With hospitality venues restricted due to the pandemic and TV, film and sport on-demand services becoming increasingly popular, staying in has become the new going out.
Daytime snacking has fallen but evening snacking is growing, and has seen a big increase during the pandemic as hospitality venues have been closed or restricted. It’s impulse-led too, so there are plenty of opportunities for canny convenience retailers to grab a share.
Big sporting or cultural events (such as major football matches or the Strictly final) bring people together and, with the colder seasons on the way, TV ‘binging’ and box sets are an attractive option to bring people together.
So, why not make it more attractive still?
Create in-store theatre
Build excitement with a special ‘big night in’ fixture. Crisps, beer, soft drinks, hot drinks, bagged snacks and pizza are always popular but snacking treats extend across other categories. Pot snacks and ice cream also play a part, for example.
At the moment, seven in ten shoppers choose supermarkets over c-stores for evening snacks, mainly because of price perception and ranging. But nearly half say promotions would influence them to buy from a c-store. Think about creating multi-buys and cross-category deals. And make sure you target different audiences – men, couples, groups of friends, ‘treat for myself’ offers and family promotions.
Have the right range
The UK is becoming more diverse and consumer tastes more adventurous, so think variety and interesting flavours – especially on deals. Health is also becoming an increasingly important factor in snack choice, with 68% of UK adults believing they should eat more healthily so keep that in mind when planning your range or offers.
Shout about your offers
Flag them up through signage in-store and use social media to tell people what’s on offer. Offering entry into a prize draw for people who like, share and comment on posts can really spread the word and bring customers in.