Walkers stresses importance of stocking core lines

This figure rises in the impulse channel, with savoury snacks growing at 6.9%, and Will Kerr, head of impulse category at PepsiCo, said this is being driven by core lines.

“There were 1,860 savoury snacks on the market last year. An average store stocks 64 lines, with 38 of those making up 70% of sales. 20 out of the 38 are Walkers, which represents 40% of sales,” he explained.

The supplier said the top 20 include the single packets: Cheese & Onion, Ready Salted, Salt & Vinegar, Prawn Cocktail, Quavers, Squares Salt & Vinegar, Frazzles, and Baked Cheese & Onion; and in sharing formats, Sensations Thai Sweet Chilli, Doritos Flamin’ Hot, Doritos Tangy Cheese, Doritos Cool Ranch, Max Strong Hot Chicken Wings, Quavers, Wotsits, Cheetos Twisted, Monster Munch Pickled Onion, Cheese & Onion and Ready Salted.

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These lines, added Kerr, make up 25% of total sales in the savoury snacks category.

To make the most of sales, he advised retailers to stock sharing bags near the beer, wines and spirits chiller, while single packets should be sited near the till.