As the cost of living continues to increase, consumers may pick and choose when they are going to go out and spend money.
The Big Night In offers an alternative way for consumers to socialise and spend time with friends and family.
Matt Smith, Marketing Director for Tayto Group, comments: “Crisps & Snacks are an essential part of most people’s Big Night In. It doesn’t matter whether you are drinking beer, wine or even a cup of tea, savoury snacks are the perfect partner to a night in front of the TV or when you’ve got friends around. That’s why the Crisps & Snacks market is worth over £660m and growing strongly, +10.7% YoY in the latest 12 weeks (IRI).
Sharing snacks continue to drive the market – even post-pandemic – with £1 PMP Sharing Snacks growing almost twice as fast as the overall market, +19.0% (IRI).
As Golden Wonder celebrates its 75th anniversary, the brand goes from strength to strength with its £1 PMP Snacks range growing more than twice as fast as the market, +40.6% vs +19.0% (IRI) and Transform-A-Snack being the star performer, +70% (IRI).
“As consumers increasingly worry about the cost-of-living crisis, the balance between premium and value will tend to tip towards value, with consumers looking to treat themselves for less,” adds Smith. “With its great branded value and ‘more punch per crunch’ promise, Golden Wonder is well placed to take advantage and continue its strong growth.”
Pork scratchings feature in many a Big Night In as consumers indulge in having the ultimate pub snack at home – a behaviour encouraged by pub closures in lockdown, that shows no sign of stopping.
Tayto Group is the leading supplier of pork snacks with the two best-selling brands – Mr Porky (32.8% share) and Midland Snacks, 20.2% share (IRI). Historically consumers turn to traditional, comfort foods at times of crisis and so, pork scratchings are likely to do well in the current climate.
The cost-of-living crisis is of huge concern to consumers as highlighted in a recent survey by Tayto Group where 95% of consumers said they were concerned about the cost and availability of groceries with almost 40% being very or extremely concerned (Norstat).
As petrol prices spiral, consumers will look to shop locally, providing an opportunity for convenience retailers to grow sales if they can demonstrate they are offering value for money. Price-marked packs are a proven way of highlighting great value and so it’s no surprise that in a recent poll of independent retailers, 57% said that PMP snacks are even more important in the current climate (Plum).
“As a highly impulse-driven category, savoury snacks are a key footfall and sales driver for convenience retailers,” says Smith. “Price-marked packs are a proven success in this category as a simple way to demonstrate value to increasingly price-conscious shoppers.”
Having been voted Britain’s favourite pub snack (Pespectus), scratchings are synonymous with the pub but surprisingly, almost half of purchases are in Retail (Norstat). Retailers can maximise sales of scratchings by tapping into shopper behaviour. Consumers looking for their big night in, day-out or home entertaining supplies, will be visiting the BWS fixture. With over 80% of scratchings being consumed with a drink (Norstat), hanging pork snacks clipstrips with BWS will capture impulse sales without taking up precious shelf or floor space.
Some retailers are missing out on the high margin, VAT-free sales offered by pork scratchings with over 40% of retailers who sell Crisps & Snacks not selling pork snacks – that’s an average of £7.99 lost sales per store per week (IRI).
PMPs are a proven way for independent retailers to demonstrate that they are offering great value when compared to larger stores.
Smith explains: “Shoppers in Convenience are concerned that they will pay inflated prices for shopping locally and PMPs assure them that this isn’t the case. An additional benefit is that it makes it quicker for shoppers on a ‘grab and go’ mission as they don’t have to search for a shelf ticket – the price is right there on the pack.”
Capturing the booming sharing snacks market means retailers need to be stocking – and giving prominence to – a strong range of £1 PMP snacks. Golden Wonder’s £1 PMP Snacks range are growing more than twice as fast as the market (+40.6% vs +19.0%) and Transform-A-Snack being the star performer, +70% (IRI)2. As ever, Golden Wonder’s success comes from delivering legendary ‘punch per crunch’, great consumer value, as well as strong margins for retailers.
