[ BIG NIGHT IN ]
Still a big opportunity Evening snacking is worth over £6.5 billion (Kantar), and although lockdown is easing, the appeal of the big night in is likely to continue as consumers remain cautious about going out.
T
he enforced big night in during the pandemic has seen a shift away from impulse packs, with 24% of consumers buying more sharing packs than a year ago (Norstat). Matt Smith, marketing director of Tayto Group, explains: “A night in front of the TV or a Zoom catch-up with friends has become the norm, and people are treating themselves with a pack of their favourite snacks such as Golden Wonder Ringos, meaning wholesalers need to have a snacks offer that covers a range of brands and pack sizes.” Tayto has expanded its £1 PMP range to include Spicy Bikers and is supporting the product with digital activity, including opportunities to win bikes and an independent retailer focused trade campaign. The company has also added a Sour Cream & Onion flavour to its Ringos range, and it has made its Cheese & Onion variant of TransformA-Snack available as a £1 PMP. In recent months, pork snacks have been the star performer in crisps & snacks, up by 10.1% (IRI). Tayto has launched the biggest ever campaign for pork scratchings, with the strapline ‘There’s no matching a scratching’. The campaign will include national radio coverage through a partnership with TalkSport, as well as a heavyweight regional campaign in the Midlands (where sales of scratchings are particularly strong) across out of home, radio and digital. The initiative will reinforce the ongoing digital activity for the Mr Porky brand. “While consumers are still spending significantly more time at home, there is an increased desire to make at-home occasions feel more special, and snacks are an affordable in-home treat,” notes Matt Collins, trading director of KP Snacks. Some 48% of consumers eat crisps, snacks & nuts when watching a film at home, and 48% say snacks are a must for an evening in with family (Mintel). KP offers a wide selection of brands and products to meet big night in needs, including Tyrrells, KP Nuts, McCoy’s, popchips and Butterkist. According to Jon Wood, commercial director of Calbee UK, shoppers are looking to try something different to inject some excitement into the big night in. Calbee recently launched Loaded Fries, its first branded snack product under the Seabrook brand. Available in Cheese & Bacon and Chilli Heat flavours, the product comes in a 6 x 19g multipack, 130g sharing bag and £1 PMP.
According to Matt Goddard, wholesale trading director at PepsiCo, as we begin the slow transition out of lockdown, larger packs are likely to continue to dominate over singles. “Shoppers are still looking to enjoy a big night in at home and this is likely to continue once small, intimate events with friends and family are able to be hosted,” he says. PepsiCo has introduced new pricemarked packs for a number of its multipack and sharing bag lines, including Walkers Classic Variety and Quavers Cheese six-packs. In addition, larger Doritos and Walkers Sensations sharing bags have been launched in the convenience channel. The £2 PMPs are available for Doritos Chilli Heatwave and Tangy Cheese, and Walkers Sensations Thai Sweet Chilli. To make the most of the big night in opportunity, retailers should focus their display on products that are ideal for sharing, such as Starburst ‘tear and share’ pouches, advises Jo Sinisgalli, senior brand manager for gifting at Mars Wrigley. “In order to drive impulse sales through maximised availability, core lines should always be updated and constantly well-stocked, as well as showcasing NPD,” she adds. New from the company are ‘100kcal or less’ bars, a new format for Mars, Snickers and Twix. In addition, Mars Wrigley’s current ‘Get Your Ding Back’ campaign for Extra is aimed at driving chewing gum consumption at home. Chocolate is still the top choice for those settling down for a night in with friends and loved ones, followed by sugar confectionery, biscuits and crisps, reports Mondelez International. The company’s popular chocolate sharing bags are growing by 4%, driven by Cadbury and Green & Black’s, and a recent addition to the Maynards Bassetts range is Fruit Smoothie Jellies in 130g bags. Mark Walker, sales director of Swizzels, emphasises that sugar confectionery is key for the big night in category, with sales of sharing treats on the increase. Swizzels’ most recent launch is Drumstick Chocolate Bar. Currently available to cash & carries in the standard pack format, the product will also be offered in a PMP later this year. Hanging bags are very important for the big night in occasion. Sales of 100-199g bags have seen growth of 6% over the past year and now account for 54% of total sugar confectionery sales (IRI). Swizzels has several products in this segment, including Squashies – the No.1 hanging bag brand in sugar confectionery (IRI). Squashies will be at the forefront of Swizzels’ summer marketing activity, which will include consumer competitions and digital and PR activity. www.cashandcarrymanagement.co.uk
April 2021
41
