The growth of the UK Big Night In occasion is primarily driven by financial pressures and changing consumer habits, which have transformed staying at home from a compromise into a preferred, premium experience. Rising costs across hospitality, food, and drinks have forced consumers to seek affordable alternatives to going to pubs, bars, and restaurants. Big Nights In allow consumers to treat themselves at a fraction of the cost, saving nights out for major celebrations.
During lockdown restrictions, consumers invested heavily in at-home entertainment—such as home cinemas, upgraded kitchens, and social setups. These newly established habits of using food and drink as a mood-booster have firmly stuck.
Rather than traditional “cheap” comfort food, consumers actively seek “affordable premium” options and viral crazes to make their nights in feel special. This trend is heavily driving double-digit growth in categories like premium soft drinks, sharing-size snacks, and ready-to-drink cocktails.
The ease of local convenience stores and rapid delivery apps makes impromptu planning seamless. Consumers prioritise food and drinks that require minimal preparation, leaving more time to relax and connect with family or friends.
The total confectionery and chocolate biscuit bar market is currently worth £9.4bn annually, growing +4.2% in value year-on-year (Circana, June 2026). Driven by the “lipstick effect,” consumers are turning to small, affordable treats for comfort during economic uncertainty. This growth is heavily supported by the “Big Night In” trend, where shoppers prefer cost-effective at-home socialising, boosting the demand for sharing formats and new flavours like cookie, coffee, and salted caramel, which have grown over 20% YoY (Circana, Dec 2025).
KitKat® has capitalised on this trend through major innovations and activations. Launched in 2025, KitKat’s sharing bar recruited 700,000 new shoppers, generating £23.1m in its first year (Circana, Dec 2025) and contributing to the sharing format’s +10.5% value growth.
High-impact wholesale depot F1® activations featuring 3D racing models and eye-catching point-of-sale (POS) boosted volume and distribution on core KitKat® SKUs by +40%.
Early 2026 saw the launch of KitKat® 4-Finger and Sharing Bar Cookie Dough variants to capture high-demand flavour trends (Circana, Dec 2025).
To help convenience retailers and wholesalers maximise sales, Emma Shannon, Shopper Activation Lead at Nestlé Confectionery, highlights key merchandising principles: “Prompt and inspire your customers to take more breaks by having Confectionery available to buy against every break mission, not just your core Confectionery space. Site single bars and treats alongside your News & Magazines fixture and Hot Drinks to Go, too.”
Given that 66% of shoppers feel they don’t take enough breaks (Nestlé survey by Human8, March 2023), space optimisation is vital.
“Clear merchandising helps shoppers to select the right product based on their break time mission. Lay out your confectionery space to help them make the best use of their time. We recommend dedicating 50% of space to Sharing formats and 50% to Singles,” adds Shannon.
The Big Night In (BNI) occasion continues to expand as consumers swap expensive nights out for high-quality, affordable indulgence at home. Confectionery remains one of the strongest-performing snacking categories, with value sales growing +6.6% in the last year, outpacing total Packaged Snacking at +4.6% (NIQ Scantrack, Dec 2025). Within this resilient category, trusted brands are seeing remarkable performance; MALTESERS®, for example, is growing value sales by +13.2% and volume by +6.9%, maintaining its position as the #2 confectionery brand in the UK (Nielsen Scantrack, Jan 2026).
To help wholesalers and convenience retailers capitalise on at-home socialising, Lauren George, External Communications Manager at Mars Wrigley, highlights the shift toward shared consumption and price transparency: “Price Marked Packs (PMPs) offer reassurance to consumers that they are paying a fair price for a quality product, while also helping convenience retailers build trust and confidence with shoppers and drive repeat purchases.”
Shopping habits are evolving beyond impulse purchases at the till, with consumers building confectionery into planned evening occasions alongside drinks, savoury snacks, and ready meals.
Addressing how wholesalers can maximise this trend, George advises: “Wholesalers can maximise the Big Night In opportunity by making it as easy as possible for retailers to build a complete evening-in solution for their shoppers, as well as helping them to offer value and choice through a variety of different formats.”
Innovations like the newly launched M&M’S® Cookie Dough tap into popular flavour trends that over-index with Gen Z and young families.
On implementing category-wide growth strategies, George emphasises cross-merchandising: “Taking a category-first approach is key to unlocking the full Big Night In opportunity. Recommending confectionery alongside drinks and savoury snacks will help retailers offer a complete basket solution with ease and drive incremental sales.”
The UK confectionery market remains resilient, reaching £9.9 billion in retail with value sales up +6.4% over the past year (Circana & KWP, Dec 2025). Driven by brand loyalty, with 46% of consumers sticking to preferred brands (National Confectioners Association), shoppers continue seeking affordable treats for comfort amid economic pressures (Kantar, Dec 2025).
