It’s hard to believe that five years have passed since the peak of covid, but while life has changed in all sorts of ways since then, one hangover from our numerous lockdowns persists: people are staying home more.
A host of factors play into this trend, with the cost of living clearly making sofas and kitchen tables more attractive than restaurants and bars – though in truth the decline of UK nightlife had been ongoing for many years, with the number of pubs falling from 64,000 in 1990 to 47,000 in 2019, and almost half of all nightclubs closing from 2013 to 2024.
The hospitality industry clearly faces challenges, and while it would be bad taste to celebrate this, logic dictates that if people are going out less they will be staying in more, creating opportunities for retail and convenience operators.
Our social lives may increasingly gravitate around private rather than public houses, but we still want to indulge ourselves. And the concept of having a ‘big night in’ – where Brits spend some of the cash they’ve saved from not eating and drinking out on treats, luxuries and other goodies to enjoy at home – has become firmly established in the nation’s psyche.
This macro-trend isn’t going anywhere, but that’s not to say it isn’t evolving: the one consistency that consumer tastes, product lineups and retail strategies share is change, after all, so to take the pulse of the sector we investigated what forecourt operators should keep in mind when catering for their customers’ big nights in.
4. “Premiumisation” is a thing
1. At home, but not alone
“Having a big night in has partly replaced going to the pub and eating out given the cost of living, and there’s a big opportunity for retailers to tap into that”, says PepsiCo’s wholesale controller, Ed Merrett.
And, given the spontaneous nature of some social gatherings, Merrett points out that the convenience sector is well placed to cater for people’s needs. “People are well versed in grabbing drinks on the way to someone’s house for the night-in occasion,” he says, adding that keeping products in their traditional locations but also adding them with items they’re often paired with can help boost trade.
“Dual siting larger packs or snacks near the beers, wines spirits and associated products gives an opportunity to disrupt and drive that footfall,” he explains.
People heading to spend time with friends and family may be more likely to step out of their comfort zones when choosing what to bring, Merrett says. “Occasions are all about sustenance and enjoyment. People are looking to treat themselves, but they’re also potentially looking for something new, almost like a road test of a new flavour.”
In terms of specific products, Merrett highlights his firm’s recent launch of That’s Nuts – coated peanuts offered in a range of established flavours, including Walkers Salt & Vinegar, Doritos Chilli Heatwave, and Wotsits Really Cheesy. “They’re in the 160g bag, so perfect for that sharing occasion,” Merrett says. He also highlights that Walkers Sharing 150g bags, offered in best-selling Ready Salted, Salt & Vinegar and Cheese & Onion “have been out for a while, but from a convenience point of view retailers are now starting to pick them up from wholesale, having previously been focussed on smaller packs and meal to go sizes.”
Wholesaler Booker has a raft of insights, suggesting that retailers stock a “balanced mix of value and premium lines”, while highlighting that sharing confectionery, crisps and carbonates “continue to perform well”. The firm suggests retailers “create dedicated big night in zones”, ideally near chilled or impulse areas, with point-of-sale kits, multi-buy deals and themed displays featuring, all of which the wholesaler can provide.
Booker also says promotions or big sharing packs “remain essential”, that demand is growing for premium, chilled and dine-in-for-two options, and that its Scoot delivery app could help retailers reach as-yet untapped audiences who may be after an impromptu big night in.
2. Healthy eaters thrive
The idea of ‘treating yourself’ may traditionally involve larger amounts of calories, sugar or alcohol, but the entire concept behind the idea can be changed by simply adding one word: treat yourself well.
Unsurprisingly, given how health conscious many consumers are becoming, healthy snacking and treats are likely to feature for a meaningful proportion of big night in customers, and challenger brands like Good Guys Bakehouse could be just the ticket.
The company’s founder, Steve Monk, says his new Crispy Biscuits represent “a moreish, permissible product that really delivers for the new, health-conscious consumer”, thanks partly to them having just a quarter of the saturated fat of leading brands, and coming in at just six calories per biscuit.
Share bags of Popchips act as a good option for retailers catering for customers who prioritise healthier snacking, as these are the number one ‘Better for You’ bagged snack in the sharing format. Those wanting a more traditional snack, meanwhile, may be tempted by Hula Hoops Puft, which are both low-calorie, and compliant with HFSS (high in fat, sugar or salt) rules, allowing them to be promoted more easily.
Speaking of HFSS compliance, Walkers recently managed to get its Salt & Vinegar, Roast Chicken, Prawn Cocktail, Smoky Bacon, Pickled Onion, and BBQ crisps to meet these regulations after “introducing a different balance of flavours and seasonings”. These promise to “achieve the same great taste people know and love”, while reducing salt by an average of 47% across the range. So while traditional crisps may not be the obvious choice for healthier snacking, these Walkers flavours can now be more easily promoted across stores – though be aware that Ready Salted, and Cheese & Onion are not yet HFSS compliant.
