Retail Express - 14 July 2020 by BetterRetailing

COMPETITIONS Retailers have the chance to win double the amount of prizes with Jammie P13 Dodgers and Yazoo

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GOT IT COVERED? • UK government says mandatory face coverings still ‘under review’ following pressure • How to stay within the law and tackle criminals looking to exploit the use of masks

P3 CRIME REPORT DISAPPOINTMENT

HYGIENE CONCERNS SQUASHED

STAFF WELFARE

Government refuses to change laws to reduce retail crime in consultation results

Retailers stress the importance of taking cash payments during Covid-19

Shop owners share how they’re protecting the well-being of their teams during the crisis

P14

our say

Megan Humphrey, editor

The five biggest stories this fortnight 01

Changes to the law are the way to reduce retail crime to

Crime consultation results fail to meet expectations

tially promising them to independent retailers. Despite minister for crime THE government has rejected calls from the conveni- and policing Kit Malthouse ence industry for a need pledging to write to police and to change laws in order to crime commissioners (PCCs) and chief constables to hightackle retail crime. The comments came after light the seriousness of the isthe Home Of�ice published sue, he said he felt laws did not the results of its 12-week call need to change, but instead for evidence on violence and “urgent action” was required abuse toward shop staff last to deter perpetrators. He refused to agree in faweek – eight months after iniMEGAN HUMPHREY

MY Tuesday afternoon last week was made a little more exciting when the government published the results of its retail crime consultation. The convenience industry has been waiting with bated breath for this news for nearly eight months, with high hopes of real change. However, my excitement quickly turned to disappointment. The response does recognise the seriousness of retail crime – but we all knew that already. What it doesn’t state are any actionable, measurable targets on how the government plans to reduce it. Crime and policing minister Kit Malthouse may have agreed to write letters to police and crime commissioners and chief constables to remind them of the importance of victim statements, and to prosecute the theft of goods valued up to £200, but how is this going to be monitored? I suspect this report may find itself buried under the pile of many IT’S GOING TO other consultations the government promises to take action on. TAKE MORE Take high street reports, for example. Aldershot in Hampshire THAN PUTTING was selected as an area in need of PEN TO PAPER desperate regeneration last year, but what’s changed? Last week, Centre for Cities research found that its high street had the lowest rate of returning footfall of any area in the UK following shops reopening. If the government wants to truly help, it’s going to take more than putting pen to paper.

vour of respondents who were proposing the creation of a new separate offence for assaulting a shop worker, and said no change in the law was required to improve con�idence in the reported inadequate response from police forces. However, Malthouse did con�irm that he would be writing to PCCs and chief constables asking them not

to use summary offences against thefts under £200, but instead to pursue criminal prosecutions. The NFRN welcomed the move, which it claimed was recognition of the trade group’s “long-running campaign” for a review of the related legislation. Other measures included research into proli�ic and substance abuse-driven offenders.

FOR A FULL BREAKDOWN OF THE CONSULTATION RESULTS, SEE THE OPPOSITE PAGE @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Daryl Worthington @DarylNewtrade 020 7689 3390 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief Louise Banham 020 7689 3353 Production editor Ryan Cooper 020 7689 3354 Sub editor Jim Findlay 020 7689 3373 Head of design Anne-Claire Pickard 020 7689 3391 Designer Jody Cooke 020 7689 3380

Editor – news Jack Courtez @JackCourtez 020 7689 3371 Senior features writer Priyanka Jethwa @PriyankaJethwa_ 020 7689 3355

Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379

Director of sales and marketing Matthew Oliver 020 7689 3367

Account manager (new business) Jimli Barua 020 7689 3364

Senior account director Charlotte Jesson 020 7689 3389

Sales support executive Michela Marino 020 7689 3382

Senior account manager Natalie Reed 020 7689 3372

Managing director Parin Gohil 020 7689 3375

Account manager Adelice Tatham 020 7689 3366

Reporter Alex Yau @AlexYau_ 020 7689 3358

Retail Express is printed and distributed by News UK at Broxbourne and delivered to news retailers free by their newspaper wholesaler. Published by: Newtrade Media Limited, 11 Angel Gate, City Road, London, EC1V 2SD; Phone: 020 7689 0600

Gov’t cuts VAT

CHANCELLOR Rishi Sunak has announced measures to encourage the public to use cafés, bars and restaurants. From 15 July, the VAT on hospitality-sector food and non-alcoholic drinks sales will fall from 20% to 5% until 12

January 2021. The move does not change the VAT charged on non-essential convenience goods, which remains at 20%. Hot food to go may be included, as it falls under the same VAT notice code as restaurants and cafés.

Eviction wake up

STORE owners have been urged to renegotiate rent payments following warnings that further protection against eviction should be a “wake-up call”. Last month, the government extended the suspension of eviction by landlords to 30

September. Financial expert Barry Frost warned: “The government were left with no choice because they wouldn’t have a high street left. This is a wake-up call to tenants who need to use this extra time to work something out.”

Digital content editor Jody Porter 020 7689 3378

Management accountant Abigayle Sylvane 020 7689 3383

Production coordinator Sarah Jarvis 020 7689 3368 Subscribe online at newtrade.co.uk/our-products/ print/retail-express. 1 year subscription: UK £65; overseas (EU) £75; overseas (non-EU) £85

47,895

Audit Bureau of Circulations 1 July 2018 to 30 June 2019 average net circulation per issue

Reproduction or transmission in part or whole of any item from Retail Express may only be undertaken with the prior written agreement of the Editor. Contributions are welcome and are included in part or whole at the sole discretion of the editor. Newtrade Media Limited accepts no responsibility for submitted material. Every possible care is taken to ensure the accuracy of information. No warranty for goods or services described is implied.

DRS nervousness

LEADING manufacturers, re- Tomra and 20 other key ortailers and reverse vending ma- ganisations were challenged chine operators have remained on their position. An indussilent on whether they intend try source said parties were to apply to run Scotland’s de- “nervous about stating their position” until details about posit return scheme (DRS). Coca-Cola European Part- membership, bene�its and �iners, the NFRN, Sainsbury’s, nancial risk are revealed.

Wholesale availability

WHOLESALERS are seeing “There has been improvement availability return, but stock in the supply chain, but availlevels remain up to 20% be- ability is still 15% to 20% below pre-coronavirus levels, ac- low the levels pre-coronavirus. cording to the Scottish Whole- Shortages come in peaks and troughs. Initially it was grosale Association. The trade body’s chief ex- cery and then it was �lour due ecutive, Colin Smith, said: to an issue with the packaging.”

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megan.humphrey@newtrade.co.uk 020 7689 3357

Retailers call for guidance on enforcing face mask rule MEGAN HUMPHREY THE UK government has revealed the use of face coverings is being kept “under review”, following masks being made mandatory in small shops in Scotland on 10 July. London mayor Sadiq Khan has called on the government to “act now” to protect the health of the public. A poll by Retail Express revealed that nearly 50% of retailers are most concerned about how they would enforce the rule, with

30% worried about crime levels increasing and 23% unsure on how they would make an age-related sale. Asked how he would police the new law in store, Scottish retailer Kevin Donald told Retail Express: “I don’t know that you can, you never know who might have a legitimate medical reason not to be wearing one, and it’s a very personal thing to make someone explain.” For shoppers wearing masks, Serve Legal director Ed Heaver assured retailers they are legally able to ask a customer to remove their

mask to check their age. He said: “Police and ACS guidance is that store owners can legally ask a customer to remove or lower their mask in order to assess their appearance to verify age. This would be in conjunction with asking for physical proof of ID.” He stressed that retailers should refuse the sale if the customer fails to comply. Anita Nye, of Premier Eldred Drive Stores in Orpington, Kent, said: “If masks become mandatory, we will have a huge security issue.” The National Business

Crime Centre’s chief inspector, Patrick Holdaway, added that despite no formal guidance existing, some businesses have been making the removal of masks a condition of

entry to the premises. “Businesses are private properties, so it can be a condition of entry,” he said. “Some have asked people to remove or show their face at a distance.”

