The Big Night In occasion remains as popular as ever as shoppers look to save money while still enjoying time with family and friends.
In fact, 45% of shoppers say they find happiness in small, happy moments with friends and family (Kokoro).
2024 has presented even more opportunities for retailers, and therefore wholesalers, to make the most of the Big Night In occasion.
“This is due to it being a significant year of sports in the UK, especially football,” comments Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo. “With lots of opportunities to maximise savoury snacking sales as consumers tune in to watch matches from home, wholesalers can tap into this opportunity to appeal to those retailers looking to stock up ahead of these events. Cross category merchandising with soft drinks, for example, will be a key way for retailers to increase basket spend, especially as 84% of night in occasions are enjoyed with beverages (Bolt). This means that wholesalers can look to maximise their sales from both categories during this period, through maintaining a varied and extensive offering.”
With the total Salty Snacks category in independent and symbol stores now being worth £637.5m and growing at +9.0% (Nielsen IQ), there is evidence to show that snacking remains a huge part of day-to-day UK life, including the Big Night In occasion.
Additionally, as Crisps, Snacks and Nuts accounts for 96.7% value sales of Total Savoury Snacks (Nielsen IQ), there is a huge opportunity for wholesalers to grow their savoury snacking sales through targeting this mission.
“More specifically, as consumers come together to connect and socialise, many will also be looking for larger pack sizes of their favourite savoury snacks that they can enjoy together,” adds Storey. “Walkers crisps and snacks are well placed to help wholesalers cater to retailers looking to tap into snacking occasions like these and offer a wide range of savoury snacking options and formats to complete the customer experience.”
“Enjoyment is the number one driver of choice when buying crisps and snacks (PepsiCo Kantar Bolt), so we recommend wholesalers stock the well-loved core brands, such as Quavers, Wotsits and Monster Munch, that retailers will be looking to purchase to tap into the Big Night In mission,” says Storey. “These brands continue to drive sales in the channel and work alongside a wide range of taste-led NPD, helping to maximise sales.”
Last August, PepsiCo teamed up with Pizza Hut to launch two new permanent, non-HFSS flavours into the Walkers MAX portfolio: Pepperoni Feast and Texan BBQ, both available in PMP formats. The new additions tap into the growing demand amongst younger consumers for pizza flavours within the savoury snacking space.
Tapping into demand for ‘Sweevory’ flavours, PopWorks’ newest Salted Toffee flavour allows consumers to experience both Sweet and Savoury tastes in one. The NPD was supported by PopWorks’ first-ever marketing campaign in March 2023 which aimed to drive awareness of the brand’s taste credentials and appeal to its target audience of Gen-Z and Millennials.
In March, PepsiCo launched a new Extra Flamin’ Hot range, with three spicy additions being made to some of the nation’s most loved brands: Doritos, Walkers MAX and Wotsits Crunchy. The launch taps into consumer demand for enjoyment by leveraging the UK’s love for spice, with the nation’s desire for this attribute in food ranking as the second highest in Europe (Ipsos).
Matt Collins, Sales Director 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 £1.72bn, sharing is the largest segment in CSN, and growing at +9.3% MAT (Nielsen IQ).
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).
“Sharing occasions range from easy sharing, more casual and impromptu get-togethers, to special sharing occasions which call for a more premium product,” adds Collins. “By stocking a diverse range of sharing products and family favourites, retailers can drive sales and footfall.”
There is a high demand for premium lines as consumers look to replicate night out experiences in home. 46% of shoppers are more inclined to trade-up to premium food and drink options when dining at home (Kantar). Tyrrells 150g Sharing bags are key products to capitalise on during those treat occasions or for when a friend pops in unexpectedly, offering classic and tasty flavours. Full of personality, this brand has taste and quality at the heart of its offering with its authentic English heritage.
The importance of the popcorn category shouldn’t be underestimated within the sharing occasion. Ideal for cosy family nights in spent watching films or casual family get-togethers, Butterkist is the nation’s favourite popcorn brand, with a 35.4% (Nielsen IQ) market share. With popcorn sharing occasions growing +21% and 85% of popcorn consumed at a sharing occasion (2+ people present, Kantar), Butterkist is a delicious treat for quality time with family and friends.
When stocking up for these Big Night In occasions, healthier sharing options should not be ignored. popchips is rated as the number one ‘Better for You’ bagged snack brand in the sharing pack format. Coming in at under 100 calories per serving, popchips provides a more permissible snack option without compromising on big flavour – perfect for consumers who are looking for a tasty healthier product to share when having an evening in.
“Summer BBQs, major sporting events, and special occasions like Halloween, Diwali, and Christmas, all represent excellent sharing opportunities and in turn the opportunity to drive CSN sales and footfall,” says Collins.
