Promotional feature | Boost your sales by tapping into the demand for spicy snacks

By admin in Promotional Features 25th April 2024

PepsiCo explores the rising demand for spicy snacks amongst UK consumers, why working together is key to maximise the growth opportunity NPD has to offer, and how momentum can be maintained in the months ahead.

Heating up the Savoury Snacking category

Snacking remains hugely popular in the UK, with the category growing at +18.0%[1] in the impulse channel. Crisps, Snacks and Nuts account for 94.1% value sales of the Total Savoury Snacks[2] category, highlighting how this segment remains key to maximising sales.

With enjoyment being the number one driver of choice when shoppers purchase savoury snacks[3], consumers are on the hunt for bold flavours and exciting NPD that delivers on taste and can elevate their usual snacking occasions. More recently, demand for spicy flavours has increased, with the hot and spicy flavour segment growing at +8.9% YoY[4].

Consumers are attesting to this, with 51% of them saying they love spicy food[5], and the UK’s desire for spice ranking as the second highest in Europe.[6] The love for spicy snacks is clearly here to stay, presenting a solid opportunity to maximise savoury snacking sales.

Mike Chapman, head of wholesale at PepsiCo, comments: “We know that consumers love their spice, and we believe that demand for spicy snacking flavours will continue to flourish.

Catering to this consumer demand, we recently launched our proven Extra Flamin’ Hot range, which is available across familiar favourites, Doritos, Walkers MAX and Wotsits Crunchy. The range has seen amazing success so far and brings an unparalleled opportunity to tap into the loyalty for some of our most-loved brands while capitalising on one of the hottest consumer trends in the category.”

Collaborating for maximum impact

In a category that is already full of choice, creating a successful launch that captures shopper attention is key. Working closely with suppliers to create in-store theatre and activations will help to drive awareness and trial of the latest category innovation and boost sales further.

Last month, PepsiCo partnered with Retail Industry Awards 2023 winner and The Convenience Awards Convenience Retailer of the Year, triple ‘a’ Foodhall, to execute a launch event that championed the Extra Flamin’ Hot range in store. With branded advertising, POS, merchandise, and product giveaways taking place, triple ‘a’ Foodhall received a complete store take-over. The activation raised shopper awareness of the launch and showcased the impact collaboration can have on footfall and sales when launching an NPD.

Ashan Chaudry, store manager of triple ‘a’ Foodhall, comments: “Over the last year, we have found that there has been a greater demand for spicier snacks. The Extra Flamin’ Hot range really does deliver what consumers have been looking for, and activations like these are great for showcasing the new launches.”

Alongside this, PepsiCo supported the launch of the Extra Flamin’ Hot range with wider activations in stores across the UK, where eye-catching POS and merchandise were supplied to stand out to shoppers. Each store personalised the activation, some even installing smoke machines or doing giveaways, which made the Extra Flamin’ Hot range fly off shelves.

Aman Uppal, One Stop Mount Nod, comments: “It has been great to have been involved in the activation of Extra Flamin’ Hot. The POS and additional support has really helped us retailers to feel part of the launch. This is what success in convenience should look like – suppliers and brands coming together with retailers to achieve retail excellence.”

Maintaining the momentum

While NPD can help bolster sales quickly, supplementing this with a strong core range that shoppers already know and love is crucial to keep them coming back for more.

Chapman remarks: “Stocking a range of formats like PMPs is also key to driving category growth, as shoppers continue to seek accessible price points. Sharing PMPs remain the number one contributor to crisps and snacks growth in value, compared with other segments^[7]. Both the Doritos and Walkers MAX Extra Flamin’ Hot variants are available in a 70g PMP and the Wotsits Crunchy variant is available in a 60g PMP, giving further support to the format that will continue to be at the forefront of crisp and snack sales this year.”

Extra Flamin’ Hot is available to the convenience channel now through all major wholesalers, and the Doritos and Walkers MAX variants are non-HFSS. For more information, visit https://www.walkers.co.uk/wholesale.