Retail Express - 4 May 2021 by BetterRetailing

TOP 100 SHOPS REVEALED

Find out the headline stats from this year’s Independent Achievers Academy P18-19 TOP 100

#IAA21

INDEPENDENT LOCAL SHOPS ANNOUNCED

Local retailers are aspiring for success by benchmarking their shops. Following rigorous, independent assessments, we’re thrilled to share the IAA 2020/21 Top 100. Congratulations to everyone who is delivering brilliant standards, service and experiences for their shoppers Aberdyfi Village Stores, Aberdyfi Al-Amin Stores, Cambridge* Ash's Shop Fenstanton, Huntingdon Bassett's Bridgwater Londis, Bridgwater* Bassett's Londis Abbotsbury Road, Weymouth* Bassett's Londis Stour Road, Christchurch* Bassett's Londis Westham Road, Weymouth Bassett's Simply Fresh Bitterne Park, Southampton* Betty's News, Mawgan Porth* Boghar Brothers Superstore, Pontefract* Bradley's Supermarkets, Loughborough Bridge Stores Goonhavern Londis & Post Office, Truro* Budgens Arbury, Cambridge* Budgens of Holt, Holt Carlton Village Shop, Carlton* Central Stores Winterslow, Salisbury* Chartham Premier & Post Office, Canterbury* Chiddingly Village Shop & Cafe, Chiddingly Costcutter & The Food Shop, Swanage* Costcutter Armthorpe, Armthorpe Costcutter Dringhouses, York Costcutter Epsom, Epsom Costcutter Kirk Sandall, Doncaster Coulsdon Londis, Coulsdon Crescent Stores Spar, Minster Lovell CT Baker Budgens Aylsham, Aylsham* Cults Stores, Aberdeen Culverhay Stores, Cricklade Dafarn Newydd: Village Store, Takeaway & Fuel Station, Llanwddyn Day-Today Stenhousemuir, Stenhousemuir Droylsden Convenience Store, Manchester Eldred Drive Stores, Orpington Go Local Belle Vue Convenience, Middlesbrough

4-17 MAY 2021 STRICTLY FOR TRADE USERS ONLY

Go Local Fleet Store, Middlesbrough Go Local Wolviston, Stockton-on-Tees Gosnay's Saltburn, Saltburn Gwilliam's of Edington, Bridgwater* H & Jodie's Nisa, Walsall H & R News, Camberley Hampstead Norreys Community Shop, Hampstead Norreys Hayers of Meadvale, Weston-super-Mare* Hopes of Longtown, Herefordshire* J R Green Newsagents, Huntingdon Jack's of Blantyre, Glasgow* Jimmy's Shop, Northampton Jules Convenience Store, Telford Keystore More, Lanark Kibblebank One Stop, Burnley* Leiston Londis, Leiston Londis Bexley Park, Dartford Londis Caterways, Horsham* Londis Chatsworth Road & Post Office, Chesterfield* Londis Ferme Park Road, London Londis Gorefield, Wisbech* Londis Greenway Parade, Chesham Londis Harefield, Uxbridge London Road Bakery, Boston Market Square News, Northampton McLeish, Inverurie Mickleton Village Stores, Mickleton Millerfield Store, Kennoway* MJ's Premier Store, Royton Mullaco Supermarket, Dewsbury Nisa Axe Close, Luton Nisa Cherry Hinton, Cambridge Nisa Local Halesowen, Halesowen Nisa Local Paddington, London Nisa Mackworth, Derby

Nisa Marsh Farm, Luton* One Stop @ The Prior Way, Borrowash One Stop Draycott & Post Office, Draycott* One Stop Etwall, Derby One Stop Henlow, Henlow One Stop Matlock, Derby* One Stop Mount Nod, Coventry Premier Morley, Morley* Premier Linktown Local, Kirkcaldy Premier Upholland, Upholland Seaborn Stores, Morecambe Shaldon Village Store, Teignmouth Simply Fresh - The Forge Shop, Worcester Spar Beech Hill Road, Tidworth Spar Hackenthorpe, Sheffield Spar Pennings Road, Tidworth Spar Rocket Stores, Bolton Spar Wigston, Leicester Spar Wylde Green, Sutton Coldfield* St John's Budgens, Kenilworth* Stretford Foodhall, Manchester Sturry Road Premier & Post Office, Canterbury* Tenby Stores & Post Office, Tenby* The Old Mill Village Shop, Truro* Tipple Peacock, Atherton* Tysoe Village Stores, Warwick Vicky's Convenience Store & Post Office, Bromsgrove* Welcome Faversham, Faversham Wharfedale Premier, Hull Whites Calver, Calver Woosnam & Davies News, Llanidloes Wych Lane Premier, Gosport

*Post Office

156 REASONS THE POLICE WON’T CARE ABOUT YOUR SHOP

Cleo Lake • Heather Shearer • Claire Seymour • Alan Robinson • Laetisa Carter • Jamie Bennett • Roy Williams • Kahina Bouhassane • Brian Blake • Stuart Jackson • Joy Allen • Anne-Marie Curry • George Jabbour • Chris Jones • Barrie Cooper • Matthew Storey • Steve Turner • Lorraine Birchall • Peter McCall • Julian Richard Kilburn • Peter Maughan • Cara Kim McGuinness • Joe Conchie • John Dwyer • Nick Goudling • David Keane • Kris Brown • Emily Spurrell • Malcolm James Webster • Bob Teesdale • Neil Darby • James Barker • Clive Grunshaw • Andrew Snowden • Simon Foster • Julie Hambleton • Mark Hoath • Jon Hunt • Desmond Jaddoo • Jay Singh-Sohal • John Crofts • David Moreland • Giles Orpen-Smellie • Michael Rosen • Martin Schmierer • Peter Jewell • Margaret Rowley • Kuldip Sahota • Louis Adam • Philip Seccombe • Henry Lu • Ben Twomey • Donna Jones • Steve James-Bailey • Richard Murphy • Michael Riley • Richard Whelan • Deneice Florence-Jukes • Elizabeth Hughes • Andrew Patmore • James Sandbach • Graham Colley • Lola Oyewusi • Patrick Hamill • Jas Parmar • Antonio Daniel Vitiello • Nicky Massey • Rupert Moss-Eccardt • Hardyal Singh Dhinda • Angelique Foster • Stan Heptinstall • Timothy Prosser • Jon Burns • Dafydd Llywelyn • Glyn Preston • Philipa Thompson • Chris Vince • Jon Whitehouse • Chris Coleman • Simon Terrence James O’Rourke • Adrian (Stratts) Stratton • Martin John Surl • Donna Cushing • Jeff Cuthbert • Paul Harley • Hannah Jarvis • Clayton Francis Jones • John Miller • David Edward Lloyd • Sam North • Keith Hunter • Bob Morgan • Dr James Moore • Ross Willmott • Peter Anthony Escreet • Marc Stuart Jones • Rosanne Christina Kirk • David Vaughan Williams • Andy Dunbobbin • Eleanor Ann Griffith • Lisa Ashley Wilkins • Mark Young • Philip Allott • James Barker • Keith Graham Tordoff • Ana Savage Gunn • Mark Anthony Hearn • Stephen Graham Mold • Clare Patricia Meechan Pavitt • Caroline Elizabeth Henry • Paddy Tipping • David Kenneth Watts • Mike Baker • Dr Gail John • Callum James Littlemore • Nadine Rachel Marshall • Alun Edward Michael • Alan Billings • Joe Otten • Kevin Hurley • Howard Kaye • Paul Kennedy • Lisa Townsend • Julian Malins • Brig Oubridge • Mike Rees • Jonathon Seed

• 94% of the 167 police and crime commissioner candidates make no comment about retail crime in May election manifestos • Small shops face ‘uphill struggle’ to get a voice in future local crime plans PLASTIC BAG DELAY

COVID-19 SUPPORT

STORE ADVICE

New law put on hold in England just days before implementation date

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our say

Megan Humphrey, editor

Retail crime falls short in PCC elections INDEPENDENT retailers captured the hearts of the nation last year with their response to the coronavirus pandemic. News outlets praised their ability to react quickly, maintain stock levels and provide for their community. It seems that appreciation was short-lived. The police and crime commissioner (PCC) elections are taking place on 6 May, and 167 candidates had the opportunity to give their thanks by providing retailers with better protections, but 94% failed to do so. If the statistics weren’t bad enough before the pandemic, 65% of stores experienced threats directly related to Covid-19 in the past 12 months, with the top cause of abuse coming from reminding customers to wear masks. It’s with regret only 39 applicants mentioned business crime in their manifesto, or election statement, with a measly 11 pledging to priortise retail crime specifically. Although tough to swallow, I don’t want you to feel disheartened. Those I spoke to about prioritising retail crime PEOPLE OUT were determined to help make THERE ARE reporting crime easier, and work directly with retailers to enforce ROOTING real change enabling them to FOR YOU have influence in policing plans. I know a lot of you feel let down by your current police and crime commissioner, but please don’t let this be a reason for your vote to go uncounted on 6 May. People out there are rooting for you, so I urge you to help give the right ones the power to better protect you, and give you a reason to believe in the police. I hope our analysis helps you make the right choice.