Crunchy Hazelnut Chocolate flavour toffee popcorn is the perfect product to add fun and indulgence to any seasonal celebration. The innovative flavour bridges the gap between popcorn and chocolate confectionery to create a sweet and irresistible snack. Driving category penetration by focusing on the fun, Crunchy Hazelnut Chocolate flavour toffee popcorn offers a more indulgent alternative to its non-coated products, making it the ideal choice for sweeter snacking moments.
Nuts offer a delicious treat at summer BBQs or while watching the sport at home with friends. It is the fastest growing segment at +23% (Kantar) with tasty nuts sharing occasions growing +22% (Kantar), ahead of every other CSN segment. Worth £97.9m RSV and growing +3.1% (Nielsen IQ), the KP Nuts portfolio offers delicious flavours and a range of formats. Nuts are naturally packed with protein and fibre delivering on both taste and health and have therefore been excluded from HFSS legislation. Nuts are a higher value purchase compared to other CSN products, where consumers are willing to spend more, helping to drive basket spend for retailers.
Bringing big, bold flavours to evening sharing, the largest occasion within both nuts and sharing (Kantar), KP’s Flavour Kravers range was launched in 2022. Available in three flavours: Flame Grilled Steak, Smokin’ Paprika, and Sour Cream & Chive, Flavour Kravers look to ignite interest from younger consumers to drive sales, with this demographic over-indexing in bold flavours (Kantar).
Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), comments: “With many consumers conscious of their spending at the moment, nights at home provide an opportunity to meet with friends and family without the expense of going out.
“The big night in continues to present an opportunity for retailers to drive sales, with friends and families enjoying socialising together across a host of different occasions – whether that be nights in the garden, BBQs or watching movies or sport. To make the most of this opportunity, retailers should focus on stocking sharing packs from leading brands like Coca-Cola™, the no.1 soft drinks brand in retail (Nielsen), led by Coca-Cola Zero Sugar (the fastest growing major cola brand in retail by volume, Nielsen), along with Fanta and Dr Pepper, the number one and number two flavoured carbonates brands in retail (Nielsen), and Schweppes, the biggest mixer by volume in GB (CGA & Nielsen).”
Research shows merchandising food and drink together can double shopper engagement and increase sales by up to 32% (Connecta), so stocking sharing packs of soft drinks alongside meals and snacks can help shoppers grab everything they need for a summer night at home or in the garden.
Understandably, people are on the lookout for more affordable ways to treat themselves at the moment. Making mixed drinks or cocktails at home can be a more affordable, fun alternative to going out to a bar.
Consumers are looking to pair their favourite spirits with quality mixers like Schweppes Classic Tonic and Slimline Tonic. Last year, CCEP expanded its PMP range by introducing price-marked Schweppes 1-litre PET bottles. This enabled more convenience customers to enjoy the advantages of PMPs with the best-selling mixers brand in retail, perfect for a big night in.
Premium adult soft drinks, such as Appletiser, can also be used as a flavoured base for cocktails and mocktails, or in a mixed drink, delivering a more sophisticated serve for any at-home occasion.
Alcoholic ready to drink (ARTD) cocktails – like CCEP’s Jack Daniel’s and Coca-Cola RTD, which has generated nearly £34m (Nielsen) worth of sales since it launched in March 2023 – are also a great option for big nights in, offering hosts a convenient way to deliver a perfect serve every time, without the need for time-consuming mixing and preparation. Data shows that the ARTD category is worth £552m in GB (Nielsen), highlighting the opportunity it brings for retailers.
CCEP has also added to its ARTD portfolio with Absolut Vodka & SPRITE, which blends the smoothness of premium vodka, Absolut, with the loved lemon-lime soft drink, SPRITE, offering yet another refreshing alcoholic serve to enjoy at home.
The brand is being supported by the ‘Planned for the Unplanned’ summer campaign, a digitally led marketing campaign including PR, social media and influencer activity, to build momentum behind Absolut Vodka & SPRITE ARTD following its launch earlier this year.
Alexander Wilson, Category & Commercial Strategy Director, at HEINEKEN, 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 cost-of-living crisis 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.”
The beer and cider categories are worth a huge amount in the impulse channel, and by using occasions like ‘big night in’ to their advantage, convenience retailers and wholesalers can maximise sales even further. In the channel, small packs of beer and cider are worth nearly £905m, mid-sized packs worth nearly £392m, and large-sized packs worth nearly £47m (Nielsen).
“As such, convenience retailers and wholesalers can capitalise by stocking small- and mid-sized packs of new beer and cider launches, such as Cruzcampo®, Birra Moretti Sale di Mare and Strongbow Strawberry, to drive interest to the fixture when customers are hosting, where bigger multipacks might be warranted, and people are more likely to buy something new to impress guests,” adds Wilson. “Stocking new lines like this also suggests to consumers that a store is up to date with trends, and they can rely on them to offer the latest innovation in the beer and cider category – perfect for when hosting people at home.”
