http://www.asiantrader.biz 13 OCTOBER 2017 ASIAN TRADER 15Follow us on: http://www.twitter.com/AsianTrader Like us on: http://www.facebook.com/AsianTraderFEATURE
BIG NIGHT INHow to win from
the Big Night In
W
ith box sets and TV, fi lm and sport on
demand services becoming increasingly
popular, staying in is becoming the new
going out. This means snacking moments are as much
about relaxing and being social as they are about eating.
Nowadays, 28% of all in-home meal occasions are a
snack. However, while daytime snacking has actually
fallen, snacking in the evening is growing for almost all
consumer groups, and it’s often impulse-led.
Autumn and winter sports such as football and rugby
will play a big role in TV consumption over the next few
months. Research shows that seven in 10 shoppers choose
supermarkets over c-stores when buying for sporting
events.
The main reasons they give are price perception and
ranging but independent retailers can do a lot to increase
their share. For example, 46% of shoppers say promotions
would infl uence them to buy from a c-store so multi-buys
and cross-category merchandising are highly recom-
mended.Category insight
Crisps, beer, soft drinks, hot drinks, bagged snacks and
pizza are popular across the board but the Big Night In is
not just about beer and crisps. Treating and snacking is
increasing in other categories. Both pot snacks and ice
cream tubs play a part in this and are increasing in sales.
The UK population is becoming increasingly diverse,with ethnic minorities set to make up one-fi fth of it by
2051 and, at the same time, consumers’ tastes are
becoming more adventurous.
Health is also becoming an increasingly important
factor in snack choice, with 68% of UK adults believing
they should eat more healthily according to Kantar.
The proportion of snacking occasions where ‘health’
was an important consideration for choice is rising.
Nick Widdowson, Partners for Growth Merchandising
and Creative Controller, advises retailers to keep up to
speed on the best-sellers in snacking-related categories
but without neglecting areas like ice cream and instant
hot snacks.
Instant hot snacks are increasingly being seen as tasty
and fi lling options, relevant for social meal occasions and
evening consumption. They’re portable, accessible and
convenient, says Widdowson.
“So making sure instant hot snacks are visible in store
in the evenings, as well as at lunchtime, is key,” said
Widdowson. “82% of Pot Snacks are bought on impulse so
put them somewhere visible. Flavours are crucial so make
sure you give space to the best-selling variants.”
Ice cream consumed for ‘special’ or ‘treating’ reasons
has soared in recent years. Demand for ice creams as an
evening treat grows, as the weather gets colder, so
stocking the best-selling lines is crucial. NPD drives
excitement into the category when people are ‘treat-
focused’.“
As consumers
look to stay in
with friends and
family rather
than going out,
independents can
capitalise with a
well merchandised
display of snacks
and drinks. Asian
Trader reports.