A major growth engine is the Big Night In occasion. Sharing formats are now worth £1.7 billion (+5.3% value growth) (Circana, May 2025), with sharing bags generating 71.4% of sweet value sales (Circana, Jan 2024).
Highlighting how wholesalers can capitalise on this trend, Rebecca Robert, Marketing Director at Storck, notes: “Whether it’s chocolate sharing favourites like Toffifee, comforting caramel classics such as Werther’s Original, or movie night staples like Werther’s Original Popcorn, these brands deliver both indulgence and convenience, making them an easy choice for shoppers planning ahead or topping up for the evening.” Key brands across Storck’s portfolio are seeing significant momentum. Worth £16.0 million and ranking in the top 10 best-selling boxed chocolates, Toffifee experienced a +4% increase in penetration and a +17.3% surge in purchase frequency (Circana & Kantar, 2025).
As the leading dark chocolate toffee brand, Riesen is valued at £5.9 million in retail (Circana, Dec 2025).
Positioned at the premium end of the category, Werther’s Original Popcorn leverages trusted brand equity to attract consumers seeking indulgent movie-night treats.
To maximise overall sales performance, Robert advises retailers to optimise their merchandising strategies: “Reframing displays around shopper occasions can unlock incremental sales. Group products based on occasions or themes. For instance: Big Night In and sharing: Display items suitable for family gatherings or sharing moments, like confectionery, popcorn and snacks, together.”
The Big Night In (BNI) trend presents a significant opportunity for sugar confectionery, driven by consumers seeking affordable, engaging at-home treats.
According to Steven Greaves, Managing Director UK and Ireland at Fini, shoppers are prioritising multi-sensory experiences and novelty over simple price points: “As shoppers increasingly look for affordable treats to enjoy at home, confectionery plays a natural role alongside films, television and gaming, driving demand for products that feel accessible, engaging and easy to share.”
Fini has demonstrated rapid growth in the channel, delivering 37% value sales growth in Symbols & Independents in the latest quarter and making the largest contribution to category growth (Circana, Jan 2026). Its hero Fini Tubes range rotates up to twice as fast as competitors in certain channels (Circana, Jan 2026), while internal sales data places Fini among the top 10 confectionery suppliers at wholesaler Parfetts.
Emerging consumer trends are further reshaping the market, with 78% of UK shoppers purchasing Asian-inspired bagged snacks (Innova Market Insights). Fini has capitalised on this with new SKUs like Fini Mini Mochis Fruits and Berries, alongside expanding its free-from offerings with over 20 halal-certified products.
To maximise the BNI mission in depot, Steven Greaves advises wholesalers to focus on layout, cross-category displays, and clear range segmentation: “For wholesalers, the strongest opportunity lies in stocking a clear mix of price-marked impulse lines, larger sharing formats and resealable packs. This gives retail customers options for both everyday confectionery sales and higher-value Big Night In baskets.”
By combining high-impact in-depot activations, such as front-of-depot displays and sampling, with standout NPD, wholesalers can simplify navigation and drive incremental category growth.
The Big Night In (BNI) occasion has evolved into a permanent consumer behaviour. Driven by hybrid working, streaming, and gaming, consumers are choosing to recreate enjoyable at-home social experiences without compromising on indulgence (Mintel, 2026).
Addressing this shift, Jo Harwood, Chief Sales & Trade Marketing Officer at FBC, highlights how wholesalers can support retailers: “By cross-merchandising complementary products such as biscuits, hot drinks, soft drinks, desserts and snacks, retailers can inspire shoppers to build a complete Big Night In experience, increasing basket spend while positioning biscuits as an essential part of sharing and treating occasions.”
Shareable products like premium biscuit assortments play a central role in BNI missions, driving higher basket spends and larger format purchases. Within the £12m convenience biscuit assortment segment, FBC’s Fox’s Classic 550g accounts for £525k in value sales (Circana, May 2026).
Social media is also accelerating consumer demand for global food trends, cafe culture flavours, and novelty (Flavour Innovation Trends, 2025/2026).
Harwood emphasises the importance of stocking relevant innovations to capture this interest: “At FBC, we encourage wholesalers to stay ahead of emerging flavour trends and stock relevant limited-edition innovations, to attract those retailers looking for something new.”
FBC has capitalised on these trends with major new product developments, including Fox’s Chocolatey Indulgent Matcha Creams, which taps into the viral matcha trend by pairing chocolate-covered shortcake with smooth matcha cream filling.
Jammie Dodgers Sour Lemon is a limited-edition collaboration with Universal Products & Experiences celebrating Illumination’s Minions & Monsters, replacing the classic raspberry filling with tangy lemon curd embossed with Minion character faces.