£799m

25%

Total taken by symbol and unaffiliated stores

Percentage of shoppers who shop more locally

69.3%

33%

Year-on-year market share increase

Average sales growth for independent and symbol group retailers

“MY shops are based in east London and there are what you’d describe as trendy pubs and restaurants nearby. I have noticed my store sales go down with reopenings and I expect them to continually go down. However, the past three months have been so good in terms of sales and I’ll still finish ahead of last year. I hired eight new staff members to help cope with the demand, but they’re only temporary and I’m slowly letting them go.” Mehmet Guzel, Simply Fresh Bethnal Green, east London

PAYPOINT: Retailers can trial an upgraded EPoS package from PayPoint for three months at no extra cost. The trial will allow retailers with PayPoint’s entry-level One Base system to upgrade to either its mid-level Core or top-end Pro systems. Retailers can cancel the upgraded package at any point during their trials. CO-OP: The first Co-op branded café is to launch this year. Retail Express’s sister title, RN, uncovered trademarks for the concept registered by the Co-operative Group and coffee supplier Revolver Co-operative in March. Revolver Co-operative founder Paul Birch confirmed the café will be based at the Midcounties Co-op site in Swindon. A source at Midcounties Co-op said the existing café at the site will be relaunched under the new brand this summer.

BAD WEEK

How have independent retailers performed in the past 12 weeks?

express yourself

GOOD WEEK

Go to betterRetailing.com and search ‘Co-op’ for the full story

GROCERY MARKET

the column where you can make your voice heard

CARDS: Customers are choosing not to purchase unwrapped greetings cards over fears of catching coronavirus. Explaining the latest trend, Riverside Greetings managing director Andrew Glen said: “Our retailers are telling us their customers prefer wrapped cards as they are concerned about coronavirus transmission. Instead they’re purchasing cellophanewrapped cards.” VOUCHERS: Walkers is to axe its Counts for More rewards scheme, giving retailers less than a month to redeem points. The scheme will end on 31 July and be replaced at a later date by app-based rewards platform Shopt. Retailers will not be automatically switched, and unredeemed points will be lost. Go to betterRetailing.com and search ‘Walkers’ for the full story

Has the reopening of pubs and restaurants on 4 July affected your store?

“WE’VE not really seen an impact and our sales were steady. We’ve got a few cafés operating nearby in the surrounding area, but they were quite innovative before they were able to reopen fully, with takeaways and home delivery. As people relax more, they’ll want to go out and do normal things. As we’re in quite a residential location, there are more pubs than there are restaurants.” Paul Patel, WHSmith Local Dibden Purlieu News, Southampton

“WE still traded well when they reopened, but we are weather dependent and it’s difficult to compare the performance of that weekend to previous weeks where the weather has been so good. I don’t remember having such a good spring in the history of my store’s trading. I would expect beers, wines and spirits sales to come down a bit as a consequence, but then we will get increased footfall from people walking by later on in the evening.” Paul Gardner, Budgens of Islington, north London

Do you have an issue to discuss with other retailers? Call 020 7689 3357 or email megan.humphrey@newtrade.co.uk

Paul Gardner

NEWS

‘We still took cash during Covid-19’ MEGAN HUMPHREY RETAILERS have highlighted the importance of continuing to accept cash payments during the coronavirus pandemic. Businesses were urged by the government to prioritise card payments due to concerns of hygiene when handling cash. But independent retailers warned that this approach

had the potential to isolate their elderly customers. Mo Razzaq, owner of a Family Shopper in Blantyre, South Lanarkshire, said: “We made a point to tell our customers that we were still taking cash,” he said. “We were just really careful and took the extra precautions.” Hull-based retailer Samantha Coldbeck added: “We put notices up explaining that we would prefer contactless,

but still accepted cash from anyone who preferred to pay that way.” Despite stopping cash payments in her store for six weeks, Spar retailer Jacqui Dales remained mindful of her elderly customers receiving home deliveries. “We did accept cash from some of our elderly customers who we were delivering to,” she said. “Card-only payments weren’t popular with

customers, but I felt it was necessary to protect the team during the peak.” Although Gaurave Sood, owner of Neelam Post Of�ice in Hillingdon, west London, gave his customers a choice on methods of payment, he stressed it had been tough. He said: “We ensured safe cash-handling practices behind the counter and even entertained card purchases under £1.

“Many of our elderly customers don’t have debit cards, or haven’t even broken the seal on one, and insist on going into the branch.” Wiltshire retailer Susan Connolly added: “Some people use cash because it helps them budget, so it’s not just the elderly.” PayPoint revealed in its latest trading update that card payments increased by 75% during the pandemic.

Retailer publishes pandemic advice

MANCHESTER retailer Mital Morar has shared advice on how to deal with a staff member testing positive for Covid-19. Morar was forced to close some of his stores when a team member contracted Covid-19, but said he had planned for it. The guidance includes a copy of the letter he sent to customers and suppliers informing them of the incidents, as a well as a list of

questions that are expected to be asked and how staff should answer them. To find out more, email editorial@ newtrade.co.uk

SAINSBURY’S ‘WEAKER SALES’

SAINSBURY’S has predicted ‘significantly weaker sales trends’ for the rest of 2020, following a reported 10.5% rise in grocery sales over the lockdown period. Despite the positive overall results for the past quarter, the supermarket’s most profitable channel of Sainsbury’s Local stores struggled. Strong sales in neighbourhood stores were wiped out by 26 temporary closures, and falling footfall across its city-

centre and transport-hub convenience sites, leading to a 5% sales decline.

Second wave risk for smaller wholesalers

*Independent convenience stores within the UK 18+. Independent convenience stores defined as those stores that are unaffiliated or symbol stores independently managed, with no restricted opening hours under the Sunday Trading Act. Promotion Period: 00:01 BST 13/07/20 – 23:59 BST 09/08/20. Purchase Mondelēz singles products during the Promotion Period and if the case contains a winning ticket, call the number displayed to claim prize for you and your chosen charity. Total 100 prizes available to be won. Prizes: Tier 1: 1x £25,000 cash prize + £25,000 donation to your chosen charity. Tier 2: 1 of 10x £2,500 cash prize + 10x £2,500 donation to your chosen charity. Tier 3: 1 of 89 Now TV passes + 89x £500 donation to your chosen charity. Payment of cash prize to be made directly to the business account of the winner. Now TV passes to be sent electronically to the business owner of winning store. If a retailer who doesn’t meet our definition of an Independent convenience store finds a winning ticket, they automatically get a Tier 3 prize. Prizes to be claimed by 30th September 2020. Charity must meet Mondelēz guidelines – charity must be UK registered and have no political or religious affiliations. Promoter to have final discretion over selection of charity. See https://www.deliciousdisplay.co.uk/retailertsandcs for list of Participating Products. The Promoter has full discretion over the promotion, and any decision of the Promoter in all matters is final and binding and no correspondence will be entered into. Maximum one prize per retailer. The winners will be expected, at the Promoter’s request, to participate in all reasonable promotional activity. Promoter: Mondelez Europe Services GmbH – UK Branch at Cadbury House, Sanderson Road, Uxbridge, UB8 1DH.

