Big Nights In have long been a popular alternative to hitting the town and although they rapidly became the new ‘going out’ during lockdown, consumers are still spending considerably more time at home with affordable treats top of the shopping list.
One of the lasting effects of more people enjoying time at home with the family or friends is a rise in demand for premium drinks, snacks and ‘fakeaway’ meal favourites – something wholesalers should bear in mind when planning stock and ensuring they have the right products to satisfy demand.
Three key recurring trends now dominate the market: price, convenience and the ‘treat factor’.
Matthew Moyes, Marketing Controller at leading speciality food importer and distributor Empire Bespoke Foods (EBF), comments: “There’s no doubting that the cost-of-living crisis has led to changes in consumer behaviour. But cutting back on going out – to a restaurant or the cinema – has been nothing but good news for the Big Night In occasion especially across the wholesale sector.”
Many shoppers remain highly price sensitive and are looking for affordable indulgence and premium quality. However, although price is a major consideration, it’s clear that consumers also want something special, and are keen to try new foods while at the same time seeking out the best deals.
The Big Night In presents a huge opportunity for wholesalers; creating dedicated displays and promotions on linked purchases can help drive sales. Macro-economic factors also drive shopper behaviour and the consumer’s overall propensity to shop at their favourite retailer; so this too can be a valuable opportunity for wholesalers to tap into the BNI occasion.
Busy lives mean less time to prepare and cook – something which has undoubtedly influenced the rising popularity of meal kits amongst consumers but one key factor continues to influence the decision-making process – the demand for quality.
“Convenience is an increasingly important factor in leveraging the world foods category,” adds Moyes. “As long as brands continue to provide authentic flavours and taste experiences – which is what we’ve ensured in our Master Cook range – there is further growth potential for this segment.”
With 95% of UK households buying into the World Foods category (Kantar, 2024), there is clearly a massive BNI opportunity here. However, a greater understanding of ingredients and ultra processed foods has made consumers wary of what they’re buying so dishes and products made with authentic ingredients are always going to be in demand.
To help wholesalers capitalise on this, especially for the BNI occasion, Empire Bespoke Foods (EBF) offers a wide range of meal kits and accompaniments based on global cuisines including Indian, Japanese, Korean, Malay, Thai and Vietnamese.
“Cooking Japanese food at home has never been more popular, partly due to the perceived health benefits of the cuisine, the rising popularity of dishes like ramen noodle soups and the relative ease with which it can be prepared,” says Moyes. “This reflects the growth we’re seeing with Japanese brand S&B and our range of Master Cook meal kits, specifically developed for world food enthusiasts who want to recreate their favourite dishes quickly and easily – a key consideration for the Big Night In occasion.”
Another ever-popular option for the Big Night In occasion is the grazing and charcuterie board – it’s the perfect opportunity to bring out the cheese and cold meats. Offering something different though is key here so Empire’s new range of premium Cornichons – whole crunchy mini pickled cucumbers from the UK’s No 1 gherkin brand Mrs Elswood – a tasty accompaniment to a wide range of savoury foods and perfect for pimping up a cheeseboard.
Wholesalers should not overlook the role of the increasingly popular ’treat factor’ when planning their Big Night In offering. A choice of drinks and shareable treats deliver variety and help drive footfall into store. For sweet-lovers, EBF offers the on-trend fruit candies from US confectionery giant Mike & Ike, the No 1 theatre-box candy in the USA, perfect for sharing.
Another major trend currently fuelling the Big Night In is the rise in demand for adult soft drinks. Dedicated drivers will steer clear of alcohol – but people are also now choosing soft drinks for a variety of health, wealth or cultural reasons, especially when set against the background of growing numbers of adults moderating their alcohol intake or becoming teetotal.
As the demand for premium, sophisticated no-alcohol options continues to rise, soft drinks such as the iconic French ‘La Mortuacienne’ artisanal lemonades and Virgil’s handcrafted American soda, both available from EBF, not only quench thirsts but deliver elevated drinking experiences.
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 of 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,” says Reynard. “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.”
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.
Premiumisation is a growing trend, and shoppers’ desire for affordable indulgence and willingness to pay a bit more for it continues to grow, so wholesalers should offer their retail customers a broad range of good, better, and best Big Night In options across the categories, to suit every pocket.
When people are hosting a Big Night In, they want the food they serve to impress. Wholesalers can maximise the opportunity for retailers to increase their Big Night In sales by offering a range of exciting foods. Encouraging retailers to upgrading their bakery offer from standard products – such as with St Pierre brioche – is one way to do so, whilst providing an ideal base for enhancing burger and hot dog recipes.
