What makes a great Big Night In? Answers will vary depending on who you ask. It could be the movie or boxset you’re watching, the game you’re playing or the people who’ve been invited. Then again it could be the snacks and drinks that are provided.
In an ideal world, you’d all have space for a Big Night In display showcasing all those indulgent snacks and treats that make such evenings go so well. However, space (or rather lack of) is often a problem in forecourt stores so smart use of point of sale is vital.
Susan Nash, trade communications manager at Mondelēz International, recommends creating sharing and Big Night In messaging and secondary displays in store, to inspire purchase. “Consider cross-category merchandising; for example chocolate and crisps together, or by other sharing snacks. If retailers can get their range and display right, the opportunity is significant; and not only within the confectionery category. Display can really signpost ideas to shoppers so theming can be very beneficial.”
Chocolate is, of course, a top choice for the Big Night in occasion and Nash says retailers can also inspire purchase by making the best sellers visible, by placing them in best-selling locations and double-facing the very top-selling products, such as the number one tablet in the category, Cadbury Dairy Milk (Nielsen). “Displays should make it easy for shoppers to find what they are looking for by grouping formats together within brand blocks (and separating sugar confectionery and chocolate within sharing bags), and by using manufacturers’ pos to help signpost the fixture,” she says.
Kathryn Hague, head of marketing at Hancocks, says share bags are very popular when it comes to the Big Night In occasion and the range from Bonds of London is loved by customers thanks to its clearly marked prices. The £1.25-pricemarked Bonds share bags include Jelly Beans, Fruit Pastilles, Giant Strawbs and Midget Gems. And Bonds has expanded this range with a kids sweet bags line up, marked clearly at 50p each.
“Candy Realms Fizzy Mix Candy Cup is another great product that captures the attention of shoppers. The candy cups are packed with colourful pick and mix jelly sweets and marshmallows,” says Hague. “Kids’ novelty products are another must stock for the Big Night In such as the Crazy Candy Factory Gummy Noodles, rrp £1.”
The importance of popcorn for a Big Night In shouldn’t be underestimated. Kantar data reveals that popcorn sharing occasions are growing by 21%, with 85% of popcorn consumed at a sharing occasion, where two or more people are present. Butterkist, as the nation’s favourite popcorn brand (Nielsen) is a must-stock item. It’s nearly twice as big as its nearest branded competitor and enjoys a 34.6% market share.
Onto to savoury snacks, and Mintel reports that 48% of consumers eat crisps, snacks and nuts when watching a film at home.
Matt Collins, sales director at KP Snacks, says there is a high demand for premium lines for Big Nights In as consumers look to replicate night-out experiences at home. He points to Tyrrells 150g sharing bags as a key product to cater for treat occasions.
And he’s a fan of dedicated Big Night In fixtures and promotional offers as, according to HIM/Lumina data, 51% of shoppers are more likely to visit their local store if they offer themed promotions such as for a Big Night In.
Leading brands
When it comes to soft drinks, Amy Burgess, senior trade communications manager at Coca-Cola Europacific Partners (CCEP), says retailers should focus on stocking sharing packs from leading brands like Coca-Cola, the number one soft drinks brand in total retail (Nielsen).
“Research shows merchandising food and drink together can double shopper engagement and increase sales by up to 32% (Connecta), so stocking sharing packs of soft drinks alongside meals and snacks can help shoppers grab everything they need for a night at home.”
Burgess says CCEP has been helping retailers bring this to life in store with Sprite’s ‘Spicy Wingman’ campaign, positioning Sprite as the perfect accompaniment for spicy foods, partnering with popular brands including Pringles and Old El Paso to create cross-category displays to help retailers drive linked mealtime and snacking purchases in-store.
And over the summer, Coca-Cola Zero Sugar’s role as the ‘perfect accompaniment to meals’ is being communicated via a food truck tour. Until mid-September, the truck will visit 16 retail sites and sponsor seven food festivals, delivering over 500,000 samples from its Food-Fest Truck to strengthen the tradition of the mealtime occasion with Coca-Cola.
Crafty move
As a result of the increased cost of living, 20% of shoppers are drinking less out of home, with 13% saying that they are drinking more at home (Vybe Tracker).
Caitlin Brown, category executive at BrewDog PLC, says: “Despite trying to save money by going out less, shoppers still like to treat themselves, so indulgence is a key trend at home. However, they continue to be conscious of cost, so quality is vital if they are spending more.
“Along with premium lager, craft beer features significantly in many at-home occasions, including Night In (alone or as a couple), with 57% of craft beer spend coming from four- and six-packs (Circana).
“We’ve seen good distribution growth for craft beer in total Impulse (+0.6), with key supply wins for Hazy Jane, Lost Lager and BrewDog’s mixed multipack. With wider availability for these products, linked to the Big Night In mission, the sales opportunity is even stronger.”
Growth opportunity
Asahi UK has identified no- and low-alcohol beer as a growth opportunity for the Big Night In. Asahi Europe & International’s ambition is for 20% of its core product portfolio to offer alcohol-free products by 2030.
Rob Hobart, marketing director at Asahi UK, says: “No- and low-alcohol beer is the strongest growing beer sector and is popular for the Big Night In, with the segment currently growing at 13% year-on-year (IWSR). However, these products are not widely distributed in convenience.
“No- and low-alcohol is incremental to the category. It tends to be an additional purchase in the beer category rather than a substitution, so with the right beer range available, no- and low-alcohol products should bring additional sales for retailers.”
Ben Parker, GB retail commercial director at Britvic, says those consumers who choose not to drink alcohol are seeking more elevated experiences and interesting flavours that match up to the out-of-home experience, for a fraction of the cost.
“This is why we’ve expanded our J2O offering with ready-to-drink mocktails. These launched with a three-strong premium range of non-alcoholic options: Strawberry & Orange Blossom Mojito, White Peach & Mango Daiquiri, and Blackberry & Blueberry Martini flavours. These are the perfect way to appeal to those who are looking for a delicious and exciting soft drink to accompany their night in plans.”