4-17 MAY 2021 betterretailing.com

The five biggest stories this fortnight 01

Bag charge delayed three days ahead of rollout

MEGAN HUMPHREY LEGISLATION increasing the price charged to customers for a plastic bag in England has been delayed until 21 May. The Department for Environment, Food and Rural Affairs (Defra) con�irmed the change three days before 30 April, when it was due to be implemented in a bid to give stores more time to prepare. The ACS had claimed “issues with the parliamentary

timetable” meant Defra would not be able to get the law enacted for its scheduled 30 April start date. Changes to the single-use carrier bag charge rules will see the minimum charge for a plastic bag rise from 5p to 10p, and all businesses included within the rules, where previously only those with more than 250 employees have been included. In response, ACS chief executive James Lowman urged Defra to ensure it supported

stores when making decisions. “Small retailers need as much notice and support from Defra as possible ahead of the change to enable them to provide advance notice of the change to customers and colleagues, which will reduce the risk of confrontation,” he said. Since the scheme was introduced for larger businesses, the number of bags used in those stores has fallen by around 80%. The 10p charge in Scot-

land, which began on 1 April, is unaffected. NFRN national president Stuart Reddish said the policy would “allow us to ‘give back’ by reducing waste still further and donating some of the proceeds to deserving causes”. He added: “We’ve always pressed Defra to ensure the new regulations do not burden stores with unnecessary paperwork.” The trade group has explanatory posters for customers available on its website.

HEAD TO PAGE FOUR TO HEAR FROM THE CANDIDATES PRIORTISING BUSINESS AND RETAIL CRIME IN YOUR AREA @retailexpress betterRetailing.com facebook.com/betterRetailing Editor Megan Humphrey @MeganHumphrey_ 020 7689 3357 Features editor Charles Whitting @CharlieWhittin1 020 7689 3350 Insight reporter Tamara Birch @TamaraBirchNT 020 7689 3361 Editor in chief (maternity cover) Tan Parsons 020 7689 3353 Digital content editor Jody Porter 020 7689 3378 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 Features writer Jasper Hart 020 7689 3384 @JasperAHHart Production coordinator Nadeem Masood 020 7689 3368 Director of sales and marketing Matthew Oliver 020 7689 3367 Senior account director Charlotte Jesson 020 7689 3389 Account director Natalie Reeve 020 7689 3372 Account manager Adelice Tatham 020 7689 3366

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

Editor – insight Chris Dillon @ChrisDillonNT 020 7689 3379 Senior news reporter Alex Yau @AlexYau_ 020 7689 3358 Digital content editor Jody Porter 020 7689 3378

Costa del Booker

BOOKER has signed a deal with Costa to give retailers 5% additional margin on each cup sold. Retail Express understands the net margin prior to the deal was 4% on up to 19 cups sold a day, 21.5% on 20 to 30 cups sold a day, and 50% on

up to 50 or more coffees sold. When asked to provide more details, a Booker spokesperson said: “There are a number of coffee solutions available to our customers and this forms part of our ongoing commitment to improve choice, price and service.”

Tackling shoplifting

SECURITY �irm VoCoVo has partnered with Shel�ie to combat shoplifting. The tie-up will use technology which audits and tracks stock on store shelves. Cameras placed on the shelves detect if an item has not been placed in a basket, or if

a large quantity of a product has been taken. This is sent to staff, helping them stop shoplifters in their tracks. VoCoVo head of product Chris McKie said: “A message is sent [to staff], which means they can deal with [shoplifting] safely and quickly.”

Account manager (new business) Jimli Barua 020 7689 3364 Sales support executive Charlotte Brady 020 7689 3382 Management accountant Abigayle Sylvane 020 7689 3383 Managing director Parin Gohil 020 7689 3375

46,191

Audit Bureau of Circulations July 2019 to June 2020 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.

Top 100 shops

THE UK’s top 100 independent convenience stores have placed focus on improving their sustainability. Each year, the Independent Achievers Academy (IAA) identi�ies the top 100 independent convenience stores in the UK and Ireland through

an independently assessed benchmarking process. Of this year’s top 100 stores, 42 said they were selling more than half their fruit and veg range without packaging, while 85 had actively encouraged customers to bring their own carrier bags.

Post Office elections

THE Post Of�ice (PO) has elected two serving postmasters to its board. Saf Ismail and Elliot Jacobs will be the �irst postmasters to serve as non-executive directors in the PO’s history. The roles are designed to help reset the PO’s relation-

ship with postmasters following the Horizon scandal. Ismail and Jacobs were chosen through a voting process made up of 8,000 subpostmasters. The 12 candidates were put forward by an independent panel, which included the ACS.

@retailexpress facebook.com/betterRetailing

4-17 MAY 2021 betterRetailing.com

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

Retailers forgotten in upcoming PCC elections MEGAN HUMPHREY ONLY 6% of police and crime commissioner (PCC) candidates for the upcoming elections speci�ically pledged to prioritise business or retail crime. Ahead of the polls opening on 6 May, Retail Express and sister title RN analysed the of�icial statements and manifestos of 167 candidates running in England and Wales. Only 11 made reference to retail crime at all and only 39 (23%) mentioned business crime – not including rural crime. Of the 11 that made reference to retail crime, just seven had a plan for speci�ically addressing the issue. Of the 27 current or former PCCs or deputy PCCs standing for election, 11% mentioned retail crime. Responding to the �igures, NFRN national president Stuart Reddish said: “While the NFRN has been campaigning tirelessly and has done much to raise awareness of the unacceptable levels of crime against retailers and to get this issue up the government and police agendas, there is clearly more to do. “Once the elections are over, the NFRN will be seeking meetings with successful PCCs to ensure retail crime and business crime take their place in the statutory crime plans that have to be produced by next spring.” With PCCs tasked with

setting police agendas in the areas they cover, the results raise fears police authorities will continue to not priortise instances of crime experienced by retailers and their staff. Sussex’s Labour & Co-operative candidate, Paul Richards, told Retail Express it is essential shop workers are given the same protection as other key workers. “Things have changed in the past year, and people view retailers as frontline workers,” he said. “They are key workers and should receive the same protections as a result. “Local convenience stores are the eyes and ears of their local community.” He stressed the need for retailers to be given the power to in�luence policing plans to help forces understand the challenges. “I want neighbourhood police to agree a policing plan with their local community and business,” said Richards. “I want there to be agreements in place whereby they are held accountable for those people if they fail them in any way.” According to the ACS’ crime report, 36% of retailers have no con�idence that police will investigate the crimes they report. Several of the candidates acknowledged this. Hampshire’s Labour & Cooperative nominee, Tony Bunday, told Retail Express he “gave up” reporting a crime online due to its complexity.

express yourself “WE definitely noticed a drop off when they reopened. There has been good weather, which has helped the pubs. Even though it affects us, I’m glad they are getting trade, they’ve had it tough, plus we’re still trading up compared to before the pandemic. We’ve had the area outside the front of our shop redone, so I’m hopeful it will add to our kerb appeal.” Graeme Pentland, Ashburton Village Stores, Gosforth, Newcastle upon Tyne

GOOD WEEK NATWEST: Stores working with NatWest can take advantage of its rewards scheme, Tyl Rewards, as part of the bank’s plans to help support local businesses. Retailers can set up their own rewards programmes in store, with customers earning 10 points for every £1 spent. Only available to independent stores, the service also allows shop owners to track associated spending in order to fine-tune the rewards on offer. MCCOLL’S: The convenience chain revealed it is trialling a new fascia at a secret site as part of an ongoing rebrand. The move was revealed in a bumper set of annual results that saw sales up 12% and baskets up 21% at £7.61. However, profits dipped due to a change in product mix during the pandemic. The company’s home news delivery arm also gained 17,000 new customers, taking its total to 90,000 – an estimated 10% share of the entire news delivery market.

BAD WEEK

Sussex candidate Paul Richards outside his local Nisa store

“I want to make the process of reporting crime online easier,” he said. “I tried to do it myself and gave up because it was so dif�icult.” It’s been previously reported that police of�icers told stores they wouldn’t attend incidents of shoplifting where the value was less than £200. Despite being disputed by PCCs in the past, some candidates pledged to make

the column where you can make your voice heard

all shoplifting a priority regardless of value. Bunday said: “If the force is dealing with a serious offence, they will offer a �irst-class service, but anything below that, including shoplifting, is different. “I will try to change this, and ensure police attend incidents of theft where the

value is less than £200.” South Wales’ Conservative candidate, Steve Gallagher, added: “Independent stores in particular can’t afford to be victims of shoplifting, even if it’s just a chocolate bar. “They aren’t as fortunate as the multiples to be able to offset the cost.”

For the full list of candidates priortising retail and business crime, go to betterRetailing.com and search ‘police and crime commissioner’

MAGAZINES: Sainsbury’s has cut more than 5,000 magazine listings from its stores in the past year as stores were closed and general merchandise space was squeezed by the pandemic. The announcement by distributor Intermedia earlier this month follows a similar move by Tesco at the beginning of the year. CONVENIENCE SALES: Local shops saw pandemic gains start to slip away this month with a 19% drop in sales in convenience stores. The period marked a reversal of lockdown trends with grocery shop frequency up, basket spend down and online sales falling back from 15.4% of all grocery spending in February to 13.9% last month. The market share of independent stores still stands 21.8% up on 2019, but had fallen by 13.3% in the past month alone.

How did the pubs reopening impact your sales?