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. “On the back of this, we suggest retailers consider stocking a variety of formats to cater for all occasions, whether that be for hosting at-home gatherings with large groups of people, or for grab-and-go moments.”
We are seeing this growth in smaller and medium pack sizes, especially of cans, being driven by people making smaller, but more frequent visits to stores. Smaller pack sizes are also more accessible for those who are walking to their local store, especially those located in busy town and city centres, where taking home larger multipacks might not be accessible.
“In the no- and low-alcohol category, there is an opportunity for retailers to potentially generate incremental sales, especially in the impulse channel, where only 1% (NielsenIQ) of sales are of no- and low-alcohol,” adds Wilson. “To help facilitate this, we suggest retailers actively talk to their customers about the range of no- and low alcohol products in store, as this could be an effective method in drawing attention to the range, especially during months like January, where a lot of consumers might be looking to explore balanced options.”
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. 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, we have noticed more customers, across all demographics, are keen to explore new styles of beer, including a growing interest in world lagers,” says Wilson. “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, especially as we venture into the warmer months.”
In fact, Heineken’s research has identified an opportunity to offer curious drinkers seeking more flavourful and interesting taste profiles, with an accessible premium twist.
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.
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.
Caitlin Brown, Category Executive, BrewDog PLC, comments: “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 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 displays 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.
Along with Premium Lager, Craft Beer features significantly in many at home occasions, including Night In (alone or as a couple), Regular/Everyday Drink and Planned Social Gatherings (Kantar), with 57% of craft beer spend coming from 4-6 packs (Circana).
There has also been good distribution growth for Craft Beer in Total Impulse (+0.6), with key supply wins for Hazy Jane, Lost Lager and BrewDog’s Mixed multipack (Circana). With wider availability for these products, linked to the big night in mission, the sales opportunity is even stronger.
By identifying key shopper demographics and their likely requirement from the big night in occasion will help determine the right range for customers.
Of the top occasions for Craft Beer, BrewDog is the most consumed, with 29% of Craft Beer drinkers choosing Punk IPA when trying to relax and 27% to wind down at the end of the day. 27% of Craft Beer drinkers say Punk IPA is ideal for casual occasions with friends and family and 18% say it fits in with nearly every occasion. Finally, 54% definitely would consider Punk IPA for a night in alone or as a couple (Kantar).
One of the biggest opportunities is with low and no alcohol, particularly mid-week. With more consumers focusing on moderation or even abstention, 43% are reducing the alcohol content of the drinks they consume, and this does not show signs of slowing (Vypr). This has led to a generational shift, with almost 40% of 18-25s not drinking alcohol at all vs 22% in 2019 (Bespoke Consumer Research).
As a result, alcohol-free sales over the latest 52 wks show a growth of +28% value (Circana) and +21% volume (Circana), now worth 3.2% of total beer (Circana). With the continued demand, BrewDog expects the low and no category to grow further and play a stronger role in shopper’s repertoire. In fact, as more sober-curious shoppers expand their search for alternatives into additional channels, this subsegment of beer is currently outperforming total beer in impulse (Circana).
Well-known, established brands such as BrewDog, which holds two of the top 10 sellers within alcohol-free beer and continues to evolve and improve its AF range, as well as product quality, will be key to this success (Circana). Stores will also play an important role in the education of AF by ensuring low alcohol alternatives of their shoppers’ favourite beer styles and brands is available for big night in occasions.
“Looking ahead, we expect that AF will continue to evolve in new ways with the introduction of more specific beer styles – including stout and craft, as well as just lager,” adds Brown. “There is also the potential, as shoppers become ever more focused on health and wellbeing that we could start to see the role of functional AF products, with added benefits.”
David Heathwood, UK Commercial Director, Campari, comments: “Helping consumers to imagine a Big Night In that’s even bigger is a sure way to maximise their basket spend. Offering serving suggestions and cocktail inspiration makes it easy to see how picking up that extra bottle will add to the fun.”
In Off Trade the fastest growing spirits occasion is ‘Round for Dinner’, which counts for nearly one in five drinking occasions, and when it comes to making cocktails at home ‘Round for Dinner’ counts for 40% (Kantar). Given the variety available in the spirits category – and the endless possibilities they bring to your Big Night In drinks options – encouraging shoppers to shake up something new is a simple way to increase basket spend.
