Shoppers are tightening their purse strings, and that makes the big night in a big opportunity for convenience stores. Especially with prices increasing in pubs and restaurants. Having the right big night in range can bring sales and footfall to your store.
Getting big night in right means working through a number of core convenience categories and understanding the trends in each. This includes snacks, alcohol, confectionery and soft drinks, as well as meal deals. Stock a range of products that meet the needs of shoppers looking for a good time at home. Cross-merchandise to make the shopper journey easier, for instance crisps and nuts near beer. Market to shoppers so they know you’re the store they need when they want to keep the party at home.
Cocktails
Sovereign Brands’ marketing and communications director Sophie Lawrence says 50% of consumers have increased their at-home cocktail consumption over recent years. “More than a quarter of those surveyed (28%) said they even have a bar setup at home, which 63% restock at least once a month,” says Lawrence.
This means retailers should have a wide range of alcohol brands and formats in order to capitalise on this trend.
The ready-to-drink (RTD) market also continues to grow. Coca-Cola Europacific Partners’ (CCEP) senior trade communications manager Amy Burgess says these pre-mixed drinks are a great option for big night in. She suggests retailers stock up on Jack Daniel’s & Coca-Cola RTD. RTDs are currently worth £283m in the UK, which is their biggest European market.
Formats
Sharing formats and multipacks have always been synonymous with big night in, and there is no sign of this changing. “Within crisps, snacks and nuts, it is sharing bags that are driving growth in independent convenience stores at 28.4%” says CCEP’s Burgess.
The multipack is a relatively new concept for craft beer in convenience, but these larger cases are becoming more familiar. “We’ve placed our focus on mid-size multi-packs, as they become more common place within the consumer repertoire, particularly for socialising,” says BrewDog’s category executive, Caitlin Brown. “BrewDog Punk IPA is the number one craft beer brand, and therefore acts as a signpost for the category – available in single cans, four-, eight- and 12-packs.”
Low- and no-alcohol
While the big night in isn’t necessarily known for its health credentials, there has certainly been a consistent market for low- and no-alcohol beverages in recent years. Latest data suggests that more than 50% of UK consumers either don’t drink at all or are actively seeking to reduce consumption. According to Tom Smith, marketing director for Europe at Accolade Wines, the low- and no-alcohol category now offers increased choice, quality and on-trend flavours to a much broader audience.
“Hardys has launched Hardys Zero, a product that uses de-alcoholising technology, which removes the alcohol but retains the brand’s well-loved credentials,” says Smith.
With the non-alcoholic market in the UK projected to reach a valuation of £432m by 2027, J2O is expanding its range with RTD mocktails. This move is set to help the brand expand its appeal into even more occasions, at a time when non-alcoholic options are continuing to gain relevance.
“Mocktails will help us to offer shoppers even more choice, as well as entice customers to trade up,” says Ben Parker, retail commercial director at Britvic. “We know that many people are looking for ways to make their big night in measure up to an evening out.”
Healthier snacks
KP Snacks also boasts a range of products that come in at under 100 calories per serving. With a third less fat than the market leader, Popchips provide a more permissible snack option without compromising on flavour, and are therefore ideal for those looking for a healthier product to share when having an evening in.
Popcorn is an important category for big night it as it not only offers a healthier option, but is also a perfect snack when watching TV shows and movies. “The importance of popcorn shouldn’t be underestimated within the sharing occasion,” says Matt Collins, trading director at KP Snacks. “Ideal for cosy family nights in or casual get-togethers, Butterkist has a 35.9% market share.”
Retailer viewpoint
Atul Sodha, Londis Harefield, west London
“Creativity will be key for big night in success in 2024. It is an important category for retailers, but I think people are moving away from the standard beer and crisps to something that offers more difference and excitement – such as fondue kits and Doritos Nacho Cheese Dip.
“With viral crazes driving products such as BuzzBallz cocktails and the Hot Chip challenge, there’s a growing demand from all age groups to supply something special to their guests.”
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