“PUBS have reopened for outdoor seating, but people can do the same in their gardens and customers have still been continuing to buy their alcohol from stores. We have heard of other shops being affected, though. Their nearby pubs added marquees in their car parks. This meant the pubs’ customers were parking outside the local convenience stores, leaving no space for retail customers to park.” Amish Shingadia, Londis Caterways, Horsham

“PUBS reopened indoors but without alcohol two days ago on Monday. It’s a smart move, as it should make sure people stick to social distancing, the last thing we want is for cases to rise. We’re in a neighbourhood, so, if anything, we’ve seen footfall decrease as people can travel more. Our sales are down slightly, but within the usual fluctuations. People are excited for the reopenings. We had a staff member take Monday off to celebrate.” Ferhan Ashiq, Prestonpans Village Store, East Lothian

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

Ferhan Ashiq

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NEWS

Mobile Covid-19 testing for stores MEGAN HUMPHREY INDEPENDENT retailers have been encouraged to team up with their local council to help carry out community testing for Covid-19. The comments come a month after Wandsworth and Lambeth councils in south London urged residents to take part in surge testing, following the discovery of a

“significant” cluster of the South African Covid variant. At the time, people reported queue times of up to three hours and longer outside testing centres in each borough, with some branding the experience “chaos”. Harjit Singh, owner of Nisa Local High Heath in Walsall, partnered with his local council this month to facilitate a mobile testing centre outside his store, and urged

others to do the same. “We’ve done a lot of work with the council in the past year and so they phoned and asked if we could host their mobile testing centre,” he said. “We’ve had a fantastic response. They say they normally only conduct around six or seven tests, but we had 47 people get tested on the first day.” As a result of its success,

the service will be available every Thursday and Friday for local residents. The Department of Health commissioned more than 100 mobile testing vans last May, operated by the Armed Forces and made available to local authorities. A further 500 vans were rolled out this month, with many councils developing their own units. Asked about whether the

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unit was good for business, Singh added: “It’s mixed. It’s been well received, but there

are customers that don’t like being interrupted as they leave the shop.”

No-purchase cashback CUSTOMERS will soon be able to get cashback without making a purchase, following a government amendment to the Financial Services Bill. The change will remove an existing requirement for retailers to register with the Financial Conduct Authority

to offer cashback without an in-store purchase within the same transaction. According to the ACS, more than two-thirds of stores offer cashback. The switch will come into force two months after the bill receives royal assent, which is expected shortly.

POP-UP SPAR EXPRESS STORE

SPAR has opened its first pop-up, branded Spar Express, while the West Yorkshire store in the village undergoes a refurbishment. Residents of Haworth can expect a reduced range of everyday essentials, including fresh meat and dairy, fruit and vegetables, bakery, ambient, pet and household goods. The temporary store will be on site until 19 May, until the new store opens on 20

May with the addition of a Graham Eyes butchery counter and Clayton Park Deli counter.

Lottery age change THE minimum age to play the National Lottery in the UK has officially risen from 16 to 18 years. The change came into effect on 22 April, almost six months before the agreed of implementation date October as ordered by the De-

partment for Culture, Media, and Sport. To support retailers, operator Camelot said it began visiting stores from February to swap out any material displaying the current age restrictions with updated versions.

4-17 MAY 2021 betterretailing.com

Indie fined thousands for illicit MEGAN HUMPHREY A SLOUGH retailer has been �ined thousands of pounds for selling illegal tobacco. Local council Trading Standards conducted a test purchase in February 2019, and in turn received illegally packaged tobacco from the Brothers Pan Corner Limited shop, located on Stoke Poges Lane. In response, the team returned with Thames Valley Police tobacco sniffer dogs and seized 1,200 packs of cigarettes, 1,000 pouches of smokeless tobacco and 60 pouches of hand rolling tobacco. The director of the business was �ined £1,000 by magistrates, and ordered to pay £4,000 costs and a victims surcharge of £110. JTI’s �iscal & regulatory affairs manager, Ian Howell, told Retail Express: “We support the decision to take active steps to crack down on the illicit trade in the local area. Illegal tobacco is not a victimless crime – it not only takes footfall and revenue away from legitimate retailers, but it also facilitates the supply of tobacco to underage people and supports

organised criminal networks. “Despite the lockdowns and ongoing travel restrictions, the illegal trade remains a serious problem across the UK.” The Tobacco Manufacturers Association’s annual survey revealed during the �irst lockdown that 16% of people bought illicit tobacco through social media or websites advertising it cheaply, compared to only 4% before the pandemic.

In addition, more than 75% of those aged between 18 and 24 admitted to buying non-UK duty-paid tobacco in the past year. Howell urged independent retailers to report the sale of illicit tobacco in their local area if suspected. “They should call HMRC’s Fraud Hotline on 0800 788 887, Trading Standards on 0808 223 1133 or Crimestoppers, anonymously, on 0800 555 111,” he said.

Illegal tobacco is damaging your local community, funding organised crime and undermining local businesses. We all have a role to play to combat the issue. Don’t be complicit in the illicit trade. Visit JTIAdvance.co.uk/DontBeComplicit

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Beefeater rolls out RTD cans PRIYANKA JETHWA PERNOD Ricard UK has launched three new readyto-drink (RTD) Beefeater gin cans, available in London Dry Gin & Tonic, Pink Strawberry Gin & Tonic and Blood Orange Gin & Tonic varieties. The 250ml slimline cans have an ABV of 4.9% and will be available for convenience retailers this month with an RRP of £2. The supplier said RTD cans are growing at 14.7% in value across the total off-trade, and that �igure increases further in convenience to 38.6%. The gin category is also experiencing double-digit

value growth in the off-trade at 24.4%, and this more than doubles in convenience stores at 53.5%, where RTDs perform well due to their on-the-go nature. The supplier said 2021 has already been a signi�icant year for Beefeater, backed by innovation and investment. This includes the launch of new and more sustainable packaging across its range, a new �lavour – Peach & Raspberry – and a multimillion-pound campaign, which launched on 19 April and runs until the end of August. The new Beefeater RTD cans were trialled in May 2020 in markets including Australia and Ireland,

and have been given a new look to align with the

brand’s new packaging across the range.

Lawrence Ryan Area sales manager, Suntory Beverage & Food GB&I

Shining a light on the soft drinks opportunity

Extra Refreshers’ new Tiger Tiger’s new Tropical gum flavour free-from noodles

MARS Wrigley has introduced a Tropical variety to its Extra Refreshers range, alongside a new bottle format. Following the launch of Extra Refreshers’ single formats in 2020 in Peppermint, Spearmint and Bubblemint varieties, the new bottle format has an RRP of £2.19. The Tropical variety will also come in a bottle format, alongside a single pack of seven with an RRP of 59p. The launch will be supported by in-store displays, as well as online activity. Additionally, pre-�illed countertop units will be available through selected wholesalers.

Bahlsen goes live with £5m campaign AFTER unveiling a new look earlier this year, Bahlsen is back on screens with a TV ad promoting its Choco Leibniz variety. The supplier said the ad is expected to generate more than 10 million views in the �irst week. Overall, the supplier is injecting £5m into the campaign, which will include digital and print advertising,

as well as social media and in-store activity. This will all be rolled out over the course of 2021. The ad itself will be on air until 28 May during primetime programmes such as Gogglebox, Alan Carr’s Epic Gameshow, Too Close and Game of Talents, and will reach 72.7 % of the core Choco Leibniz audience at least once.

TIGER Tiger, a specialist East Asian foods brand, has launched a range of free-from noodle kits in six varieties. The varieties include Thai Lemongrass & Lime, Japanese-style Teriyaki, Yakisoba, Korean-style Kimchi, Thai Red Curry and Japanese-style Katsu Curry. All are gluten-, dairyand nut-free, suitable for vegan diets, and have an RRP of £2.99. The brand said consumer demand for new tastes, alongside more people replicating restaurant-style meals at home, means there is now a “huge opportunity for convenience retailers to capitalise on these growing

trends” with kits like these. The launch will be supported by a social media campaign, a new-look website and in-store activity.

MONDELEZ International is marking Trebor’s 100th anniversary with a new promotion called the ‘Big 100’. The competition will give shoppers the chance to win a range of prizes up to £10,000 – including daily £100 giveaways – through off-pack activity. The winners of the £100 prize each day will also win limited-edition ‘Big 100’

packs of Extra Strong Mints. To enter, consumers need to buy any Trebor pack – including Extra Strong Mints, Softmints and Cool Drops – and visit trebor.co.uk to upload an image for their chance to win. In-store PoS designed to �it the mints and gum counter will be available for retailers. The promotion will run until 21 May.

Trebor celebrates 100 years with promo

MAKING sure shoppers can find the drink they want, in the format they want, is crucial. Lawrence Ryan, sales manager at Suntory Beverage & Food GB&I (SBF GB&I), joined Bal Ghuman at his AK Convenience Store in Shrewsbury to find out how small changes can help customers have a simpler shopping experience. The store Bal’s range is great, with drinks to cater for every customer. His range is eye-catching and his knowledge of who comes through his door means he knows what his customers want. To help grow his sales, Bal could give more prominence to the biggest sellers to better signpost his range – and think about the need states of his shoppers. We made three key changes to Bal’s display to help with the above. 1. Block breakfast drinks together, near morning goods: To encourage linked purchases, we moved Bal’s dairy-based and coffee drinks closer to his morning goods to encourage cross-category purchases and increase spend. 2. Range drinks by format – site all cans together: Bal has a great range of cans, but it was spread across two decks of his chiller. We put them together to help shoppers find the format they want more easily. 3. Make the bestselling drinks easy to find: Cola and carbonates is one of Bal’s most popular categories, but his cans were tucked into the bottom corner of his display. We moved these higher up in the chiller, so they are easier to see, and double-stacked to give more prominence.

Change three, before

RESULTS We measured the impact of the changes after four weeks and Bal had a 72% rise in sales of soft drinks cans in the four weeks following our visit. Bal also had a 100% rise in sales of bottled water as customers were able to see his range more easily. To find out how SBF GB&I could help you grow your soft drink sales, get in touch with the team through Twitter at @SuntoryBF_GBI.