Although Off Trade alcohol occasions have actually fallen by 4.8% (Kantar) in the last year, the change is mostly due to a decrease in solo drinks and couples’ TV time; the Big Night In is still hugely popular. Having people round for dinner continues to grow in popularity, and in the spirits category it represents the highest number of serves per occasion, too: 5 per person, compared to 3.5 in couples’ TV time (Kantar). Magnum Tonic Wine is the number one Jamaican tonic wine in the UK, experiencing over £53m in sales annually. It accounts for 92% of Jamaican tonic wine sales and welcomes new entrants to the ever-expanding category. It has seen massive growth over the last year with more than 95% of its annual 13.4 million bottles sold through convenience (TWC).
Wray & Nephew has grown sales in a declining spirit market and is now the #2 white rum in the UK, following the launch in June of its first above the line campaign ‘Reach for the Wray’. Going forward, Wray & Nephew continues to partner with convenience and grocery stores alike to further amplify campaign awareness.
Spritz brands have grown by over £48 million in two years, and that’s predominantly through Aperol; an Aperol Spritz is the number one most searched for cocktail online and has elevated ‘spritz’ into the #3 cocktail position (CGA). Mainstream celebrity and influencer features this year have continued to build the brand in the on-trade, and shoppers are now growing confidence in making their own at home. Expect to see further investment into above the line and experiential activity, matched with continued shopper investment to further cement the brand in shoppers’ baskets.
“The spirits sector as a whole is underperforming, which in Off Trade is overwhelmingly due to declining gin and rum sales,” adds Heathwood. “But emerging trends in UK drinking culture, particularly an appetite for experimentation, could be exploited to improve things. A little bit of hand holding – serving suggestions, extra product detail, even recipes – could encourage customers to add something new to their basket. Catching a customer’s eye with NPD can really help, too.”
Clark McIlroy, Managing Director, Red Star Brands, comments: “Premiumising your offering can help wholesalers maximise the BNI occasion. Just because consumers are increasingly socialising in different ways and ditching traditional pubs and bars in favour of ‘at home’ get-togethers, doesn’t mean they’re prepared to settle for less in terms of quality and choice from their local retailer.”
Although consumers are spending more cautiously than before, they still want affordable indulgence and are still seeking a more premium occasion-specific treats as they look to re-create the effects of going out from the comfort of their own homes. This therefore gives wholesalers some great opportunities to ‘upsell’ a wide range of BNI-suitable products to retailers.
“In the RTD category particularly, we’ve seen a trend towards consumers ‘trading up’ to premium own-brand labels, with the money they have saved – which would normally have been spent on out-of-home drinking – being used to make premium nights at home more special. Plan ahead for BNI occasions and link promotions or special deals to them to encourage spend,” adds McIlroy.
“As well as the usual BNI themes, don’t overlook the importance of additional religious festivals and key calendar dates such as Diwali or Chinese New Year, and other significant occasions including major sporting events, Valentine’s, the summer solstice and of course Bonfire Night, all of which easily support the idea of a Big Night In.”
A significant factor in the growing popularity of RTDs such as vodka-based Four Loko is the expansion of flavour profiles – consumers are increasingly demanding innovative and unique flavour combinations with all the convenience and excitement of a show-stopping pre-mix. Fuller flavour profiles and higher ABV are two key elements behind the increasing popularity of RTDs.
Within the convenience sector, RTD growth sales by value are up by 13.8% over the last year (IRI). The convenience sector is at the forefront of the RTD renaissance and we’re seeing new innovative brands stealing share from the more established brands. Premium priced RTDs have grown faster than any other segment in the last two years, with an increase in spirit-based offerings and Higher ABV product launches. This gives wholesalers some great opportunities to maximise their RTD offering in line with current consumer demand.
Kate Abbotson, Senior External Communications Manager, GB – 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.
“To make the most of this opportunity, retailers should focus on stocking sharing packs from leading brands like Coca-Cola™, the biggest soft drinks brand in GB (Nielsen), Fanta, the leading flavoured carbonate brand in GB (Nielsen) and Dr Pepper, the second-largest flavoured carbonate brand in GB (Nielsen). Don’t forget Schweppes, an iconic mixer brand worth almost £60m (Nielsen).”
CCEP has been busy expanding 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 watching sports.
Cross-merchandising sharing packs of soft drinks with complementary categories like snacks so customers can pick up everything they need for a night in with friends and family, or when tuning into live sport, can help drive more incremental sales.
Making mixed drinks or cocktails at home can be an affordable, fun alternative to dining out.
Consumers are eager to pair their favourite spirits with quality mixers like Schweppes Classic Tonic and Slimline Tonic.
Premium adult soft drinks, such as Appletiser, can also serve as a flavoured base for cocktails and mocktails, or in a mixed drink, offering a sophisticated option for any at-home social occasions.