According to Kimberley Curtis, Brand Marketing Manager at Finsbury Food Group, the growing popularity of the “Big Night In” trend is being driven primarily by cost-of-living pressures, as consumers seek affordable ways to enjoy social occasions without sacrificing quality experiences.
She explains that “The biggest driver behind the Big Night In trend is definitely the cost of living”, with consumers increasingly choosing to entertain at home while still creating meaningful moments with friends and family.
Social media is also accelerating the trend. Platforms such as TikTok and Instagram have made home entertaining more aspirational, inspiring consumers to recreate movie nights, sharing platters and themed gatherings. As Curtis notes, “It’s no longer just about having a night in, it’s about creating a memorable experience at home.”
For wholesalers, this presents an opportunity to focus on categories that support sharing, indulgence and convenience. Branded bakery and snacking products continue to perform strongly because they offer familiarity, trust and a more premium feel. Curtis says products that combine “convenience, sharing and a sense of occasion” are particularly well positioned as consumers become more mindful about portion size and indulgence.
Finsbury has responded to these changing behaviours through innovation, most notably via its Little Big Cake range. The company recently expanded the brand with the launch of a Millionaire Bento Box Cake, reflecting the popularity of shareable formats seen across social media. Curtis says the concept was introduced after the company saw strong consumer engagement with Bento Box cakes online and identified an opportunity to bring the format into the bakery category.
She advises wholesalers to think beyond simply stocking products and instead create occasions through merchandising, themed displays and packaging that clearly communicates sharing and gifting opportunities. Looking ahead, Curtis believes agility will be crucial: “Trends and occasions can evolve very quickly, so having the flexibility to adapt ranges and embrace new formats can create real opportunities for growth.”
The Big Night In trend continues to create significant opportunities for retailers and wholesalers, with at-home entertaining becoming an increasingly important driver of snack sales. According to Stuart Graham, Head of Convenience and Impulse at KP Snacks, consumers are increasingly choosing to socialise at home as they look to balance enjoyment with value for money. “At-home sharing occasions are on the rise, representing a critical opportunity to drive category and retailer sales, and this trend shows no signs of slowing,” he says.
The sharing segment is now worth £2.1bn (NielsenIQ) and remains the largest segment within crisps, snacks and nuts (CSN), driven by growing in-home snacking and treat occasions. With 64% of consumers regularly enjoying a Big Night In (Mintel), demand spans everything from casual gatherings to more indulgent celebrations. Graham believes retailers can benefit by focusing on products that meet a wide range of sharing needs, adding that “retailers can drive up basket spend and boost sales by tapping into one of the fastest-growing trends in the category.”
Premiumisation is a key trend within the category, as consumers increasingly seek elevated at-home experiences. KP Snacks’ Tyrrells range is well positioned to capitalise on this demand, ranking among the top five brands in the sharing segment and holding the position of the UK’s leading hand-cooked crisp brand (NielsenIQ).
Movie nights remain a major BNI occasion, with 55% of consumers choosing bagged snacks while watching TV or films at home (Spark Shopper Research). Butterkist, which holds a 29% share of the popcorn market (NielsenIQ), is a natural fit for these occasions, while large-format sharing packs from brands such as McCoy’s cater to the 30% of shoppers who buy crisps specifically for TV viewing (Spark Shopper Research).
Looking ahead, seasonal celebrations, sporting events and major entertainment releases will continue to drive demand. Strong brand-event associations are particularly important, with 77% of sports viewers noticing brands around sporting events and 58% planning to buy snacks for those occasions (Bauer Media). Graham concludes: “As consumers look to economise while adding extra enjoyment to evenings spent at home, Bagged Snacks have an important role to play.”
The Big Night In trend continues to gather momentum as consumers increasingly see at-home entertaining as a destination occasion rather than a substitute for going out. According to Tash Jones, Commercial Director at Fairfields Farm, shoppers are looking to recreate out-of-home experiences in a more relaxed and affordable setting, whether that involves movie nights, major sporting events such as the FIFA World Cup, or seasonal gatherings with friends and family.
Jones believes consumers are placing greater value on experiences at home, while ongoing financial pressures are encouraging people to socialise more cost-effectively. At the same time, there is a growing appetite for indulgent and premium products that elevate these occasions. As she explains, “The Big Night In trend is being driven by a lasting shift in consumer behaviour, with at-home entertaining now firmly established as a social occasion rather than a fallback.”
For wholesalers, snacks remain central to the BNI opportunity, particularly premium handcooked crisps and larger sharing formats. Jones highlights that sharing packs are increasingly important because they suit a wide range of occasions, from film nights to barbecues and sporting events, while also helping retailers drive higher basket spend. Premiumisation is another significant trend, with shoppers trading up to products that offer distinctive flavours, enhanced texture and stronger quality credentials.