TRADE bodies have warned that a potential second wave of coronavirus would be “the end” for small wholesalers. Leicester was the �irst city to be placed under regional lockdown following a spike of cases earlier this month. Scottish Wholesale Association chief executive Colin Smith said: “It will be dif�icult for smaller wholesalers to restock to meet the demand and their �inancial resources would be depleted. “Some retail wholesalers can get by, but they still have

incurred huge market losses and bad debts.”

PRODUCTS New Go Ahead! Fruit Slices PRIYANKA JETHWA PLADIS is rebranding its Go Ahead! Crispy Slices range to Fruit Slices and giving the packaging a modern makeover. The recipe has also been reformulated to contain a new type of jam and sultana pieces. Go Ahead! Fruit Slices now come in Apple, Raspberry and Forest Fruit �lavours, in multipacks of �ive or six, with an RRP of £1. The supplier said the changes aim to re�lect the bar being a healthier snacking option. Christopher Owen, marketing controller at Pladis, said it has made sure fruit is the main focus in each bar, to

“help solidify” its position as a healthier option in the snacking category. “We know consumers respond well to snacks with fruit in the product name. Our goal is to drive higher frequency and repeat purchases for Go Ahead! Fruit Slices among our established shopper base, and to encourage incremental sales among younger consumers looking for new snacks to try. “We expect to see a growing number of ‘grab and go’ consumption occasions and, in turn, a growing opportunity for individually-wrapped biscuits,” he said.

Alpro powers sales of its oat milk range with tongue-in-cheek advertising campaign

ALPRO’S new campaign, ‘Make your oats with Alpro’, aims to drive further sales of its oat milk range. It features actor and former footballer Vinnie Jones, popstar Pixie Lott and proboxer Nicola Adams, with each of them imitating Milk Marketing Forum’s 2010 ‘Make mine milk’ campaign. The campaign is running across social media, digital and outdoor advertising, including a radio partnership with Heart and Capital FM. The tongue-in-cheek campaign, which runs until the end of this month, highlights the brand’s oat milk range, including Oat Unsweetened, Oat Original and Oat Barista.

Mr Muscle amps up environmental effort SC JOHNSON has announced that its Mr Muscle Platinum Window & Glass cleaner will be made out of 100% recycled ocean-bound plastic bottles from now on. The move is a part of a global partnership with Plastic Bank to reduce the amount of plastic waste entering the ocean, while also helping to alleviate poverty. The partnership includes the opening of 509 plastic collection points across several countries. The new line of Mr Muscle Platinum Window & Glass ocean-bound plastic bottles are initially available from Wilko and Amazon, and will be rolling out to more outlets including convenience stores, in the coming months.

14-27 JULY 2020 betterRetailing.com

WKD zests it up with new lemon variety WKD has launched a new lemon �lavour, available now in 700ml glass bottles in standard and price-marked (PMP) options. With an RRP of £2.99 per bottle, it joins the other 700ml PMPs in the range, including Blue, Dark Fruit, Pink and Iron Brew. The supplier said that volume sales of the brand have

increased by 150% in convenience stores, with it being the biggest contributor to the overall growth of readyto-drink options in impulse.

PRODUCTS

Mondelez pushes for healthier treats PRIYANKA JETHWA MONDELEZ International is making sure more of its Cadbury chocolate and biscuit brands typically brought by parents contain fewer than 100 calories. This includes Fudge, Curly Wurly and Chomp bars, as

well as Barny sponge bears in chocolate and strawberry �lavours, followed by the milk variety in October. It follows in the footsteps of some of its other brands, including Mini Fingers and Animals, which were brought under 100 calories in 2019. New pack designs will roll

PG Tips focuses on sustainability UNILEVER has announced that its PG Tips brand will start being manufactured using fully plantbased materials. It follows the removal of the outer plastic overwrap on its 160-bag format, with its pyramid tea bags now being made using a plant-based material derived from biodegradable corn starch. From next year, the en-

out across the brands, including singles and multipacks, to include a �lash highlighting the under-100 calories messaging to help make the portion size clear to consumers. To get the full breakdown, head to betterRetailing. com and search ‘Mondelez under 100 calories’

Back to normality with Peroni promo ASAHI has launched a new global campaign for Peroni Nastro Azzurro, ‘Walk with us’, as lockdown measures in the UK start to lift. It will focus on the Italian tradition of La Passeggiata, an early-evening ritual that Italians take to walk and socialise. The campaign will span TV, radio, video-on-demand, outdoor advertising and social media, and will feature a letter, ‘From Italy to the world’, highlighting the feelings people will have ex-

tire range will be plastic wrap-free. With consumers �ive times more likely to buy sustainable products, the supplier said the new format provides retailers with a plant-based product that shoppers are actively looking for. The PG Tips boxes will feature message on the front and back of the pack to ensure shoppers are aware of the biodegradable tea bags.

perienced in recent months. It follows the brand’s on-pack promotion, ‘Win the ultimate Passeggiata – an Italian Journey’, which is running until the end of August. The giveaway offers consumers the chance to win Italian holiday experiences.

Planning your new working environment? COVID-19 has undoubtedly affected us all, so getting your business up and running safely is the number one priority. We’ve successfully operated throughout the pandemic and are on hand to help give you the best advice and support to ensure your working environment is safe and ready to trade.

Email: businessservices@bigdug.co.uk

WWW.BiGDUG.CO.UK 0800 141 3380

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Weetabix On the Go returns to screens with a new ITV2 Showtime sponsorship

Shoot for the moon with Robinsons promo

WEETABIX On the Go is returning to screens with a new advert, as part of its sponsorship of ITV2’s Showtime schedule. Showtime spans a selection of peak and late-night shows most popular with 16-to-34-year-olds, a key demographic for the breakfast drinks sector. As well as TV adverts, the campaign will also include video-ondemand advertising. The brand will partner with Micro Scooters on social media for a number of scooter giveaways, as part of a reinvestment in its digital presence. The TV and social media campaigns will both run until August.

BRITVIC is bringing back its on-pack promotion for Robinsons Fruit Shoot, ‘Fruit Shoot for the moon’, running until 30 September. The promotion aims to attract new shoppers to the brand by giving parents the chance to win their child’s dream ‘thing’ when purchasing multipacks of

A gut-healthy kefir ice cream is available to stock now

BIOTIFUL Dairy has launched a new Ke�ir ice cream range, available in Vanilla, Chocolate and Cherry �lavours. It has an RRP of £4.50 for a 500ml tub, and is positioned as a healthier alternative in the frozen desserts category. Ke�ir is a fermented milk drink. Natasha Bowes, founder at Biotiful Dairy, said it aims to offer consumers who like ke�ir a wider range of products, as well as bring new consumers into category by focusing on nutrition.

Capri-Sun ditches its artificial ingredients in reformulation COCA-COLA European Partners has announced that its Capri-Sun range is now free from arti�icial ingredients, following the reformulation of its No Added Sugar range. The move will help retailers meet the demand for natural options in the kids’ drinks category, with 70% of parents looking to avoid products that contain anything arti�icial. The brand will highlight this with a packaging refresh, making it easier for parents to spot the drinks on the �ixture. It will be supported by a £6m marketing campaign later this year, running across TV and social media, as well as in-store PoS to help shoppers navigate the children’s drinks �ixture.

Robinsons Apple & Blackcurrant or Orange. Shoppers have to scan a QR code to enter, and there are �ive prizes up for grabs worth £5,000 each, as well as 100 secondary prizes, including tickets to Warwick Castle, Harry Potter Studio Tour and a one-year National Trust membership.