Alcoholic ready-to-drink (ARTD) cocktails – like CCEP’s Jack Daniel’s and Coca-Cola RTD, which has generated nearly £43m (Nielsen) worth of sales since it launched in March 2023 – are also a great choice for home get-togethers. They offer hosts a convenient way to deliver a perfect serve every time, without the need for time-consuming mixing and preparation. Data shows the ARTD category is worth £554m in GB (Nielsen), highlighting the opportunity it offers retailers.
Earlier this year, CCEP announced the launch of price-marked packs (PMPs) for the Jack Daniel’s and Coca-Cola ARTD range to help convenience retailers offer visible value to shoppers and drive sales. CCEP has also added to its ARTD portfolio with Absolut Vodka & SPRITE, blending the smoothness of premium Absolut vodka with the refreshing lemon-lime flavour of SPRITE, providing another refreshing alcoholic serve during a big night in.
Ben Parker, GB Retail Commercial Director at Britvic, comments: “As we await the warmer weather to slowly but surely set in, now is the perfect time to enjoy a cosy night in with family and friends. Consumers are increasingly looking for ways to replicate the out-of-home experience for the big night in against the backdrop of the continued cost of living challenges.”
In 2023, carbonated soft drinks spend outpaced the total market by over double (Lumina), and all key soft drink categories have been in growth (Lumina). The ever-popular big night in creates an opportunity for convenience retailers to capitalise on, through offering large formats and multipacks across key soft drinks categories.
Britvic offers a variety of pack formats to allow for different shopper needs. For those consumers who are planning on sharing nights at home, larger formats such as 2l bottles and multipacks of carbonated soft drinks, including Pepsi MAX®, Tango and 7UP Zero, can play a key role.
Consumers are making more conscious purchasing decisions and prioritising value as the cost-of-living crisis continues. In 2023, we witnessed a steady increase in shoppers budgeting for food and drink since 2021 (Lumina) and discounter shopping reached a peak in 2023 (Lumina).
Despite this, carbonated soft drinks, which are dominated by brands (Lumina), saw a year-on-year rise in demand in 2023 (Lumina). Soft drinks outpaced the total market value which fell in the same 12-month period (Lumina).
As shoppers tighten their purse strings, they are defaulting to well-known, trusted brands,” adds Parker. “It is therefore even more important for retailers to showcase their branded soft drinks range to shoppers to cater to their tastes and shopping habits.”
Health remains a key lifestyle trend for consumers, and as a result they continue to moderate their alcohol consumption resulting in no and low alcohol options becoming a top drinks trend (Lumina). Those consumers that choose to not drink alcohol are seeking more elevated experiences and interesting flavours that match up to the out-of-home experience, for a fraction of the cost.
This is why Britvic has expanded its J2O offering with Ready-To-Drink Mocktails. These launched with a three-strong premium range of non-alcoholic options: Strawberry & Orange Blossom Mojito, White Peach & Mango Daiquiri, and Blackberry & Blueberry Martini flavours.
There is continued demand for healthier options, and this is central to the success of sugar-free soft drinks in the category. Britvic’s Healthier People strategy ensures that its drinks taste great and are better for you, and the company has already removed billions of calories from across its portfolio (Lumina). Tango has an impressive history with its sugar-free launches, the brand is now worth £98.5m and growing +15.3% (Lumina). This can be attributed to the performance of the brand’s sugar-free options, with Tango Apple Sugar Free now worth £24.5m (growth +208.7% vs LY) and Tango Orange worth £14.4m and continuing to grow at 3.3% (Lumina).
Shoppers are consistently wanting more options to suit their lifestyles and don’t shy away from trying exciting new flavours that suit their preferences around health. Britvic has continued to maximise the popularity of Tango’s rotational sugar-free flavour series, Tango Editions, with its latest flavour: Tango Mango. Mango flavoured drinks offer huge potential, ending 2023 in double digit growth compared to the year prior (+26%, NielsenIQ). New innovations such as these meet the demand for more experiential and branded offerings as consumers show an increased interest in the experience and brand-led markets (Lumina). Shoppers don’t shy away from new flavours but are demanding sugar free versions that don’t compromise on taste and quality.
Tango Editions combine bold tastes and pack designs to produce striking products that stand out on shelves and chillers. Both Tango Mango and Tango Apple Sugar Free products are available in a range of formats, allowing convenience stores a number of options to meet new consumer demands, including six-can multipacks and 2l bottles, perfect for sharing with family and friends.
Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, comments: “With the total Salty Snacks category in independent and symbol stores now being worth £637.5m and growing at +9.0% (NielsenIQ), there is evidence to show that snacking remains a huge part of day-to-day UK life. Retailers can tap into this growth by targeting the Big Night In mission and tailoring their Crisps and Snacks offering accordingly.