The success of PMPs is borne out by their dominance of savoury snack sales in Symbols & Independents as Smith explains: “PMPs account for over half of sales, showing that they are essential for the independent retailer at key price-points: entry (30p), mid (39p) and sharing (£1). Products such as Golden Wonder’s Spicy Bikers are performing well at both 30p and £1 by offering great taste and consumer value, as well as strong margins for retailers.”
Snacks are treats and therefore taste is king. The all-time favourites of Cheese & Onion and Salt & Vinegar will continue to be must-stock flavours but it’s important to offer a range of more adventurous flavours as snacks are a low cost way for consumers to try something a bit different.
Spicy flavours continue to perform well which is why Golden Wonder has added a Spicy Thai Ringos into the successful £1 PMP range.
With a real kick, and less than 100 calories per serving like the entire Ringos range, Spicy Thai delivers on the Golden Wonder’s brand promise of ‘more punch per crunch’.
A twist on an existing flavour is a proven route to success which is why Golden Wonder included Mature Cheddar and Spring Onion in its new range of £1 PMP crisps. Sales for the whole range – that also includes Chargrilled Steak and Crispy Smoked Bacon – are performing strongly, delivering more than six times the sales of the previous flavours.
Louise Reynard, Commercial Controller at St Pierre Groupe, comments: “The past two years have taught consumers how to make the most of at-home events and this year will be about ‘levelling up’ – taking hosting to new levels. In the last year, the housing market accelerated meaning millions of consumers are either saving money after a house move, have new homes in which to entertain guests, or both. This suggests that the at-home socialisation trend will remain key and retailers can capitalise on this. Add to that the impact of the cost of living, and it’s likely that the Big Night In will be as big – if not bigger – than ever.”
Bakery is one of the most important categories for Big Night In, especially burger buns and hot dog rolls. St Pierre Groupe’s best-selling products for the Big Night In are Baker Street Burger Buns and Hot Dog Rolls, which give both shoppers and retailers alike extended-life options that allow for variety and should be merchandised with the other bakery products.
Both the Original Burger Buns and Classic Hot Dog Rolls can be used for a host of tasty Big Night In meals, including traditional ‘American style’ burgers and loaded hot dogs. Since launch, Baker Street has sold more than 25 million burger buns – that’s more than one bun every second.
The Baker Street brand is in long-term growth and is a must-stock for retailers when it comes to the Big Night In. Baker Street Hot Dog Rolls stand out, growing 76 per cent year on year (Nielsen). The Burger Buns and Hot Dog Rolls, which are packed to stay fresher for longer, are performing well as they meet consumer needs around creating impromptu take away classics which can be easily handled, whilst helping to reduce food waste.
Dhruv Trivedi, Managing Director of Bounce Back Drinks, comments: “Creating a category first, Bounce Back is the first ever post-social recovery drink. Developed and produced by two biochemists, this new health drink is unlike any other product on the market and has been specifically designed to be consumed after socialising and before bed, giving the body the replenishing nutrients it needs, while you sleep.”
“There has definitely been an increase in consumers going out post lockdown as people are seeking to socialise more, as they have been unable to for the past two years, but that doesn’t necessarily mean the Big Night In will be affected. As well as going out, people have been unable to socialise closely with their family and friends, so social gatherings at home are still being enjoyed by many.”
With consumers becoming more health conscious, fewer young people drinking, and the cost-of-living crisis happening in the UK, consumers are going to be looking for ways they can save money but still have a good time as well as looking for other things to do than to go out drinking so there is definitely still an opportunity for the Big Night In to be as strong as it is an alternative and cheaper option to going out. Bounce Back can help these health-conscious consumers be it for a night out or a night in.