3. Flavour never sleeps
“Flavour is still the number one influence” when customers are choosing snacks, PepsiCo’s Ed Merrett says. “It drives 53% of all occasions.”
And while flavour is a broad spectrum, Merrett considers that “spice in this category is a key growth area”. PepsiCo has sold almost five million packs of Doritos Extra Flamin Hot since this variant launched last year, backing up his claim that “spice really resonates with people”.
Also betting on prominent flavours is McCoy’s, which has cemented its range with new Blazin’ Buffalo Chicken Wings, and Secret Burger Sauce flavours, the latter available in £1.35 price-marked packs (65g), with the firm hoping these will tap into “one of the fastest-growing segments” in the convenience and impulse channel.
It is little wonder that Walkers has something to say in this area, and its new Sticky Teriyaki and Masala Chicken variants, both offered in a shareable grab-bag format, could tempt those after more exotic flavours.
Hula Hoops, meanwhile, is combining sharing and flavours with 90g, £1.75 price-marked Big ‘n’ Beefy and Spicy variants of its Flavarings range.
And with Pringles the top large-sharing crisp brand, and with consumers always after something new, the recently launched Flame Grilled Steak flavour could be well worth stocking, not least as steak flavours make up just 0.2% of sales in this category, indicating there may be what Pringles calls “significant untapped headroom” for this flavour.
4. Premiumisation is a thing
Stuart Graham, head of convenience and impulse at KP Snacks says “there is a high demand for premium lines as consumers look to replicate night out experiences in the home”. He considers Tyrrells 150g sharing bags are “key products to capitalise on during those treat occasions or when a friend pops in unexpectedly”.
Graham also says that “the importance of the popcorn category shouldn’t be underestimated within the sharing occasion”, and suggests retailers give Butterkist – which holds a 32.1% market share – consideration. This makes sense given both how many people have home-TV setups that would put some multiplexes to shame, and how common feature movies are for Big Nights In.
Zach Jordan, senior brand manager at Heineken UK, says the beer category has experienced “shifts towards premiumisation”. Much of Heineken UK’s focus on premium has concerned ciders, and particularly its Inch’s brand, including the recent launch of Inch’s 0.0, the first dealcoholised cider in the UK. Cornish Orchards’ new Peach & Apple flavour (3.4% ABV), meanwhile, may be of interest for those after a premium alcoholic cider.
Pre-packed sandwiches have come a long way since the days of jokes about limp British Rail sarnies, and Delice de France has some new options that could appeal to people looking to bring ‘picky bits’ to friends’ houses for a big night in. The firm has recently expanded into the chilled category, and is offering a variety of sandwiches including Chicken, Bacon Mayonnaise; Coronation Chicken; Chicken Salad; and Tuna Cucumber Salad – all featuring Delice to Go premium packaging.
Susan Nash, trade communications manager at Mondelēz International, highlights that chocolate remains “an incredibly buoyant category” that is growing in independents and symbols, with sharing bags and tablets growing by 6% and 12% respectively. Cadbury’s Twirl White Dipped is a new product that could get consumers’ taste buds going, while Bournville recently refreshed its packaging, while also debuting new Salted Caramel and Chopped Hazelnut variants.
5. Foraging for nuts and beer
Our drinking water may be clean enough that we no longer require every beverage to be mildly alcoholic for it to be safe, and nuts may now be more commonly found in foil packets than in forest clearings, but these ancient foodstuffs are at least as popular today as they were in prehistoric times.
Nuts, in particular, are massive: KP Snacks say they’re the fastest-growing line in the CSN (crisps, snacks, nuts) category, while they’re also a higher value purchase compared to other products, and their high-protein levels exempt them from HFSS legislation.
Kevin Fawell, UK sales director at Molson Coors Beverage Company, says that Brits’ broadening palates have made world beer the “fastest growing lager category in the off-trade”, and highlights his firm’s Madrí Excepcional as a standout performer. Fawell also flags that premium fruit ciders “gain share of overall cider sales during the summer months”, and he suggests retailers consider stocking Aspall Cyder, which is the top-selling super-premium cider in the UK.
Georgia Ladbrook, BrewDog’s customer marketing manager for impulse, meanwhile, says that “as shoppers continue to feel the strain on household income, the big night in is becoming more important”, with a third of shoppers now celebrating occasions at home rather than out.
Ladbrook highlights her firm’s mixed multipacks, and particularly Punk IPA and Hazy Jane, as just these two beers are worth 46% of the category in impulse. She also points to Brewdog’s Fruit Burst IPA (4.4% ABV) as being “a session-able modern pale ale bursting with tropical, passionfruit and berry notes”, while Orange Crush, exclusively available via Booker, has “tangy citrus aromas” alongside “zesty orange peel and notes of sherbet”.