As tastes change and evolve, more customers, across all demographics, are keen to explore new styles of beer, including a growing interest in world lagers. This is where innovation from familiar brands comes into play, as people are gravitating towards NPD from brands they are familiar with – such as Birra Moretti’s new Sale di Mare variant. While classic lager remains a core category for retailers to focus on, and drives purchase, introducing new sub-brands into the mix presents a clear trading up opportunity.
In fact, research has identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, with an accessible premium twist (Heineken).
Innovation across the market is predominantly coming from flavoured ciders, designed to drive penetration among younger consumers, and this has pushed excitement back into the category.
“In cider, HEINEKEN UK has identified that apple cider is growing ahead of flavoured cider, with premium options also doing exceptionally well, even in times of economic hardship, when people don’t have as much disposable income to hand,” says Wilson. “This should signal to retailers that despite customers cutting corners in other categories, cider is potentially where they are willing to trade up.”
Mindful consumption is also shaping trends in the cider category, and low- and no-alcohol options, such as Old Mout 0.0, which is available in Pineapple & Raspberry and Berries & Cherries flavours, is helping to drive this.
Calli O’Brien, Head of Marketing at Aston Manor Cider, comments: “Households are still concerned about the cost-of-living crisis and, as a result, decision making around expenditure is being heavily impacted. Therefore, it is no surprise that 72% of UK households are now impacted by the rising costs of food and drink (Levercliff).”
The reality is we are all making savings to varying extents. Not just to make ends meet, but to also be able to afford the things we value most. As a result, 94% of consumers have stated they would consider switching to a cheaper alternative (Levercliff), with many also prioritising their ‘at-home’ drink experience. With that in mind, many consumers are choosing to entertain guests or host celebrations at home instead of going out to cut costs, thus benefitting the Big Night In.
“An eye-catching display can help to entice new customers and encourage them to spend,” adds O’Brien. “Customers especially like to see something new, therefore, tying merchandising into summer is one way to illustrate creativity and draw shoppers’ attention to the variety of products on offer. If wholesalers do this, retailers will thus follow suit.”
While cider sales have been marginally impacted by the wet weather throughout spring, overall, the cider category has grown by 1.7% in the last 12 weeks (TWC). With summer fast approaching and the promise of warmer weather, Aston Manor anticipates that the cider category will continue to grow.
Strong cider (+7.96%) is driving growth within the cider category and is in fact outperforming total cider sales (+1.7%, TWC). This growth is a result of changing shopper behaviours that have largely been influenced by the cost-of-living crisis. This has subsequently meant shoppers are swapping spirits for cider (Kantar), which is likely due to consumers having less disposable income.
With rising food and drink prices being the top concern for almost half (49%) of shoppers (Levercliff), Aston Manor Cider has introduced a new range of Frosty Jack’s pack formats. These come in at a number of different recommended retail price points to help provide shoppers with better value without trading down on quality as the cost-of-living crisis continues to bite. The Frosty Jack’s RRSP range includes a 1L bottle, a 1.5L bottle and a larger 2.5L offering.
Knights Cider is now the UK’s number one strong amber cider brand (Nielsen). The strong amber brand has also recorded over 12 million cans sold annually (Aston Manor), with Knights seeing a 54% increase in shopper numbers year-on-year (Kantar). To put this achievement into context, it comes at a time when total cider sales have declined by 7%.
Launched in February this year, Knights Vintage Cider 500ml glass bottle has been crafted by a master cider maker from a blend of the finest bittersweet apples. With an ABV of 8.4%, this cider embodies the expertise that defines Herefordshire’s cider-making legacy. Crafted for those who appreciate a great cider without breaking the bank, the cider is a testament to simplicity and accessibility.
Crumpton Oaks is made from bittersweet apples blended with the juice from crisp dessert apples to achieve a mighty refreshing taste. Achieving silver at the World Cider Awards, its bold flavour profile has generated strong consumer appeal; therefore, by stocking Crumpton Oaks, wholesalers can expect to see an uplift in their sales. Not to mention, Crumpton Oaks contains 5% ABV, making it a preferential choice for those retailers whose sales may be restricted due to high strength laws.
James Middleton, National Account Director, Loch Lomond Group, comments: “We’re in the midst of an immense summer of sport which has set the tone for retailers in terms of customer demand for the ‘big night in’ occasion. From the EUROs to Wimbledon, and on to the Paris 2024 Olympics, we’re seeing the appetite increase for accessible, quality drinks at affordable prices to bring along to match-day events and viewing parties, or even to enjoy while watching from the comfort of their own home. ‘Ready to Drink’ (RTD) options are the perfect fit for these occasions and it’s important that off-trade makes the most of this immense opportunity to maximise sales.”