PRODUCTS

Nordic Spirit gets a makeover FOLLOWING its launch in convenience stores last year, JTI has unveiled a new design and �lavour for its nicotine pouch brand, Nordic Spirit, as well as pricemarked packs (PMPs). Already available in Mint and Bergamot Wildberry �lavours, Nordic Spirit is now also available in an Elder�lower �lavour in 6mg and 9mg strengths, with an RRP of £6.50 for 20 pouches. The new PMPs will also have an RRP of £6.50. Alongside this, the new design displays the brand’s name in a larger font size, and the varying strengths are represented with four

hexagons, in line with other products in the category. The white grain background has been removed. While the colour for the Mint variety is still blue, Bergamot Wildberry has had a colour change from green and blue to pink and yellow. Stephane Berset, head of marketing at JTI, said the brand has a 90.5% market share in the nicotine pouch category. “This rapidly evolving category, already worth £380,410 a month, presents retailers with a huge pro�it opportunity, and we would urge retailers to incorporate the brand into their range,” he said.

SAPUTO Dairy has launched new Cathedral City Minis in a �ive-pack, exclusively available to independent retailers with an RRP of £1. The supplier said the launch is designed help smaller stores meet the growing demand for cheese snacks, catering speci�ically to shoppers looking for value for money.

Anca Lazar, senior brand manager for Cathedral City snacking, said: “Snacking on cheese is becoming popular as consumers become mindful of the nutritional quality of their snacking choices. “This is driving growth in cheese snacks, among which ‘netted multipacks’ are seeing the highest volume growth.”

PRIYANKA JETHWA

Cathedral City Minis exclusive to indies

14-27 JULY 2020 betterRetailing.com

Nestlé Waters’ sustainability drive NESTLE Waters is launching a ‘Don’t give up, rise up’ campaign for Buxton Natural Mineral Water, alongside new packaging that promotes that the brand is made from recycled bottles. The advert will air on TV from 20 July to 31 August, and will be supported by outdoor, social media

and digital marketing. In-store materials and online adverts will use the tagline ‘Time to hydrate, time to recycle’. Buxton boxes will also feature updated packaging artwork, and a new 15x1l format is now available to convenience retailers

PepsiCo partners with Give shoppers a break Bestway in new promo with Diet Coke PEPSICO has partnered with national summer campaign ‘Yaycation’, running until 31 August. The campaign will include front-of-depot displays, instore display materials for retailers and a �irst-ever social media campaign with the wholesaler. It offers retailers the chance to win prizes, including a van, as part of a prize pool worth £20,000. Retailers need to purchase a case of Walkers Hero 20 range to be entered, which includes the brand’s Cheese & Onion, Salt & Vinegar, Ready Salted and Prawn Cocktail �lavours. Quavers, Squares Salt & Vinegar and Smiths Frazzles

Crispy Bacon are also included, as well as Doritos £1 price-marked packs.

COCA-COLA European Partners has unveiled a new campaign for Diet Coke, ‘Give yourself a Diet Coke break’. The campaign will run for �ive weeks across TV, radio and social media, with on-pack activity and outdoor advertising set to run later this year. It follows the recent launch of Diet Coke’s reduced RRPs

for its range of price-marked packs (PMPs), as more people seek value for money at a time when they don’t have as much disposable income. Diet Coke 1.75l bottles are now available in a £1.75 PMP, and Diet Coke Sublime Lime and Diet Coke Twisted Strawberry 500ml bottles are available in a £1 PMP.

Sanpellegrino gets a Classic facelift

Spanish and Organic Xtra Strong Mentos available to stores now wines from Spar

NESTLE Waters has relaunched its Sanpellegrino Classic Italian Taste brand with a new design that promotes the brand’s Italian heritage. The new packaging will be supported by a campaign, ‘The classic taste is back!’, and comes in a four-pack to appeal to shoppers who are spending more time indoors. The supplier said that the brand also aims to meets the demands of the adult soft drinks market. It is available in orange and lemon �lavours, with an RRP of £1.25 for the single cans. It joins the wider range including Sanpellegrino Tastefully Light.

SPAR has extended its wine range with two new Spanish varieties, in red and white options. Both wines have an RRP of £4.89, catering to those looking for valuefor-money options in the category. The supplier recommends that the red is enjoyed with pasta and poultry, and the white with �ish and salads. Meanwhile, it has also launched an Organic wine range, Obris, which is available in Tempranillo and Shiraz and Verdejo Sauvignon Blanc varieties, both with a promotional price of £6 until 9 August.

PERFETTI Van Melle has added an Xtra Strong variety to its Mentos range of mints, available in single and multipack formats. Strong mint �lavours are traditionally popular with older shoppers, but the sup-

plier said Mentos Xtra Strong gives retailers a new opportunity to target younger consumers because of its format. The singles have an RRP of 60p, and the multipack has an RRP of £1.29.

THE NORDIC WAY TO NICOTINE

PRODUCTS

Don’t hold back on the indulgence PRIYANKA JETHWA

SKITTLES is offering up its rainbow for the �ifth year in a row to support the LGBTQ+ community during Pride. An on-pack promotion, in partnership with Gay Times and LGBTQ+ helpline Switchboard, will encourage shoppers to write ‘letters �illed with pride’ to their friends and family, to stay connected throughout the celebrations, even if they can’t be with one another.

GENERAL Mills’ new multimillion-pound global marketing campaign for HäagenDazs, ‘Don’t hold back’, is designed to inspire people to live life to the fullest. The TV advert focuses on its core fruit �lavours across multiple packaging formats. This includes its Strawberry Cheesecake Pint, Fruit Collection Mini Cups, Mango Raspberry Stick bars and new White Peach & Raspberry from the Fruit Obsessions collection, which launched earlier this year. The campaign will include video-on-demand, digital, socia media and in-store activity. It will run throughout summer.

A Seriously high-quality packaging refresh on Lactalis’s range

LACTALIS UK & Ireland has given its Seriously cheese range a packaging refresh. The redesign aims to unify the range, and emphasise that it is made with highquality cheese. The supplier said Seriously is growing by 16% year on year in value. The relaunch will begin with the brand’s core range, including Seriously Cheddar blocks 350g and Seriously Squares cheese portions, with the

Skittles supports Pride with promo

rest of the range following later this year.

It will run across across the 152g (RRP £1) and 196g (£1.49) pouches.

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Red Bull Summer Edition on sale

The new banana crisps on the block KATIE’S Food Co has launched a range of banana crisps in the UK, targeting shoppers who are looking for a healthier snacking alternative. The banana crisps are vegan and gluten-free, and are available in four �lavours. These include Thai Sweet Chilli, Mixed Herb, Salt & Vinegar and Himalayan Salt. Each pack contains one of a consumer's �ive-a-day, and

has an RRP of £1.49 for a 32g bag. Speaking about the demand for healthier products, Katie Grennall, founder of Katie's Food Co, said: “People are no longer looking for a quick �ix to �ill their hunger pangs. “They are considering what they are putting in their body and want to make sure that every calorie has nutritional value.”

RED Bull is expanding its Edition’s range with a new watermelon �lavour for summer 2020. Red Bull Summer Edition 250ml is available now with an RRP of £1.35 in standard and price-marked packs. The supplier said the average soft drink buyer has bought more than �ive �lavour varieties in the past year, and 41% of energy drink consumers said they would try a tropical fruit �lavour.

It hopes that the new watermelon variety will help contribute to the growth of the overall energy drinks category. The launch will be supported by a marketing plan.

CBD Oil UK has launched a new CBD range, Buzz Leaf, comprising four broad spectrum CBD e-liquids. The e-liquids come in Horny Mango & Pineapple Express, Blue Mist & Blue Dream, Tigers Blood & Watermelon OG and Lykos & Grandaddy Purple varieties. The range has an RRP of £24.99 for a 30ml bottle, and contains 500mg of CBD. The brand said it also plans to launch a range of capsules

and oils later in the year.