Products in sharing sizes or multipacks tend to do really well for Big Nights In. Consumers will often enjoy a Big Night In with family and friends so multipacks are a product that can really benefit from this as it’s easy to share and quite often, these packs will be cheaper than buying the same amount of products individually.
This is why Bounce Back sells 12 multipacks in two different flavours – Raspberry and Tropical. It gives consumers the option of which flavour they would like and allows them to stock up or to share with those they are enjoying their Big Night In with.
With the Big Night In, consumers will most likely be catering to a larger group of people so will be stocking up in advance and bulk buying or purchasing multipacks of their favourite products for the occasion. With the cost-of-living crisis, consumers are looking to save money but with staying in being significantly cheaper than going out, they are likely to spend a little more on multi-packs of products they enjoy the most as they will still be making a saving.
Consumers are now looking for healthier options when it comes to food and drink, and this is because people are showing a greater interest in how they look and feel, as well as products that have less of an impact on the planet. This is driving demand for more natural, healthier food and drink options and more sustainable packaging options.
Bounce Back fits in well with this trend as it works to replenish the body with a formula of 17 vitamins, amino acids and minerals, making it a healthier alternative to other sugary drinks. Cans are also recyclable and environmentally friendly, and this is something that consumers are very mindful of when purchasing products.
Craig Chapman, Head of Brands at Amber Beverage UK, comments: “Despite consumers returning to the on-trade post-lockdown, the Big Night In trend continues to be a big opportunity. The well-publicised cost of living increases mean that consumers are looking increasingly at their wallets and how to stretch their disposable income. With the inevitable rise in prices in bars and restaurants consumers are increasingly looking to bring the on-trade experience into their homes.”
At an RRP of £26.99, Puerto de Indias gin enables consumers to opt for more affordable gatherings and celebrations at home, without compromising on quality.
“Therefore, we believe the Big Night In is a key opportunity for wholesalers and cash and carries to target, as demand for premium spirits is expected to accelerate in line with an increase in garden parties and BBQs as we enter the warmest time of the year,” adds Chapman.
Whilst consumers’ increased price-consciousness may lead to them going out less in favour of the Big Night In, they still want an experience, and to drink premium, well-made drinks from home.
As such, the premiumisation trend continues to be strong, with affordable premium spirits performing particularly well as over half (54%) of consumers aged 18-34 state they would be more likely to opt for premium drinks.
In addition, the flavoured spirits category is driving this growth, forecasted to increase volumes by 2.3% CAGR in the UK from 2021 to 2025. This comes following increased consumer demand for unique and experimental flavours to their traditional drink offerings.
“As pioneers within the Pink Gin category after creating the first gin from natural strawberries, Puerto de Indias Strawberry Gin is a perfect stock option to capitalise on this trend that retailers will be looking to make the most of,” says Chapman. “Recently, we’ve noticed that globally-inspired flavours have been extremely popular as they enable consumers to travel vicariously through their drinks. Made with real strawberries from Spain, Puerto de Indias is a strawberry-flavoured gin that is perfectly set to meet this demand as we all enjoy the warmer months,” Chapman continues.
“As a result, we believe Puerto de Indias is perfectly matched to meet this trend, making it an ideal option for wholesalers and cash and carries looking to maximise their profits when building their summer range.” This June, the brand launched a new LGBTQ+ themed rainbow Puerto de Indias bottle in support of LGBTQ+ communities. The launch marked the brand’s first-ever “Unlimited Edition” bottle, as although it launched during Pride Month, the rainbow bottle is proudly available all-year-round, to represent the brand’s commitment to fighting hate 365 days of the year.
In addition, the brand has pledged to donate £5 of every bottle sold to the LGBT HERO Charity, a national health and wellbeing charity supporting over 100,000 LGBTQ+ people a month by providing trusted information, advice and various other types of support including one-to-one, group and peer-support.
Therefore, the special edition LGBTQ+ bottle is an excellent way for wholesalers and cash and carries to demonstrate their inclusivity and awareness to these issues.
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