Innovation is also shaping the category. Fairfields Farm recently launched its limited-edition Cajun Barbecue ridge-cut crisps, its first-ever ridged product, designed to tap into growing consumer demand for bolder flavours and crunchier textures. “Consumers are increasingly trading up into more distinctive products, including ridge-cut and thicker-cut crisps that deliver enhanced texture and crunch,” says Jones.
Beyond flavour innovation, provenance is becoming a more influential purchase driver. Consumers increasingly want authentic brand stories and transparency around sourcing, creating opportunities for brands with strong quality and traceability credentials. Jones advises wholesalers to remain agile by balancing trusted favourites with innovation, supported by effective cross-category merchandising and event-led promotions. She concludes that “staying close to market trends is equally important, ensuring ranges evolve in line with shifting consumer behaviours and emerging demand.”
The Big Night In trend continues to create growth opportunities across convenience and wholesale, as consumers increasingly look for affordable ways to enjoy high-quality dining experiences at home. According to Amanda Barkess, Convenience Strategy & Activation Manager at Dr Oetker, rising restaurant and takeaway costs are encouraging shoppers to recreate premium dining occasions in their own homes, without compromising on quality.
“As the cost of eating out continues to rise, consumers are increasingly looking to recreate restaurant-quality experiences at home, driven by a desire for more affordable alternatives, without sacrificing quality,” says Barkess. The trend is also being supported by the growth of streaming services and home entertainment, making nights in more appealing and encouraging consumers to spend more on food and drink that enhances the experience.
Frozen pizza is a major beneficiary of this shift. Takeaway-style frozen pizzas are now worth £174m and account for 24% of the total frozen pizza category, reflecting growing demand for convenient “fakeaway” solutions. Meanwhile, premium pizza has grown significantly over the past five years and is now worth £45m, representing 6% of the total market. Products such as Dr. Oetker Suprema are tapping into this premiumisation trend, while Chicago Town offers consumers an indulgent takeaway-style experience at a fraction of the cost of ordering in.
Barkess believes wholesalers can maximise the opportunity by creating clear meal solutions through cross-category merchandising and promotions. “Meal deal promotions are a proven way to drive sales, particularly when they combine frozen pizza with drinks, snacks or sides to offer a convenient, all-in-one solution for at-home occasions,” she explains.
Convenience, premiumisation and snacking are key trends shaping the category. Chicago Town’s snacking range, including Deep Dish, Subs and Rapid Slice, continues to perform strongly, while demand for premium products remains robust despite ongoing cost pressures. Barkess concludes that “maintaining strong availability of bestselling lines and offering a balance of trusted brands, innovation and value-focused products will help wholesalers capitalise on demand and drive growth.”
Market leading Rustlers, the £109m (Nielsen) chilled ready meals brand, is enabling retailers to meet rising consumer 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 the cost of living continues to rise, consumers are finding new ways to prioritise fun times with family and friends. The Big Night In provides the perfect occasion to come together, share meaningful moments, and enjoy each other’s company without the added expense of going out.
This in turn provides an opportunity for retailers 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 (World Panel Usage), and with 73% of Rustlers shoppers agreeing that eating and drinking out is prohibitively more expensive (Savvy Shopper Panel), 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.
The Big Night In trend remains a significant opportunity for wholesalers and retailers as consumers increasingly choose to socialise at home. According to Louise Reynard, Customer Development Director, UK at St Pierre Groupe, speaking on behalf of the Baker Street brand, ongoing cost-of-living pressures are encouraging shoppers to recreate restaurant and takeaway-style experiences at home while balancing affordability with enjoyment. “The Big Night In has become a well-established occasion, with consumers increasingly choosing to stay at home as a cost-effective and sociable alternative to going out,” she explains.
This shift has created strong demand for products that support convenient, enjoyable at-home occasions. Within the Big Night In mission, key categories include bakery, proteins, sauces, snacks, confectionery and soft drinks. Bakery products play a particularly important role, providing the foundation for popular “fakeaway” meals that allow consumers to recreate takeaway favourites in their own homes. Baker Street’s Burger Buns and Hot Dog Rolls are designed to meet this demand, offering a versatile base for burgers, hot dogs and other sharing occasions.
Reynard highlights the growing importance of the fakeaway trend and larger sharing-style meals. “One of the most prominent trends is the rise of ‘fakeaway’ meals, where shoppers recreate takeaway-style dishes at home using accessible, familiar formats,” she says. Long-life bakery products are particularly well suited to these occasions, giving shoppers greater flexibility while helping wholesalers and retailers improve availability, manage stock efficiently and reduce waste.
To maximise sales, Reynard advises wholesalers to help retailers shop by occasion rather than individual categories. Cross-category merchandising, clear Big Night In displays and promotions linked to sporting events, seasonal celebrations and cultural occasions can all encourage larger basket spends. Availability is also critical, particularly for key meal components. As Reynard notes, “Products such as burger buns and hot dog rolls often anchor the overall meal, so an out-of-stock can result in lost sales across several connected categories.”