Change three, after

PRODUCTS

Cook in the Box from Rustlers FOLLOWING the launch of its updated Rustlers food-to-go range, Kepak Consumer Foods has added a Cook in the Box format to its Rustlers brand. Rolling out this month across convenience, Rustlers Cook in the Box allows shoppers to heat the burger fully without opening the pack. The brand’s All Day Breakfast Sausage Muf�in with cheese and brown sauce, which is worth almost £2m in convenience, will be available in the new format with an RRP of £2.50. It is designed to be eaten as a breakfast. New to the range, and

available exclusively in the Cook in the Box format, the Supreme Cheese Melt Burger topped with sauce (RRP £2.50) will cater for lunchtime and evening shoppers. The supplier said the format “signi�icantly overtrades with younger shoppers”, with a third of people who buy into the total microsnacking category aged 35 and under. “Together with our range of food-to-go products, Cook in the Box creates a low-cost, low-wastage approach for retailers who want to offer hot food all day,” said Ross Davison, convenience controller at Kepak Consumer Foods. “Through our new product range, we

are committed to helping retailers develop incremental opportunities from the chiller

TREASURY Wine Estates is launching a new pack design for its Blossom Hill range to help recruit more younger consumers to the brand. The wine has refreshed the labels with a modern and sophisticated look, with each variety featuring a different colour palette based on the blend.

Ben Blake, head of marketing EMEA at Treasury Wine Estates, said: “We know Blossom Hill has strong brand awareness, and we want to continue recruiting new and younger shoppers into the wine category, while reaf�irming our positioning as an easy drinking, fruit�lavoured wine.”

NESTLÉ Cereals has announced the launch of Shreddies The Simple One, made using four ingredients and containing less than 5% sugar. Made with wholegrain wheat, fruit puree, date syrup and salt, Shreddies The Simple One has been designed for healthconscious consumers. The cereal is also non-HFSS, and its labels are all green under the government’s nutritional traf�ic-light scheme. Toby Baker, regional marketing director UKA at Nestlé Cereals, said: “We are on an ongoing reformulation journey, having reduced the average

PRIYANKA JETHWA

by providing convenient options that can be enjoyed in and out of the home.”

Blossom Hill looks to A simple one recruit new shoppers from Shreddies sugar in our products by 20.6% since 2010. “Being a non-HFSS and all-green-traf�ic-light product, it also supports our wider commitment to ensuring the majority of our cereals are non-HFSS by the end of 2021.”

Seven new Pick & Mix Nescafé focuses on sweets and treats premium coffee HANCOCKS has added to its Pick & Mix range with gummy fruit sweets, mallow treats and vegetarian options. The new additions include vanilla-�lavoured Kingsway Mallow Tube and Mallow Bears, available in 1kg bags containing approximately 200 sweets. Also new to the range are Kingsway Mallow Filled Strawberries, also available in 1kg bags containing around 200 pieces. Other items include strawberry-�illed Marshmallow Pigs, available in 900g bags, and Kingsway Happy Flowers sweets. For those following vegetarian diets, the wholesaler has

launched Veggie Sour Mini Tongues and Vidal Veggie Fizzy Slices.

NESCAFÉ Gold has launched a new Roastery Collection range, capitalising on the demand for barista-style drinks at home. Set to the bridge the gap between premium and super-premium coffee, the range comes in Dark Roast and Light Roast varieties. Meanwhile, the supplier has also launched Azera Craft Coffee, the UK’s �irst craft coffee in instant format, created in partnership with independent Manchesterbased coffee roastery Grindsmith, and Azera My Way Latte. The latte is the UK’s �irst instant latte that can be customised to individual taste by adding a choice of milk.

Bombay Sapphire expands RTD range BOMBAY Sapphire has added two new ready-to-drink (RTD) varieties to its range in hopes of attracting more consumers to the brand. The varieties include Bramble & Tonic and Bombay Sapphire & Light Tonic, and they join the original Gin & Tonic option. The supplier said demand for high-quality RTD options has grown over the past �ive years, and is forecast

to grow by 32% in the next four years. The light RTD responds to the growing demand for lighter drink choices, containing 98 calories and 92% less carbohydrates than the original. Bramble & Tonic RTD follows the launch of the �lavoured variety last year. The supplier added fruit �lavours are dominating the RTD category.

Goodfella’s gets an on-pack update GOODFELLA’S has rolled out updated packaging displaying images of what the pizza inside looks like. The packaging revamp comes as the brand looks to retain new shoppers who entered the frozen pizza category in 2020. Stats show shoppers are continuing to buy into the frozen pizza segment in convenience stores, with penetration growing at 24.8% year on year. Nicola Bates, senior brand manager at Goodfella’s, said: “The rollout of our new packs will help to boost visibility of our range on shelf, making it easier for shoppers to identify our products as they shop in the frozen aisle.”

Thatchers scores a gold try with BT Sport THATCHERS Cider has sealed a deal with BT Sport which will see its Gold variety become the broadcast sponsor of Gallagher Premiership Rugby 2021. The cider will feature during 25 live matches until 26 June, shown live on BT Sport 1, 2 and 3. This will comprise 15-, 10- and �ive-second ads throughout the games. The sponsorship will also feature during rugby highlight talk shows Rugby Tonight and Rugby Tonight on Tour. Thatchers Gold has the highest rate of sale of any draught apple cider in the on-trade, and in the offtrade, the brand has added more value growth to the

category than any other cider brand for the second year running, with value growing by 61.6%.

4-17 MAY 2021 betterRetailing.com

Walkers encourages crisps & sandwich combo Bud Light launches first hard seltzers PEPSICO’S new campaign for Walkers, ‘#CrispIn or #CrispOut’, will encourage consumers to voice their opinions on lunchtime and ‘crisp sandwich’ habits. Lunch is the most popular snacking period across the day, and is responsible for 40% of all salty snacks consumption. The campaign is designed to get more people to eat Walkers crisps with their sandwiches. The campaign will roll out across TV, and the brand will work with celebrities to post content on social media.

Meanwhile, in a �irstof-its-kind collaboration between Walkers and the sandwich franchise Subway, until 25 May, Subway customers will be able to choose to add Walkers Ready Salted Crisps as a topping on any sandwich, wrap or salad for an extra 20p. Philippa Pennington, marketing manager at Walkers, said by tapping into the “controversial world of the crisp-sandwich debate”, Walkers will be encouraging the nation to voice their opinions and “link the discussion to the Walkers brand”.

NESTLÉ is giving the singles confectionery category a boost with a new on-pack promotion offering consumers the chance to win a staycation, alongside a number of outdoor activities and days out. The promotion will be available across its bestselling single bars, including KitKat, Aero, Rowntree’s, Polo and Yorkie. The supplier said Covid-19 has had a bigger impact on singles confectionery sales compared to other

areas of confectionery. As the format most bought on impulse, it has suffered from fewer sales, therefore the promotion aims to bring more value to the segment. Winners must follow government travel guidelines, so prizes can be taken up until November 2022 to give people �lexibility. It will be supported by a £500,000 digital and outdoor campaign and is expected to reach approximately 46 million adults in the UK.

PRIYANKA JETHWA

“Regardless of how shoppers enjoy this lunchtime combination, the campaign will encourage them to

pause and think about how their Walkers choice can add �lavour to their sandwiches,” she added.

Nestlé’s staycation summer promotion

BUDWEISER Brewing Group UK&I has launched its �irst hard seltzer varieties in the UK with Bud Light Seltzer, a range of alcoholic sparkling waters mixed with fruit �lavours. As one of the fastest-growing drink categories in the UK, hard seltzers hit £5.8m in sales last year and is forecast to reach sales of £600m by 2025 – equivalent to the ready-to-drink category. The range is available in Lemon-Lime, Passionfruit, and Strawberry �lavours, with an RRP of £2 each, and

the supplier said retailers should look to stock it now, as sales of seltzers saw a 36% increase in July and August 2020. Bud Light Seltzer will also be the �irst of�icial hard seltzer sponsor of the men’s England football team. The supplier said given 55% of shoppers are more likely to opt for ‘of�icial sponsor’ brands of football tournaments over their usual alcoholic beverage choices, this presents a “unique growth opportunity” for retailers.

Paid feature

PRODUCTS

Rubicon launches two flavours Raspberry & Pineapple being the UK’s �irst soft drink to combine the two �lavours and is identi�ied as “distinctively fruit” by 80% of taste-testers. The launches will be supported by a wide-ranging communications strategy as part of the brand’s ‘Make the unboring choice’ campaign that launched last year, including a sampling, outdoor and digital campaign. Adrian Troy, marketing director at AG Barr, said: “Shoppers are looking for a wider range of �lavours in the soft drinks category and both have high concept appeal with our core target audience of 16-to-34-year-olds, providing an opportunity to

engage shoppers with interesting �lavours that creates

NEW York Bakery Co has unveiled a new £2m campaign, ‘New York or nothin’’, featuring a 30-second TV ad, which debuted on 19 April. The TV ad follows a gentleman called George in a New York deli in Brooklyn who shares life wisdom with anyone who will listen to him. According to the supplier, over the past year, 1.125 million new shoppers bought the brand, bringing the highest share of incremental shoppers to the category, with consumers buying 33% more frequently than other bagel brands. Christina Honigfort, head of marketing at New York Bakery Co, said: “The new campaign is set to drive fur-

ther growth by telling the story of New York Bakery Co and its authentic New York-style bagels, while setting them apart from any other bagel.”

