In this market, consumers have more choice than ever with innovative new products landing on shelf every week – so how do you cut through the noise and give retailers not only something that stands out, but excites customers too?
Branded licensed products cater to evolving consumer and retailer expectations for new and exciting products, says Declan Hassett, Licensing Manager at Diageo. They aren’t your average shelf fillers; they have the capacity to tap into something much deeper. When you consider licensed products of well-known and well-loved brands, they’ve proven themselves as a powerful connector to customers, tapping into established associations as well as crossing into new categories and driving intrigue. In a market with an abundance of choice, standing out is everything. So, for wholesalers looking to grow and offer retailers something fresh, licensed products present a uniquely valuable opportunity.
The value of licensing
Branded licensed products offer more than just shelf appeal, they spark curiosity and conversation. For wholesalers, they’re a way to keep retailers interested and stocked with items that feel new, exciting, and on trend.
Licensing also enables trusted brand names to cross over into new sectors and supercharge growing categories. One area that continues to build momentum is treating, and licensing shows up in abundance within this vibrant category. Iconic flavours and brand identities are being reimagined in formats that suit modern lifestyles, from grab-and-go options to more indulgent, at-home treats.
When a brand, like Baileys for example, the number one loved spirits brand in GB, appears in an unexpected format or limited-edition, it drives excitement and boosts consumer interest. Through the vehicle of licensing, Baileys has harnessed its distinctive flavour to show up in different categories and recruit new consumers into new occasions.
Incorporating branded licensed products by recognised brands creates more opportunity for wholesalers – and consequently retailers – to connect with customers across different moments and channels. For wholesalers, it’s a chance to expand their offer, increase basket size, and create standout in-depot experiences, likewise for retailers in aisle.
In the food and drinks categories, licensing unlocks the ability to stay relevant, spark innovation, and connect with both new and existing customers all year round.
Generally, consumers are willing to invest more on products that they feel are special, limited or connected to. The combination of recognisable branding, perceived exclusivity, and emotional connection drives both interest and volume. In short, licensing creates demand and wholesalers are perfectly positioned to meet it.
Advice for wholesalers merchandising in-depot
When it comes to maximising the opportunity with branded licensed products, there is a scope to be creative and bring the occasion and opportunity to life for consumers, where shoppers are occasion rather than category led. Using innovative merchandising strategies that disrupt shopper journeys and encourage impulse purchases is important. Additionally, branded licensed products can be used to create cross-category touchpoints in-depot that reinforce brand awareness and contribute to incremental sales.
Baileys, through its licensed product portfolio has been able to support the brand’s adult treating agenda by offering shoppers a variety of treating touchpoints in store, reinforcing awareness of the brand, making shoppers more likely to make cross-category purchases, as well as visit the BWS aisle during their shop.
Final words
Branded licensed products by recognised brands offer some of the freshest ways for wholesalers to stay relevant, differentiate their range, and drive profitable growth. They combine trust, excitement, and emotional pull, all things today’s consumers respond to.
So, by staying close to trends, embracing innovation, and working with suppliers to bring brands to life in-store, wholesalers can support retailers in turning branded licensing into a year-round growth driver. In a competitive landscape where people continue to seek great experiences, licensed products are a smart play that has longevity.
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