Mondelez launches ‘Win-win’ competition MONDELEZ’S new ‘Win-win’ promotion is exclusively available to convenience retailers, running until 9 August. The promotion runs across its Cadbury, Maynard Bassetts and Trebor single formats, on more than 50 products, offering one retailer the chance to win up to £25,000 for their store, and up to £25,000 for their chosen charity. There are 100 prizes in total up for grabs, includ-

ing 10 prizes of £2,500 with a £2,500 donation, and 89 prizes of Now TV passes with a £500 charity donation. Retailers need to buy any participating case at wholesale, or via their usual delivery service, for a chance of �inding a winning ticket inside the case.

CAREX has announced that it is working in partnership with the UK government to support its ‘Enjoy summer safely’ campaign. The nationwide campaign is designed to encourage people to enjoy summer safely, as leisure activities return to normal. Carex, together with a number of other brands, will launch promotional initiatives to encourage good hygiene behaviour. As part of the campaign’s safety guidance, the UK population is reminded to wash their hands regularly and use sanitiser products when outside their home to stop the spread of the coronavirus.

Meanwhile, the brand is also encouraging consumers to consider the environment and reuse their hand wash bottles by using its eco-re�ill pouches.

Be safe this summer with Carex campaign

Get a buzz with CBD Oil UK’s new range

DON’T MISS THE 24 JULY ISSUE OF RN

OPINION LEADING INDUSTRY OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Get in touch for the chance to be featured in Retail Express

RETAIL CRIME: Why have retailers lost faith in their local police forces? “POLICE already have the information, facts and �igures, but they don’t answer 101 calls. We are fed up because we haven’t seen any action on crime for years. Simply reporting crime takes forever and everyone has lost patience. It’s going to take more than a Twitter handle to re-engage with retailers.” Mital Morar, Ancoats General Store, Manchester

“REPORTING retail crime has to be done online, but then someone will call you back and tell you that there isn’t enough evidence. On occasion, we’ll then receive a letter from the police asking us to make a statement and send in a copy of our CCTV – it’s just wasting more time.”

Sue Nithyanandan, Costcutter Epsom, Surrey

We haven’t seen action on retail crime for years

Use our overview of the latest EPoS tech to discover the differences it could make to your business

PLUS

Retailers and suppliers on how you can get the biggest portion of the evening meals opportunity in your store

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The best independent retailers stay ahead by reading RN each week. Do you? ORDER YOUR COPY from your news wholesaler today or contact Kate Daw on 020 3871 6490 TO ADVERTISE in RN, please contact Matthew Oliver on 020 7689 3367

WHOLESALE: Has availability improved since the start of lockdown?

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“WE are already seeing a return to normal shopping patterns and spending in recent weeks. I think we will stick with simply limiting the number of customers that we let into our store, which, in itself, helps social distancing because there’s fewer people.”

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MENTHOL BAN Page 25

DISTANCING: How have stores reacted to the one-metre guidance?

“IT’S still dif�icult to source some variants due to lager manufacturers, for example shifting from canning three or four sizes and just concentrating on 500ml. The supermarkets are fully stocked, so people are just buying what they need, and it feels much easier.” Sam Coldbeck, Wharfedale Premier Convenience, Hull

“WE haven’t experienced any major issues apart from beer. The national shortages have been communicated to us, though. Grocery is getting stronger, but suppliers are taking advantage by not offering non-price marked packs at the same price as price-marked products.”

People are just buying what they need

Atul Sodha, Peverills Londis Hare�ield, Middlesex

MENTHOL: What new trends have retailers noticed since the ban?

Customers are into the new tobacco products

“PEOPLE have been stocking up on the Rizla Flavour Infusion cards, buying them in bulk. I haven’t seen that many people moving to vaping yet, but time will tell. The majority of my customers are more into the new tobacco products.” Aman Uppal, One Stop Mount Nod, Coventry

“THERE’S still confusion, and customers ask us which �ilters match with which product, and which products the �lavour cards can be used with – it’s still a lot about education. There isn’t a clear market leader yet when it comes to menthol �ilters.” Amrit Singh, Nisa Local High Heath, Walsall

LETTERS

14-27 JULY 2020 betterRetailing.com

Harj Mickleton Village Stores, Dhasee Gloucestershire

Letters may be edited

Retaining standards equals retaining customers

‘We tailored our lines to our customers during Covid-19’ WE typically only sell newspapers, greetings cards and gifts. However, when the coronavirus pandemic hit, we started selling grocery essentials, particularly for our elderly customers. We were receiving a number of calls requesting certain products which we

originally didn’t stock. We wanted to help out as much as we could, so we decided to start selling some grocery essentials, like bread, �lour, eggs and beans. Word spread quickly in the local area and people were really appreciative, we noticed they would much rather come to us than

WIN £50-worth of new-look Jammie Dodgers stock

the bigger store opposite because it was quicker and more convenient. The shop was already quite compact, so I had to �ind room to stock the new products. I did this by removing lines that people would buy only one of every couple of months, for example.

My wife, Kosar, made it all happen, and goes to the local cash and carry to get anything she can �ind. There is clearly a demand for these products, so I will de�initely carry on selling them. Munir Butt, Butts Super News, Reading, Berkshire

WIN £50-worth of Yazoo Choc-Hazelicious

BURTON’S Biscuits has launched a new look for Jammie Dodgers that reflects the character of the brand, and highlights the exclusion of artificial ingredients or hydrogenated fat. Coinciding with the pack redesign, Jammie Dodgers are now vegan-friendly. The brand is teaming up with Retail Express to give five retailers the chance to win £50-worth of stock.

YAZOO is giving five retailers the chance to win £50-worth of its latest limited-edition flavour, Choc-Hazelicious. The flavour has no allergen risk, so retailers can confidently trust in ChocHazelicious to boost summer soft drinks sales. The launch is set to refresh the milk drinks ategory.

TO ENTER

Fill in your details at:

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Our competitions remain online for four weeks from publication date. Editor’s decision is final.

LOCKDOWN is coming to an end, at least for now, but that doesn’t mean as retailers we can relax the new health, safety and hygiene practices we’ve all taken on. In fact, in some ways, it’s more important now than ever to not let those high standards we’ve all risen to slip. Why? Because now is the time when you and your Each issue, one of seven top store staff could retailers shares advice to be most at risk. make your store magnificent Customers who’ve not been affected by the virus will need reminding of the dangers we all face. What’s more, with a sudden surge in people coming to the store, you need to make sure your staff aren’t being exposed. And, of course, there’s the concern about a second wave of the virus hitting. You need to make sure your cleaning regimes are still rigorous and sanitary standards stay high. We did a risk assessment at the start of the crisis and a weekly review since. When the prime minister made the announcement that the pubs were reopening, we made especially sure everything was up to scratch. The assessment was done to the official government guidelines, and it’s given us a basis to work from going forward. If you haven’t done an assessment on your store yet, I really recommend taking the time to do one as soon as you can, as you never know when the situation might change. It’s important that your staff are made to feel safe because, at the moment, they’re very much on the front line. In our shop, if we have more than five or six customers in, we pull all our staff off the shop floor and let them go behind the tills, which is a safe space. Retaining these standards is also the important first step to retaining the new shoppers you’ve picked up over the course of the pandemic so far. If customers see you’re taking the adequate precautions for you and the team, they’ll feel more comfortable and safe shopping in the store. Many discounters and multiples aren’t taking the same steps as independents, so it’s a time to really mark yourself out as caring about shopper and staff well-being.