As consumers come together to connect and socialise, many will be looking for larger pack sizes of their favourite savoury snacks. 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 (Kantar), 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,” adds Storey. “These brands continue to drive sales in the channel and work alongside a wide range of taste-led NPD, helping to maximise sales.”
To cater to this demand, PepsiCo has launched a number of taste-led NPD over the last year, and continuing this year, including Extra Flamin Hot Walkers. Following the successful launch of PepsiCo’s Extra Flamin’ Hot range last year, this January, the company launched a limited-edition variant on the iconic Walkers crisp. Available for eight weeks only, the latest non-HFSS innovation is set to drive additional snacking sales for retailers by introducing more shoppers to Extra Flamin’ Hot.
“Choice and breadth of range is crucial for wholesalers, as consumers look for snacking options with less fat or salt,” says Storey. “To appeal to retailers looking to offer snacking choices for each shopper’s needs, wholesalers should look to the latest NPD coming through which helps deliver lower salt or lower fat options. Walkers is committed to create lower salt and fat options which don’t compromise on taste and enjoyment.”
Matt Collins, Sales Director at KP Snacks, comments: “CSN is a strong and resilient category with huge scale, worth over £5.24bn and growing in value +3.5% (NielsenIQ). In difficult financial times, the CSN category prospers as shoppers look for affordable tasty treats, representing a critical opportunity for retailers to grow footfall and sales. Treat occasions are growing in C&I, currently making up 10.2% of the top missions (Lumina).
“Consumers will continue to shop more locally, turning to convenience and independent stores more often as they look to save on fuel, manage budgets and spend more evenings at home. With one in five baskets in C&I including a CSN product (Lumina) and the Bagged Snacks segment growing ahead of Total Grocery at +16.4% vs +7.2% (Kantar), retailers can rely on the category to drive sales.”
KP’s ‘25 to Thrive’ ranging advice helps retailers capitalise on the thriving Bagged Snacks category. Providing a core recommendation of CSNP SKUs to stock from multiple suppliers, the impartial category-wide advice was crafted using the latest, in-depth category insights to ensure an optimised fixture.
“As recessionary trends continue, consumers are spending more time at home, with 35% of people planning to reduce the amount they go out significantly in the coming months (Rekom Night Index). As a consequence, the Big Night In occasion is growing as shoppers look to make evenings spent at home feel more special. 62% view having snacks in the evenings as an affordable treat (Mintel),” adds Collins.
“The Sharing segment in CSN is strong, worth £2bn and growing at +2.8% MAT (Nielsen IQ). Our portfolio of Sharing products offers the perfect snacks for all occasions. Butterkist is the UK’s number one popcorn brand, perfect for cosy nights in spent watching films, while our Tyrrells 150g sharing bags offer a tasty premium option to make at-home occasions feel more special.”
Tash Jones, Commercial Director at Fairfields Farm, comments: “Big Night In occasions are the perfect opportunity to cross-promote snacks and beverages that pair well together to drive sales. Wholesalers can maximise opportunities around popular sporting events such as Six Nations, launches of anticipated television series and at-home movie nights by organising products into themed sections or displays based on different occasions. For example, with Wicked predicted to be streamed in February 2025, wholesalers can embrace the comeback of the Wicked trend (such as our green Sea Salt & Aspall Cyder Vinegar packs partnered with our pink Prawn Cocktail bags). This makes it easier for customers to find what they need and encourages them to purchase complementary items. You can also offer larger pack sizes or sharing packs that provide better value for money, making them ideal for these social, sharing occasions.”
Comfort foods, indulgent snacks and premium beverages are key choices in the Big Night In category. Sharing formats, such as Fairfields Farm 150g sharing packs, perform particularly well during this time. These formats are closely tied to Big Night In occasions where consumers enjoy indulging and sharing snacks with friends or family at home.
Consumers are spending more time at home than in previous years, influenced by factors such as the cost-of-living crisis – we have seen sharing format sales spike by over 20%. Additionally, attitudes toward staying in have shifted, with many choosing nights at home over going out, particularly younger generations. As a result, we’re seeing a rise in at-home group gatherings where people indulge in comfort snacks and treats, creating a cosy and enjoyable alternative to dining or socialising out-of-home.
“Consumers are using Big Night In events as an opportunity to indulge, often willing to spend more on high-quality and premium products,” adds Jones. “Retailers should cater to this demand by offering a range of upscale options. There is also a growing interest in healthier alternatives. To meet this shift, retailers should stock gluten-free and plant-based options to accommodate health-conscious consumers. At Fairfields Farm, we align with this trend by using only naturally sourced ingredients. All of our crisps are gluten-free and vegan, offering a delicious yet allergen-free choice for those seeking such options.”
