SPOTLIGHT: DAVID LUNT, NATIONAL BUYING CONSORTIUM
THE BUSINESS MAGAZINE FOR CASH & CARRY/DELIVERED WHOLESALERS
FEBRUARY 2021
Shake-up at Unitas: John Kinney to replace Darren Goldney as MD CJ Lang back at top of SPAR RDC leader table
THE UK’s
No.1 CIGARILLO
1
CATEGORY MANAGEMENT
Your ultimate 32-page guide
*RRP effective 16th November 2020. Retailers are free at all times to sell JTI products at whatever price they choose. 1 IRi Market Place, Volume Share, Total Cigarillo Category, Total UK, Aug 2020
Contents
February 2021
This month don’t miss... 06
Country Range hosts a series of sales education webinars.
10
16
Queenswood has been awarded a BRC Global Standard AA grade.
CJ Lang is ensuring that SPAR Scotland meets consumer needs.
ESSENTIALS 05 06 24
14
Editor’s Comment Industry News Products & Promotions
FEATURES 14
Spotlight David Lunt, managing director of National Buying Consortium.
16
In Focus CJ Lang is driving forward with initiatives to boost growth in SPAR Scotland’s independent stores and its company-owned estate.
CATEGORY INSIGHT 18
Vaping There is plenty of scope for increasing sales of vaping products in the traditional retail sector.
22
David Lunt of National Buying Consortium has completed more than 75 marathons, including two Marathon des Sables events.
24
27
Product of the month
Breakfast Update Brits are eating more breakfasts now than before the pandemic – a trend that wholesalers and their customers can tap into.
25
Category Management A definitive guide to enhancing the customer experience, with advice from key suppliers on maximising opportunities in specific product categories.
Wholesalers and buying groups talk about category management.
Mars Wrigley supports Galaxy’s new look with a TV campaign.
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February 2021
03
2021 WILL BE THE YEAR FOR BEER THE CATEGORY iS SET FOR DOUBLE DiGiT GROWTH Beer consumption rockets during major sporting events [i] Three out of five beers are now consumed with food [ii] Premium and Super Premium will win as consumers ‘treat themselves’ at-home [iii] Outdoor occasions are set for another sizzling summer [iv]
DON’T MISS OUT ON THE OPPORTUNITY TO DRIVE SALES. STOCK UP TODAY ON THE NATION’S FAVOURITE ALCOHOL BRANDS. [V]
Kantar Alcovision; WE 31 December 2020. Kantar Alcovision; 52 WE 30 June 2020 Nielsen, Total Coverage: 2015-2020. [iv] Kantar Worldpanel data to 14.06.2020. [v] Nielsen Scantrack: Total Liquor Data WE 26.12. [i] [ii]
[iii]
Stay in step with shopping habits ill shopping habits that evolved during the pandemic continue when lockdown ends? Less frequent shopping trips and bigger basket spend have been seen across the convenience channel during the crisis. For example, over the past year, footfall in SPAR Scotland stores has dropped by about 16% but basket spend has increased by over 35% (page 16). At the same time, there has been growth in categories such as alcohol, frozen food and grocery, along with a rise in demand for multipacks over singles. By contrast, impulse categories have suffered because so many people are working (and studying) from home. These trends have prompted retailers to re-lay their stores so that they can fulfil these changed demands. However, when every inch of space is gold dust in a convenience store – as Nisa category management manager Ross Wright points out (page 28) – allocating space to different products needs to be carefully assessed in order to maximise sales and profits. For example, listing a larger pack of one product might mean losing two lines that previously fit into the same shelf space. Wholesalers and their buying groups have been considering the shifts in shopper behaviour when producing category management advice. Unitas Wholesale, a leader in this area with its Plan for Profit programme, has launched
W
Kirsti Sharratt Managing Editor
NEVER MISS AN ISSUE...
SPOTLIGHT: DAVID LUNT, NATIONAL BUYING CONSORTIUM
THE BUSINESS MAGAZINE FOR CASH & CARRY/DELIVERED WHOLESALERS
‘Focus On’ guides to highlight emerging categories and trends to both its wholesaler members and their retail customers (page 27). Other wholesalers and groups, including Nisa, similarly provide timely category updates throughout the year. Shoppers’ focus on value has also been addressed by the trade, with marketing campaigns, promotions and new price-marked packs designed to appeal to consumers who need or wish to budget carefully. Progress with the COVID-19 vaccination programme – and with it the prospect of increased freedom for the population at large – means that businesses are attempting to prepare for a bounce back. For instance, CJ Lang is urging suppliers to work with it to devise and implement a recovery strategy for the impulse categories. Wholesalers across the UK, including Parfetts (page 28), use data from suppliers, rates of sale, and customer feedback to inform their category management and to ensure that they can anticipate and react quickly to trends. This approach has worked well during a year of transformation for the retail market and will continue to pay dividends as we emerge from strict lockdown and take steps along the road to recovery – no matter how long or bumpy it may be.
FEBRUARY 2021
Shake-up at Unitas: John Kinney to replace Darren Goldney as MD CJ Lang back at top of SPAR RDC leader table
Cash & Carry Management is free to cash & carry and delivered wholesale directors, buyers and managers. The magazine is available to other subscribers for just £74 a year or £7 per copy. Overseas yearly subscriptions are priced at £95. Back issues dating back to 2011 are available online.
THE UK’s
No.1 1
CATEGORY MANAGEMENT
Your ultimate 32-page guide
CIGARILLO
*RRP effective 16th November 2020. Retailers are free at all times to sell JTI products at whatever price they choose. 1 IRi Market Place, Volume Share, Total Cigarillo Category, Total UK, Aug 2020
Email mail.winlove@btconnect.com or call (01342) 712100 for more information.
[ EDITOR’S COMMENT ]
Address Winlove Publications Ltd PO Box 366 East Grinstead RH19 4ZE Tel (01342) 712100 Email mail.winlove@btconnect.com Publisher Winlove Publications Ltd EDITORIAL Managing Editor Kirsti Sharratt ADVERTISING AND MARKETING Publishing Director Martin Lovell Media Sales Manager Clare Phillips 4,448 July 2018 – June 2019 Audit Bureau of Circulations Printed by Bishops Printers ISSN 1352-254X All media rates, feature lists and deadlines can be accessed online by visiting: cashandcarrymanagement.co.uk
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February 2021
05
[ INDUSTRY NEWS ]
Additional equipment Brakes has strengthened its ‘one-stop-shop’ proposition by adding more than 600 pieces of light equipment to its range. The products, which take the Brakes offering in this category to over 800 items, include food preparation and storage solutions, table service items, chefswear and janitorial lines. Customers can add equipment to their usual Brakes food and drink order and receive it as part of their next regular delivery. There is no minimum order value. a Brakes (01233) 206000
Kinney to replace Goldney Darren Goldney, managing director of Unitas Wholesale, is to leave the business in April. He will be succeeded by the current sales & marketing director John Kinney. Goldney was appointed MD of Today’s Group in 2017, and took on the same role at Unitas when it was formed from the merger of Today’s and Landmark in 2018. Similarly, Kinney, who was retail director at Today’s from 2011, assumed the same responsibilities at Unitas until his promotion to sales & marketing director in 2019. Goldney commented: “It is difficult to express how proud I am of our achievements over the last three years, not just in what we’ve managed to bring together for members but also in the way we have collaborated to achieve positive change across our business.
“Together, Unitas members are becoming a more effective and focused route to market that recognises that suppliers are also customers – and that all customers need a champion of independents and brands. “We’ve step-changed our use of technology, driven down operating costs, our members’ sales have grown collectively, and we have expanded the services we offer to both members and suppliers in reaching the
packed by organisations and community groups to suit the needs of the recipients. “We’re a third-generation family business that is rooted in the local community,” said MD Andrew Lynas. “We’re delighted that we can play our part in delivering support to those who need it when
it’s needed most.” Since lockdown was first introduced in March 2020, Lynas has continued to fulfil orders to customers such as schools, care homes and hospitals that represented just 15% of its sales. a Lynas Foodservice (028) 7035 0600
John Kinney: ‘I am confident in the future for the group.’
Lynas wins £1.25 million contract Lynas Foodservice, based in Northern Ireland, has won a £1.25 million contract to provide food and drink supplies for the most vulnerable as lockdown measures continue. Lynas, the largest familyowned foodservice business in Ireland, was awarded the contract by the Department for Communities after a formal tender process. The Caterforce member was able to draw on its experience in April 2020 when it worked with the Department to deliver 12,000 food boxes each week for those shielding. The new contract, which runs until the end of March, involves Lynas delivering 50 household essentials each week to be picked and 06
February 2021
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near 200,000 customers we serve.” He added: “That ‘change agenda’ has been the most invigorating of my career – and it has inspired me to take my Unitas experience and passion for leadership to find the right new challenge.” Kinney commented: “I am extremely pleased to be given the opportunity by the Unitas board to lead the organisation forward. This is a great business with a fantastic opportunity to grow and improve further. “While there are challenges for our members servicing the out-of-home sector due to the impact of COVID, I am confident in the future for the group and I am looking forward to working with all our members and suppliers to maximise the opportunities for all.” a Unitas Wholesale (01302) 249909
Showcase
Country Range Group is hosting the first in its 2021 series of sales education webinars on 30 March. The events allow suppliers to provide up-to-date information, essential training and education on their products to hundreds of sales, telesales and marketing representatives from across the CRG membership. Emma Holden, marketing controller, said: “With lockdowns causing carnage for the sector, it’s been vital that suppliers have still been able to showcase their products and provide essential training on their brands in a different way. Our webinars have provided exactly that.” a Country Range Group (0845) 209 3777
Sales decline but profits stable AF Blakemore’s sales for the year ending 30 April 2020 declined by 7.2% from £1.14 billion to £1.05 billion. However, pre-tax profits rose slightly – from £6 million to £6.1 million – and net assets grew from £78.5 million to £85.7 million. Sales were affected by the conclusion of the company’s cash & carry disposal and a COVID-19 related decline in its foodservice and wholesale distribution businesses. Nevertheless, chairman Peter Blakemore was pleased with the progress made by the firm. He said: “This was an excellent result, as the company incurred many increases in costs and provisions to meet the challenges posed by the pandemic. “The company has enjoyed strong sales in the
Bakery lines CJ Lang & Son has extended the range of Rich’s bakery products available through its 108 company-owned SPAR stores in Scotland. After launching cookies in selected shops last summer, the company has added muffins and buns to the range. Stephen Brown, head of food to go at CJ Lang, said: “Never has it been more important to offer shoppers a range of products, attractively priced, through their local convenience store. “The cookies provided by Rich’s have proved to be extremely successful and we’re really looking forward to bringing these additional products to our local SPAR stores.” a CJ Lang & Son (01382) 512000
supply and operation of convenience stores. Great customer service, strong availability and an investment in retail pricing within our managed estate have resulted in like-for-like sales consistently outperforming our competitors.” AF Blakemore has made a number of significant investments as part of its commitment to growing a sustainable business.