The “Big Night In” (BNI) trend is increasingly driven by household budget pressures, leading consumers to swap restaurant dining for affordable, high-quality at-home experiences. Shoppers seek restaurant-inspired indulgence without the hefty price tag, making lunch and evening meals more experiential through informal hosting, grazing, and sharing occasions.
Commenting on behalf of the St Pierre brand, Louise Reynard, Customer Development Director, UK at St Pierre Groupe, notes: “Big Night In occasions are becoming more frequent, informal, and spontaneous, as shoppers look to recreate sociable, restaurant-inspired experiences at home without the higher cost associated with dining out.”
To capitalise on this trend, wholesalers must focus on versatile, high-margin, complete meal solutions.
Cross-Category Merchandising: grouping bakery staples with burgers, plant-based alternatives, sauces, and sharing snacks simplifies cross-category purchasing for retailers.
“Good, Better, Best” Tiering: offering structured product ranges helps retailers cater to varying budgets while encouraging shoppers to trade up.
Stock Availability & Shelf Life: prioritising extended shelf-life items ensures depot availability ahead of weekends and major sporting events while mitigating waste risks.
Affordable indulgence and flavour innovation are driving repeat purchases. St Pierre’s limited-edition Caramelised Onion Brioche Buns (available April–September) demonstrate how seasonal SKUs generate category excitement alongside core best-sellers like Brioche Buns and Hot Dog Rolls.
Highlighting the demand for premium options, Reynard adds: “Shoppers are looking for new ways to elevate familiar dishes… Consumers remain value-conscious, but many are prepared to spend slightly more on products that deliver stronger taste, quality, and enjoyment.”
Underpinning these recommendations is St Pierre’s dominant category position—it continues to outperform as the UK’s number one savoury brioche brand.
Shezad Aslam, Managing Director of Aagrah Foods, comments: “The appeal of the Big Night In continues to grow as consumers increasingly seek out premium experiences at home without the cost of a night out. 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 dishes quickly and easily ahead of a Big Night In with friends or family.”
With hospitality still under pressure, brands that deliver a credible ‘fakeaway’ for the Big Night In are the ones enjoying growth; restaurant-quality Indian cooking pastes 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.
“Sauces, Naans and snacks are essentials for a BNI and more importantly the Aagrah range allows consumers to personalise their favourite flavours,” adds Aslam.
“Wholesalers can work with brands that provide proper meal solutions, not just random items pooled together across several cuisines. A broad, well-curated range will deliver plenty of variety and choice, especially if it represents a good combination of the core staples and some exciting growth SKUs.”
As Akash Mittal, Brand Manager at Empire Bespoke Foods, notes: “Traditionally, Big Nights In were restricted to seasonal events and major sporting occasions, but with the trend to stay in remaining as strong as ever, consumers are constantly on the lookout for new taste adventures to spice up their BNI experiences.”
Three primary factors dictate BNI purchasing: price, convenience, and the “treat factor”. Consumers are seeking affordable, restaurant-quality alternatives to dining out.
World Foods & “Fakeaways”: easy-to-prepare meal kits across global cuisines (e.g., Indian, Korean, Thai) cater directly to this demand. Research shows that 67% of UK consumers reported eating Indian cuisine at home in the last three months, with 43% citing authenticity as the main purchasing driver (Mintel). Brand expansions, such as the introduction of Mother’s Recipe to the UK market, directly support this demand.
Adult Soft Drinks & Moderation: premium non-alcoholic options are vital as intake moderation increases. The adult soft drinks market is currently valued at £465.8m and growing +5.2% in value despite flat volumes (Worldpanel by Numerator). Versatile products like Clamato and Hajoori serve as both mixers and standalone beverages.
To capitalise on these trends, Mittal emphasises a tailored approach to layout and customer intent: “Knowing your customers – and perhaps more importantly, their shopping missions – can really give you a competitive edge.”
To drive impulse purchases and maximise sales, wholesalers should focus on strategic execution.
“Creating dedicated displays, cross-merchandising and promotions on linked purchases can also help encourage impulse purchases and drive sales,” says Mittal.
Wholesalers should also use dedicated “BNI zones”, leverage social media to track trending flavours, and use EPOS data to keep ranges aligned with evolving consumer demand.
As consumer habits evolve, the Big Night In has firmly established itself in weekly routines, providing retailers with a key commercial opportunity to cater to the demand for convenient, indulgent beverages. Soft drinks continue to deliver robust value growth in Great Britain, currently worth £14.56bn and growing 8% year-on-year (Nielsen).