Fairfields Farm’s best-selling hand-cooked crisps include Lightly Sea Salted, Sea Salt & Aspall Cyder Vinegar, and Cheese & Onion flavours. The company’s meat-flavoured crisps also perform exceptionally well in the convenience and pub sectors. Additionally, sharing packs have seen a surge in popularity, with Fairfields’ 150g sharing bags now surpassing its 40g single-serve packs in sales.
“We believe this shift is driven by several factors, including the cultural shift toward “staying in” and increased at-home events, the convenience of sharing bags for group occasions, and the better value for money they offer during times of economic uncertainty,” says Jones. “Consumers are also increasingly seeking comfort in indulgence, with sharing bags becoming a popular choice for treating themselves.”
The latest addition to the range is Prawn Cocktail, offering customers a nostalgic classic flavour that’s also vegan and gluten-free.
The brand’s growth in sharing formats has risen by 22.5%, outpacing total brand performance and demonstrating a further rise in at-home occasions. That growth is particularly strong in independent convenience, where like-for-like brand sales are, in many cases, over 40%.
Fairfields Farm offers display units to help customers boost their sales by providing dedicated space for the brand. These display units are also able to be updated to coincide with seasonal trends and holidays. They are available in counter-top size as well as large free-standing units, plus the company is able to supply clip-strips for out-of-category merchandising for retailers and in foodservice. Additionally, Fairfields supplies training packs for wholesale customers that introduce the brand, enabling sales teams to promote us confidently.
“Stay on top of market trends by monitoring shifts in consumer preferences and growing demands, and ensure your offerings align with these changes. Try innovation to generate interest and excitement but ensure that the core of customers’ requirements are catered for. Keeping a healthy buffer of stock is also crucial,” advises Jones.
“A key reason for Fairfields Farm’s double digit growth in recent years is because we have had a plentiful supply of excellent crisps in all the flavours we produce, with an integrated supply chain which includes our own homegrown potatoes. This means we have built excellent relationships with our wholesalers to ensure they have everything they need to service their own customers. We also offer excellent value, extensive training, POS and information packs to our customers to give them the knowledge and confidence to sell onwards.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Chocolate is the top choice of product for the Big Night in occasion (Snackchat), with candy, biscuits, cheese and crisps also playing a key role.
“Chocolate is an incredibly buoyant category and is growing in independents and symbols so represents a big opportunity for wholesalers too. Standard chocolate is growing by 3% (Nielsen) in the channel, with growth being driven by Big Night In formats such as sharing bags and tablets, growing by 6% and 12% respectively and together worth £295M (Nielsen) in I&S.”
Candy confectionery is also in growth (Nielsen), representing 20% of the total confectionery market. Format is key within candy, so offering both chocolate and candy bags is a must. In candy there is a key trend for sours, and Sour Patch Kids is growing over 50% (Kantar).
“Shoppers like sharing moments, and the evening occasion is the key time of day for sharing with tablets and bags being the most convenient and popular format for the consumer,” adds Nash. “At this time of day, consumers want to treat themselves and indulge. Shoppers want variety so it’s important to have a range of flavours and in candy different types of sweets from hard to soft to appeal to all shoppers. Value is important too in candy, where 70% of sales in are in PMPs (Nielsen). So in order to build a successful and efficient Big Night In range within confectionery, depots must offer the best-selling lines across these key formats and pack types.”
Overall, shopper confidence is improving at a total level as inflation rates recover (Lumina). The latest Mondelez insight indicates both penetration and frequency of convenience shopping has increased, reflected in the shopper shift to smaller more frequent shops, with shoppers prioritising their immediate needs (Lumina), be that for immediate consumption or for that evening.
While convenience shopping is increasingly being driven by on-the-go, with the mission growing 1.3ppts year on year (Lumina), other missions provide important opportunities for retailers with the likes of Big Night In remaining a key opportunity. Cost of living pressures have also seen a move by consumers to eat in more (IGD), again providing opportunities in convenience retailing for meal for tonight and big night in offers as consumers see staying in with friends and family as a cost-effective alternative to going out.
“We also see a continued focus on value, with price-marked pack sales increasing (Lumina) in convenience at a total level,” says Nash. “Price marked packs help deliver a value message in store, tapping into consumers’ need for ‘affordable’ treats , so they’re an important part of a wholesaler’s range in depot too. However, there is still a demand for premium products, and we see consumers not wanting to hold back on seasonal treats, in particular. It’s also important to note that consumers are focused on value not price.”