Especially during the summer months, many people are opting for at-home celebrations over pub-centric social outings, meaning ‘Ready to Drink’ (RTD) options are very much ‘on the menu’ for any big night in. And brands stocked by retailers which align themselves with sport will draw in most appeal.
“It’s important that retailers continue to forge fresh relevance with both new and returning customers,” adds Middleton. “During the summer months, we would encourage retailers to offer consumers a variety of chilled, pre-mixed RTD products like Glen’s Vodka with Pink Lemonade and Glen’s Vodka with Cola. These simple, refreshing flavours offer consumers bar-quality long drinks at an affordable price, making them the ideal choice for those big nights in.”
Typically, consumers have an appetite for light, refreshing drinks over the summer months, so it’s a great opportunity for retailers to stock a variety of iconic flavours at an affordable price point.
As the second largest vodka brand in the country with a 30% share of vodka in the impulse channel, all the key sizes have amongst the highest rates of sale in the category.
“For us the key for vodka is stocking a good variety of the popular pack sizes (20cl, 35 cl, 70cl and Litre) at a good variety of price points,” says Middleton. “It’s because of these high rates of sales and popularity of the brand that we believe our RTDs will add even more value to retailers.”
Glen’s Vodka remains the second-best selling vodka brand in the UK off trade and the clear first choice amongst value brands with over 13% total market share.
Glen’s recorded the largest growth in UK off-trade value of any sprits brand in 2023 – ranking third overall in the Beers, Wines and Spirits category. This success continues in 2024 as Glen’s has reached a total volume market share of 13.7% across the GB market, outperforming major competitors in the vodka category by on volume and value.
“The primary driver for purchasing remains taste preference so being able to meet, and exceed, consumers’ appetite for quality at affordable prices means we expect to see a continued increase in demand,” Middleton continues.
Joel McNally, Assistant Brand Manager, Brookfield Drinks Ltd, comments: “Whilst the cost of living is beginning to ease, it has led to people remaining conscious of their budgets and therefore seeking more at-home premium experiences.
“As the cost-conscious trend of home cooking and dining persists, consumers increasingly seek to enhance their culinary experiences with suitable beverage accompaniments. While the adage “a meal without wine is like a day without sunshine” resonates with many, beer pairing remains overlooked by comparison. This presents an opportunity for consumers who enjoy replicating dishes they’ve seen on social media to recreate dining-out experiences at home with excellent dinner drink pairings.”
Beer stands out as the top choice for Big Night In retail offerings. Most UK adults include alcohol in their Big Nights In, with beer and wine being popular picks. Best-sellers like Kestrel Super Premium lager and sessionable options like Kestrel Premium lager are excellent choices for retailers aiming to enhance their Big Night In selection. These versatile beverages pair well with various cuisines and snacks, making them advantageous for retailers seeking to maximise shelf space returns. Positioning savoury snacks, crisps, and share-size confectionery near popular Big Night In products will boost impulse purchases.
Wholesalers can encourage retailers to build Big Night In displays by offering ready-to-use display kits, which include pre-packaged displays with signage, banners, shelf talkers, and thematic décor aligned with popular Big Night In occasions. Financial incentives, such as discounts on bulk purchases and rebates for achieving sales targets, can further motivate retailers. Additionally, providing marketing support through promotional allowances for in-store promotions and advertising helps highlight Big Night In products effectively.
“The growing health-conscious trend presents a significant opportunity for wholesalers to capitalise on,” adds McNally. “As consumers become more mindful of their health and wellness, there is an increasing demand for products that align with these values. Wholesalers can tap into this trend by expanding their range of healthier options, catering to the preferences of a more discerning customer base.”
Wholesalers can provide healthier alcohol-related products by offering low-calorie beers and spirits, as well as low or no alcohol options. Stocking beverages made with natural and organic ingredients, and those fortified with vitamins and minerals, can cater to health-conscious trends. Clear labelling of nutritional information will help consumers make informed choices. This aligns with the increasing health consciousness and inclusivity trends, especially among young people, and supports the sober curious movement.
Diamond Cider is a prime example of a healthier alcoholic alternative for those seeking premium value. This medium-sweet, crisp, and refreshing cider is crafted using a mix of dessert apples. Diamond Cider is proudly vegan-friendly, lower in calories and sugar compared to many other alcoholic beverages and is also gluten-free.
Kestrel Super Premium lager continues to lead Brookfield Drinks’ product lineup, maintaining its position as the UK’s top-selling 9% ABV canned lager. Its robust sales are evident not only in the UK but also in export markets, attesting to its popularity among consumers worldwide.
In addition to the flagship Kestrel Super Premium lager, Brookfield Drinks introduced Kestrel Premium and Kestrel Extra Premium. These newcomers have swiftly captured the attention of wholesalers, retailers, and consumers alike, offering quality brewing and ingredients at an affordable price point.