FISHERMAN’S Friend is advising retailers to stock up on its menthol and eucalyptus lozenges to meet anticipated shopper demand in the coming weeks, as the Met Of�ice predicts a high pollen count this spring and summer. Research shows nearly one in three shoppers believe Fisherman’s Friend is for them, according to the supplier, with 10 �lavours available to choose from. Jon R White, regional business manager for Fisherman’s Friend, said:

HOVIS has announced a new partnership with UK chef Tom Kerridge as it launches its new Bakers Since 1886 range. The new range includes two new �lavours of half cob loaves, as well as Premium Burger Buns and Cheese Topped Roles. The chef has selected the brand’s new Premium Burger Buns to supply The Butcher’s Tap & Grill in Marlow, his

premium butcher and grill restaurant and available for takeaway now, and will showcase them in a national al-fresco-dining roadshow to encourage consumers to bring back toasties. To kickstart the campaign, Kerridge will star in the supplier’s new TV ad to support the launch of the range, appearing on screens across the country from mid-May.

TAMARA BIRCH

Alex Dullard Head of customer marketing, BrewDog

Maintaining the momentum of craft beer sales GROWING ahead of total beer (34%), craft beer (49%)1 has been emerging for several years, with supermarket ranges expanding and pubs offering an extensive selection of draft and packaged options. Despite the on-trade being closed for much of 2020, 14% of British households purchased craft beer in the past 12 months2. Craft beer is also the number-one category shoppers buy from ‘because they felt like it’3. However, with distribution in convenience stores at just 41%, many retailers are missing out on valuable sales – it is a category that can’t be ignored. Five ways to make the most of craft beer in store 1. Ensure you stock the top-performing craft beer brands. BrewDog Punk IPA is the number-one craft beer brand4, so is a must-stock for any retailer. 2. Offer a balanced range of bottles and cans in the chiller, as well as multipacks. The four-pack can is the most important format for craft beer and BrewDog shoppers5. 3. Craft beer shoppers want to try new products and experiment. Make sure to stock a good range, highlighting new products to engage your customers with the category. 4. Craft lager over indexes with first-time craft buyers6, with four out of five ‘first craft’ purchases in 2020 being BrewDog7, making the brand key to recruitment. BrewDog Lost Lager is new and available now, with the launch supported by a significant marketing investment, which will help to signpost the category and drive trial. 5. Craft beer shoppers are extremely valuable and likely to increase spend when in store. Promote topperforming craft beer lines, such as BrewDog Punk IPA, Hazy Jane and Elvis Juice four-packs as part of a nights in or barbecue display to inspire purchase.

Nielsen Beer Scantrack Value growth MAT to w/e 27/02/21 Nielsen Homescan 52 w/e 26/12/20 3Shopper Intelligence – Dec 2019 4Nielsen Beer Scantrack MAT TY Value Sales Total Coverage to w/e 27/02/21 5Nielsen Beer Scantrack MAT TY Value Sales Total Coverage to w/e 27/02/21 6BrewDog/Dunnhumby Bespoke Customer Journey Research @ Jan 2021 7BrewDog/Dunnhumby Bespoke Customer Journey Research @ Jan 2021 1 2

AG BARR has launched two new Rubicon �lavours, Spring Pineapple Passion and its �irst sparkling �lavour launch in over 30 years, Sparkling Raspberry & Pineapple, available now. The Sparkling Raspberry & Pineapple �lavour is available in a 330ml 69p price-marked pack (PMP), 500ml 99p PMP and a 2l PMP (£1.49), while the brand’s Spring Pineapple Passion is available in a 500ml plainpack and £1 PMP. Both �lavours aim to tap into trending fruit �lavours that shoppers are increasingly looking for, with Sparkling

excitement in store, as well as boost soft drinks sales.”

New York Bakery Co’s Fisherman’s Friend new £2m campaign says to stock up “The past year has been a perfect storm for medicated confectionery brands, but we still performed ahead of the market. “With many people affected by high levels of tree pollen, now is the time to stock the right relief products.”

Hovis partners with Marmite Crunch is UK chef Tom Kerridge now available GRAZE has announced a collaboration with Marmite, the brand’s �irst on record, to launch Marmite Crunch. The sharing bag (RRP £3) combines Marmite-�lavoured peas, crunchy corn chips and corn, and is high in �ibre and vegan. Tapping into health trends, the new �lavour is packed with vegetables, with the sharing bags containing less than 150 calories per portion. According to the supplier, Marmite is known as the loveit-or-hate-it brand, but they’re expecting the �lavour to thrive thanks to its intense and crunchy �lavour.

RETAIL

EXT, IRI, MarketPlace GB, latest 52-week data ending 22.11.20, Litres Sold 2EXT IRI, MarketPlace, GB, latest 52-week data ending 22.11.20 3Low- and no-sugar soft drinks present a huge opportunity for retailers – making up more than half (58% ) of total soft drinks volumes sold 4 Take Home Soft Drinks – Spend - Value - 20 w/e Aug 18 vs 20 w/e Mar 2018. Based on Products with known sugar values only, excludes estimates 5 Take Home Soft Drinks – Spend - Value - 20 w/e Aug 18 vs 20 w/e Mar 2018. Based on Products with known sugar values only, excludes estimates 6Dunnhumby UK, Shopper Thoughts Research, 02.27.2020 – 03.23.2020 7Research partners study of 500 retailers for SBF GB&I, 2020

IN ACTION

PAID FEATURE BRAND SPOTLIGHT

4-17 MAY 2021 betterRetailing.com

In partnership with

Why Lucozade Zero?

FOCUS ON:

LUCOZADE ZERO Lucozade Zero, the zero-sugar range from the UK’s biggest energy & sports drink brand1, has launched a Tropical flavour, the brand’s first-ever flavour exclusive to the Lucozade Zero range. RETAIL EXPRESS uncovers the opportunity

In action

THE new drink, which is the latest addition to the £21m2 Lucozade Zero range, is available in a variety of bottle and can formats including price-marked packs (PMPs) now. Low- and no-sugar soft drinks present a huge opportunity for retailers – making up more than half (58%3) of total soft drinks volumes sold. Over the past few years, shoppers’ spending on zero- and low-sugar drinks has increased by 33%4 and 29%5, respectively, showing just how important this segment of the market is. We also know that one in three6 shoppers would buy more Lucozade Zero if a new flavour was available – so the profit opportunity is clear.

Key stat

87%

of retailers said they would be interested in stocking a new Lucozade Zero flavour

Top bestseller Lucozade Zero Tropical

Stock the bestselling brands, with a minimum of two facings per line and more for segment leaders. Signpost segments with the bestknown brands to make them immediately visible.

Group similar drinks together so shoppers can easily navigate the range, therefore increasing the likelihood of purchase. Encourage impulse purchase through clear signposting, activation and availability in store.

Vertically ‘block’ the layout in your soft drinks chiller, as this matches how shoppers view a range and cuts search time by 40%, increasing the chances of a sale and a repeat purchase.

Harj Dhasee, Nisa Local Mickleton, Gloucestershire “LUCOZADE Zero is an important product to have on shelf and I always look to stock a Zero product when one is launched. Lucozade Zero Tropical is a great new launch for the category and I’m sure it will do well. “You have to have new products in the chiller. Whenever I have a new flavour of Lucozade, it adds a bit of excitement, adds additional sales and brings some more love to the category.”

Size: 500ml, 4x380ml, 330ml RRP: 500ml – £1.49 330ml – 65p for PMP or 95p for STD 4x380ml – £2 Case Size: 12x500ml, 6x4x340ml, 24x330ml

To find out more, retailers can get in touch through Suntory Beverage & Food GB&I’s Twitter page at @SuntoryBF_GBI

OPINION

Some photos on this page were taken prior to the Covid-19 pandemic

DON’T MISS THE 14 MAY ISSUE OF RN

RETAILER OPINION ON THIS FORTNIGHT’S HOT TOPICS

What do you think? Call Retail Express on 020 7689 3357 for the chance to be featured DIGITAL IDs: Would this help make processing age-related sales easier? “I HAVE got a store based near the centre of Newport. We do get issues with age-restricted purchases, especially as the pubs were closed due to lockdown and getting some form of digital ID to help me manage this is definitely of interest to me going forward.” Arfan Sabir, Baneswell Express, Newport

PANDEMIC: What in-store changes from the past year are you keeping?

PLUS

Chilled snacks: the opportunities in this category for all retailers – whatever the size of your store

I’ve introduced readymade cocktails Page

PRICEWATCH Page 14

RETAIL NEWS THAT MATTERS

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“I’VE introduced ready-made cocktails ranging from £6 to £20. These are products you would pay a premium for when you go for a night out. A family that used to go out for dinner now knows they are spending a lot more than they would if they did it in their own home.” Sasi Patel, Go Local Extra, Rochbdale

“WE keep our ears open and if we can fit something into our strategy, then we will because those customers will come in for that product and then buy some more. We hear this from our customers 10 times a day: ‘I didn’t come in for this, but I’ve just got to buy it now.’” Jeet Bansi, Londis Meon Vale, Stratford-upon-Avon

NISA: What impact will the new 5.5% rebate have on your shop? “THE maximum rebate you can earn in real terms is actually 3.5% because you still pay at least 2% in charges. The levy for low and no orders are going to stay, but some hoops have been removed. You can now get fined for low or no orders, but this can be made up in the next order.” Anonymous retailer

“The 5.5% rebate sounds good until you go through the details in the small print. There is a mandatory requirement to sign up to a product allocation scheme, which has a minimum chilled spend of £800 per week. This type of model does not work unless you have competitive pricing.” Anonymous retailer

You can now get fined for low or no orders CRIME: Are you planning on investing in more security since Covid-19?