“Wholesalers can make it easy for retailers to find what they’re looking for by grouping formats together and using manufacturers’ in-depot POS to help signpost the categories or draw attention to latest launches or promotions,” advises Nash. “Wholesalers should consider including price-marked packs of their bestsellers as part of their confectionery range to help retailers demonstrate value to shoppers and reassure them that they’re getting a good deal, where appropriate to local conditions.”
Lauren George, External Communications Manager, Mars Wrigley, comments: “The concept of the ‘Big Night In’ has become increasingly popular. This trend, fuelled by the desire for convenience and comfort, presents a significant opportunity for the wholesale sector and confectionery brands like Mars Wrigley. With its rich heritage of providing indulgent treats that bring people together, we have unlocked the potential of this trend and are maximising opportunities it presents.”
The Big Night In occasion has continued to grow as the cost of living continues to be at the front of many consumers’ minds. Price-marked share packs are notably 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 wholesale as they can build a sense of trust and confidence amongst consumers.
Large formats can be easily passed around amongst friends and family, therefore are key to the sector. Taste is also a critical element of sharing occasions. As such, flavour-packed products which enable consumers to level up their offerings to friends and family appeal are critical.
“By tapping into the BNI occasion, wholesalers can provide immersive experiences through seasonal treats and limited-edition offerings. These allow wholesalers to surprise and delight their customers, turning their gatherings into unforgettable moments of indulgence,” adds George.
“The impulse purchase trend has resonance for Mars Wrigley, and we want to continue to partner with our customers to deliver against them. Our category-first approach defines new routes for shoppers in the omnichannel world. Displays and in-store media are critical for us to drive awareness and conversation at the point of purchase.”
Data demonstrates that consumers are looking to purchase within the bitesize sub-category, presenting an example of NPD that taps into consumer demand. Appealing to the screentime consumption occasion, while also opening new opportunities in baking and decorating, M&M’S® Minis are set to unlock shopper penetration by recruiting younger consumers into this 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.
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 confectionery which has seen the category increase at a CAGR of 4.3% (Nielsen).
Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, comments: “Get-togethers and big nights in are prime opportunities for sharing, and Perfetti Van Melle offers various delicious options for enjoying a treat alongside loved ones. Chupa Chups Mini Lollipop Bag targets sharing occasions with 30 mini lollipops in fan-favourite flavours Cola, Strawberry, Orange, Apple and Cherry launching in time to add some sweetness and variety to upcoming summer parties and holidays. Using only natural colourings, infused with Vitamin C, featuring a recyclable paper stick and individually wrapped to promote hygiene and portion control, these vegetarian-friendly tasty treats make a delicious, inclusive and sustainable addition to any Big Night In offering.”
Fruit-tella’s delectable chews contain real fruit juice and are made with all-natural colourings and flavours. All Fruit-tella sharing bag sweets are individually wrapped, and as such they are a treat that promotes hygiene and portion control. This makes them the perfect portable snack for families looking to enjoy a big night in treat without an added sugar-hit.
Thanks to the enduring popularity of Mentos Fanta amongst consumers, the hit treat is back in a pouch bag format, alongside Mentos’ most-loved flavour fruit roll, Fruit Mix, worth £5.1m (Circana). Mentos targets the growing trend for sharing occasions with Mentos Fanta Pouch Bag and Mentos Fruit Mix Pouch Bag, the latter of which features the fresh addition of a Green Apple & Blackcurrant flavour sweet. This new format allows Mentos to increase its presence throughout the confectionery aisle, given more shoppers the chance to say ‘Yes to Fresh’. Fresh makes the everyday more enjoyable and Mentos’ new Pouch Bags are designed to help provide consumers with a mood-boosting moment of delicious fruity freshness to share with friends or family.
Sharing bags are the most popular pack format in confectionery, accounting for 71.4% of sweet value sales (Circana). Fruit flavours are currently driving growth in sweets (Circana), whilst hard chews are growing ahead of the total category, up 17.8% (Mentos Candy Summary) and now worth £71m. Mentos Fanta Pouch Bag (140g) and Mentos Fruit Mix Pouch Bag (140g) are available across grocery, forecourt and online channels, with an RRP of £1.50.
Phil Hulme, Commercial Director, Kervan Gida UK, comments: “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 (Circana).”
Bebeto’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.
“For the Big Night In, offer a variety of sub-categories: self-eats, take-home, and in the family category, stock the core fun sizes,” advises Hulme.
Kathryn Hague, Head of Marketing at Hancocks, comments: “For the big night in, one of the most important categories for all wholesalers is confectionery.
