Jeremy Clarkson makes a good point about caravans that it’s difficult to push back on: you spend a significant proportion of your waking hours working in order to pay for a nice home, then when you have some precious time off you spend it in a far smaller space without the creature comforts you strive to provide.
A comparable argument could be made about going out to eat and drink. Because while it’s refreshing to have someone else cook, provide drinks and tidy up for you, the fact remains that you could have a similar experience at home, surrounded by the conveniences you have arranged to suit your life, together with as many friends as you wish, while enjoying the latest delights food and drinks producers have come up with – and all without calling in the ‘air strike’ that ends the affair with a hefty bill landing on a cluttered restaurant table.
Hardly surprising, then, that the concept of a ‘Big Night In’, which emerged during the mid-2000s financial crisis and became an inescapable trend during covid, endures to this day. Indeed, with money remaining tight for so many households, the idea of treating yourself and your loved ones to an evening of pampered indulgence at a fraction of the cost of going out is more attractive than ever.
Here, we consider the products and trends retailers should be considering as they cater to those seeking some of the luxuries offered by the hospitality sector, but in the comfort of their own homes.
- Luxury vs value
- Healthy indulgence
- International influences
- Sharing matters, sharing platters
- Drinks for all tastes
1. Luxury vs value
It’s impossible to discuss the concept of the Big Night In without considering money, and there are two competing narratives here: on the one hand people who choose to remain at home rather than venturing out are doing so partly to save cash, while on the other they will be looking for indulgent treats that give them a taste of the good life. The good news is that many products promise to square this circle of conflict.
Lindt’s new Pistachio Milk Chocolate Bar could be just the ticket here, priced at £2.50 for 100g – though as this is exclusively available through Spar’s wholesale network, retailers using other suppliers could consider McVitie’s, which has branched out from everyday-favourite biscuits with its new and altogether more indulgent Signature Truffle and Crispy Wafer Bars, offering a taste of luxury but with an RRP of just 89p for a 45g pack.
Hames Chocolates’ Giant Buttons range, meanwhile, is said by the firm’s chief executive, Carol Oldbury, to be “premium but accessible”, while Oldbury notes recent YouGov research indicates 38% of Brits are eating out less than they were a year ago.
Lauren George, Mars Wirgley’s external communications manager, meanwhile, highlights that “value remains important to this occasion, so price marked packs (PMPs) and the Big Night In go hand-in-hand”, while Ed Merrett, PepsiCo’s wholesale controller notes research from NielsenIQ that indicates 63% of new product packs are sold as PMPs, up from 59% in 2025.
To that end, Skittles’ Flavour Flip is now offered in a 109g treat bag, price marked at £1, while Walkers’ new Sticky Teriyaki, and Masala Chicken flavour crisps are offered in 70g PMPs at £1.35. Not to be outdone, Jacob’s range of Crinklys Big oven-baked snacks are now available in £1.25 PMP format for a 90g bag.
2. Healthy indulgence
A similar tension implicit in the Big Night In is the interplay between healthy foods and indulgent ones; yet the wonders of modern retail mean these seemingly conflicting aspects no longer need be mutually exclusive.
Wholesaler Booker has expanded the lines it carries in light of the fact that customers “are looking for lighter snacks, healthier meal options, protein-rich products and lower-sugar soft drinks”, while demand for “no and low-alcohol alternatives also continues to grow”.
Speaking of which, Carlsberg Britvic recently rebranded its Purdey’s range, emphasising the natural caffeine, botanicals, B vitamins and guarana these contain, and positioning the drinks – which come in Berry & Dragon Fruit, Orange & Mango, and reformulated, Apple & Grape flavours – as alternative to traditional energy drinks. Offered in 4x250ml multipacks, these could be just the tonic for health-conscious Big Night Inners.
Rob Hobart, marketing director at Asahi UK, meanwhile, notes that Nielsen IQ research indicates that “no- and low-alcohol beer is currently out-performing total beverage alcohol”, and suggests Peroni Nastro Azzurro 0.0%, which was the fastest beer brand of this type last year, and is offered in 4x330ml packs, with an RRP of £5.50.
None of this is to say that traditionally indulgent products don’t have a role to play in the Big Night In. Susan Nash, trade communications manager at Mondelēz International highlights new Sour Patch Kids Paradise Twist and Peach variants, noting that “new product development is a powerful way for retailers to keep their Big Night In fixture fresh and encourage shoppers to trade up”. Fans of such flavours may also be tempted by Mentos’ new Sour Tones, offered in a 150g sharing bag.
3. International influences
The global nature of the internet combined with the rise of social media has not been lost on retail tastes, with consumers frequently seeing treats and products enjoyed by residents of other countries, and asking: ‘why don’t we get that here?’.