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

Ravi Raveendran, Colombo Food & Wine, Hounslow

We do get issues with age-restricted purchases

Alcohol licences: why and how you should consider changing yours

THE LEADING TITLE FOR NEWS AND CONVENIENCE RETAILERS THE LE ADING ILERS TITLE E RETA FOR NE ENIENC WS AN sh D CONV D CONV ld ru k WS AN go Better margins wee s NE ENIENC per R le up to £35k e accounts FO E RETA on ice creams Kegressa TITLE G taking ure 75 trad » ILERS IN sec Sto Discover how other stores are AD race to for grabs pricing the 10 bestselling lines fuels THE LE up

“I’VE been working with MSP EPoS who already have a form of digital ID verification built into their till systems. They have a camera which helps discourage antisocial behaviour. Coverage of the Home Office’s trial to work with us in this area has interested me.”

Some ignore us when we ask them to put on a mask

“WE’RE not planning to increase security as our customers have generally been quite good. There have been some who ignore us when we ask them to put on a mask. However, we leave it there as we don’t want to risk provoking them and increasing any likelihood of antisocial behaviour.” Hitesh Modi, Londis BWS, Chesham

“WE reopened the store in July and we had security in mind when we were designing the layout of the shop floor. It’s been set up so we have good visibility across the whole floor so we are able to get a wide view. The till has also been positioned near the front of the shop.”

Vince Malone, Tenby Post Office, Pembrokeshire

betterRetailing.com

PAID FEATURE INDUSTRY CLOSE-UP

In partnership with

4-17 MAY 2021 betterRetailing.com

FIVE TIPS TO SUCCESS

1 2

Best products in the best position. Your premium+ beers should be placed in prime ‘hot spots’ on shelf. It is important to drive trade up of your most premium products and so increase value return. Asahi Super Dry has contributed an additional £2.4m1 to the super-premium beer category.

THE POWER OF PREMIUM BEER BRANDS

Allocate space. Dedicate less space to standard brands and give more room to premium and super-premium brands. The standard quality segment has lost value share by 2.6% year on year1, while super-premium brands continue to grow share by 1.9%1.

With the premium+ beer category growing in value share by 2.4% year on year1, SAM RHODES, marketing director at ASAHI UK, explains the areas where retailers can drive growth in this segment

SERVING UP AT HOME THE big night in has become more of a feature of the at-home experience in the past year. With the lack of outdoor events to go to, recreating a special moment at home has become ever more important, whether in small groups or virtually. In the first lockdown, one in 10 consumers attempted to recreate the pub at home and one in six sought to recreate a restaurant dish at home1. The big-night-in occasion will continue to be a major

feature of the at-home experience in 2021. Grolsch 4% offers a more moderate, premium drinking experience. It has a depth of flavour that pairs well with food and the quality assurance of more than 400 years of brewing excellence, making it a perfect, premium beer to have with friends and family.

Right format, right occasion. Consider why your shoppers come (or don’t come) to your store. Half of beer shoppers buy with an occasion in mind. Have you got the right pack format for the right occasion? A single large bottle format to have with pizza, a four-pack for sharing in front of the game, or a 12-pack for stocking up the fridge.

GROWTH OF LOW AND NO BEER AWARENESS of low- and noalcohol beer is continuing to grow, and research has found that 75% of consumers are now aware of low- and noalcohol beer compared with 66% at the start of 20201. Among shoppers, it’s younger drinkers who are motivated most strongly by moderation and 33% of 18-to-24-yearolds have reported being teetotal in recent years1. Over the next year, retailers should expect increased consumer demand for high-quality, low and no beers as 35% of con-

Set the stage. The fixture should allow shoppers to easily pick the best pack type/size and style of beer for the right occasion. Block in clear sections by pack format and consider the type of beer. For instance, if you stock several modern craft beers, make sure there is a clear section for them.

sumers1 have indicated they are planning to reduce their alcohol intake in 2021. Retailers need to ensure they are offering a selection of bestselling low- and noalcohol beers alongside traditional beer and cider choices. The fear of compromising on quality or experience remains a concern for many with low and no beer. As a result, it’s crucial for retailers to communicate that low- and no-alcohol beer is still “beer” while also stocking a wide range of premium and options.

Use theatre. Don’t be afraid to add flair to your fixture, particularly around key calendar events. Be bold and add some clear signage with emotional hooks around occasions to drive purchase. Drive sales even further by posting about seasonal events, like sports, on social media.

TOP THREE BESTSELLERS

1 Peroni Nastro Azzurro is currently the bestselling super-premium lager in the UK, contains 5% ABV, and is available in single bottles and multipacks.

2 Japan’s number-one beer, Asahi Super Dry was named the bestselling and top-trending beer brand by the best bars in the world in the 2021 Drinks International Report.

3 To find out more, contact Asahi UK by emailing newbusinessrequests@asahibeer.co.uk

Fuller’s London Pride is our bestselling ale and is growing 40.1% year on year1, ahead of the premium ale category which is up 26.7% year on year1.

Kantar Source: Worldpanel LinkQ OOH shopper survey Apr 2020, total sample n=5440

LETTERS

Londis Solo

natalie Convenience, lightfoot Baillieston, Glasgow

Letters may be edited

Making small changes for a big impact

‘Customers are still not wearing face masks in store’ I’M still having to tell customers to wear face masks when they come into the shop. We wear a mask day and night throughout every shift when the shop is open because we respect our customers, but they just aren’t giving us the same respect back. We even leave the door open all day to keep the air circulating, which means we

are having to work in a cold environment. Last week, someone who I had to deny entry to after they refused to wear one rang the shop repeatedly giving me and my staff verbal abuse. Enough is enough. I just don’t think it’s fair that retailers have been left to enforce this. Since the pandemic started, I’ve not witnessed any Covid-19

marshals come into the shop to check whether people are complying with government restrictions. I’m worried that as restrictions begin to ease more and more, compliance is going to get less and less. The older customers always wear one, but the youngsters don’t. They seem to have every excuse as to why they don’t have to. I’ve tried everything,

but I don’t want to keep putting my staff at risk of abuse.

Eugene Diamond, Diamond’s Newsagents, Ballymena, Northern Ireland Are you still finding it difficult to get your customers to wear a face mask? Call Retail Express on 020 7689 3357

WIN £50-worth of Brothers Cider

WIN £50-worth of Gordon’s 0.0% RTDs

FOLLOWING the launch of its two new varieties, Pink Grapefruit and Honeycomb, Brothers Cider is offering five lucky Retail Express the chance to win £50-worth of stock each. The prize will include its bestselling lines, Toffee Apple and Rhubarb & Custard, as well as the new launches added to its range.

GORDON’S has launched its new alcohol-free alternative, Gordon’s 0.0%, in a ready-to-drink (RTD) can, and is giving five Retail Express readers the chance to win £50-worth of stock at RRP each. With the no- and low-alcohol RTD segment currently growing at 30%, Gordon’s 0.0% RTD is expected to be a popular choice this summer.

TO ENTER

Fill in your details at:

betterRetailing.com/competitions

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

WE’RE just having a refit that we’ve been talking about for ages, which will improve our spirit offering in time for summer, when people will be looking for value. Even though the pubs are reopening, people haven’t changed overnight. There will still be people nervous about going to pubs or about lifted Each issue, one of seven top restrictions. I think retailers shares advice to people will opt to make your store magnificent meet their friends in their gardens and make cocktails this summer. Because of this we’ve changed our spirit offering. We’ve pulled out our gantry from behind the till and created illuminated spirit shelves up to the ceiling. We’ve changed our licence because the offer has changed. We’ve also put in a F’real milkshake machine and that’s taken off incredibly – we’re selling about 18 a day. These are just mini-changes to the store, but it will have a large impact as we get ready for the summer months. We’re a small store, but I can’t just say ‘I’m at my limit’ and ride the wave. You’ve got to think about how to use the space. It’s about moving things around and asking yourself: ‘Am I making enough money from this square footage?’ We wanted that F’real machine for a while, but it’s a chunky unit. So, we thought long and hard, and then gently changed the store to fit it in. We moved the coffee machine onto the counter and put American bays in. Now we have the F’real machine which partners well with deliveries, too. We still have faith in deliveries still being here after 26 April. With that in mind, we have transformed a cupboard that was a bit of a mess and changed it so we can have another till in there for deliveries. It’s about gaining secret shop space. It’s been really wonderful to see the transformation. We’re still enjoying 43% more sales than pre-Covid-19. It’s not all deliveries, but it’s put us in people’s minds. People might go to other shops because they’re closer, but when they want something delivered, they come to us because they know they can get it in an hour. I can’t wait until things start opening up and we have workers coming in for their lunch again. That will prompt us to have a look at our lunch offering to see what changes we can make there. It’s exciting and scary at the same time. It’s a weird prospect this summer, but it will be interesting.

Get in touch

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

NEWTRADE INSIGHT ADVICE

4-17 MAY 2021 betterRetailing.com

In partnership with

This feature is created by Newtrade Insight. Data is gratefully received from retailers representing 197 independent stores across the UK. Any data from other sources is cited.

