Suggestions on key meal offerings to fulfil shopper needs and baskets
Prior to the pandemic, ‘scratch cooking occasions’ was showing consistent year on year growth and with more cocooning at home and the prediction of a recession, even more households are predicted to turn to ‘in-house’ cooking. To optimise on sales in this category, it is important to emphasise the products that are empathetic to this change; 89% of consumers consider themselves as flexitarians - those being price and product sensitive. Plant based will continue to grow ahead of meat-based products; the average cost of a meat free meal is £0.88 versus £1.81 where meat or fish is included.
Ensure the fixture is blocked out by category to ease navigation and make sure both stock cubes and pots are offered to drive trade up and appeal to different shopper profiles.
When it comes to dry recipe sauces, group clearly by sub-category and cover a wide range of flavours to cover different meal occasions and tastes.
Plant based dish recipes most often use vegetable stocks, which means vegetable stocks can sell out quickly during periods of high demand. Keep well supplied on this essential line, especially in January during Veganuary diets.
Quickly check the affluence of your customers to ensure you are meeting their needs and are stocking the right brands and SKU’s. Simply visit Check My Area to double check your customers’ affluence and check your range.
Advice for Low Affluence Stores
Should space permit, increase range of Retailer Choice offering across the different segments
In less affluent areas, the Maggi brand tends to be more popular with shoppers
Include more traditional formats of stock cubes and gravy granules as these suit lower price points
Advice for High Affluence Stores
In more affluent areas, flex the range towards more premium brands across different segments. For example, shoppers can be encouraged to trade up by offering more sophisticated flavours in the Schwarz range
Newer, high quality formats of stock and gravy pots should also be introduced to the range as these are superior products at a higher price point
I have changed the whole shop layout and improved sales by 20% - its still early days but it is improving day by day. I would strongly recommend using Partners for Growth’s planograms as it makes a big difference.
I check the website regularly and make the necessary changes
Award winning category management advice for growing your sales based on knowledge and insight from Unilever category experts, plus business advice from our Retailer Advisory Panel of award-winning UK convenience retailers.