Get in touch

@retailexpress betterRetailing.com facebook.com/betterRetailing megan.humphrey@newtrade.co.uk 020 7689 3357

ADVICE

‘WE TOLD STAFF COUNSELLING IS AVAILABLE’

DARYL WORTHINGTON finds out how retailers are coping with the pressures of being on the front line in a pandemic

THE PROBLEM Covid-19 has put unprecedented strain on retailers, and it is unlikely this will be lifting any time soon. We speak to three retailers about how they’re protecting their and their team’s mental health while keeping up with the new challenges and demands they’re facing.

Sophie Towers, HIllingdon Spar, Burnley, Lancashire

“AT the start of the crisis we held a meeting with the team and we were honest and open with them. We admitted there were a lot of unknowns, and we stressed that we were going to have to work together to get through it. “We’ve had a positive response to this from our staff. They’ve rallied together and got into routines, and it all helps to keep spirits up. They’ve been helping and supporting each other, while from our side we strive to make sure there’s no added pressure and it’s as calm a work environment as possible. “We told our staff that counselling is available to them through GroceryAid. Whether they use it or not, just having the option there eases stress. We also tell them about local courses they can do, such as art classes – these are all free, and give them something to distract themselves from the pressures we’re all currently under.”

Shahid ‘Danny’ Ahmed, Costcutter Crankhall Lane, Wednesbury, West Midlands

“AS a forecourt, we’re open 24/7. You’re always worried about the welfare of your night staff, the ones working the graveyard shift, but the stresses of lockdown have made it even tougher. “Fewer people have been coming into the store, and that makes it even harder than usual to work through the night. Previously, we only had two night staff on, but as part of our recent re�it and expansion we’ve added two extra staff working on nights, which has made a difference. People really bene�it from having someone else to bounce off. I think the �irst step, though, is to regularly speak to your staff and �ind out how they’re �inding it. “We’ve also made a few changes in the store itself. We let the night staff play music from their mobile phones, which keeps their spirits up. We’ve also added a TV, so they can watch the news or whatever and keep track of what’s happening.”

Harj Gill, Select & Save The Windmill, Birmingham, West Midlands

“WE’RE a small family shop, and in some ways that can make it more dif�icult to be honest about the stresses we’re all under. “Since the pandemic started, we’ve had 70%, 80%, even 90% sales increases each week. If you’re close to doubling the amount of customers you’re serving, it places extra strain on you – it’s much harder to take the hours you’re working into account. So, we took on an extra member of staff to help us with the workload on things like stacking shelves. This, in turn, has enabled us to take the odd day off here or there, or to have earlier �inishes on some days. “We’ve also had local people volunteering to help us out with deliveries. As well as helping with the workload, it has also been a really good morale booster for all of us. We’ve been in this community for 37 years and we’ve never seen people come together like this.”

Facing a challenge? We’ve teamed up with the betterRetailing.com Support Hub and the IAA to provide a helpline for the answers you need. Call 020 7689 0500, email iaa@newtrade.co.uk or visit betterRetailing.com/coronavirus

cider

CATEGORY ADVICE CRISPS & SNACKS

14-27 JULY 2020 betterRetailing.com

CRUNCHING THE NUMBERS TOM GOCKELEN-KOZLOWSKI reports on the key changes to crisps and snacks you need to take account of in your store

SIGNS OF THE TIMES AS an impulse-heavy category, crisps and snacks relies on strong convenience retailers to safeguard sales and it is clear that major manufacturers value this. “Independent and symbol store owners and their staff are the heroes of their local community and play such a crucial role in everyone’s time of need,” says Will Kerr, head of impulse at PepsiCo. “We are here to support and listen to their needs, offering snacking products that can offer consumers a moment of relief

during this stressful time.” With availability not always secure, the height of the lockdown saw an emphasis from the whole channel on getting core range items on shelves and this continues to be a priority for major manufacturers. Snacks manufacturer Pladis says the arrival of Covid-19 “drastically evolved” the category, with shoppers returning to core brands such as Jacob’s Mini Cheddars and Jacob’s Twiglets. Scott Snell, vice president of customer at Pladis,

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says: “What’s clear is that shoppers are continuing to choose the established flavours and core products they know and love. With shoppers spending a large amount of time at home with other members of their household, larger formats – which lend themselves well to sharing – are proving more popular than ever.” This focus on larger formats is a trend that predates the pandemic, but it has been given a further boost by recent events.

Will Kerr, head of impulse, PepsiCo “THE convenience channel has seen continued strong growth as the nation comes to grips with social distancing and life in lockdown. The frequency of shopping trips has dropped, which is a positive sign that the UK population is following government guidelines and staying at home. “Although frequency has dropped, shoppers have settled into a new rhythm, which offers larger basket sizes to retailers meeting new needs. We are seeing more families enter the channel through top-up missions, presenting retailers with an opportunity to expand their range into new areas.”

CATEGORY ADVICE CRISPS & SNACKS

SHARING IS CARING ACCORDING to KP Snacks, the sharing segment is worth £1.2bn, the largest within the category, and is in 7.6% growth. Indeed, 38% of all convenience bagged snack sales are from sharing formats. Recent events seem likely to push this trend even further forward. “Family distractions are ever more important, whether it be movie night, a board game or a barbecue,” says Matt Collins,

trading director at KP Snacks. “Independent stores help families by stocking everyday treats to add fun and excitement to these occasions.” Two areas of focus for KP Snacks are the new Muchos McCoy’s brand extension and the premium Tyrrells brand, both of which come in sharing formats. Tyrrells is worth £48m per year in retail sales, highlighting the strength of pre-

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mium crisp brands to the category. The push towards sharing has been noticed in the wholesale channel, too. Kenton Burchell, trading director at Bestway Wholesale, says: “There has been a notable spike in demand for sharing formats of crisps and snacks. Consumers are looking for larger formats to share with their families at home.”

Yogi Tatler, Londis Crown Wood, Bracknell, Berkshire

“WE’VE got three or four schools near us and it’s usually a captive market for us. So, although we have been getting much bigger basket spends thanks to grocery sales, we’ve actually seen a slight decline in smaller impulse formats of crisps, confectionery and soft drinks. “Instead, we’ve had more sales of sharing bags in our store, so it’s really important to have PMPs at £1 and 55p on impulse bags, even on the bigger brands. What will be interesting is how our much our sales return to how they were prior to the pandemic when the kids go back to school properly in September.”

ADAPT AND REACT

top tips

SO, how should stores adapt their category management to take account of this new normal? For Pladis, it is all about display. “Making fixtures attractive and easy to spot will have a positive impact not only on the sales of products included, but on other categories, as shoppers spend more time in store as a result. Shoppers want a seamless in-store experience,

Five lessons for your store Larger formats are must-stocks As customers become used to holding events with their nearest and dearest, sharing products have been given renewed relevance. Core products must be a priority While crisps and snacks has become one of the most innovative markets, customers have been reaching for trusted brands in recent months. Health will likely also benefit this summer For obvious reasons there is a focus on health for many consumers, and healthier snacks will satisfy this demand. Invest time in your display Footfall and consumers’ in-store journeys will be very different for the next few months. Are products positioned for this? Stocking innovative products is still a must New products remain important to the success of this category as they will drive impulse sales and new consumers to the category.

so offering them multiple opportunities to pick up their favourite products, for example at the till, and using eyecatching shippers can significantly boost retailers’ sales,” says Snell. Get this right, and crisps and snacks will provide a bedrock of sales as convenience continues through what might be its biggest upheaval in decades.