Lauren Priestley – Head of Category Development Off Trade at Diageo, comments: “Having a diverse range of spirits in store, spanning across sub-categories, price points and flavours is just one way to keep shoppers engaged. It is important however, to carefully consider consumer trends and stock relevant products based on this demand. Wholesalers should consider this all year round to cater to the ‘big night in’ occasion and all key seasonal moments to remain ahead of the curve.
“White spirits such as vodka and gin are versatile liquids that can be enjoyed in range of ways, including cocktails, spritz serves or with a mixer – all of which can be easily created by consumers at home. With this in mind, stocking both vodka and gin is a must.”
Both gin and vodka form the base of many simple to create mixed drinks, inspiring people to experiment at home with their drinks choices. Spirits such as vodka and gin have been able to remain relevant through innovation and there has been a raft of new flavoured products being launched, tapping into popular flavour profiles. Flavoured spirits are great options to stock as they provide consumers with premium tasting drinks that can be easy to create a home by simply buying a good-quality mixer to accompany.
Smirnoff, Gordon’s, and Tanqueray have all produced a range of variants, putting them at the forefront of these trends. Products include Smirnoff Spicy Tamarind (30% ABV), Smirnoff Raspberry Crush (37.5% ABV), Smirnoff Mango & Passionfruit Twist (37.5% ABV), Smirnoff Cherry Drop (37.5% ABV), Gordon’s Premium Pink Distilled Gin (37.5% ABV), Gordon’s Sicilian Lemon Distilled Gin (37.5% ABV), Tanqueray Flor de Sevilla (41% ABV) and Tanqueray Blackcurrant Royale (41.3% ABV). In fact, Smirnoff is currently the no.1 vodka in the impulse channel (Nielsen), so stocking both Red Label as well as a range of flavoured options alongside would be beneficial.
“The beer category is a versatile one, meaning it’s relevant during a whole range of occasions, whether that is socialising with friends, watching sport or micro-moments of enjoyment at home. When it comes to choosing which beers to stock, Guinness, the iconic stout brand, is a must,” adds Priestley.
“Guinness is the no.1 stout brand in GB (Nielsen and CGA) and those who prioritise their Guinness stock will be able to tap into a popular and trusted brand but also a brand that offers a range of formats to suit a range of customers. Guinness is available in multipacks which are perfect for sharing and socialising occasions. Guinness Draught in Can is also available in 538ml ‘pint can format’ – great for adults who enjoy Guinness in the on-trade and are looking to enjoy the iconic stout at home.”
Guinness also recently secured its first-ever global football partnership with the Premier League. The four-year agreement, which kicks-off for the 2024/25 season, will see Guinness become the Official Beer of the Premier League, and Guinness 0.0 as the Official Non-Alcoholic Beer of the Premier League.
Caitlin Brown, Category Executive, BrewDog PLC, comments: “As a result of the increased cost of living, 20% of shoppers are drinking less out of home with 13% saying that they are drinking more at home (Vybe Tracker), which is great news for convenience retailers. Despite trying to save money by going out less, shoppers still like to treat themselves, so indulgence is a key trend at home. However, they continue to be conscious of cost, so quality is vital if they are spending more.”
Quality (66%), Taste (50%) and Range (45%) are the top drivers to purchasing BrewDog, with Well Priced at 29% (Dunhumby). These are expected to remain a priority as consumers continue to cut back in other areas of their lives, reducing overall store spend in-store.
Big night in can be anything from a night on the sofa with a partner, to a group of friends gathering together for a celebration – it’s about making the most of time together at home. As shoppers continue to feel the strain on household income, the big night in is becoming more important, as consumers choose to socialise in their own homes instead of going out – in fact, 1/3 of shoppers are now choosing to stay at home to celebrate. This is great news for convenience retailers and wholesalers, especially as many of these occasions are likely to be impromptu, so creating 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.
Night In (63%) 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 (34%) 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, where shoppers are looking for a drink to unwind with nightly but wanting to moderate mid-week.
Planned social occasion or BBQ (39%) 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 (36%) 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.
Jo Taylorson, Head of Marketing and Product Management, Kingsland Drinks, comments: “Drinking habits are evolving with changes in lifestyle, new socialising habits and the cost-of-living crisis. We’re definitely seeing drinking in the home as a trend that is here to stay and wholesalers can capitalise by offering their customers a selection of bottled and bag in box wines, RTDs and premixed cocktails for immediate consumption in the home or for taking to big night in gatherings.
“The opportunities for big nights in are endless – think pizza parties, board games or console gaming nights, cheese and wine, film or sports viewings, cocktail nights and cook-offs. The key is for depots to really understand how different consumer groups are approaching drinking occasions and ensure that they are offering that breadth and depth of choice. Consumers will be looking for convenient, great value drinks and new innovations such as fun RTD cocktails and canned drinks, which offer contemporary flavours and tastes, so ensure your depot gives retail customers plenty of options to choose from.”