Last year it commenced construction of a multi-temperature distribution depot in Bedford. This will provide the cornerstone of future logistics infrastructure and will be operational from late spring 2021. The company has also continued to invest in technology and digital platforms, enhancing its B2B and B2C online operations. During the first lockdown the business launched a successful within-the-hour retail home delivery service, which will see further expansion this year. In addition, AF Blakemore has significantly increased investment in its wholesale pricing structure, making a further £2.4 million available to maintain retailers’ ability to compete. a AF Blakemore (01902) 366066
Hancocks has expanded its range of vegan-friendly products both in-store and online. The wholesaler is working with some of the UK’s top vegan confectionery brands, including Creative Nature Superfoods, The Wizards Magic Chocolate, Jealous Sweets, Moo Free, Tony’s Chocolonely, Dirty Cow Chocolate, Enjoy! and BoojaBooja. “There has been a growing demand from customers to broaden our range of
vegan confectionery and we’re striving to offer them the greatest and most unique range possible,” said a company spokesperson. Hancocks is also increasing the size of its vegan pick & mix range, with new brands and product launches featured online and in-store every week. Recent additions include a range of Bubs sweets from the popular Swedish candy brand, along with additions to Hancocks’ own Kingsway brand with lines such as the new Kingsway Fruit Hearts 2kg in time for Valentine’s Day. There are over 300 vegan lines available online, as well as a wide range available in the company’s 14 cash & carry branches. a Hancocks (01509) 216644
Peter Blakemore: ‘This was an excellent result.’
Sweeter selection
[ INDUSTRY NEWS ]
Top 100 lawyer
Rabiah Younus Sheikh, Bestway’s legal counsel and company secretary, has been selected as one of The Lawyer’s Hot 100 for 2021. This recognises the most daring, innovative and creative lawyers from in-house, private practice and the Bar.
Having joined Bestway in 2016, Sheikh (above) was given the responsibility of leading legal affairs by driving strategic legal advice, internal governance and compliance for Bestway Wholesale and Bestway Group holding companies. Naser Khan, chief operating officer at Bestway Wholesale, said: “We are elated for Rabiah as this is such an amazing achievement, especially given how competitive it is to be shortlisted, let alone chosen, for the Hot 100.” a Bestway 020-8453 1234
Record year Nisa recruited more than 620 stores in 2020, and a further 131 Nisa stores converted to the latest Evolution format. With recruitment continuing to be a key focus, further resource has been added to the recruitment team, and a new induction team has been formed, dedicated to supporting new partners during their first 100 days with the group. a Nisa Retail (01724) 282028
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February 2021
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[ INDUSTRY NEWS ]
Dedicated vegan range
Bidfood has launched V Kitchen, a new dedicated vegan range. Boasting a wide selection of both branded and ownbrand products, the range includes pre-prepared dishes such as Everyday Favourites sweet potato, chickpea & spinach curry and vegan wellington slices. V Kitchen also features protein alternatives, indulgent desserts such as vegan & gluten-free salted caramel cheesecake, store cupboard ingredients, bakery goods, impulse snacks and vegan wines, beers and spirits. V Kitchen products are available to both the trade, via Bidfood Direct, and the general public, via Bidfood’s
Promoted
Woods Foodservice has promoted Lana Bhikha from business relations & marketing manager to commercial director. Bhikha (below) joined the Uxbridge-based wholesaler straight from university in 2013 and subsequently “powered through the ranks” to her new role on the board.
Woods Foodservice has also announced the promotion of Wayne Gregory – from warehouse manager to operations manager. a Woods Foodservice (0300) 303 0112 08
February 2021
new direct-to-consumer platform Bidfood at Home. With 19% of people believing that the impact of COVID-19 will encourage more people to eat less meat (Mintel), Bidfood feels that it is more important than ever to have a wide vegan range. Vicky Tripp, campaign and activation manager at Bidfood, said: “The stats speak for themselves: we
can clearly see that the vegan trend is showing no signs of abating. In fact, it’s rising among consumers at an even faster rate as a result of the pandemic. “The main reason we’re seeing this rapid change in consumer behaviour really boils down to the rising trend of ‘careful consumption’ – people thinking more sustainably and reducing their meat intake for health and environmental reasons, and some taking on a challenge, trying something new and partaking in Veganuary.” She added that Bidfood is planning to keep the range up to date with further innovation. a Bidfood (01494) 555900
Gurms joins Parfetts Parfetts has appointed Gurminder Athwal (right) as trading director to support its plans for further expansion. Athwal – or ‘Gurms’ as he is known – was formerly at Hyperama for 20 years, most recently as trading controller. Commenting on his appointment, Parfetts’ joint managing director Greg Suszczenia said: “I am delighted that Gurms agreed to join Parfetts and welcome his skill set and personality into our business. We have been wanting to strengthen our board for some time and knew Gurms well by being part of the same buying groups over the years. “We have lots of exciting plans for Gurms to dial into in 2021, from our online trade show in May, fascia growth, own-label development and geographical expansion through logistics. We continue to trade up by
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40% year on year and aim to consolidate our turnover growth into the recovery.” Parfetts’ turnover currently stands at about £500 million. Parfetts added 150 stores to its Go Local symbol group in 2020, taking it to 650, and is on track to achieve its goal of 1,000 members. The company is investing £1.5 million in its infrastructure and facilities and is extending its Aintree and Sheffield depots to increase capacity for its delivered operation. a Parfetts 0161-429 0429
Eldorado acquisition Glasgow-based wholesaler JW Filshill has acquired Eldorado Tonic Wine as part of its purchase of KB Agencies for an undisclosed sum. Filshill will use its subsidiary company Differentiator Brands to sell and market Eldorado. “This represents a new approach for us and a different route to market which will allow us to engage with wholesalers and convenience stores outwith our current wholesale business structure,” explained Simon Hannah, chief executive officer of JW Filshill. Eldorado, a full-bodied tonic wine, has a loyal consumer following in Scotland. Filshill plans to improve the brand’s visibility in Scotland and also expand its reach south of the Border. Kenny Brown, who has worked on Eldorado over many years, will join Differentiator Brands as customer development manager. a JW Filshill 0141-883 7071
Partnership
The educational networking programme Women in Wholesale (WiW) has joined forces with the Federation of Wholesale Distributors to help put diversity, inclusion and mental health awareness at the top of the wholesale industry’s agenda. Now in its fifth year and with more than 700 members, WiW will be part of the FWD’s ‘Supporting Wholesale’ mission. a FWD (01323) 724952
[ INDUSTRY NEWS ]
Sales team accolade
Bobby’s Foods has won Sales Team of the Year at the Retail Industry Awards.
The distributor of sweets, snacks, cakes and drinks has a 137-strong sales team who serve over 22,000 retailers across the UK via a direct-tostore model. The Bromsgrove-based company prides itself on its full sale-or-return promise. Managing director Dave Suckling commented: “This award goes alongside the 2020 Nisa Award for Best Direct-to-Store Supplier and follows awards in each of the last four years for great service and product innovation.” a Bobby’s Foods (01527) 872643
Core lines Core, an own-brand range of more than 300 products across the ambient, chilled, frozen and non-food categories, is now available to Confex members.
Business development manager Matt Norman said: “Members are now able to start stocking the group’s new foodservice range, which will enable them to provide a competent and commercially competitive offer to their customers.” Confex worked with Arete Procurement to launch Core. a Confex (01608) 652333 a Arete Procurement (07540) 293874 10
February 2021
Dhamecha acquires TRS depot Dhamecha Group is acquiring the TRS depot in Leyton, London. Completion is expected to take place by the end of this month. The deal will take the number of cash & carry branches in the Dhamecha group to 10 – eight in London and two in the Midlands area. Chief executive Pradip Dhamecha commented: “We have been in discussions with TRS and their owners, Vibrant Foods, for a period of time and are excited to make this addition to our group. The depot will close for several months for renovation and refurbishment. We look forward to welcoming both new and existing customers
when the depot re-opens later in 2021. “As we expand our footprint we will continue to build on our reputation for excellent service, competitive pricing and great stock
Midlothian-based JB Foods has been awarded the highest-level AA grade in the BRC Global Standard for Storage and Distribution. A Caterforce member, JB Foods specialises in delivering to restaurants and other caterers, but it also serves retailers and consumers. Established in 1963, the family-run business has a fleet of over 30 multi-temperature vehicles servicing the breadth of Scotland and the north-east of England. The BRC Global Standard
for Storage and Distribution is specifically designed for logistics operations dealing with food, packaging and consumer products, and reflects best practice. The AA grade provides the ultimate guarantee of product safety, integrity, quality and legality throughout the storage and distribution process. The in-depth audit took place in December and covered elements such as organisational structure, responsibility and management,
Pradip Dhamecha: ‘We are excited to make this addition to our group.’
availability. We look forward to working closely with all our customers, suppliers and our loyal colleagues.” A Unitas Wholesale member, Dhamecha Cash & Carry has around 14,000 tradeonly customers and offers a range of more than 12,000 branded products. “As part of the acquisition of the new depot, we are also delighted that we will be able to provide a good selection of TRS and East End branded products in our depots,” said Dhamecha. “This reinforces our core principle of providing a comprehensive product range to our customers.” a Dhamecha Group 0208903 8181
Top grades reflect best practice
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hazard and risk analysis, product safety and quality management, site and building standards, vehicle operating standards, facility management, good operating practices, personnel, wholesale, cross-docking and ecommerce. JB Foods’ commercial director Charlotte Thompson said: “An award of this standard is a monumental accomplishment considering the challenges that we have faced during the pandemic.” Another Caterforce member, Queenswood Natural Foods, has been awarded an AA grade in the BRC Global Standard for Food Safety for its head office and organiccertified distribution depot in Bridgwater, Somerset. The family-run wholesaler is part of Hunt’s Group. a JB Foods 0131-448 2888 a Queenswood Natural Foods (01278) 423440
BOLD NEW LOOK SAME GREAT TASTE
OUR SMARTER, BOLDER CANS AND BOTTLES STAND OUT ON THE SHELF. WITH THE SAME GREAT FLAVOURS AND UNBEATABLE PRICE CONSUMERS LOVE.
Email: info.uk@refresco.com Tel: 01509 680214
[ INDUSTRY NEWS ]
Crackers!