HEALTH CONCERNS TO RETURN AS the UK tentatively leaves the stricter restrictions of lockdown, other trends are also likely to return. “As consumers begin to emerge from total lockdown, many are likely to use the next few months to review their recent not-so-healthy grazing habits. There will be some great opportunities to

capitalise on the flourishing ‘healthier snacking’ market,” says Debbie King, director of commercial sales and marketing at Eat Real. The company produces a range of healthier snacks including chips made from hummus, lentils or quinoa containing as much as 40% less fat when com-

pared with traditional crisps. Meanwhile, for all the changes brought about by the lockdown, this category remains one of the most innovative in convenience. “At present, the potato crisps segment is in growth, which can largely be attributed to innovation in terms of flavour or texture,” says

Katherine Cook, Walkers Max brand manager at PepsiCo. The company’s latest launch is Double Crunch, a range of longer-cooked crisps. Cook says the Walkers Max brand responds “to the needs of younger generations” with the new crisps satisfying these shoppers’ taste and texture preferences.

cider

CATEGORY ADVICE NO- & LOW-ALCOHOL

14-27 JULY 2020 betterRetailing.com

OFFERING HEALTHIER DRINKS CHOICES No- and low-alcohol is on trend, and not just with younger shoppers. DARYL WORTHINGTON finds out where the opportunities are in the category, and how to merchandise your range for the best results

NO TIME LIKE THE PRESENT “WITH one in five adults in the UK teetotal, the no- and low-alcohol trend is showing no signs of slowing down, and we expect this trend to continue throughout 2020 and beyond,” says Toby Lancaster, category and shopper marketing director at Heineken. “In impulse stores, the category is currently experiencing 75% growth.” Shopper trends are changing. It’s increasingly important that the chillers in your store are reflecting this. Of course, not every shop serves the same demographic, and no and low demand will vary from store to store, but by not stocking a selection of these products, you could be losing sales to your competition. Try stocking no or low versions of your most popular alcohol lines to gauge the

demand. Most importantly, speak to your customers – are they walking past your alcohol range without buying anything? If so, find out if it’s because they can’t find a low or no option. “There has been significant growth in low- and no-alcohol products over the past few years as today’s consumers

what to stock make more health-conscious choices,” says Bestway Wholesale trading director, Kenton Burchell. “Consumers are more than willing to spend money on low- and noalcohol drinks that match their priorities with brand being the most important driver of this.”

the stat

20% of adults are teetotal

Echo Falls Botanicals Research has shown that 73% of low-alcohol drinkers buy wine. At 5.5% ABV, Echo Falls Botanicals caters to the consumer demand for fruitier and sweeter wine styles with a lower ABV intake. Gordon’s Ultra Low Gin & Tonic RTD With an ABV of less than 0.5%, the pre-mixed drinks provides a premium low-ABV alternative for consumers. Stella Artois Alcohol Free The launch of Stella Artois Alcohol Free allows retailers to tap into the success of a growing brand – with consumers spending an extra £19.7m on Stella Artois last year – while at the same time drawing upon the increased demand for alcohol-free options. Heineken 0.0 “Heineken 0.0 is the fastest-growing brand in the segment, with growth of 84%,” according to Heineken’s Toby Lancaster.

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cider

CATEGORY ADVICE NO- & LOW-ALCOHOL

14-27 JULY 2020 betterRetailing.com

WHO’S BUYING NO AND LOW? THE best starting point to finding out how important no- and low-alcohol is to your range is to look at who’s buying it nationwide. “Driving the growth of the category is largely today’s younger generation who are increasingly looking for ways to moderate their drinking and live healthier lifestyles,” says Heineken’s Toby Lancas-

ter. “Generation Z in particular are drinking far less than their predecessors.” Generation Z is the generation born between 1995 and 2015. You can reasonably rule out five-year-old’s having a taste for zero-alcohol beers, wines and spirits, and should focus on that 18-25 age group. If your store is serving a lot of young adults, getting your no

and low range right is vital. “Interestingly, no- and low-alcohol not only overperforms among shoppers under 35 years old, but also with shoppers over 65 years old. An increase in older couples has also played a significant role in helping drive growth in the segment in the past year,” continues Lancaster. “As such, there is ample

opportunity for retailers to harness additional sales from shoppers who are keen to moderate without compromising taste. “To capitalise on the trend, it’s essential to stock a strong no- and low-alcohol range, including favourites such as Heineken 0.0, which has swiftly become the fastest-growing brand in the segment.”

FIVE top tips

MEAL DEALS NO- and low-alcohol options are, of course, an important category to have for big night in occasions and evening meals, both of which many convenience stores have seen shoot up in importance since lockdown started. But there are other occasions where no and low options are becoming important. “Retailers should be mindful of the evolving range of occasions for consuming no-

and low-alcohol products,” says Jessica Markowski, convenience sales director at Budweiser Brewing Group UK&I. “Many consumers are now opting for alcohol-free offerings as part of their lunch, for example, with one in 10 adults claiming they have done so. Including alcohol-free options into the lunchtime meal deal is a great way of tapping into this market – as is offering shoppers advice on pairings.

“For example, with zero alcohol, zero sugar and 46 calories, Budweiser Zero could be paired with a chicken wrap and a protein bar by shoppers leading a healthy lifestyle, who also want to enjoy the taste of beer. “The mild malt and light hops of Stella Artois Alcohol Free, meanwhile, would complement seafood-based lunchtime favourites such as a prawn salad.”

Age is everything No- and low-alcohol is popular among younger adults, but it’s also performing well with over-65s. If this matches your customer base, make sure you have the no and low options they want. Look to lunchtime More consumers are opting for an alcohol-free beer with their lunch. Consider adding some alcohol-free products into your lunchtime meal deals to tap into this new opportunity. Keep it cool Retailers again and again stress the importance of having alcohol products kept in chillers, especially during the summer months. Your low and no range should be no different. Go online With customers reducing the number of shop visits, use social media channels to highlight the low- and no-alcohol options you have in your store. This is particularly important considering the category’s popularity among younger consumers.

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Hannah Dawson, head of off-trade category development, Diageo

“JUST before lockdown was announced, the no and low category was in 72% growth in the UK, and despite being in its infancy, we believe the category has potential to grow. “Looking into the category in more depth, for example, no- and low-alcohol beer is the most developed within the no and low category, mainly driven by improved taste and quality. With more big brands offering non-alcoholic options, no and low beer makes up the largest percentage share of its parent category. “Non-alcoholic spirits are in the emerging stages with the smallest share of its parent category – however, this is a space that is continuing to evolve and increase momentum, suggesting plenty of room for growth. “Brands have an influence in buying behaviours, therefore it is recommended to start by placing recognisable category leaders on shelf and offering ways for shoppers to trade up by supplying premium products, such as Gordon’s Ultra Low Gin & Tonic RTD, which has an ABV of less than 0.5%.”

Lead with the big names Build your low and no range by starting with the big brands consumers recognise. Stock options to attract shoppers’ attention and promote the category in your store.