Overall, we’re seeing a “drink less, drink better” attitude among consumers; they’re drinking less or opting into lower abv options. They want to enjoy excellent drinks, but it’s not necessarily about it being cheap – they want good quality, tasty products and drinking experiences at an affordable price.
Canned RTDs have been met with an explosion of popularity and this is set to grow even further. They’ve landed into drinks fixtures with bright, eye-catching packaging designs, purse-friendly deals and discounts alongside punchier RRPs helping to drive spend and have been embraced by those looking to try new drinks on the market without having to purchase expensive bottles or multiple especially by urbanites and those who crave convenience and simplicity, looking for affordable drinks to suit their lifestyle and current trends.
Mix Up canned RTDs are perfectly placed to offer consumers great quality at an affordable everyday price for big night in occasions.
Last year, Kingsland Drinks expanded the range to include three new flavours: Mix Up Coffee Rum & Cola, Pink Gin & Diet Lemonade, and Apple Rum, Lime & Ginger Ale, which have been flying off the shelves and are positioned to win in the current context. The packaging grabs attention on shelf, while communicating the refreshing nature of the drinks. The beauty of these products is that the single serve measures encourage trial and experimentation. It is an extremely cost-effective way for consumers to try new flavours, products and brands, plus they’re portable, making them ideal for enjoying during big nights in.
Matt Boulter, UK Sales Director, Mars Wrigley, comments: “The Big Night In occasion has continued to grow as the cost of living rises. Price-marked share packs are increasing in popularity as many consumers are looking for value where possible, especially in permissible treats. PMPs offer reassurance to consumers that they are paying a fair price for a quality product. PMPs also prove to be important to convenience retailers as they can build a sense of trust and confidence amongst consumers, driving repeat purchases, even as the cost of living crisis continues.”
Over-indexing with millennials and Gen Z audiences, Fruity Gum is the fastest-growing gum segment with a 25% increased rate of sale. A third of Fruity Gum shoppers only buy Fruity Gum, and 70% of Fruity Gum growth has been incremental to the Gum category (LIVE).
Mars Wrigley has launched a new gum innovation nationwide, Extra® Sugarfree Watermelon, in response to sustained growth within Fruity Gum. Backed by a £2.1m campaign media spend supporting the total fruit range including Refreshers, this is the brand’s first-ever Watermelon flavour, demonstrating its commitment to innovation, leadership and penetration, bringing new consumers into the category.
Mars Wrigley launched SKITTLES® Giants Gooey in April 2024. The confectionery is filled with a gooey, citrus core, delivering a tangy hit of zestiness. The innovation taps into the trend for fun and unexpected tastes while capitalising on the growth in fruit-inspired confectionary which has seen the category increase at a CAGR of 4.3% (Nielsen).
Mars Wrigley has also recently launched M&M’S Minis – the most playful variant of its M&M’S brand yet. M&M’S® Minis measure a whole 3.6mm smaller than regular M&M’S® tapping into the trend for finding joy in small things. The range extension is set to unlock shopper penetration by recruiting younger consumers into the bitesize sub-category, where Mars Wrigley already leads with a 42 percent market share (Nielsen).
Appealing to the screentime consumption occasion while opening up new opportunities in baking and decoration, M&M’S® Minis are available in multiple pack formats: 70g Price Marked Pack, 115g Core Pouch, 176g More-To-Share Pouch and 800g Party Pack. This innovation fills the gap for a permissible treat that is fun to eat and capitalises on the Gen Z target market’s love of new and exciting tastes, offering a moment of escape.
“The Big Night In occasion presents immense seasonal opportunities for retailers. With its focus on gatherings, celebrations, and shared experiences, it provides a perfect platform to showcase our wide range of seasonal products. Whether it’s the vibrant colours of Easter, the warm sentiments of Christmas, or the playful spirit of Halloween, Mars Wrigley confectionery offerings can cater to diverse preferences and capture the essence of every season,” adds Boulter.
“By tapping into the Big Night In occasion, retailers can provide immersive experiences through seasonal treats and limited-edition offerings. These allow retailers to surprise and delight their customers, turning their gatherings into unforgettable moments of indulgence.”
“Though shoppers continue to feel the pinch of pennies, treats remain a ‘must’ that consumers do not wish to compromise on. Moments of indulgence continue to be important, particularly for younger adult consumers, as a way of destressing, while many consumers associate snacks with connecting with others,” comments Susan Nash, Trade Communications Manager at Mondelez.
