important is range and value to shoppers today? How are shopper habits changing?

CSN category penetration remains at one of its highest levels, and independent retailers have a huge opportunity to grow their sales in the category by pivoting to meet shifting consumer needs and missions.

Recently there has been a wave of price point changes across the CSN category, reflecting inflationary pressures, but the category still delivers amazing value and an affordable and tasty treat that consumers are looking for.

Value perception is important to shoppers and CSN delivers just that, particularly in these challenging times. Our advice is for retailers to tap into demand spaces, from PMPs to single packs and sharing. Our range and pricing structure delivers a price point for everyone.

Any KP Snacks products you’d like to highlight as part of the ranging advice?

For retailers, simplicity in ranging is key so our new ’25 to Thrive’ highlights the spectrum of CSN segments and best-sellers as well as shopper missions and occasions.

At KP Snacks our category portfolio uniquely covers all CSNP segments (Crisps, Snacks, Nuts and Popcorn). Our brands are therefore hugely relevant in today’s environment, delivering formats for all occasions across the entire value spectrum.

We are seeing growth in simple and economical lunchtime meals and ‘pick me up’ occasions where KP Nuts, McCoy’s and Hula Hoops perform well. Consumers are also turning to familiar brands they trust and recall, which is where heritage brands play an important role. These include our Nik Naks and Space Raiders brands, both hugely popular with consumers. Another growing occasion is Big Night In with shoppers finding less expensive ways to entertain themselves or socialise with friends, so stocking premium crisps, nuts and popcorn is key.

PMPs are also a hugely important part of effective ranging. Within our portfolio we have a variety of market leading PMP SKUs, to suit all budgets and occasions. Smaller format PMPs features Space Raiders, the UK’s number one best value brand, in 40p PMPs, alongside classic heritage favourites including Discos, Skips and Wheat Crunchies, available from 50p, and popular family choices including Hula Hoops core range and Pom Bear in 65p PMPs. Meanwhile, Hula Hoops Big Hoops BBQ Beef remains the best-selling PMP, offering consumers excellent value at £1.25 for a 70g pack.

What advice would you give wholesalers to grow CSN sales?

Bagged snacks is a priority and scalable category, forecast for further growth. It’s a category to back, growing in both value and volume with high penetration. In good times or bad times, everyone wants an affordable treat and therefore there’s a huge opportunity for Wholesalers to double down on CSN as an incredibly important, scalable, and thriving category.

 

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