TRADING UP TO PREMIUM GIN As redesigned Beefeater packs roll out to independent convenience stores, PERNOD RICARD UK teams up with RETAIL EXPRESS to share exclusive category insight

A GROWING OPPORTUNITY THE gin boom continues to grow in independent convenience stores. Coronavirus lockdown has done little to hamper the incredible growth the category is experiencing and it appears retailers are still seeing increased opportunity. Eighty-seven per cent of store owners told Retail Express’

publisher’s Newtrade Insight survey they expect to make more money from gin this year, and 55% say that warmer weather is the perfect time to capitalise. But retailers may be missing a trick to drive sales and profits from the category. One in five stores confessed they do not actively trade up their

WHY STOCK BEEFEATER? THIS may well be where Beefeater can help. Last year, the brand rolled out £16.99 price-marked packs (PMPs), offering consumers a quality gin at a more affordable price. The launch resonates with what retailers are looking for, too – 63% of store owners say they intend to stock more PMP gins in future. Last month, the brand kicked off a five-month-long multimillion-pound campaign focusing on its new bottle design. Rolling out across TV, video-on-demand

and social media, the campaign aims to accelerate the brand’s growth, which is currently at 27.6% in the off-trade1, with convenience even higher at 35.6%2. However, some retailers are not capitalising on the brand’s potential. While 54% of retailers say they always make sure the brand is on their shelves – and only 3% claim they used to stock it but have delisted it – one in 10 store owners say they have never bought the brand – the number-two gin in independent convenience retail3.

gin shoppers. Deals and offers are the most popular way of upselling among the retailers that do (58%), indicating that retailers are wary of shoppers’ price sensitivity in the category. Indeed, 45% of retailers say that they struggle selling premium gin when it’s priced above £20.

insight in action Two retailers teamed up with Pernod Ricard UK to test Beefeater’s newly redesigned bottles ahead of their competition. Here’s how they got on Annlouise Cavanna’s display unit

CAPITALISING ON FLAVOURED GIN Steve Archer’s display unit

FLAVOURS are the powerhouse behind the growth of gins in convenience retail, something Beefeater is constantly capitalising on. The brand added a Peach & Raspberry flavour to its range earlier this year, which is promoted alongside its bestselling Blood Orange and Pink Strawberry in the new campaign. Eighty-two per cent of retailers say flavoured gin is the most popular type in their store, nearly double that who say London Dry. Fifty-nine per cent of retailers say they have no-

ticed their shoppers spending more time choosing a gin than they were six months ago, which indicates the need for an engaging range of interesting and ontrend flavours. “New flavours always sell well, especially if we can get them before competitors,” replied one Nottinghamshire retailer to our survey. With that in mind, Retail Express teamed up with Pernod Ricard UK to give two store owners the chance to start selling the bottles before the competition.

Retailers looking to stock Beefeater should contact Pernod Ricard UK’s field agency, McCurrach, or email emma.thurlow@pernod-ricard.com 1 Nielsen Gin Total Coverage, Period Ending w/e 02.01.21 2Nielsen Gin Total Impulse, Period Ending w/e 02.01.21 3The Retail Data Partnership, 2020 – Data first covered in Newtrade Media’s The Retail Success Handbook on 30 April

James Neary, Neary’s General Store, Rossendale, Lancashire “WE SOLD seven out of the 18 bottles in two days of stocking the gin – which is an inordinate amount for us. Sales have been very promising so far and customers and staff members have commented on the new design being a major draw in. “In the past year, gin sales have generally increased, and I think people are quite happy to spend a little more. “We have displayed it in our main alcohol section as well as on a secondary site to encourage shoppers to buy it as a gift. It has made me want to invest in stocking the original Beefeater after seeing the success of the flavoured varieties.”

Annlouise Cavanna, Cavanna’s, Senghenydd, Caerphilly “I REALLY like the bottle shape. It’s unique, stands out and the light shines on them really well. “We are going to run a promotion in a month or so, offering free mixers, to see what happens. Customers bought a few for Mother’s Day gifts, which helped sales, and one person bought Beefeater Pink Strawberry instead of their usual Gordon’s Lemon. “I’d definitely work with Pernod Ricard UK again. The bottle is fantastic and just looks better than other gin brands.”

#IAA21

TOP 100

INDEPENDENT LOCAL SHOPS ANNOUNCED

2020/21 UK & IRELAND

S S E RVIC E E X

51%

A ST

INDEPENDENT RETAILER

IT’S ANYTHING BUT AVERAGE

R PE

sell cut flowers or plants

64% TOP 100 60% IN STATS offer a meal deal (breakfast, lunch, snack or dinner)

88%

have a milkshake or slushy machine

65% offer home delivery

sell vaping products

Making the Top 100 gives us an amazing sense of achievement, and to know that what we’re doing is making a difference – I’m on cloud nine. We’re trying to draw more people into the store, and this recognition will be a great help. Jo Hellier Gwilliam's of Edington, Bridgwater

REVEALED: THE IAA 2020/21 Find out where the UK's top retailers are with our interactive map and register your interest in taking part for a chance to make next year’s list

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CATEGORY ADVICE SUMMER SPORT & NIGHTS IN

GAME ON Not only will this summer see an easing of lockdown restrictions, but it will also see the return of some sorely missed international sports events. JASPER HART looks at the opportunities these will provide

COMMUNAL CELEBRATIONS THERE’S lots to be excited about this summer, as we emerge from a gruellingly long lockdown. And what better complement to some social interaction than a summer of sport? Euro 2020, the Olympics and Paralympics, Wimbledon and a Lions rugby tour are just some of the events reoccupying the summer calendar after their absence last year, and retailers can reap the benefits by stocking up with them in mind. Although pubs and bars will have been open for a few months, it’s not easy to simply

shake off 2020, and many people will be looking to get involved at home or with communal outdoor events in gardens, where they can feel a bit more in control of their surroundings. “In the wake of Covid-19, enjoying and making an occasion of watching sport will be different in 2021,” says Matt Collins, trading director at KP Snacks. “With some consumers reluctant or unable to head to pubs and bars, sports fans will be keen to stock up on their favourite snacks to mark the occasion and celebrate at home.”

Additionally, a summer sporting event doesn’t have to just be for the fans – many people will gladly enjoy the opportunity to spend time with people they may not have seen for a year. A barbecue can provide the perfect setting for such a group of friends. “Barbecues are hugely popular during sporting events,” says Kenton Burchill, trading director at Bestway. “At half-time, shoppers will want to nip into the garden and mingle with friends over a barbecue.”

4-17 MAY 2021 betterRetailing.com

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CATEGORY ADVICE SUMMER SPORT & NIGHTS IN

SHARING IS CARING AS SUMMER sports contribute to a communal feeling across the country, they fuel the sort of purchases that are associated with a big-night-in customer journey. “We recently commissioned a study of 2,000 adults and found more than half of Brits believe sport brings people together, with three in 10 consumers having attended or held a get-together to tie in with a live event,” said Jose Alves, senior brand

manager at Old El Paso. “Most importantly for retailers, a third said watching games and eating go hand in hand. This presents a fantastic opportunity to capitalise on sporting events by stocking up on food that’s easy to share and adds to the fun.” “We’re already seeing a demand for the share bags ahead of the big sporting events, as well as novelty confectionery for children, sporting themes and pick ’n’ mix,” says Chris Smith, marketing

communications manager at Hancocks. The confectionery wholesaler’s 2.5kg Football Mix contains fruit-flavour jelly and foam sweets in the shape of footballs, trophies and whistles. There are also bigger PMPs across food and drink, with new 1.45l bottles of Lucozade, and Walkers’ £2 PMPs for Doritos and Sensations. “Biggerbag sharing dominates across grocery, but in the past year has grown by 20% in indies and symbols,” says Burchill.

4-17 MAY 2021 betterRetailing.com

BRANDED PRODUCTS A NUMBER of companies are taking advantage of sport’s reestablished summer prevalence through commercial tie-ups with tournaments and teams, or just a general sport theme. One such supplier is Molson Coors, which has teamed up with Umbro to offer 10,000 limited-edition football shirts to shoppers who find special golden cans of Carling in 10-can and 18-can multipacks. According to the supplier, Carling is the UK’s number-

one lager brand, making such a partnership enticing, especially with the increased desire for bigger pack sizes. Heineken is also getting involved. It is the official beer partner of Euro 2020 and has an established relationship with

the UEFA Champions League, so retailers should be on the lookout for any particular promotional activity. In snacking, Burton’s Biscuit Co has given its Fish ’N’ Chips Salt & Vinegar snack a sporty

packaging refresh and rebranded it Sport & Vinegar to coincide with the busy summer schedule. The fact it has a limited-edition packaging and name during such an unusual summer will make it stand out on shelves, especially when placed near appropriate pairing products, such as alcoholic drinks. drinks

CATEGORY ADVICE SUMMER SPORT & NIGHTS IN

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Matt Collins, trading director, KP Snacks Themed fixtures Dedicated fixtures and promotional offers that make shopping easy are a good way to drive impulse purchases – 51% of shoppers are more likely to visit local stores that offer themed promotions. Cross-category purchase Encourage trial and boost cross-category buying among shoppers by positioning nuts and crisps in the beer, wine and spirits aisle, for example. Interruption Window posters and shelf barkers are great ways to catch the eye on the path to purchase and encourage impulse sales – 42% of shoppers buy on impulse and 83% of shoppers pick up crisps and snacks on impulse. Secondary display Retailers should implement more than one site of bestsellers at high-footfall areas of the store – Displays unlock further purchases, with one in 20 shoppers buying from secondary displays.

DISPLAY AND SUPPLY THERE is a lot of room for retailers to mix up their displays, cross-promoting products across food and drinks to give shoppers an easy trip, as they will probably be looking for large quantities. “Retailers can create stacks of beer products, and merchandise snack and sharing foods close to alcohol and soft drinks – not forgetting energy drinks, that are also popular,” says Burchill. “Putting beer in

the fridges next to cold snacks and in the ambient sections next to sharing bags of crisps works well. Rearrange gondola displays – creating one dedicated to sport if you can.” However, with such a packed schedule, it’s important for retailers to think about how fluctuating fortunes at sporting events will impact supply of popular products. “Summer sport is unpredictable by nature, which is

why it’s essential for retailers to plan ahead by stocking up with products that suit a variety of consumer needs,” says Simon Gray, founder and managing director at Boost Drinks. “Consumers will be relying on local stores for these moments, so we’d recommend doing regular stock-checks to prepare for any surges in sales that may be driven by a heatwave or sporting success to avoid being caught short.”