Recent circumstances have increased sales of confectionery multipacks. Multipacks offer shoppers a convenient and cost-effective way to purchase their treats in advance; they’re most often bought as part of a scheduled shopping trip by consumers looking ahead, rather than those buying on impulse when out and about. Additionally, shoppers are increasingly looking to enjoy evenings at home as a more cost-effective way to spend time together. This subsequent increase in the Big Night In occasion can be catered to with gifting and sharing formats.
“Health is absolutely a key trend; we are already seeing consumers looking for more health and wellbeing options across the broader snacking category and we anticipate this trend continuing over the longer term. In fact, our data shows that Healthier Biscuits are the biggest value driver (Nielsen) in the category and are growing at 20% (Nielsen), proving just how important this part of the market is as the category evolves with broader trends. We know that consumers look for healthier ingredients such as oats and other wholegrains but will not compromise on taste,” adds Nash.
“Consumer choice will remain crucial within the biscuits and snack bars category in order to offer every consumer a product to suit their taste and demands – whether that’s through healthier options or more indulgent treats.”
Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, comments: “Sugar Confectionery is a resilient category as it delivers lifts and treats for its consumers. As we continue into a challenging economic landscape, confectionery remains an affordable treat giving retailers a compelling sales generator. Our focus is on driving choice and by helping to signpost within the category, consumers can easily find a treat for any occasion. As we further develop our product portfolio, we continue to bring a wide range of products to consumers with new flavours, packaging, and textures.”
More than just the UK’s number one lollipop brand, Chupa Chups (Circana), has introduced Fr-ooze Pop, a delicious new playful sweet treat with oozing candy gel. The addition to the iconic Chupa Chups portfolio is a fun twist on the classic lollipop and is designed to be enjoyed with friends. Remove the lid, lick the lollipop and squeeze to reveal the candy gel. Fr-ooze Pop comes in three popular flavours – strawberry, blueberry, and tropical – certain to be snatched up by loyal Chupa Chups customers.
Chupa Chups, diversified further into the singles market with the mouth-wateringly moreish Chupa Chups Incredible Chew. Incredible Chews have a long-lasting soft chewy texture and are available in three fun and refreshing flavours – Green Apple, Orange, and Cola.
Phil Hulme, Commercial Director, Kervan Gida UK, comments: “The total Sugar Confectionery category grew 14.8% in value (to add £149m) in 2023 versus 2022 but is down in volume. The growth in the market is currently driven by inflation. People will always want to have a treat, and a small £1 or £2 treat is still accessible.
“We’ll have to see what happens with the economy, but sugar confectionery will remain an affordable treat, that is accessible to all. The sugar confectionery subcategory worth £1,158M is much smaller than chocolate but it is outperforming chocolate with value growth of +14.8% annually.”
Kervan Gida’s 400g tubs are in 400% growth and are excellent for Big Nights In. The average fun size pack is a 175g bag for £1.25, or 2 bags, 350g in total, for £2.50, but Bebeto’s proposition is a 400g tub for £2, which gives you 50g extra sweets for 50p less, and use of the tub afterwards.
Sharing bags are another key area. The overall sugar confectionery market is growing in value +14.8% annually, but there’s also been a move in retail pricing in April 2023 from £1 to £1.25 causing this sector to decline overall versus the rest of market at 13.8% growth.
“The market’s moved 25p, a 25 percent increase, so it’s really a decline in value, whereas for Bebeto it’s been a strategic aim to maintain our sharing bags’ price position at £1 suggested sale price, which is ideal for people who want value and drive awareness and trial,” adds Hulme. “As a result of this strategy our hanging bags have grown by 59.6% MAT. We see ourselves as a mainstream family brand, offering great quality and added value in these times when people’s incomes are stretched.”
Kathryn Hague, Head of Marketing at Hancocks, comments: “ Lots of households are still feeling the impacts of the cost of living crisis and are therefore trying to make cutbacks. The Big Night In occasion is all about people staying in and having a good time without spending a fortune. Instead of going out and spending money on food and drinks, many people are opting to cosy up at home with delicious snacks they can share while hanging out with their family or friends.”
Big Night In is often associated with snacks, treats, and drinks, making these key categories for retailers to stock. People enjoy snacking while watching movies or sports, or while hanging out with friends.
Stocking up early and making sure to have plenty of budget-friendly and sharing options is essential to maximise sales.
Price-marked packs are a significant trend in the current climate. They provide excellent value for money, making them a perfect option for customers who are budget conscious. By maintaining consistent prices, price-marked packs are particularly valuable during periods of cost increases. These packs offer customers the assurance that retailers cannot overcharge them, leading to increased customer loyalty. Products like sweets, chocolate, crisps, soft drinks and snacks can all benefit from clearly marked pricing for customers to make informed purchase decisions.