As Kate Abbotson, Senior External Communications Manager at Coca-Cola Europacific Partners (CCEP), highlights: “Soft drinks continue to deliver strong value growth in GB and are an essential when enjoying a night in with friends or family. Soft drinks are now worth £14.56bn (Nielsen), growing 8% year-on-year (Nielsen), with demand for well-known, great-tasting brands as strong as ever.”
The Coca-Cola™ portfolio commands a 63.1% value share in cola (Nielsen). Coca-Cola Original Taste is valued at £904.25m, while Zero Sugar reaches £483m (Nielsen). Cherry variants overall delivered £287m in value sales (Nielsen).
Fanta remains the number one flavoured carbonate in GB, holding a 20% segment share (Nielsen). Dr Pepper is the fastest-growing flavoured carbonate, driving 45% of total segment growth (Nielsen) boosted by innovations like Dr Pepper Cream Swirl (£500,000+ in sales).
Backed by sweet-heat innovation like Schweppes Cherry Pepper Soda, Schweppes underpins an £83.4m brand value (Nielsen). Single 330ml cans represent 58.7% (Nielsen) of single-serve sales, while multipack cans make up 17.6% (Nielsen) of total soft drinks sales for shared occasions.
Alcohol ready-to-drink (ARTD) represents GB’s fastest-growing alcohol segment, valued at over £780m and projected to grow 4% annually between 2026 and 2028 (GlobalData). Abbotson emphasises: “Alcohol ready-to-drink (RTD) continues to outperform the wider alcohol market because it taps directly into changing consumer behaviours around convenience, premiumisation and trusted brands – making the format ideal for at home drinking occasions.”
Pairings such as Jack Daniel’s & Coca-Cola, worth over £42m (Nielsen), Absolut Vodka & SPRITE, and BACARDÍ & Coca-Cola (£2.46m since launch) allow shoppers to recreate quality serves at home.
In 2026, the “big night in” (BNI) has evolved into a key weekly staple for UK households, driven by financial pressures and changing dining habits. With almost one-third of consumers planning to visit bars and restaurants less often, shoppers are shifting toward at-home entertainment.
Sharon Warburton, Head of Category at AG Barr emphasises the core commercial driver behind this trend: “Driven by increased financial pressures, in-home digital entertainment and a shift in how we define a ‘treat’, consumers are adjusting to rising prices in bars and restaurants and creating their own occasions at home.”
Soft drinks, particularly larger formats and multipacks, are essential for driving BNI basket value. With 1 in 5 consumers choosing to abstain from alcohol (Alcohol change UK), stocking diverse, flavourful options is critical.
Low-calorie options account for 55% of carbonates category value sales and are growing faster than regular variants (Circana).
As the UK’s third-largest flavoured carbonate, IRN-BRU recently refreshed its packaging and rebranded its XTRA variant as IRN-BRU ZERO. Additions include IRN-BRU Ice Cream and the exclusive IRN-BRU ZERO Cherry (2L £1.79 PMP).
With two drinks sold every second in the UK (Circana), Rubicon capitalises on the +42% growth in cherry soft drinks and high demand for tropical flavours through variants like Sparkling Tropical and Cherry Burst. Barr’s Flava Explosions line (Berry Blast and Peach Punch, 6x330ml multipack) caters to families seeking affordable, trending flavours.
To fully capture spontaneous BNI purchases, an AG Barr spokesperson advises retailers to focus on timing, formatting, and cross-merchandising: “The ‘high-tempo’ shift means chillers should be fully restocked by 4pm towards the end of the week as most big night in purchases are spontaneous, flavour-driven and for same-day consumption.”
“Retailers should plan ahead for events using cross-category displays and promotions including drinks, snacks and confectionery to capture the surge in demand.”
The UK dairy drinks sector is experiencing strong momentum, driven primarily by consumers seeking budget-friendly treats.
Karen Lewis, Marketing Director at FrieslandCampina, highlights this shifting consumer mindset: “A key trend emerging in the retail sector is the rise of affordable indulgence. Shoppers are still seeking small moments of joy, but they’re doing so through budget-friendly treats.”
This shift is fuelling an 11.7% year-on-year growth in indulgent milk drinks, opening a projected £136m opportunity over the next five years across iced coffees and indulgent dairy beverages.
FrieslandCampina’s portfolio continues to demonstrate category leadership across key segments:
Positioned as the UK’s number one flavoured milk brand, YAZOO is delivering +12.4% value growth (Nielsen) and reaches nearly one in five UK households (18.6%). Its core 400ml single-serve and 1L take-home formats act as primary drivers for both impulse purchases and “Big Night In” occasions. Its classic Chocolate and Strawberry varieties serve as category signposts, each holding over £34m in market value.