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David Sellers, Nisa Local Market Square, Sheffield “WHEN it comes to sports tournaments, the PoS side and merchandising is important, so you highlight the deals that reflect customers’ spending on these products. We focus more on the football side of things, like the Champions League final and the Euros – we’ll look for the products that tie up with the tournaments. “We’ve got Heineken on promotion now, and we’ll have strawberries in summer for Wimbledon. We’ll definitely sell more cases of beer and multipacks of crisps and snacks. “It’s good from Nisa’s point of view because it puts these deals together in its promotional magazines and we buy through that. We might do some of our own promotional stuff that fits into our merchandising space, like snacks to go with the deals, or a gondola if we have room for it, but we won’t have a major refit.”

CATEGORY ADVICE SUMMER SPORT & NIGHTS IN

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4-17 MAY 2021 betterRetailing.com

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Tom Smith, head of marketing – Europe, Accolade Wines

Jey Sivapalan, 1 Stop Convenience Go Local, Derby

“WE think people will be prioritising family and friends, as well as putting more emphasis on making social occasions special where possible. Last year saw alcohol over-performing in the convenience sector, with 70.1% growth driven by an increase in shoppers and in-home occasions. From a wine perspective, we are focused on getting wine into the shopper journey, formats and chillers. We have seen people pick up wine more often and buy more of it, and the convenience channel has been vital in increasing these impulse sales. “This year’s summer of sport will offer the ideal social occasion, with single-serve and can formats continuing to grow in popularity, because of ease and price point. These formats have been particularly successful in the convenience channel, also indicating that health, moderation and sustainability (with reduced chance of waste from small formats) remain a priority for consumers. “While the on-trade will be open again, at-home occasions are sure to remain relevant as the majority of companies plan to continue operating remotely and the household becomes a multiverse, serving a wider purpose than ever before.”

“BEFORE sporting events, we always stock up on pack beers and tonic water because people always buy them. Multipacks of crisps and snacks also sell really well. I’m already working with companies like Heineken to get free merchandise and displays. “We’ve got tons of new customers due to the pandemic and we are trying to retain them by promoting the upcoming sporting events. We’ll also promote our barbecue materials, such as charcoal and lighters. Additionally, our hardware section has done well for us during the pandemic, and when people come in for barbecue supplies, they’ll pick up a spatula or tongs. It always helps us increase market spend. “We are planning to reshuffle the store in the middle of the summer with a small refit – there’s a lot of opportunity this year, as the lockdown will be lifted fully by then. We sell well when people have garden parties.”

CATEGORY ADVICE SUMMER SPORT & NIGHTS IN

4-17 MAY 2021 betterRetailing.com

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three key trends

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Dave Hiscutt, Londis Westham Road, Weymouth Amy Burgess, senior external communications manager at Coca-Cola European Partners, highlights three key trends that will influence summer spending We expect larger packs to remain in high demand this summer and beyond, as people start to socialise again. Value sales of our Coca-Cola multipacks are up 25% in independent and symbol stores thanks to the volume and value they offer. Health is now an even bigger motivator for consumers to improve their diet in the wake of Covid-19. To ensure that there’s choice for those looking for a healthier accompaniment to a summer occasion, our light colas range includes Diet Coke, worth more than £500 million in retail, and Coca-Cola Zero Sugar, worth more than £300m and in 11.9% growth. Premiumisation will be important as people look to enjoy the warmer weather; many will be looking for ways to make their summer drinks feel special – especially if they’re marking an occasion. Retailers should make sure they stock up on a range of mixers to tap into this growing opportunity, such as Schweppes. Adult soft drinks like Appletiser can also offer a sophisticated option to enjoy while others may be drinking beer, wine and cocktails.

“WE will be looking into tying into the sports events, but we’re taking each day as it comes. We’re looking weeks in advance as opposed to months, but we’re very aware of what’s going on as well, so it’s hard to say exactly what our plan is at the moment. “As we’re town centre-based, we’ve only just picked up footfall related to non-essential retail reopening, but we’ll be reacting to sporting events and the opportunities they bring. It’s quite hard to have that conversation right now, though. “When it comes to football, we make sure we have all the largeformat crisps, merchandise them into larger stacks of alcohol, mainly beer and cider, and that’s exactly what we will still be doing, but for specific plans it’s quite hard to be planning that far in advance at the moment.”

Become an alcohol destination for your shoppers

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Don’t miss our essential guide to the alcohol category With the huge increase in drinking at home, independent convenience retailers are investing heavily in their alcohol ranging on shelf, as well as cocktails to go and other features commonly found in pubs and bars, such as beer on tap. This issue will provide exclusive ranging data, advice and market insight from the beer, cider, wines, core spirits and gin categories.

PLUS • A look inside the shops of three retailers who are leading the way in the alcohol category. • Everything you need to know about changing convenience shopper expectations. • What to stock, ranging advice and how to drive sales of ready-to-drink and low- & no-alcohol products.

Order your copy from your magazine wholesaler today or contact us on 020 7689 3363

CATEGORY ADVICE CHOCOLATE

4-17 MAY 2021 betterRetailing.com

WHAT’S NEW IN CHOCOLATE? Chocolate is a fast-moving category. TAMARA BIRCH finds out the trends retailers should be on the lookout for

SUPPLIER

THE INDULGENT YEAR CHOCOLATE is a convenience store staple. In fact, the category has the third-highest basket penetration and accounts for 75% of total value sales. The past 12 months have been a successful year for chocolate as people looked to comfort themselves and indulge. “The chocolate category continues to perform well over the course of the pandemic as shoppers seek out treats from well-known brands to cheer themselves up,” says Mark Walker, sales director at Swizzels. Susan Nash, trade commu-

nications manager at Mondelez International, echoes this and says: “In uncertain times, consumers look for reassurance and brands they know and love. Consumers can trust in category-leading brands, such as Cadbury, to deliver on familiarity and taste.” In the height of the pandemic, many retailers commented on how snacking was at an alltime high. As a result, chocolate sales were up, especially sharing formats. Katy Clark, head of marketing at Ritter Sport UK & IRE, says that while Covid-19

affected on-the-go sales in chocolate, there was an uplift in multipacks. “At-home snacking has been driven by multipacks and larger sharing formats as people turned to comforts and big nights in became the norm,” she says. As we come out of lockdown, however, suppliers are expecting missions to be driven by celebration and outdoor socialising. “With the new vaccination, there is a sense of hope and people are looking forward to the possibility of spending more time together. This may still be in smaller groups, but

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we anticipate shoppers wanting to market events, making them even more special and gift loved ones with affordable luxuries, like chocolate,” says Levi Boorer, customer development director at Ferrero. Plan any seasonal events likely to have an uplift in sales early to make sure you’re prepared and dedicate a promotional bay to the occasion. This will make it easy to spot and drive impulse purchases. Start by buying a calendar and marking up key sales opportunities so you don’t miss out.

Oliver Steward, customer category manager, Nestlé Confectionery “WHILE it’s evident that sales of chocolate singles have declined in convenience stores throughout the pandemic, we believe the easing of lockdown, along with engaging activity from manufacturers, will boost sales. Retailers can also increase confectionery sales by ensuring they have merchandised the category effectively. The most popular shopping missions for the chocolate category are top-up (46%), treat (18%), meal occasions (11%), food to go (11%) and newsagents (8%). Creating mission-led merchandising in store, such as locating the singles fixture adjacent to food to go, enables retailers to increase basket spend.”

UNLOCK NEW SALES • Galaxy has grown 3% worth £222M in value sales [1] • #2 UK Confectionery Brand [1] • £5m media spend and 28 weeks on TV

Sources: 1. Nielsen Data FY 2019

STOCK UP NOW TO MEET DEMAND

CATEGORY ADVICE CHOCOLATE

4-17 MAY 2021 betterRetailing.com

HEALTH AND FREE-FROM WHILE retailers have continuously reported that health isn’t a factor in chocolate, the pandemic has shone a light on the importance of good health. While the obvious choice is choosing reduced sugar, this isn’t always the case. Many are switching to calorie counting and will make sure a chocolate bar will fit in their daily calories. Ritter Sport’s Katy Clark says: “Portion-control packs are one of the ways brands can help consumers make informed choices and manage their calorie intake.” While on the go is still making a comeback, single formats could serve a purpose for portion control, so make sure to

maintain availability and use PoS accordingly. Lines such as Mars Wrigley’s 100-calorie Mars, Twix and Snickers bars are ideal to help you cater to those buying smaller portions. Dark chocolate is also gaining traction. “As we mature, our taste preferences change and many older consumers prefer the high-cocoa hit of dark chocolate brands, such as Cadbury Darkmilk, which offers the best of both worlds,” Mondelez’s Susan Nash says. Other suppliers have also have been jumping on the dark chocolate bandwagon. Nestlé Confectionery launched Aero Dark & Milk earlier this year, which contains 51% cocoa and 49% milk.

While health is becoming prominent, offering an alternative is vital to achieving high sales and long-term loyalty. “Veganism continues to be a hugely influential trend that brands are responding to with new products as well,” says Clark. Above all, though, the top purchasing decision is taste, which is something shoppers are not willing to compromise on. “Eighty-seven per cent of consumers agree taste is the most important factor when purchasing chocolate, with a similar amount stating they prefer to have a smaller amount of regular chocolate than a larger amount of lowsugar chocolate,” Clark says.