“Families and friends use nights as a way to spend time together and indulge in treats. Stocking a wide variety of confectionery and snacks is the best way to maximise sales.
“The big night in is all about tasty and affordable treats. Clear and purposeful POS and merchandising can help customers to increase purchases. Highlight any special offers and promotions clearly.”
Share bags are incredibly popular when it comes to the big night in and Hancocks’ range from Bonds of London is loved by customers thanks to its clearly marked prices.
Bonds sweet bags are price-marked at £1.25 with flavours including Great British favourites like Fruit Pastilles, Jelly Beans, Giant Strawbs, Chocolate Peanuts, Midget Gems, Fruit Jellies and Chocolate Honeycomb. The newest PMP product from Bonds are Kids Sweet Bags which retail at 50p each. Younger customers love these tasty pick n mix sweets with pocket money prices.
“Wholesalers can encourage sales by merchandising products for the whole family for big night in and stocking a range of options for every age group to enjoy,” adds Hague.
Candy Realms Fizzy Mix Candy Cup is another great standout product that captures the attention of shoppers. The candy cups are packed with colourful and delicious pick and mix jelly sweets and marshmallows. Hancocks also has Candy Realms The Sweetest Mix Candy Cup RRP £2.50 where customers can indulge in fruit flavour sour coated jellies and vanilla flavour mallows.
Kids novelty products are another must stock ahead of the Big Night In. The Crazy Candy Factory Gummy Noodles RRP £1.00 are the perfect choice to enjoy on a cosy night in.
The fruit-flavoured gums are packed with strawberry, apple and orange flavours which include a novelty noodle bowl and chopsticks.
Pick and mix is always a big seller for big night ins. Hancocks has an unrivalled range of pick and mix favourites with its Kingsway range, offering a wide variety of halal, vegan and vegetarian options. All Kingsway confectionery is available in either 2.5 kg or 3kg bags with an RRP of £1.49 per 100g.
Colin Taylor, Trade Marketing Director at Fox’s Burton’s Companies UK, comments: “The ‘Big Night In’ occasion has become even more important for shoppers and something that all channels can capitalise on. The key to success is offering the right range of treats, at a competitive price. The £186.6M ‘Premium Treats’ segment of ‘Sweet Biscuits’ is helping to drive overall growth across Total Coverage +£14.3M (+8.3%, NIQ).
“Premium-priced Sweet Biscuits are seeing strong momentum, and Fox’s Burton’s Companies (FBC UK) is seeing the highest value and volume growth out of the largest branded Sweet Biscuit manufacturers (NIQ). We have a strong portfolio within the Premium Treats segment, made up of Special Treats and Big Cookies.”
The Special Treats segment is worth £46.8M to the Convenience market, which is seeing strong YoY growth of +£6.2M (+15.3%), outperforming the growth seen across total coverage (NIQ). The Special Treats segment includes fully coated chocolate biscuits like Fox’s Fabulous Chocolatey Rounds and indulgent recipes like the nutty, caramelised Thomas Fudge’s Florentines and buttery, chocolate-dipped Fox’s Fabulous Viennese Fingers.
Special Treats are seeing growth partly as shoppers stop buying cheaper everyday segments such as Everyday Treats and start buying more premium biscuits, as well as growth driven through existing Special Treats shoppers spending more versus the prior year (Kantar).
At a time when shoppers are increasingly engaged with entertaining themselves at home, FBC UK can support this opportunity. Fox’s Fabulous Chocolatey is one of the leading Special Treats brands that is already worth £3.7M to the convenience channel, with exceptional growth of +170.9% vs last year (NIQ).
FBC UK is also the market leader with a 60% share of the £18.2M Big Cookie segment and is driving growth ahead of the category at +14.7% (NIQ). Big Cookies are now the fastest RSV growth sub-segment in Sweet Biscuits (NIQ/Kantar) and offer a snacking moment with typically 6 to 10 products in a pack with more indulgent flavours compared to an “everyday” small cookie.
The FBC UK Big Cookie portfolio includes No.1 Brand Fox’s Fabulous Cookies, worth over £7.6M in Convenience and achieving significant growth of +£2.2M YoY in this channel (+40.5%, NIQ). Big Cookies will play an important role for retailers looking to drive cookie sales around the Big Night In occasion.
“Our advice is to stock up on all three flavours of Fabulous Cookies – Half Coated, Milk Chocolate and White Chocolate,” adds Taylor. “If you are looking to highlight value and quality to your shoppers, all three of these recipes come in £1.99 price marked packs. Finally, take a quick look at your Sweet Biscuits range and ensure you are offering shoppers Big Night In treats from the fast growing and delicious FBC UK range.”
Comments are closed.