SPAR UK has entered the own-label savoury biscuit market with three new lines. SPAR Rosemary Crackers, Salt & Pepper Crackers and Breadsticks are priced at £1. Bhavika Thakrar, senior brand manager, said: “Biscuits add a huge contribution to store sales and we know this move represents a new opportunity for SPAR stores.” Marketing support for the new products includes SPAR radio, in-store PoS, a merchandising guide, and digital and social media. a SPAR UK 020-8426 3700
‘Greener’ office Confex has moved offices following a decision to introduce flexi home-working for all members of staff.
The new premises, which are only 15 minutes from the former HQ in Moreton-inMarsh, are smaller but still include space for supplier and staff meetings. There are also hot desks available for any employees who want to work in the office. HR & marketing director Jess Douglas said: “We have been astounded at how well our team adapted from day one to working from home. “Efficiency and communication have remained consistent due to the technology we now have available, and so management decided we no longer need such a huge
Ultimate box design
office space and would give employees the flexibility to work from home on a more permanent basis. “They have all appreciated the work/life balance and we have noticed this in productivity, with the buying group going from strength to strength onboarding new members, increasing sales and rolling out new projects successfully.” She added: “At Confex, we have always cared about the environment. From being the first buying group to introduce a Green Wholesaler Award eight years ago to offsetting our carbon footprint from our member conference by planting trees, our downsize in office space adds to our ethos and target of becoming a carbon-neutral business. We hope to also go paperless in the not too distant future.” a Confex (01608) 652333
“Demand for our packaging has increased by 66% during the pandemic,” said chief product officer Sezer Ozkul. “Chippies are doing particularly well, with fish & chip packaging up by 78%. “We want to support the sector even better with a new packaging range – based entirely on the feedback of our customers.” a JJ Foodservice (01992) 701701
invaluable, particularly when we’ve been applying for funding and grant aid.” Stevenson added: “As a member of the SWA, I’ve spoken to people in the industry I’ve not been in contact with for years and others I wouldn’t normally engage with – that alone is worth the membership fee. We must help each other where we can, even our competitors.” Networking, said SWA chief executive Colin Smith, has always been a key benefit for members. However, he added, “while we are unable to progress with our key networking events, we are always at the end of the phone to assist members and help them make contact
with suppliers, and vice versa. “Our work in helping to secure the Scottish £5 million Wholesale Food and Drink Resilience Fund towards the end of last year to help qualifying wholesalers affected by coronavirus restrictions is a prime example of how our focus has evolved since the first lockdown last March.” SWA members also received Pivotal Enterprise Resilience Fund (PERF) grants totalling £1.9 million. Smith said: “We continue to fight for our sector and work to explore opportunities to help rebuild the wholesale industry.” a Scottish Wholesale Association 0131-556 8753
JJ Foodservice is encouraging its takeaway customers to get involved in designing the ultimate fish & chips box by completing a survey.
New members applaud the SWA for its help A total of 27 wholesalers have joined the Scottish Wholesale Association in recent months. Many of the wholesalers chose to sign up as a direct result of the coronavirus crisis as they sought assistance with grant applications and advice on how to navigate new regulations. One of the new members is Ayrshire-based Braehead Foods, which supplies chefs in the UK and Europe. Managing director Craig Stevenson said: “Everything changed last March and as our customers in the hospitality industry suffered, so did we. “While we’re one of Scotland’s largest independent food wholesalers, that 12
February 2021
doesn’t mean we know everything – we were having to work things out for ourselves like everyone else – so joining the SWA has really helped the business. “Having someone at the end of the phone, and knowing that everything you discuss is confidential, has been
Colin Smith: ‘We are always at the end of the phone.’
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BOLD NEW LOOK SAME GREAT TASTE
OUR SMARTER, BOLDER CANS AND BOTTLES STAND OUT ON THE SHELF. WITH THE SAME GREAT FLAVOURS AND UNBEATABLE PRICE CONSUMERS LOVE.
Email: info.uk@refresco.com Tel: 01509 680214
[ SPOTLIGHT ] David Lunt, managing director of National Buying Consortium the wholesale sector, but we have responded as well as we can through great teamwork and sharing solutions as much as possible. What is your favourite film, book and song/piece of music? Schindler’s List, which gives a real aspect on the fragilities of life, is one of my favourite films. My favourite book is The Da Vinci Code by Dan Brown – great characters and a complex plot. I listen to Radio 2 so that neatly describes my favourite music!
The drive to succeed What have been your biggest achievements in work and outside work? Without a doubt, the single biggest achievement in work has been establishing the National Buying Consortium from scratch and watching it grow despite the pandemic. Outside work my passion is running – to date I have completed over 75 marathons including two Marathon des Sables events in Morocco and Peru. When I started running, I never imagined I would do these iconic multi-day races, and they made me truly appreciate the need for planning and preparation when your life depends on it! Who has been the biggest inspiration to you? Two people: Richard Thompson, who I met when I first started at Wrigley’s, and Barry Parish (known as Uncle Barry). Richard gave me great insight from his experience working for Wrigley’s along with running an independent wholesale business (A Bancroft & Sons) in Hull. Barry was a customer of mine when I worked for Wrigley’s and then became my boss when I joined Confex. Barry was instrumental in my career in providing guidance to develop my commercial skills and deep, trusting relationships with suppliers and wholesalers. 14
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What were your ambitions when you were growing up? I was not too sure what I wanted to be, but looking back, it was an entrepreneurial spirit that drove me to be a success in business – at the start through other companies, but more recently being a part of something in which I am a shareholder rather than an employee. That’s certainly more enjoyable for me. How would you describe your personality and what approach do you take in business (and in life)? I would say I am outgoing, friendly and approachable and prefer to build longterm relationships based on trust. I believe in delivering on promises and trying to have some fun along the way. What has been your biggest challenge and how did you overcome it? Making the decision to start NBC; I had been in two significant roles in my career for a long time, so starting afresh looked very daunting indeed. Thankfully, my long-term relationships with a number of people helped significantly, and having a couple of very capable guys advising me proved to be a game changer. The pandemic has, of course, been a real challenge for everyone in
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If you won a holiday, where would you go and who would you take with you? Portugal – it is a great place to visit to relax and play golf. I would take all my family and friends. What would people be surprised to know about you? I have raised more than £75,000 for various charities through my running, as well as raising funds to purchase a minibus for a local school. I am also a proud owner of a Ferrari F12 Berlinetta – unfortunately it is a 1/24 scale model! I am hoping that one day a full-scale version will be sitting on my drive, but there’s plenty of hard work to do before CCM that happens!
20 years at Wrigley When David Lunt left school, his first jobs were in retailing – starting in a small Fine Fare shop in Leeds market and ultimately running his own convenience store for a brief period. He then joined Wrigley’s in 1986 as an area sales representative and worked his way up to be senior national account manager, looking after buying groups. After 20 years he left to join Confex as a business development manager, progressing to senior business development director. He is now managing director of NBC, which he launched with his fellow directors in 2019.
Parfetts is an employee owned company with over 40 years experience serving independent retailers. www.golocal.direct
DELIVERING THE BEST POSSIBLE SERVICE
We’re more than just a cash & carry. Parfetts depots are local business hubs, a place where retailers & caterers can not only find a comprehensive range of food, drink and tobacco lines, but also liaise with depot supply teams, meet and interact with suppliers, and benefit from our extensive services and promotions. n Home of Go Local providing a promotional solution and store format for any size store. It is the fastest growing Retail Club in the UK and is specifically designed for independent retailers. n Over 10,000 lines available at everyday low prices n 7 depots across the North & Midlands n Independent & employee owned business n Award winning customer service n Delivery Service available for fascia stores* n Click & Collect - Order online & collect from depot* n Fresh Fruit & Veg/Butchery available n Catering ranges n Own brand ranges n The very best promotions *
Subject to our Terms & Conditions
Thank you to all our colleagues. Together we made a difference for our retailers. www.parfetts.co.uk @parfetts @golocalextra
@parfetts
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Parfetts/ Go Local
Aiming to be the benchmark
[ IN FOCUS ]
CJ Lang is addressing consumer demands in the current retail environment while also driving ahead with initiatives to fulfil its longer-term ambitions.
I
n January, SPAR Scotland wholesaler and retailer CJ Lang & Son reclaimed the No.1 spot among SPAR wholesalers in the UK – a position it has held for much of the last two years. Like-for-like sales in CJ Lang’s company-owned stores are growing by 13% year on year, while sales in independent SPAR Scotland stores are up by 18%. The group now includes 108 companyowned stores and 237 independent stores – an increase of 25 year on year. “The SPAR Scotland business is close to celebrating three years of continuous sales growth,” reported CEO Colin McLean, “but we’re not complacent, and we’re planning to build on our success.” At a supplier briefing, McLean and fellow directors outlined the company’s plans for the coming year and beyond, while also addressing current challenges
CEO Colin McLean: CJ Lang plans to build on its local products offering.
facing the convenience retail market. For example, people are shopping less often but buying more on each visit – over the past year, SPAR Scotland stores have seen footfall drop by around 16% but basket spend has increased by over 35%. “Like many businesses, we are dealing with the here and now, but we have the confidence and the courage to face forward and push the boundaries,” he said.
The chilled foods and fresh produce ranges will be enhanced this year.
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“We do need to recognise the state of the UK market and how competitors and customer shopping habits have changed – possibly forever. Realistically we are going to be in some form of lockdown restrictions until April or May. Things are likely to remain tough. UK GDP is estimated to have fallen by around 10% in 2020 and is projected to increase by only around 4.5% throughout 2021. The road to recovery is going to be a long one. “Our business is operating in a retail market which is more unpredictable than ever but we are very much focused on what we can control.” Future objectives include achieving better engagement with, and understanding of, existing and new customers; improving brand awareness; and looking at new store formats for different customer demographics. CJ Lang also plans to build on its local products offering, enhance its chilled foods and fresh produce ranges, and look at different partners and more stores for its home delivery service. With value becoming more important than ever, the company is continuing its ‘Big Deals, Small Prices’ campaign, with major promotions highlighted in store with PoS and on television. The next bout of TV advertising will run from 15 February for two weeks
[ IN FOCUS ] on STV/GMTV, and there will be further activity in March, June, September and November. In addition, CJ Lang is investing in its IT solutions, carrying out a “radical reinvention” of its digital proposition, and trialling new ways of working, such as electronic shelf-edge labels in selected stores. A step-change in independent retailer recruitment is also on the cards, with CJ Lang embarking on “the most aggressive sales drive” it has ever undertaken as part of a new independent terms package that will be introduced on 1 May. To help with this, the company is launching a new retail website along with a fully integrated app.