RANGING FOR BEST RESULTS “IT is important that retailers get the basics right and merchandise effectively, as this is an emerging category you need to help shoppers find, browse and buy,” says Hannah Dawson, head of offtrade category development at Diageo. She explains that this starts with making sure you have neat and tidy shelves to maximise visibility of your noand low-alcohol range. “By ensuring merchandising is carefully considered,

such as by placing the nonalcohol categories together supported by PoS and clear signage, customers will be guided through the choices more easily. Signposting alongside well-known brands and recognisable category leaders is another way to merchandise effectively.” Bestway’s Kenton Burchell, meanwhile, also stresses the promotions you can do for low- and no-alcohol online, something that’s vital in a time where many are looking

to visit shops less frequently. “Retailers should make use of social media to communicate with shoppers that a good no- and low-alcohol range is in stock,” he says. “We know the younger generation over-index in these purchases and are the most active on social media.” In store, he stresses the importance of using your chillers. “Although they still make up a small percentage of total sales, demand is there and these products, along with all

other beer and cider should be chilled to capitalise on impulse purchases,” he says. Lancaster adds that retailers can implement creative points of sale that disrupt traditional category flows to catch shoppers’ attention and encourage impulse purchases. “Heineken has created a category-led solution – zero zones and no- and low-alcohol zones – so retailers can highlight the range available in store and educate shoppers on the benefits of these options.”

CATEGORY ADVICE WATER

14-27 JULY 2020 betterRetailing.com

BOTTLED POTENTIAL From mixers to on the go, there are a number of reasons why shoppers will come into your store looking for water. DARYL WORTHINGTON finds out how to ensure you’re meeting their needs

the stat

28%

of soft drinks sales are bottled water

SPARKLING OPPORTUNITY

BIG SPLASH AS summer hits, it’s the prime time to check that your water offering is up to scratch and ready to meet shopper needs. Although an important category all year round, the hottest days of the year are when a good water selection will really drive footfall to your store, and also lead to impulse sales. “The bottled water segment continues to play a valuable role for wholesalers and convenience retailers,”

says Severine Hemms, shopper marketing manager at Nestlé Waters. “Bottled water makes up 28% of all soft drinks sales, and with 72% of the UK population drinking bottled water, there is a huge demand that both wholesalers and retailers can tap into and drive sales in store.” Whether it’s commuters returning to work post-lockdown, customers doing their weekly big shop in the pan-

demic, or people looking for sparkling water as a mixer for a big night in, there are a lot of reasons why shoppers will be looking for water, and that makes it vital for any store to be well stocked with the right lines. This means a range taking in the right trends, and the formats shoppers are looking for.

WATER might seem a simple category, but that doesn’t mean it isn’t shaped by new trends and developments the same as any other. “In terms of growth opportunities, sparkling water is a category that has perhaps previously been overlooked, but during the past 18 months we have seen a real trend towards sparkling natural source water which is ideal for those looking for a little lift as part of their day,” says Nichola Grant,

channel marketing manager at Highland Spring Group. “The subcategory is now worth over £17.4m in convenience, while Highland Spring has experienced 9.6% growth in the past 12 months within the sector.” According to Grant, there are a number of occasions when shoppers could be looking for a sparkling water option in your store. “Sparkling water is a perfect alternative to sugary fizzy

drinks and lots of consumers prefer adding sparkling water to alcoholic drinks as a mixer instead of soda water,” she says. “Its minerality contributes to a clean and cooling flavour profile, while the smaller size of the bubbles gives a more pleasing texture.” She recommends that retailers include sparkling natural source water in meal deals as it offers an everyday treat and a healthier alternative to carbonated drinks.

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CATEGORY ADVICE WATER

THE SUSTAINABILITY CONUNDRUM

RETAILER

VIEW

Harry Ahmed, Nisa Local Greenock, Renfrewshire

“ALL the big water brands sell well in our store: Volvic, Evian and Highland Spring, and the Co-op own-label options. Volvic is the most popular, though. In general, the bottles that have sports caps are the bestsellers overall. “Like most stores, we get the best water sales during the summer months. Space is tight in our shop, but when the weather gets warm we’ll do our best to give extra space to water and add additional displays. “The bigger bottles don’t sell as well as the smaller bottles, and that’s ultimately because the smaller bottles are kept in the chiller. I think that’s the key thing with water in convenience – you need to keep it chilled so people have an option to consume right away.”

top tips

TWO of the hottest issues among consumers in recent years are environmental sustainability and health. While water is a healthier drink option, it also usually comes in a plastic bottle. Indeed, last year a retailer with a store situated next to a train station with a large commuter footfall revealed to Retail Express that their customers were already avoiding buying bottled water because of singleuse bottles. If you’re starting to hear this from your customers, make sure you understand the environmental credentials of the products you stock to address their concerns. “The Buxton Natural Mineral Water range is leading the category when it comes to sustainability,” says Severine Hemms. “Already 100% recyclable, by 2021 the entire range will also be made from 100% recycled plastic (rPET). The first milestone on this journey was reached in November 2019 when the 75cl and 1l bottle formats became 100%

rPET. The high-quality recycled material they are made of retains the same all-important properties as PET, resulting in a product that is lightweight, durable, resilient and still 100% recyclable.” Highland Spring as also moved to make its bottles more environmentally friendly. “While all Highland Spring bottles can be recycled to give them another life, in 2019 the

brand launched its first 100% recycled and recyclable eco bottle,” says Nichola Grant. “This launch marked a significant milestone in Highland Spring’s efforts to help consumers understand the value of plastic as a material that should be kept in the circular economy. “This move was followed by the roll-out of the Wild Life kids eco bottle, which underlined the business’

commitment to remain at the forefront of environmentally sustainable innovation. These new products joined the existing Highland Spring natural source water range where all bottles are 100% recyclable.” Some retailers, meanwhile, are tackling the issue of sustainability by setting up water bottle refills in their store, showing their environmental credentials while also driving footfall.

Six ways to maximise sales, from Nichola Grant, channel marketing manager, Highland Spring Group

Merchandise fast sellers on the bottom shelf in the chiller

Keep bottled water to the left/right depending on traffic flow

Give at least two facings to maximise visibility for shoppers

Allow space for sparkling water plus a choice of flavoured products

Restock after the lunchtime period

Have top-selling lines at the till to encourage impulse purchases

SUPPLIER

VIEW

RANGING AND MERCHANDISING ACCORDING to Nestle’s Hemms, the main reasons shoppers will buy water are instant refreshment and to consume on the move, making it crucial to stock formats suitable for drinking on the go. “When considering these key consumption occasions, Buxton 50cl, 75cl and 1l sports cap bottles are consistently the winning formats for consumers thanks to their convenient bottle shapes and sizes which

encourage shoppers to pick up bottled water in store to drink immediately, on the go or during the day,” Hemms explains. Grant, meanwhile, stresses the importance of making water easy to find for shoppers in a hurry. “Clear merchandising of the bottled water range in a prominent position in the fridge will help customers find what they are looking for,” she says. “It’s essential to have a variety of

Severine Hemms, shopper marketing manager, Nestlé Waters

single bottles in the fridge to cater for immediate consumption with high sellers on the bottom shelf. “Within the range, it is highly recommended to stock products across still and sparkling to meet different consumer needs and occasions. Secondary siting of bottled water at till points can also encourage impulse purchases.” Meanwhile, it’s important to think about the impact

Covid-19 continues to have on shopper habits, particularly as they shop less often. “Consumption of bottled water is seeing a switch from single-serve small packs to larger bottles and multipacks,” she explains. “As a result of this, retailers need to ensure that they have a good range of small and large bottle multipacks on offer in their stores to capitalise on the increased demand.”

“IT is important for retailers to allow enough space for water in the chillers, particularly over summer when the weather gets warmer. Given that bottled water accounts for 28% of soft drinks sales in the UK, we recommend retailers allocate almost a third of their soft drinks chiller space to it, as well as clearly segmenting bottled water into still, sparkling and flavoured to make the fixture easy to shop. “Driving the visibility of water in store is crucial for keeping it front of mind with consumers. Positioning bottled water near other on-the-go products, such as chilled food to go, coffee machines, confectionery, snacks or fresh bakery products, helps remind shoppers to stay hydrated while also helping to drive crosscategory purchases.”

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