Meeting the demand for premium chocolate drinks, Chocomel has grown +6% year-on-year to a £10.3m retail value (Nielsen). A recent packaging switch to a 300ml PET bottle drove a 34% volume increase and a 49% value sales surge with a key wholesale partner.
The impulse beer and cider categories represent a significant revenue stream for retailers, valued at £1.4bn (Nielsen) and £369m (Nielsen) respectively. As consumers adjust to tighter budgets, the “big night in” serves as a cost-effective alternative to visiting pubs or bars.
As rising living costs make eating out increasingly expensive, consumers are adapting by socialising at home. According to IGD ShopperVista research, 69% of occasions now take place in the home (IGD). This shifting behaviour creates a major opportunity for wholesalers and retailers to boost basket spend through the Big Night In occasion, providing smart ranging, quality cues, and value.
Multipacks, larger take-home formats, and meal solutions play a key role in helping shoppers host without overspending.
Grace Anthony, Head of Marketing at Aston Manor Cider, notes: “Shoppers are looking for products that deliver on taste and experience, but at a price point that feels justified for an at-home occasion.”
To capitalise on this, retailers can pair cider brands like Crumpton Oaks, Knights Cider, and Frosty Jacks with snacks and meals.
Anthony explains: “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.”
At the forefront of these changing consumer habits is the growing “premium value sector”—a top tier within value attracting consumers looking for high quality at reasonable prices. Within Aston Manor’s portfolio, Knights Cider leads as the No.1 strong cider brand in the UK (Nielsen) and No.2 brand in convenience (TWC), achieving +67% volume growth in convenience (TWC) with a rate of sale 1.7 times its nearest competitor (Nielsen). Meanwhile, Knight’s Vintage achieved Gold at the World Cider Awards and sold 1.7 million units in the past year.
Crumpton Oaks also sees strong performance as the No.1 Value cider brand in the impulse channel (Nielsen), growing at +13% (Nielsen). Its 2.5L PET format is the No.1 Cider PET in the UK convenience channel (TWC), while its 4x568ml pack volume is up +38% (TWC). Additionally, new Strawberry and Berry flavour variants have sold over 500,000 cans since launching, catering to the 40% of cider shoppers seeking new flavours (Dram Scotland).
Jonathan Ford, Off-Trade Director at HEINEKEN UK, highlights how changing consumer behaviour drives larger format purchases during these social gatherings: “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.”
The no-and-low category has surged 16.6% in value (Nielsen). Key drivers include Heineken® 0.0, Inch’s 0.0, and Old Mout Berries & Cherries 0.0—which grew 182% (Nielsen) over the past year.
HEINEKEN UK commands a 26.8% share (Nielsen) of the cider category, bolstered by the Inch’s portfolio. In beer, stout value grew 6.6% (Nielsen), with Murphy’s reaching £10.9m (Nielsen) in the off-trade.
Retailers can capture growth with Cruzcampo®—the fastest-growing beer brand in 2025 (Nielsen) and Birra Moretti Sale di Mare, which saw sales rise 20.1% year-on-year (Nielsen).
To capitalise on evolving consumer preferences, HEINEKEN UK introduced Cruzcampo® Sevilla Orange (3.3% ABV) in March 2026, tapping into the +12.4% growth (Nielsen) in flavoured/fruit beer, alongside the higher-ABV Inch’s Reserve (7.4%).
Ongoing cost-of-living pressures have cemented the Big Night In as a deliberate, value-driven routine for UK households. Consumers are increasingly choosing to socialise at home without sacrificing quality, creating clear opportunities for wholesalers and retailers.
Georgia Ladbrook, Shopper Marketing Manager – Impulse at BrewDog, highlights the structural shift in consumer behaviour: “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.”
BrewDog identifies four core in-store occasions that drive craft beer and premium lager missions (Kantar).
Night In (63%): Wind-down meals or relaxing evenings (alone/as a couple), best served by 4-packs and meal-deal solutions.
Regular/Everyday Drink (34%): Habitual weekday relaxation, ideal for low-ABV or alcohol-free moderation.
Planned Social Occasion/BBQ (39%): Weekend get-togethers where larger multipacks and mixed packs suit varied tastes.
Party Mood (36%): Pre-drinks and celebrations focused on fun.
Beer remains central to these occasions. Craft beer spend is heavily reliant on 4–6 packs (55% of spend, Circana) while BrewDog’s mixed multipacks have grown +87% year-on-year (Circana). As the flagship craft beer, Punk IPA serves as a primary signpost for the category—IPA represents 70% of the craft beer market (Circana), and BrewDog holds a 66% category share (Circana).
To capture impulse purchases, Ladbrook advises clear brand signposting and rotation: “Shoppers and retailers find products through brand signposting, so it is important to group alcohol products by segment and then brand – using well-known brands to highlight the category.”