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the Baker Street brand: “The Big Night In continues to be driven by consumers staying in rather than going out, in the cost-of-living crisis. Hence, Big Night In sales in retail are benefiting from the increasing popularity of more substantial Big Night In meals, such as burgers and hot dogs – fuelled, in part, by the rise in ‘Americana-style’ dishes on menus across the UK. Consumers are looking for quick and easy ways to create ‘fakeaway’ favourites. Wholesalers can help their retailers cater to the demand, by stocking Baker Street’s range of Burger Buns and Hot Dog Rolls, which are ideal for consumers looking to recreate classic burgers and hot dogs, served with a variety of toppings. Baker Street’s recipes have been specifically developed for this purpose – with burger buns ‘built for burgers,’ and hot dog rolls ‘ready to handle’ the load. They also cater for the whole family and multiple meal occasions – a very attractive proposition for those wanting to make their food go further.”
The Big Night In is all about retailers offering exciting products that attract shoppers and keep them coming back, and wholesalers can play a key role in helping their retailers do just this. While the current climate means consumers are highly price sensitive in many categories, shoppers still want affordable indulgence, and where relevant, premium choices. The past few years have taught consumers how to make the most of at-home events and as the difficult economic situation continues, it’s all about ‘levelling up,’ taking hosting to new levels and offering shoppers an inspiring range of take-home options for their Big Night In. The trend for ‘super-sizing’ meals is also one that Baker Street cater to, with Jumbo Hot Dog Rolls and Mega Burger Buns, which were launched in response to the growing consumer desire for ‘Big’ nights in, in every sense.
“Wholesalers can encourage their retailers to make the most of the Big Night in opportunity by building in-store features and displays, and cross-merchandising bakery items like Baker Street’s Burger Buns and Hot Dog Rolls with related products like sauces and condiments and offering multiple facings to popular products,” adds Reynard. “Wholesalers can also encourage their retailers to ‘big up’ the Big Night In in their stores by highlighting these products in their depots at peak Big Night In times such as major sporting events, and dual-siting Baker Street’s Burger Buns and Hot Dog Rolls with relevant related products.”
Louise Reynard, Customer Development Director, UK at St Pierre Groupe comments on behalf of the St Pierre brand: “Two of the biggest factors driving the Big Night In occasion recently have been the change of habits in the pandemic, followed by increased financial pressure on consumers. First, the pandemic had a huge impact on our attitudes to dining, with people using food and drink to make themselves feel good in spite of what was going on in the world around them, and we haven’t stopped since.”
Consumers have continued to invest in treat moments for themselves at home during the cost-of-living crisis, reserving nights out for major celebrations. Hence, the Big Night In is a major opportunity for local convenience retailers, and the wholesalers who supply them. Big Nights In offer an affordable alternative to going out, spurring consumers to choose affordable premium options as they look for ways to treat themselves well at home.
A further driver is the comparative price of bakery items. Despite recent inflation, bakery items remain relatively inexpensive, hence they play an important part in the Big Night In, and premium brands like St Pierre offer an easy and affordable way to elevate at-home meals for these occasions. The trend of premiumisation is not slowing, as nights in are still more cost effective than nights out and restaurant-quality food at home remains an appealing proposition for shoppers.
“Individual tastes vary widely, but almost everyone buys bakery, making it one of the most important Big Night In categories,” adds Reynard. “Wholesalers need to make sure their retailer customers are stocking a range of products that offer quick, convenient and indulgent wins for these occasions, for shoppers to enjoy in the comfort of their homes.”
Shoppers are increasingly looking for products that deliver simple indulgence and wholesalers can enable their retailers to cater for this by providing ranges that allow customers to ‘upgrade’ from traditional staples over the summer and beyond. Brioche is a case in point, and St Pierre’s brioche range is an ideal base for elevating the ‘everyday’ and enhancing a host of popular at-home recipes.
“Wholesalers can encourage their retailers to maximise basket spend and sales around the Big Night In, by advising them on their range and stocking recommendations to go for in-store displays and merchandising that offers ‘good, better, best’ options. This can prompt customers to consider upgrading their meals. Wholesalers should also advise retailers to position St Pierre Brioche alongside burgers, sausages and accompaniments to encourage upselling. In addition, wholesalers can create secondary sitings of St Pierre Brioche alongside displays of mayonnaise and other big selling condiments which are enjoyed with burgers and hot dogs and meat-free alternatives,” says Reynard.
“Customers look to buy everything they need quickly for the Big Night In, so wholesalers should encourage retailers to maximise these opportunities in-store, with POS displays that demonstrate appropriate and inspirational food pairings. The St Pierre brand’s innovative Eiffel Tower displays have increased sales by over 50 per cent and are a space-saving approach that will appeal to UK retailers wanting to try something new.”
St Pierre also offers retailers a choice of attractive and eye-catching FSDUs, which are available through wholesalers and allow them to create striking in-store displays and encourage customers to ‘trade up.’ The FSDUs have a small footprint, maximising floor space and providing extra space for retailers to stock more product.
Comments are closed.