CJ Lang is partnering with suppliers to ensure NPD is available on launch day.
Maximising seasonal opportunities, and capitalising on NPD and exclusive products, are other priorities for the business. “Customers are hungry for new products and we have an ambition of being first on the street with as much relevant NPD that you can produce,” trading director Richard Collins told suppliers. He cited the example of working with AG Barr to ensure that all SPAR Scotland stores can sell Irn-Bru 1901 on the official launch date of 22 March. AG Barr has agreed to deliver stock into CJ Lang from 18 March so that it can get the product into the stores in time. “To other suppliers, if you have any opportunities like this, please make us your first port of call and our team will deliver for you,” said Collins. Food to go is also key within SPAR Scotland’s transformation programme. The company’s target is for food to go to hit £25 million in turnover in two years, and so it will continue to develop its offering and aim to become ‘famous’ for certain lines and promotions, such as its breakfast deal. It is also looking at
SPAR Scotland wants to become ‘famous’ for its breakfast promotion.
extending the CJ’s brand – not just in food to go but potentially also in ‘food for later’. In the 40 weeks to the end of January, CJ Lang saw year-on-year value growth of 20.58% at wholesale level. Drivers of this growth included beers and ciders (up by 44%), wines (+30%), spirits (+24%), toiletries (+38%), frozen foods and non-foods (both +19%), and grocery (+18%). Sales of bread & cakes were ahead by 30% and food to go by 39%. There were weaker performances in the impulse areas of confectionery, crisps & snacks and soft drinks, driven by reduced footfall because of lockdown, and people working from home, added Collins.
There has been a shift from ‘eat now’ and ‘drink now’ to ‘sharing’ and ‘take home’, he said. “We have to hope that at some stage these categories come bouncing back. We would urge all suppliers in the impulse categories to work ever more closely with us to put in place a strategy that will help the recovery. You have a very willing partner in us so please exploit it to do some new and different things to turn this area around as soon as possible.” The new SalesTrack service in partnership with TWC will allow suppliers to dig deeper into category performances. On 8 February the wholesale data site went live, and it will be followed by the retail service on 1 April. All data will be updated once a week. “We want to continue to work with our key suppliers in a much more customer-focused and responsive manner to build a profitable business for both parties,” said McLean. “The SPAR Scotland brand revival is truly accelerating and we believe there are still loads of opportunities to go for. “The CJ Lang leadership team are thinking ahead – towards 2025 and beyond – about making SPAR Scotland the wholesale and convenience retail CCM benchmark.”
• The SPAR Scotland Virtual Conference will be held on 23 September.
Suppliers are being urged to work with CJ Lang on a strategy to help the recovery of impulse categories, including crisps & snacks, confectionery and soft drinks.
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Guide retailers and grow sales
[ VAPING ]
The vaping category is currently worth around £1 billion in the UK. Although only around 30% of sales take place in traditional retail stores (ECigIntelligence), they are up by 22% year-on-year (IRI), highlighting the sales potential for wholesalers and their customers.
ecause every wholesale depot is different, it is important for wholesalers to consider which vaping products are proving popular with customers, alongside the latest trends, to assess the right range for them, advises Duncan Cunningham, UK corporate affairs director at Imperial Tobacco & blu. “There is a huge variety of devices and liquids available on the market today, so for retailers that are new to the category, deciding what to stock can be a daunting task. Wholesalers are therefore in an excellent position to provide advice to retailers on what products they should be stocking, as well as offering important reassurances on key areas like quality,” he says. “By being informed about the vaping market and familiarising themselves and their staff with the different products, terminologies and market trends, wholesalers can provide much needed guidance to retailers about what consumers are buying.” Although it is still too soon to know what the full impact of the pandemic will be, there are some trends emerging that could be shaping convenience store sales in the vaping category, says Cunningham. “Overall, pod-mod systems like myblu are becoming increasingly popular thanks to their ease of use and flexibility. Whilst open systems have traditionally dominated the vaping category (currently making up 81% of the market – ECigIntelligence), the introduction of pod-mod devices in recent years has seen closed systems continue to trend upwards,” he notes. In addition, over the past year within traditional retail, nicotine salts (nicsalts) have grown to become the preferred liquid for pods (ITUK). “Nicsalts result in nicotine being absorbed into the body faster than normal e-liquids. This rapid absorption allows products like myblu Intense to more closely replicate the experience of smoking a traditional cigarette,” Cunningham explains. “This appeals to adult smokers looking to switch for the first time, or those who have tried vaping in the past and haven’t been completely convinced.”
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According to John Patterson, sales director at JUUL Labs UK, closed systems have now overtaken open systems across the total category in tracked channels (IRI). However, symbols’ and independents’ share of the closed pod category hovers at around 30%, compared to 70% in multiple retailers who were early adopters of the technology (IRI), highlighting potential for improving sales. When looking at total sales across closed and open systems in the 12 weeks pre and post the removal of menthol cigarettes, the vaping category in tracked channels grew by 12.6%, with sales of menthol products up 44.6% (IRI). Moreover, menthol and mint products contributed to almost 60% of all growth in the category (IRI). Sales of tobacco flavours also rose by 4%, with mint and other flavours increasing by around 10% each – suggesting that many menthol smokers have made the transition to the closed pod vaping category to try menthol flavours in particular, notes Patterson. JUUL introduced Menthol JUULpods last year to offer adult smokers, particularly those who preferred mentholated cigarettes, a wider range of alternatives. Based on value sales, Mint and Menthol JUULpods account for 30% of all mint and menthol closed pod sales. The company’s most recent launch of Rich Tobacco JUULpods addresses the needs of adult smokers who prefer the flavour profile of Virginia tobacco – the blend used in nine out of every 10 cigarettes sold in the UK (IRI). Exclusively within wholesale, JUUL is currently offering retailers a £19.99 price-marked version of the JUUL Starter Kit, representing a £10 saving on the rsp. The JUUL brand is growing at 63% year on year and accounts for 37% of category growth (IRI). The company is looking to offer wholesalers additional promotions in 2021, as well as category insight and education. To maximise sales and profits from the vaping category, wholesalers have to view it in its own right, rather than as an extension of the tobacco category, Patterson maintains. “Vaping is a category that is demonstrating good growth for both wholesalers and their customers and demands visibility to drive sales,” he says. “Vaping products need not be confined to the tobacco room – in retail, many supermarkets have seen large sales increases through prominent displays, and there is no reason why this cannot be done in wholesale to give greater visibility to the category and help drive incremental distribution.
why not buy ? shoppers do. M Y B L U. H A N DY A N D E A S Y VA P I N G .
F O R E X I S T I N G A D U LT S M O K E R S & VA P E R S O N LY.
This product contains nicotine. 18+ only. Not a smoking cessation product. © Fontem 2021.
[ VAPING ] “Where space is limited and vaping products have to be sited in the tobacco room, wholesalers may look to use the space vacated by menthol cigarettes to incorporate a greater range of vaping products. However, the range should still be focused on a tight range of best-selling products across smoking alternatives rather than stocking too wide a range.” Until 28 February, JTI UK is running a ‘buy one get one free’ nationwide offer on the Logic EPIQ range. In addition, until March, JTI is offering wholesalers 40% profit on return on its premium pod device, Logic Compact. Logic EPIQ was expanded last year to feature both nicotine salts and High VG 70/30 e-liquids, with the nicotine salt range including Peppermint and Berry Mint flavours, and the High VG liquids including Mint Royale. “With an rsp of £2.99 the additions offer a more enhanced vaping experience at an affordable price,” says Lyle Mitchley, reduced risk products and brand portfolio manager. “Wholesalers should look to stock up on the UK’s most popular flavours to complement their range of best-selling devices,” he adds. “There are many different flavours to choose from, so a good place to start is with the most popular – fruit (27%), menthol (21%) and tobacco (16%) (IRI).” “On top of the range of flavours, wholesalers should consider stocking nicotine salts, which offer a smoother and more intense flavour delivery,” he says. In addition to Logic EPIQ, JTI offers Logic Compact Intense flavour pods, compatible with the Logic Compact
Top p tips: maximising vape sales 1. Know the market: Wholesalers and suppliers need to work together to educate retailers on the best-selling products and where the growth areas are. 2. Optimise ranging and availability: Wholesalers should make sure that they stock a comprehensive range of products that includes both best-selling lines and innovative new products that are likely to see growth. 3. Maximise supplier relationships: Wholesalers should cultivate their relationships with suppliers to ensure that they have access to the latest data on consumer trends, products and regional sales. 4. Create buzz: Wholesalers can do a number of things to drive sales in the vaping category, such as ensuring that they display and promote vaping products in and around their stores in areas of high footfall and at point of sale, not just in tobacco rooms. 5. Drive footfall: Wholesalers should consider in-store activations to promote interest and understanding of the vape category, as well as promotions and reward schemes that create excitement and encourage loyalty among existing and potential customers. Source: Imperial Tobacco & blu
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device. With an rsp of £5.99, the pods are available in Amber Tobacco, Peppermint, Berry Ripple, Banoffee and Chai Latte variants, alongside the newest menthol flavours of Berry Mint and Polar Menthol. “To maximise the profit opportunity available and remain a key destination for vaping retailers, it is crucial that wholesalers maintain good availability with a consolidated range that reflects the latest trends and meets the needs of existing adult vapers and smokers,” Mitchley advises. “To maximise sales, wholesalers should stock the best sellers in their area, and take advantage of educational tools such as JTIAdvance.co.uk, which offers advice to help make the most of the tobacco and vaping categories, from the latest trends to legislation and NPD.” Within the e-cigarette sector, the disposable vape pen segment – which is already worth £200 million – is predicted to become the fastest growing area of the market, reports Dinner Lady, which has launched a disposable Vape Pen and e-liquids created for the device. The Vape Pen has an rsp of £4.99 and comes in eight variants, including Dinner Lady’s award-winning Lemon Tart flavour, as well as new-to-theUK blends such as Banana Ice, Citrus Ice and Strawberry Ice. Dinner Lady chief marketing officer John Taylor says: “We have carried out a lot of research and insight to develop the Vape Pen. It has a better battery, better coil and – by optimising our already superior e-liquids specifically for the device – a better flavour than any comparable product.” The Dinner Lady Vape Pen has been primarily designed with smokers in mind, to support their transition from combustible cigarettes to vaping. Charged with a salt nicotine e-liquid, which gives “the most similar nicotine delivery to combustible cigarettes”, the Vape Pen is designed to look and feel like a cigarette. In addition, The Vape Pen is expected to appeal to established vapers because they are increasingly buying disposables as a back-up device. The new product is available in compact counter-top display units, with a range of supporting marketing and merchandising materials. These include compact counter-top units (CTUs), small footprint freestanding display units (FSDUs), and branded vape walls for the biggest impact. In addition, the company is offering Lemon Tart samples to wholesalers as well as retailers. They are accompanied CCM with a promotional video.