The Big Night In has matured into an opportunity for consumers to recreate premium, restaurant-quality experiences at home. As shoppers look to elevate these occasions, wine remains a priority category where quality and heritage drive purchasing decisions.
Cecilia Roux, Commercial Brand Manager at Amber Beverages Group UK, highlights this ongoing consumer shift: “Today, consumers are increasingly recreating restaurant-quality experiences at home, whether they’re hosting friends for dinner, celebrating special occasions or enjoying a premium meal with family.”
Red wine pairs naturally with both traditional winter dishes and summer dining trends, including barbecues (up 18.9% year-on-year to 136.7 million occasions (Worldpanel) and deli/tapas-style “picky bits” (a sector up 6.7% to nearly £3bn (Worldpanel):
While the overall wine category experienced a 12.3% decline (Nielsen) over the past year, trusted heritage brands continue to excel. Faustino bucked the trend, delivering 1.1% value growth (Nielsen).
Faustino I Gran Reserva remains a major global benchmark, with 30 out of every 100 bottles of Gran Reserva DOCa Rioja sold worldwide carrying the Faustino label.
Roux emphasises that wholesalers must adapt their ranges to changing seasonal triggers, weather shifts, and major cultural or sporting events: “For wholesalers, success lies in recognising that the Big Night In now encompasses a wide range of occasions that shift throughout the year.”
To help independent retailers maximise sales during peak periods, Roux notes: “By supporting retailers with effective promotions, point-of-sale materials and seasonal ranging, wholesalers can help them capitalise on increased footfall and ensure shoppers have everything they need to create the perfect Big Night In.”
Ongoing cost-of-living pressures continue to drive the growth of the Big Night In (BNI). While UK inflation slowed to 2.8% in May, reduced disposable income encourages consumers to seek affordable, elevated at-home experiences.
Caroline Fox, Ian Macleod Distillers UK Commercial Director at Edinburgh Gin, highlights how this benefits premium grocery lines: “The big night in is the perfect opportunity for consumers to create a premium, enjoyable occasion without the cost attached to going out. Crucially, shoppers are willing to spend more in grocery on these occasions – presenting an opportunity for brands, wholesalers and retailers to promote premium lines and drive basket spend.”
Alcoholic beverages play a central role in host-led occasions, with consumers seeking bar-quality, homemade cocktails:
Edinburgh Gin’s best-selling Rhubarb & Ginger and Elderflower liqueurs, along with the newly launched Spicy Chilli & Lime, meet growing demand for trending cocktail bases like the Hugo Spritz and Spicy Margarita. Notably, 1 in 4 bartenders identify spicy cocktails as a primary growth opportunity in 2026 (MODE).
Perfectly balanced ready-to-drink (RTD) cans cater to consumers looking for effortless options. The Raspberry Collins RTD caters to mindful drinkers at 2% ABV and 48 calories per can, while the Hugo SpritzRTD taps into massive market momentum—elderflower cocktail sales surged 300% across Greene King pubs last summer (Greene King).
Edinburgh Gin ranks as the 7th biggest gin brand in the UK and the 3rd largest in the premium segment (overtaking Malfy (Nielsen)), while placing among the top 10 Scottish off-trade alcohol brands in 2025 (Worldpanel by Numerator).
Fox explains how wholesalers can capitalise on shifting consumer habits: “As life gets busier, consumers are looking for ‘hosting hacks’. In food and drink, that’s creating demand for lines that are easy to prepare but still feel special.”
Rising living costs and shifting lifestyle preferences are driving consumers—particularly younger demographics—to replace expensive nights out with curated at-home experiences.
Ellie Memmott, Brand Manager for All Shook Up, highlights this generational shift: “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 over going out on the town (Samsung).”
As at-home hosting grows, demand has surged for convenient alcoholic drinks that deliver bar-quality taste without requiring complex mixology skills or multiple ingredients.
Data shows 69% of UK drinkers frequently purchase alcohol for socialising at home with friends and family, a figure that rises to 82% among 18–34-year-olds.
Single-serve cans drive spontaneous purchases from the chiller, while variety multipacks (such as All Shook Up’s mixed packs featuring Passionfruit Martini, Strawberry Daiquiri, and Mojito) provide an effortless grab-and-go solution for hosting.
Memmott explains how RTDs fulfil these needs across both planned and spontaneous occasions: “With 69% of UK drinkers often buying alcoholic drinks for socialising at home with friends and family, this shift has driven demand for convenient options that replicate the bar experience.”
To capitalise on this trend, especially during peak outdoor and summer months, Memmott advises retailers to align formats with specific shopper missions: “When it comes to maximising RTD sales, retailers need to keep convenience front of mind and cater to a range of shopper missions. For planned occasions like hosting, variety multipacks are key. At the same time, single can formats play an important role in driving impulse purchases.”
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