Some firms have got wise to this, leaning in on viral trends to help launch their products in new markets. Takis, the Mexican brand of rolled Tortilla snacks did just that and continues to make UK inroads. Now offered in a 180g sharing bag, the perfect format for a Big Night In, the extreme spice of Takis’ recently launched Blue Heat flavour is sure to be a talking point.
Sticking with the Americas, US YouTube phenomenon Jimmy Donaldson, better known as ‘Mr Beast’, continues to make inroads in the confectionery aisle with his Feastables range of chocolates, with Creamy Peanut Butter Cups, and Creamy Chocolate Hazelnut now available via Co-op Wholesale in 40g packs.
And for fans of US sports as well as US snacks, McCoy’s is giving customers the chance to win a once-in-a-lifetime, all-expenses-paid trip to the Superbowl LXI in California next year, while also launching two new limited-edition flavours: Hot Kick Ketchup, and Yellow Mustard, both available in Big-Night-In-friendly six-pack multipacks.
Turning to the East, Mini Mochis, inspired by Japanese rice cakes (though made by Spanish firm Fini) offer a novel take on the sweet-treat format, featuring a soft, juicy jelly centre, together with some seriously vibrant packaging that should catch guests’ eyes.
Steven Greaves, managing director UK and Ireland for Fini highlights Innova research indicating 78% of UK shoppers purchase Asian-inspired bagged snacks, and says Mini Mochis “deliver across both impulse and sharing occasions”, offering a “chewy mochi texture and bold, fruity flavour profiles”. Mini Mochis are in wholesaler Parfett’s top 10 for confectionery lines, and are available in Fruits, and Berries flavours.
4. Sharing matters, sharing platters
While in theory it’s possible to have a Big Night In on one’s own, to do so would be a fairly sombre affair, and the reality is these evenings are geared around sharing moments together, whether with immediate family or those from further afield.
Regardless of the company, however, any successful Big Night In requires foodstuffs that can be enjoyed together. Tash Jones, commercial director at Fairfields Farm highlights that “everything from a film or games night, to watching live sport, hosting friends or enjoying a relaxed family evening” can fall under the BNI.
She adds that “shoppers want products that are easy to serve, feel a little indulgent and can be shared without requiring lots of preparation”. Step forward Fairfield Farm’s 150g sharing bags of crisps, offered in eight flavours including Lightly Sea Salted and Cheese & Onion flavour, alongside Sea Salt & Aspall Cyder Vinegar, Sweet Chilli, Bacon & Tomato, and Roast Rib of Beef flavour.
KP Snacks, meanwhile, notes that 55% of shoppers choose bagged snacks while watching TV or movies at home and highlights Butterkist’s Crunchy Toffee Popcorn as a good accompaniment for this, while research from Mondelēz International, owner of Cadbury, indicates that 46% of UK chocolate consumers say socialising prompts them to eat chocolate. The Cadbury Dairy Milk ‘Made To Share’ campaign capitalises on this with limited-edition packaging for the brand’s bigger bars.
For those hosting Big Nights In featuring meals, as well as snacks, St Pierre’s golden Brioche Buns, and Hot Dog Rolls are bound to pair well with all manner of meaty goodness, while Dr Oetker recently issued a tongue in cheek ‘a-pollo-gy’ and relaunched its Ristorante Pollo pizza, having previously delisted it only to be met with outcry from loyal customers.
5. Drinks for all tastes
While innovation abounds in the food and drinks sector and healthy options remain on trend, traditionalists will want to mark a Big Night In with a refreshing alcoholic beverage, of which there remains no end of choice.
Japanese beer brand Asahi has spent years establishing its Super Dry as the UK’s number one Japanese beer, and the bar and supermarket staple is offered in sharing-friendly 4x440ml packs. Rival firms seem to have cottoned on to this popularity, however, and Carlsberg Britvic is now brewing and distributing Sapporo Premium Beer, Japan’s oldest brew, which is said to be “exceptionally refreshing and balanced”, with “subtle, grassy hop notes”.
Moving back to UK waters, Aberdeenshire-based Brewdog says sales of its mixed multipacks, which offer variety for Big Night In guests, have risen by 87% over the past year, while the firm has extended its PMP range, offering Cold Beer at £5.49 for 4x568ml (pint) cans, and Lost Lager at £7.25 for the same pack format.
Cider fans, meanwhile, are likely to be catered for by one of Aston Manor’s brands, which include the strong (8.4%) Knight’s Vintage, value-focussed Crumpton Oaks, the latter being the top-selling impulse cider brand in the impulse channel.
And for shoppers whose tastes run to cocktails rather than pints, Spanish tipple Licor 43, named after the number of its ingredients, could be a real talking point for BNI guests. The liqueur was recently name checked on social-media darling Kylie Jenner’s channels, with customers likely to mix it with espresso and ice to create a Carajillo cocktail.