For further information: Dinner Lady (01254) 865915 Imperial Tobacco & blu (0117) 963 6636 JTI UK (01932) 372000 JUUL Labs (0808) 164 1301
JUUL sales account for 37% of all growth in the closed pod sector.* One of the fastest growing categories for your store is closed pod systems.** JUUL is growing 63% year-on-year.* Do you have the UK’s #1 vape brand in stock?* Become a JUUL retail partner. Email uksales@juul.com today.
Not for sale to minors.
Designed for adult smokers.
JUUL is an e-cigarette.This is an age-restricted product and age verification is required at sale. *Source: IRI Total Market Value Sales 4 Weeks to 27th Sept 2020. **Source: IRI Total Market Value Sales 4 Weeks to 13th Sept 2020. TM and © 2020 JUUL Labs, Inc. All rights reserved.
WARNING: This product contains nicotine which is a highly addictive substance.
Making sure morning matters
[ BREAKFAST UPDATE ]
Consumers’ breakfasting habits have changed dramatically during the pandemic, with Brits eating 660 million additional breakfasts (Kantar). Are you tapping into this trend? he cereal category is worth £77 million in the total impulse category, up 15% year on year (Nielsen). “Convenience stores have played an incredibly important part in people’s lives since lockdown and this boost looks likely to continue. Having a well-stocked breakfast category with all of the core and top-selling cereal brands has never been more important in a changing breakfast occasion as people look to purchase more day-to-day items from their local stores,” points out Darryl Burgess, head of sales at Weetabix. Weetabix is bringing back its ‘Central Heating for Everyone’ campaign for Ready brek this month, with TV advertising and an on-pack promotion for shoppers to win heating for a year. Meanwhile, a £2 million ‘Have You Had Yours? campaign is supporting Weetabix across TV, video on demand, online and social media platforms until the end of this month. In addition, Weetabix Food Company has partnered with The Football Association to encourage the nation to embrace healthy choices through its new ‘Eat Well, Live Well, Play Well’ initiative, which runs from April. This year Nestlé UK is reducing the amount of packaging used for Cheerios, Shreddies, Shredded Wheat Bitesize and Honey Nut Shredded Wheat. The new packs will save an estimated 618 tonnes of plastic and cardboard packaging per year and will mean that Nestlé will need to use fewer lorries to transport the products to stores, resulting in a reduction of around 115,000 road miles annually. PepsiCo is currently backing Quaker Oats with a multichannel campaign, ‘Have 2021 For Breakfast’. The activity includes an on-pack promotion, with thousands of prizes such as home experiences, staycations and outdoor activities. This will be reinforced with in-store media, social, videoon-demand and influencer activity. The brand is also back on the nation’s TV screens with the ‘Go Forridge’ advertising campaign, which focuses on the versatility of Quaker Oats. The Brioche Pasquier range is currently being advertised on Sky TV. Victoria Lane, marketing executive, says: “This ad is all about creating simple, interesting and delicious meal options for families. Consumers are looking for new things: our delicious briochebased range of rolls, Pitch, pain au chocolat, rolls with choc chips and croissants meet this need.”
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The biggest opportunity in the breakfast category for wholesalers is the rise of food and drink to go as many operators have been forced to develop a better takeaway service during COVID-19 restrictions, says Louise Reynard, commercial manager at St Pierre Groupe. St Pierre’s On The Go range features six individuallywrapped bakery treats – Butter Croissant, Chocolate Filled Croissant, Pain au Chocolat, Caramel Waffles, Millionaires Waffle and Brioche Waffle – each with an rsp of £1. Rustlers All Day Breakfast Sausage Muffin from Kepak Consumer Foods is worth £11.6 million (£2 million within the impulse channel) and is seeing 17.8% growth year on year across independents (Nielsen). It comes in a £1.75 PMP. “Rustlers All Day Breakfast Muffin meets shopper demand for a quick and convenient hot breakfast solution, with 66% of its breakfast shoppers being incremental to the category (Kantar),” says Monisha Singh, shopper marketing manager. Single-serve coffee has shown 23% value sales growth and now accounts for an 18.6% share of total coffee sales (Nielsen). “Single-serve coffee and machines are therefore providing the perfect solution during the pandemic for those looking to get that high-quality coffee as part of their morning routine,” says Hannah Morris, category team leader at Jacobs Douwe Egberts, which offers Tassimo and L’OR capsules. The launch of Kenco Duo has also taken advantage of stay-at-home consumers. Creating a new segment within the coffee category, Kenco Duo enables consumers to craft their chosen beverage easily and without access to a coffee machine. The Kenco Duo range was recently expanded with CCM an Unsweetened option.
For further information: Brioche Pasquier (01908) 266700 Jacobs Douwe Egberts (0845) 271 1818 Kepak Consumer Foods (01772) 688300 Nestlé UK (0800) 745845 PepsiCo (0118) 916 0000 St Pierre Groupe 0161-946 1355 Weetabix (01536) 722181
® Reg, Trademark of Société des Produits Nestlé S.A. SHREDDED WHEAT is low in saturated fat. Reducing intakes of saturated fat helps maintain normal blood cholesterol levels. SHREDDIES is high in fibre and provides a source of iron which contributes to normal energy-yielding metabolism. Multigrain CHEERIOS is a source of calcium which is needed for maintaining normal bones. It’s important to have a varied, balanced diet and healthy lifestyle.
[ PRODUCTS & PROMOTIONS ] PRODUCT OF THE MONTH
TV campaign
Rubicon Raw
Vitamin D support
Mars Wrigley has unveiled a TV campaign in support of Galaxy’s new look for 2021. The brand redesign was completed after a two-and-a-half-year development process involving consumer research. Ellyse O’Connor, senior brand manager, says: “There won’t be many people in Britain who haven’t seen a Galaxy advert over the years. They have always served as great cultural markers of the time and have helped cement Galaxy chocolate into the hearts and minds of the British public. This beautiful new advert is no different.” Mars Wrigley UK (01753) 550055
Barr Soft Drinks has launched Rubicon Raw, a big can energy drink, to meet the needs of today’s energy consumers. Made with 20% real fruit juice, caffeine from green coffee beans and B-vitamins, Rubicon Raw comes in three variants – Raspberry & Blueberry, Orange & Mango and Cherry & Pomegranate – with natural flavours and no artificial colours. The launch is being supported by a £1.5 million consumer, social and shopper marketing campaign, plus PoS. Rubicon Raw comes in 500ml plain cans (rsp £1.29) and £1.29 PMPs. Barr Soft Drinks (01204) 664200
Nomadic Dairy has introduced Yogurt+, a range of 20 yogurts and yogurt drinks across four formats that are boosted with 100% of an adult’s recommended daily dose of vitamin D. The yogurts are also high in protein, with the naturally healthy qualities of yogurt boosted by 14 gut-friendly cultures. Nomadic Dairy Yogurt+ comes in 140g and 350g pots (rsp £1.40 and £2), while the yogurt drink is available in 250ml and 750ml sizes (rsp £1.40 and £2.50). Flavours are natural, vanilla, mango, strawberry and blueberry. Nomadic Dairy (00353) 74 914 9678
Tropical taste
Vibrant new look
Category tool
Suntory Beverage & Food has introduced a Tropical flavour of Lucozade Zero in 500ml bottles (rsp £1.49) and 4 x 380ml multipacks (rsp £2). Head of Lucozade Energy Zoe Trimble says: “When we were planning this launch, we spoke to retailers and 84% told us they would be interested in stocking a new flavour from Lucozade Zero. “We also know that one in three shoppers would buy more Lucozade Zero if a new flavour was available (Dunnhumby) – so the opportunity for this new Tropical launch was clear.” Suntory Beverage & Food 020-3727 2420
Nairn’s Oatcakes is relaunching its products with a new look that retains its signature tartan but features a richer, more vibrant colour palette. The design is being rolled out across Nairn’s full range over the coming months. Emma Heath, head of marketing, says: “The rebrand is designed to take our ever-expanding range of products to an even wider audience by making the brand more visible, modern and appealing on shelf and highlighting its relevance to today’s healthy eaters as an integral part of their lifestyle, with taste and versatility at its heart.” Nairn’s Oatcakes 0131-620 7000
Red Bull has partnered with Bestway Wholesale to create a digital consultancy tool that gives retailers tailored advice on how to maximise soft drinks sales in-store. The online platform (www.softdrinkscategorytool.com/gb - en/bestway) takes retailers through a step-by-step consultancy process and then calculates the best SKU ratio, delivering a personalised, downloadable planogram. The tool, which also offers category insight and information, will be rolled out to additional wholesale partners during 2021. Red Bull (0203) 117 2000
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FEBRUARY 2021
E ID U G T N E M E G A N A M Y R CATEGO
E GET TH S BASIC ! T RIGH
YOUR DEFINITIVE GUIDE TO CATEGORY MANAGEMENT
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Category Management – the wholesale perspective
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Bag Snacks, sponsored by KP Snacks
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Beer, sponsored by Carlsberg Marston’s Brewing Company
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Chewing Gum, sponsored by Mars Wrigley
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Cider, sponsored by Heineken UK
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Cigars, sponsored by Scandinavian Tobacco Group
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Coffee, sponsored by Nestlé Grocery
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Confectionery, sponsored by Mondelez International
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Energy Drinks, sponsored by Red Bull
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Flavoured Milk, sponsored by Mars Chocolate Drinks and Treats
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International Food, sponsored by Wanis International Foods
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Meat Snacking, sponsored by Jack Link’s
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Tea, sponsored by Tata Global Beverages
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Tobacco Accessories, sponsored by Republic Technologies
Balancing core with choice
[ CATEGORY MANAGEMENT ]
The COVID-19 crisis has meant that category management is more important than ever to ensure that the products offered meet customer demands. Suppliers continue to work closely with individual wholesalers and buying groups to maximise category opportunities. change in consumer habits during the pandemic has prompted wholesalers to adapt their own category management and the advice they give to retailers. Tracey Redfearn, Plan for Profit category controller at Unitas Wholesale, explains: “We have seen changes in demand in categories and in some SKUs within a category due to COVID. Initially this was driven by a lack of supply of some SKUs, resulting in others being purchased. In other cases it was due to a change in consumer habits – for example, an increase in home baking and a desire for larger, better value multipacks over singles.” Unitas’s Plan for Profit ‘Focus On’ guides and Best Sellers reports – which complement its Core Range guides – provide additional information on emerging categories and trends. “Working closely with our supplier partners, the ‘Focus On’ guides are the ideal platform to pull out trends within a category, such as the premiumisation trend Tracey Redfearn within the coffee category that we are currently experiencing,” she says. Plan for Profit is an important business tool that equally supports wholesalers and retailers, Redfearn points out. Although the guides are issued once a year, Unitas is able to use its digital tools to reflect changes that may occur within this period. All suppliers that participate in the Plan for Profit scheme are consulted in the category reviews. “All suppliers have a voice and a platform to propose their category insights supported with market data, as well as our own inhouse data platform analysing sales performance from our members to
A
Unitas’s ‘Focus On’ guides highlight emerging trends within a category.
ensure that the advice provided is fair, unbiased and critically is appropriate for the independent retailer and wholesaler,” says Redfearn. She adds: “We work hard with all of our stores that join the Unitas symbol group, reviewing their range and the opportunity for that store in its local market place.” To deal with promotions and NPD, Unitas provides planograms as part of its three-weekly promotional programme and it regularly gives further advice through the Plan for Profit website and app. “Promotions are an important tool for retailers to demonstrate to their consumers the excellent value they can benefit from in this channel, especially at this time when many consumers have been using smaller local stores during COVID restrictions,” Redfearn maintains. She adds: “NPD can be a difficult challenge especially when the retailer is being expected to take the risk on which NPD will be successful.” To assist in this area, Unitas operates an NPD scorecard for all launches, scoring the product against set criteria to identify benefits and any challenges the product may face.
Pack size, PMP, price point, minimum order size into wholesale and the case packs’ suitability for the cash & carry environment are some of the elements considered. “This way we can work with suppliers to ensure the products being proposed are right for this channel,” says Redfearn. If a new product achieves the necessary score, Unitas’s ‘Brand Box’ initiative helps suppliers launch their NPD by putting stock into stores and merchandising it onto the shelves – all free of charge for the retailers. Redfearn explains that some categories are better understood than others across wholesale and retail. “There are a number of areas that will benefit [from better category management], such as health & beauty and especially the baby category,” she maintains. “Pet food is another where trends have been slow to be adopted in our sector.” Unitas also believes that it can support its wholesalers and retailers better in the wine category; as such, it is undertaking a full review of the wines it sells and how it sells them, at both wholesale and retail level.
Planograms take account of store size.
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[ CATEGORY MANAGEMENT ] Ross Wright, category management manager at Nisa, points out that nearly three in five independently-run convenience stores are under 1,000 sq ft. “Every inch of space is gold dust. Core will drive volume sales, but specialism will drive footfall,” he says. “For each category the basics have to be executed excellently: space and merchandising, range and price and promo.” For example, the 40 must-stock SKUs within soft drinks represent 39.1% of category value sales but only 1.4% of the category’s range count, and therefore Nisa recommends that its partners ensure that the majority of space/focus is allocated to these top performers, balancing offering choice whilst maximising sales. Nisa offers a suite of planograms with optimal layout and ranging recommendations across all categories, and includes store mission, affluence and regional overlays where appropriate. Ross Wright Additionally the group’s insights team provides timely category updates throughout the year. Nisa works with the Co-op to review ranges and takes insight from various suppliers along with in-house sales data in order to ensure that the advice it gives is relevant. “We have nurtured strong relationships with our category suppliers, and in conjunction with the Co-op ‘one buyer’ trading model that takes advice from Nisa category controllers for wholesale, we ensure there is a wholesaler overlay to ranging and planograms,” Wright explains. This is designed to take into account different demands; for example, Nisa partners want PMPs of key lines but the Co-op uses non-PMP SKUs. The Nisa Express store format, launched by the group last year to target stores in the 1,000 sq ft bracket, incorporates longer-term trends into the store and ensures that the product offer is meeting the evolving needs of the COVID-19 shopper. These needs have resulted in bigger basket missions, and growth in categories including alcohol, fresh produce 28 February 2021
Alcohol sales have risen in lockdown.
and frozen foods. In the first half of 2020, sales of frozen products through Nisa were up by 32% year on year as shoppers looked to stock up their freezers and reduce waste, and while growth has slowed, frozen sales remain strong, Wright reports. In addition, the group has encouraged its partners to focus on value and affordability. Last year it produced a core essentials brochure and launched a new 50-strong value range, Co-op Honest Value. Additionally, it is continuing its ‘Half Price or Better’ campaign on a wide selection of branded products across a number of categories. Promotional planograms are provided for every promotional period (every three weeks) and are published in Nisa’s checkout magazine. Parfetts uses “a lot of teamwork” to ensure that each of its depots operates
to its maximum potential. Guy Swindell, retail director, explains: “Category management is informed by a wealth of data from suppliers, our own rates of sale and direct feedback from our customers. It ensures that we can anticipate and react quickly to trends. “Each depot is optimised to its local market and ultimately the customer is king,” he continues. “The rate of sale dictates, and feedback from customers guides presentation space, and while we have a core range of retail lines, the seasons see movement due to trends.” In each Parfetts depot, customers will find dedicated Go Local aisles, supplier takeovers, and regular deals. “Parfetts enjoys large depots that allow plenty of room for promotional activities. Each aisle end is dedicated to promotions, which are changed frequently to keep things fresh for the customer,” says Swindell. “We also dedicate areas to new products and work in partnership with suppliers to ensure they offer value. Each depot is designed to be userfriendly for retailers.” Parfetts applies the same rigour to the advice it gives to retailers for their own stores. Close links are built with suppliers to ensure that its customers can take advantage of promotions, and it uses the Plan for Profit scheme from Unitas for both its depots and its retail customers. Additionally, the wholesaler shares best practice and data-led insight on
Parfetts ensures that each of its depot is optimised to the local market.
www.cashandcarrymanagement.co.uk
[ CATEGORY MANAGEMENT ]
Guy Swindell
store design – the recent roll-out of dedicated alcohol areas in many stores is an example of this approach. Swindell comments: “Our customers are very receptive to advice and work closely with the team at Parfetts to ensure we stay aligned to their needs. We find face-to-face contact is still essential in building the relationships
that drive our business and the sector. We have continued to invest in online channels to ensure that our customers can work with us when and where they want.” Sugro provides category management advice to both its members and their retail customers. “We work with a number of suppliers to produce our category planograms, which are based on IRI and Nielsen data to ensure they are accurate and unbiased,” explains buyer Imran Ambalia, who adds that the retail planograms are updated annually to ensure that they capture 52 weeks of sales data. All categories benefit from category management; however confectionery and soft drinks benefit the most, says Ambalia, because suppliers have dedicated category teams who Sugro works with to drive category campaigns via its digital platforms such as social media and its bespoke ordering app. “Face-to-face communication is very important for retailers, but with the pandemic the use of brochures and online communication are the most effective
ways of communicating,” he says. “Our members and their retail customers are open to receiving advice as they understand that the information provided will help their businesses grow and also change and adapt where necessary.” The COVID19 restrictions have seen sales of multipacks, sharing Imran Ambalia bags and takehome packs increase substantially across all product categories, Ambalia points out. “Therefore the advice to wholesalers is to stock these pack formats which are driving the majority of sales during the pandemic,” he says. Sugro’s 17 promotional brochures a year highlight the key promotions running in a specific period. Ambalia adds: “NPDs are prominently featured in our brochures with ‘New’ flash labels so CCM that retailers don’t miss them.”
www.cashandcarrymanagement.co.uk
February 2021
29
*AC Nielsen Total Impulse MAT RSV 26.12.20
NNEWEW
MCCOY’S
BIGGEST EVER !
NPD LAUNCH
MCCOY’S £1 APTMAPS GROWING
RED HOT *
53% YOY
McCOY’S Best SELLING RANGE! Stock up TODAY
5 WAYS TO MAXIMISE YOUR BEER SALES 1
Ease of shop
Improving ease of shop is key to increasing sales • Create clear sub categories • Employ sub category signage • Use brand leaders to signpost sub categories
2
Range
Availability
3
Product choice across beer styles & pack types is important for your customers to satisfy their shopper’s different shopper missions & occasions
Maintaining availability is critical to prevent lost sales, particularly across best selling lines
• Ensure a core range is stocked • Include both price marked & non price marked packs
• Ensure best sellers have sufficient space • High volume SKUs on pallets • Lower volume SKUs on shelves
4
5 Seasonal events
Messaging
Use clear in store messaging to make prices visible, maximise promotions, highlight best sellers & NPD
Maximise seasonal events & opportunities with key products Trade up this Christmas
Buy any 2 cases to get £4.50 off
BUY 2 CASES GET £3 OFF BUY 3 GET £6 OFF BUY 4 GET £9 OFF
Offer available on cases of 24x330ml Brooklyn Lager, Poretti 4 330ml bottle, Mahou 330ml bottle. Minimum pricing applies.
Offer available on cases of 24x330ml San Miguel bottles. Deal applied as £1.50 / £2 / £2.25 off per case respectively. Maximum £2.25 per case discounts applies on all orders of 4 or more cases. Minimum pricing applies. Discount will be applied to your usual net price.
STOCKING THE IDEAL PRODUCTS
Ensuring you have a balanced range across sub categories, brands and pack sizes is critical in order to grow your sales • Standard, Standard Plus, Premium & World Lager account for over 86% of beer value sales & are all in growth vs. LY
SUB CATEGORY PERFORMANCE Value sales (£m) in last year
NO ALCOHOL £7 VALUE £8.2
• Top 10 brands account for 63% of beer value sales
STANDARD ALE £23.6
• Offering a range of pack sizes is key with a particular focus on small packs
CRAFT BEER £28.2 STOUT £41.6 SUPER STRENGTH £57.2 PREMIUM ALE £69.1 STANDARD PLUS £126.5 STANDARD £331.4 WORLD £383.4 PREMIUM £622
MUST STOCK BRANDS Value sales £m
PACK MIX Value sales contribution LARGE 4.5% £274
STELLA ARTOIS
£165
BUDWEISER
£164
FOSTERS
£134 CARLING
SAN MIGUEL
£56 HEINEKEN (5%)
£54 CARLSBERG PILSNER
£54 KRONENBOURG 1664
£51 CORONA
PERONI
£48
£77
MID 19.6%
SINGLE 22.4%
SMALL 53.5%
Source: Nielsen Total Impulse MAT to w/e 05/09/20
CLASSIC RICH TASTE, NEW PREMIUM LOOK.
Boost your sales with the No.1 World Beer* Enjoy Responsibly drinkaware.co.uk
for the facts
*Nielsen Scantrak / Total Off Trade / By Value & Volume / MAT to 31/10/2020.
More occasions, More shoppers, More sales Availability is everything! As consumer behaviour evolves it brings new shoppers and new purchase occasions to every category. With 38% of occasions happening at home, particularly whilst relaxing or after a meal, and almost half of all gum purchases unplanned, it is crucial for retailers to make gum available and visible for every shopper, every trip.
51%
OF SHO PP BUY GU ERS ONLY M VISIBLE WHEN IT’S IN-STO 3 RE
By making stores easier to shop and considering key opportunities to upsell gum, retailers can drive impulse sales, and increase the efficiency of planned purchases.
Nearly 50% of gum consumption comes from Gen Z, especially fruity gum which over indexes with under 25 year olds and is 51% incremental to the category.
42% of gum consumers
said their top reason for chewing gum was to feel relaxed4
EFFECTIVE MERCHANDISING FOR RETAILERS:
UP-WEIGHT BASKET SPEND by offering a cross-category promotion with coffee and gum
CONSIDER CROSS MERCHANDISING gum to create fixtures for new consumption occasions, such as relaxing at home or gaming
DUAL SITINGS boost product visibility and an association with the product and the mealtime occasion
USE ADDITIONAL MERCHANDISING UNITS in-store to locate impulse lines such as gum and confectionery to drive additional sales USE GONDOLA END DISPLAYS to engage shoppers with a specific mission area
For more information visit www.mars.co.uk Source: 1. Ipsos Shopper Connections Global Benchmarks: average 20% of purchases are unplanned (hypermarket/supermarket). Base big box gum buyers (n=235), small format gum buyers (n=88), Ipsos aisle intercept survey. Q1b. When did you decide to buy gum today?, Snacking & treating usage study, Kantar, 2017 2. HIM! 2016 CTP 3 Total Independents (Symbols and Trad Independents) Total Gum MAT (29.11.19) Nielsen 3. Nielsen Scantrack data to MAT TY WE 03.10.20 4. Kantar – 2018
TOP 10 SELLING GUM
3
1. Extra Peppermint Pellets – Gum Singles
RECOMMENDED GUM RANGE:
2. Extra Spearmint Pellets – Gum Singles 3. Extra Cool Breeze Pellets – Gum Singles 4. Extra White Bubblemint Pellets – Gum Singles 5. Airwaves Menthol & Eucalyptus Pellets – Gum Singles 6. Extra Ice Peppermint Microgranules Pellets - Gum Singles 7. Extra White Pellets – Gum Singles 8. Airwaves Black Mint Pellets - Gum Singles 9. Extra Soft Chew Spearmint Soft Chew - Gum Singles 10. Extra Soft Chew Peppermint Soft Chew - Gum Singles
ALWAYS AVAILABLE: ALWAYS SELLING As consumer habits continue to develop, traditional ways of consuming gum are also starting to change. On the go remains a crucial part of the category, however, gum users are increasingly engaging with the category across non-traditional times of the day. Gum consumption is popular in both active and non-active leisure contexts – this could be gaming or freshening up after a workout, or simply at home relaxing. Core consumer appeal is around switching off and relaxing in a busy world – and gum helps consumers to do this. Whenever and wherever they are at the time.
GUM
BOTTLE F ORMAT
WILL BE D C ATEGOR RIVING THE Y IN 2021 with
+ 1.7% projected growth
#1 BEER
NEW PRODUCT INN
➤ THE #1 ROSÉ CIDER ➤ A LIGHTLY SPARKLING ROSÉ CIDER SOURCE 1&2: NIELSEN SCANTRACK, TOTAL COVERAGE, YTD SALES VALUE DATA W/E 26/12/2020
R & CIDER
NNOVATION IN 2020
1
DER IN THE CATEGORY2 DER MADE WITH BLUSH-RED APPLES
CONSISTENT PROFITS FROM A STABLE CATEGORY THE CIGAR CATEGORY
The UK Cigar market is worth just under £200m in annual sales, and accounts for nearly 260 million sticks sold each year. Miniature cigars continue to dominate the market with nearly 75% of the total cigar volume and £105.6 million of the value. Scandinavian Tobacco Group is by far the biggest player with just under 55% of all cigars sold in the UK and responsible for five of the top ten brands.
FOR THOSE FRESH SALES ENSURE YOU STOCK SIGNATURE ACTION
CONSUMER TRENDS
Most of the trends in cigars are fairly consistent and usually don’t tend to change too much, such as the consumers’ desire for ‘value’ has been a trend in cigars for quite a while now. This is evidenced by the success of our Moments Blue brand, which offers a quality smoke at a low price, and is now the second best-selling cigar brand in UK, after Signature Blue. And with the economic forecast for the foreseeable future not looking too great, we expect this move towards value will only increase. It is also worth noting that in the last twelve months we’ve certainly seen an unexpected rise in the popularity of medium / large cigars, such as our Henri Wintermans Half Corona. In fact, our latest data shows this cigar segment to be in double digit growth both in terms of volume (up 10.2%) and value (up 13.8%).
GETTING THE RANGE RIGHT
It’s worth noting that the top ten cigar brands account for nearly 90% of total sales, so there’s little point offering your customers a huge range. It’s Miniatures which are the engine room of the category so it’s important cash and carries get this segment right. By far the biggest player here is our Signature range, which is ably supported by our Moments brand, which offers a good quality smoke at a cheaper price. Cash and Carry operators also need to consider brands in both the Small and the growing Medium / Large segments to ensure they are covering their bases, so think about including the top-selling brands from each segment as a minimum. Finally, don’t forget about your cigarillo offer, and ensure you have a brand such as our Signature Action on sale.
1 0 PA C K WITH VIRGINIA TOBACCO
UK’s No.1 selling cigar
The peppermint click filter cigarillo
KEY OCCASIONS FOR THE CIGAR CATEGORY
It’s worth considering that there are key times of the year when cigar sales are on the rise. These could be in the run up to celebrations like Father’s Day or the summertime when the weather is usually better, but most important of all is the build-up to Christmas when we know that cigar sales go up, and it tends to be larger format ones that people will gravitate towards as a bit of a Christmas treat when they are in celebratory mood and typically have more time to enjoy it. Cash and Carries would be wise to have brands like our Henri Wintermans Half Corona in stock as it is the UK’s best-selling medium / large cigar and tends to be a real festive favourite.
UK’s No.1 selling medium/large cigar
UK’s fastest growing VFM cigar
MAXIMISING SALES
Historically wholesalers and Cash & Carries have sometimes been a bit late to the party in terms of following retail trends in overall smoking. In the past they’ve tended to offer an extensive range of cigars and other tobacco products which haven’t necessarily kept up with the current consumer trends. When it comes to cigars it makes sense for them to focus on miniatures and big brands, such as Signature.
Large / Medium cigars have seen recent double digit growth
It’s worth noting that the top ten cigar brands account for nearly 90% of total sales
All quotes attributed to Alastair Williams, Country Director at Scandinavian Tobacco Group UK (STG UK). All figures sourced from IRI MarketPlace, Value and Volume sales, Time Period: w/e 29-11-2020, unless otherwise stated.
Maximise your sales with Hot Beverages is a prominent category with 97.6% of UK households purchasing at least one hot beverage product in the last year1. This incredible reach means that across the UK over 60bn cups are drunk each year2, assuming all purchased volume is consumed. Such huge volume being purchased means that £2.4bn was spent on the hot beverage’s category over the last 52 weeks, which means the average annual spend per buyer is £87.423. 2020 saw many consumers spend more time in home which caused the Hot Beverages category to have an exceptional year across all grocery outlets as the category grew value sales 10.2% against the previous year4. This was largely driven by the No.1 segment within Hot Beverages which is Coffee. Hot Coffee accounts for 62.8% of value sales in the Hot Beverages category5 and Hot Coffee increased value sales in 2020 by 12% versus 20196. Tea, as the second largest segment in the category, did not manage the same excellent levels of growth as coffee as the segment only achieved 3.9% growth versus year ago7 but this is the first time since 2017 that tea saw positive year on year growth8 so a great result for the segment.
Coffee and therefore the category seem set for another amazing year in 2021 and the key driver that retailers should be aware of to make the most of the category in 2021 are consumers shall continue to seek indulgent coffee shop experiences in home. To cater for those seeking high end coffee, retailers should provide a strong range for roast & ground and pod coffee. These segments of coffee saw the largest growth in 2020 with roast & ground coffee growing 19.7% and pods increasing 22.8% against the value sales accrued in 20199. Don’t forget that shoppers are using this channel for a ‘Top Up’ shop and therefore a smaller range of relevant small or medium pack sizes displayed well makes the shopping trip quicker and easier for them. By giving faster selling lines more space on shelf also reduces the time spent on replenishing the fixture. However, it is important not to overlook the most valuable segment of Coffee which is soluble coffee. Soluble coffee accounts for 50.8% of value within the coffee segment of hot beverages10. The biggest brand within soluble coffee is Nescafe Original11, in the last year 4.1bn cups of Nescafe.
NESCAFÉ Original
NESCAFÉ Original
NESCAFÉ Azera
6x95g PMP
Decaff 6x95g PMP
Americano 6x100g PMP
NESCAFÉ Gold Blend
NESCAFÉ Original
NESCAFÉ Original
6x95g PMP
3in1 PMP
2in1 PMP
®Reg. Trademark of Société des Produits Nestlé S.A 1) Kantar Worldpanel Hot Beverages Penetration percentage 52W/e 27th Dec 2020. 2) Kantar Worldpanel Hot Beverages Volume 52W/e 27th Dec 2020. 3) Kantar Worldpanel Hot Beverages Spend 52W/e 27th Dec 2020. 4) IRI Grocery Outlets Hot Beverages value sales %change vs YA 52 W/e 2nd Jan 2021. 5) IRI Grocery Outlets Hot Coffee value share 52 W/e 2nd Jan 2021. 6) IRI Grocery Outlets Hot Coffee value sales %change vs YA 52 W/e 2nd Jan 2021. 7) IRI Grocery Outlets Tea value sales %change vs YA 52 W/e 2nd Jan 2021. 8) IRI Grocery Outlets Tea Value Sales %change vs YA 52 W/e 06th Jan 2018 to 52 W/e 2nd Jan 2021. 9) IRI Grocery Outlets Hot Coffee sub-segments value sales %change vs YA 52 W/e 2nd Jan 2021. 10) IRI Grocery Outlets Core Coffee value share 52 W/e 2nd Jan 2021. 11) IRI Grocery Outlets Core Coffee Brands value share 52 W/e 2nd Jan 2021
StepS to Sweet SucceSS
Recent research* confirms retailer confectionery purchases in depot over-index against other categories and that more retailers are on a restocking mission. This means having a strong aisle display is key to helping drive sales.
confectionery top tipS
Display a core range covering singles, duos, blocks, bags and gifting Allocate the space according to sales potential, allocating more space to best sellers Highlight best selling lines Have clear pricing, showing clear cash margins Offer both PMP and non PMP lines Encourage retailers to make the most of the seasonal opportunity, for example by displaying on rack ends at appropriate times
recommended muSt Stock chocolate SingleS^: 1 2 3 4 5 6 7 8
Cadbury Twirl Cadbury Wispa Cadbury Dairy Milk Cadbury Boost Cadbury Crunchie Cadbury Dairy Milk Freddo Cadbury Fudge Cadbury Dairy Milk Freddo Treasures
9 10 11 12 13 14 15
Cadbury Star Bar Cadbury Wispa Gold Cadbury Picnic Cadbury Double Decker Duo Cadbury Wispa Duo Cadbury Boost Duo Cadbury Buttons
recommended muSt Stock healthIer** 1 Cadbury Nuttier Peanut & Almond 2 Cadbury Nuttier Cranberry & Almond 3 Cadbury Nuttier Coconut & Almond 4 belVita Soft Bake Choc Chip Single
recommended muSt Stock Sugar SingleS^: 1 2 3 4 5 6 7
Trebor Extra Strong Peppermint Trebor Softmints Spearmint Trebor Softmints Peppermint Trebor Soft Fruits Halls Mentholyptus Extra Strong Maynards Bassetts Wine Gums Halls Soothers Blackcurrant
For the full Mondelez International core range
recommended list go to www.deliciousdisplay.co.uk Ensure NPD and promotional products are stocked in advance of consumer media and work with suppliers who are supporting launches and creating consumer demand Create impactful displays to catch the eyes of retailers when they are making purchase decisions in depot. Displaying products by the till point is one of the most effective placements Use the category knowledge of suppliers who help to promote best practice to retailers, including sharing planograms Advise retailers about spending strategy – some retailers go for best margin, that’s not always the best approach – a great margin on a product that doesn’t sell isn’t helpful
*Lumina Intelligence Wholesale Category Activation Survey : Confectionery December 2020 **as defined by Nielsen
Planograms and great retailer category advice is available at www.deliciousdisplay.co.uk Supporting convenience retailers online 24/7 • Confectionery • Biscuits • Hot Beverages • Cheese
WHY IS RED BULL GOOD FOR BUSINESS?
NO.1
ENERGY DRINK 250ML
DRIVING THE CATEGORY For over 10 years, Energy Drinks have driven growth with sales increasing by 140% faster than any other Soft Drinks Category.1
SINGLE SERVE SOFT DRINK.
Red Bull Energy Drink 250ml is the No.1 Single Serve Soft Drink in the UK and delivers 10% of all Sports & Energy drink sales in the UK alone.2
10
% SPORTS & ENERGY SALES
Euromonitor Passport, off-trade Value RSP, 2006-2020; 2Nielsen Value Sales 52 we 23.01.2021 Sports & Energy Drinks. 1
SUGARFREE AND ZERO 250ML
GIVING SHOPPERS CHOICE 73% of people in the UK are trying to lead a healthy lifestyle – at Red Bull, we offer choice to the shopper.1 In 2020 Sugarfree and Zero sales continued to grow – Red Bull Sugarfree is now bought by 1.5m households in the UK2 and the 250ml size is one of the top 10 most valuable packs in the category.³ Kantar Shape of Britain - % agree with statement 2012 to Oct 2020; 2Kantar Combined Panel 52 w.e 27.12.20;) ³Nielsen Value Sales 52 we 23.01.2021 single serve Sports & Energy drinks). 1
EDITIONS 250ML
OFFERING A CHOICE OF FLAVOURS 41% of Energy Drinks users would try an exotic or tropical fruit flavour.¹ The latest Red Bull Editions line up delivers all the functional benefits of Red Bull Energy Drink, along with an invigorating burst of flavour in Tropical, Coconut & Berry and now Watermelon offering shoppers a choice of tastes. ¹Lightspeed/Mintel, May 2019, Base 2000 Internet users aged 16+ (Energy Drinks Users 661, Non Users 1161); ²Nielsen Value Sales 2019 vs 2020 full year, single serve functional energy.
MORE CHOICES. MORE SALES.
ZERO 250ml
SUGARFREE 250ml
ENERGY 250ml
RED 250ml
TROPICAL 250ml
THE RED BULL 250ml RANGE. SEE SALES FLY. STOCK UP TODAY.
COCONUT & BERRY 250ml
CATEGORY IN GROWTH With 11.9 million households buying into the milk drinks category, household penetration is at a record high, up 4.2% YoY1. Across the UK, the total flavoured milk category is steadily growing with a total market value of £388 million at the end of 20202.
“More than 500,000 people have signed up to Veganuary in 2021, surpassing 400,000 in 20207 and so we are delighted to be able to offer consumers additional ways to enjoy their favourite confectionery brands.” says Michelle Frost, general manager at MCD&T. PMP
TRENDING FLAVOURS
Price marked packs (PMPs) are a key tool in driving sales in convenience stores. Research from Nielsen shows that PMPs account for more than 60% of total sales of soft drinks across both independents and convenience8.
While coffee flavoured milk was the only growth segment in 2020, chocolate flavoured milk remains the UK’s favourite flavoured milk, selling 95.3m units last year2. Chocolate also remains an important segment for convenience with a market share of 27% and value sales totalling £43.6 million3.
Michelle Frost, general manager at MCD&T, says: “We believe that visible PMP pricing encourages shoppers to try new products with the confidence that the price will be the same next time they visit, encouraging repeat purchase.”
Retailers should look to stock-up on a variety of these popular flavours to attract shoppers to the chiller. DAIRY ALTERNATIVES The total market value of vegan drinks is now worth an impressive £361 million and shows no signs of slowing down with 30.4% growth YoY4. Within convenience, the category shows 40.3% growth and a value of £58.4 million5. Mars Chocolate Drinks and Treats’ (MCD&T) non-dairy range includes Galaxy Vegan, Bounty Vegan and Mars Vegan. MCD&T’s Vegan Drinks range has performed exceptionally well, with sales now totalling £480,000, up 134%6. The drinks are available in a 250ml format and are registered with The Vegan Society.
When reviewing product ranges, retailers should consider the benefits of stocking PMPs which offer consumers obvious value for money and price reassurance. SUGAR MCD&T has recently completed its ambition to have all its milk based and vegan drinks as no added sugar. Michelle Frost, concludes: “We hope the move to no added sugar in our milk and vegan drinks will encourage shoppers to opt for their favourite confectionery brands in a chocolate drink – confident that we’ll deliver on flavour whilst meeting demand for less sugar.”
TOP TIPS FOR RETAILERS • • • • •
While coffee and chocolate remain the category favourites, offering fruit and vanilla flavours plus specialist alternatives will satisfy different consumer requirements. Familiar brands like Mars Milk should be displayed prominently to entice shoppers to the chiller and other milk drink choices. Despite many milk drinks being ambient, they are best presented to consumers in refrigerators, chilled and ready to consume on the move. Stock PMP products to reassure shoppers and increase sales. Cater for consumers who enjoy milk drinks at home with larger format packs such as the 702ml Mars Milk.
KEEP AN EYE OUT FOR RANGE PROMOTIONS. 3
1 Kantar Worldpanel 2020 52 wk data 2 IRI 2020 vs 2019, Defined Flavoured Milks, Value Sales, Total Market 26th Dec 2020 IRI 52 w/e 26th Dec 2020 Defined Flavoured Milks, Value Sales, Convenience 4 IRI 52 w/e 26th Dec 2020 Dairy Alternatives, Value Sales, Total Market 5 IRI 52 w/e 26th Dec 2020 Dairy Alternatives, Value Sales, Convenience 6 IRI 52 w/e 26th Dec 2020 Mars Vegan Drinks, Value Sales, Total Market 7 Veganuary, Number of sign-ups 2021, 5th Jan 2021 8 Nielsen MAT, w/e 21st March 2020, Total Soft drinks, Independents and Symbols
IT’S TIME TO SHAKE-UP YOUR CHILLER
Serve chilled but ambient storage
Cater for take-home and impulse by offering a range of sizes
Don’t forget a selection of iced coffee
Offer different flavours such as strawberry and banana
Dairy free and protein deserve a place in the chiller
TOP TIPS TO DRIVE SAVOURY SNACKS CATEGORY FOR YOUR RETAILERS FROM THE
GLOBAL LEADERS IN MEAT SNACKS CHILLED MEAT SNACK RANGE +
£3M
KETING SP MAR IN 2021 END
No.1 No. CHILLED MEAT SNACK BRAND
NEW
£1 PMP
BIGGER BITE, BIGGER CASH MARGIN.
THESE SKU’S ACCOUNT FOR
OVER 80%
OF THE CATEGORY SALES TOP SELLING SNACK BOX
100% PORK SALAMI & 100% CHEDDAR.
NEW CHICKEN
OVEN 100% 100 % BAKED CHICKEN BREAST SNACK.
Sources: Kantar WPO, W.E 12th Sept 2017. Haystack preference testing 2019. Vs leading branded beef jerky SKU’s. Nielsen EPOS, to W.E 28/12/19.
MERCHANDISING SOLUTIONS
DON’T FORGET:
•••••••••••••••••••
MEAT SNACKS PLACEMENT IN
TOPTIP: IF SPACE IS LIMITED, TRY A POS SOLUTION IN THE CHILLER!
MEAL DEALS,
THEY HAVE A STRONG CROSS SHOP WITH SANDWICHES AND ENERGY DRINKS TOO.
ORDER POS AT POS.UK@JACKLINKS.COM
TREND
G R OW T H
TRADE UP
Protein has become mainstream, now 1 in every 4 households buys a meat snack
Meat snacking category has grown +50% over the last 5 years
Convenience customers spend +10% more on meat snacks than the average snacker
JERKY & BILTONG RANGE BEST TASTING JERKY IN THE MARKETPLACE
NO.1 JERKY & BILTONG BRAND IN CONVENIENCE SECTOR
PROTEIN BARS
NEW! HAVE TAKEN A SAVOURY TWIST. JUST 65 CALORIES.
£3M MARKETING SPEND across 2019-2021
PLACEMENT IN STORE
Place in store
NEXT TO UTS CRISPS & N STRIP IPOR ON A CL all areas in high footf lse to drive impu purchases.