Big night in

Subscriptions to streaming services have grown dramatically and consumers have been entertaining themselves at home with everything from box sets to board games, cocktail hours to virtual pub quizzes.

Kenton Burchell, trading director at Bestway Wholesale, says the situation has led to an increase in sales across categories catering to the already popular ‘big night in’ occasion. “As people spend more time at home, watching movies or a Netflix series, there has been a notable spike in demand for sharing formats of items such as crisps and snacks,” he says. “Sharing packs are incredibly important at the moment, and consumers are looking for larger packs to share with their families at home.”

Alcohol sales have likewise increased. “The demand has been high across most of our wine, spirits and beer ranges,” says Burchell. And even as the hospitality sector begins to re-open, many in the trade expect the big night in trend to continue, with consumers still wary of public spaces or concerned about the impact on their finances of the inevitable post-lockdown recession. “People will still be spending more time at home compared with last year and with that we will continue to see high demand for sharing formats,” he adds.

Savoury snacks
While alcohol is more or less a given for the big night in occasion, there are four other key product areas for retailers to consider – snacks, confectionery, soft drinks and party food. “The big night in presents a huge opportunity for retailers to increase basket spend in-store, especially within the savoury snacks category, as crisps continue to be a popular convenient option for shoppers to enjoy,” says MattGoddard, wholesale trading director at PepsiCo, owner of the Walkers and Doritos brands. That view is shared by Debbie King, director of commercial sales and marketing at free-from bagged snacks brand Eat Real. “The result of people being at home all day and enjoying big nights in with lockdown quizzes, TV specials and box set binges has been a dramatic rise in demand for snacks.”

Matt Collins, trading director at KP Snacks, says: “Forty-eight percent of consumers eat crisps, snacks and nuts when watching a film at home, and 45% say snacks are a must-have for an evening in with the family.” Sharing packs rather than impulse lines are clearly the order of the day. The segment is growing by 7.6% a year, according to market analyst Nielsen, with 38% of all bagged snack sales in convenience coming from sharing formats. “The sharing segment is strong and growing,” Collins says. “Stocking family sharing favourites will help capitalise on that growth.”

Exciting flavours
It is also important to offer variety, as consumers often look for more unusual and exciting flavours to make the occasion feel special. Says Goddard at PepsiCo: “There is a great opportunity for retailers to offer families extra excitement with new formats and exciting flavours that can bring plenty of enjoyment to the big night in.” The company recently entered into the canister snacks segment with new Doritos Stax, while rival manufacturer Seabrook launched a Lea & Perrins Worcestershire Sauce flavour into its crinkle-cut crisps range. “It is important to offer variation for the big night in, particularly at a time where consumers are looking to inject some excitement into their routines,” says John Wood, commercial director at Calbee UK, which owns the Seabrook brand. “Displaying a range of new and exciting flavours will grab the attention of the consumer.”

At the same time, lots of consumers are still looking to snack healthily, even on a more indulgent occasion such as a big night in. King at Eat Real says: “Many are likely to have spent some time over recent months reviewing their not-so-healthy lockdown grazing habits – so there could be some great opportunities out there for retailers.” She adds: “We are seeing an increasing trend towards consumers replacing traditional calorie-laden snacks with higher-quality, healthier options – and they are willing to pay a premium for them, which means there is a significant opportunity to maximise profits. According to research, 41% of shoppers are looking for snacks with less sugar and 39% seek out snacks that are low in fat. Forty percent of shoppers also expect to pay a premium for healthier snacks, so retailers should be prepared to increase shelf space for products like this in order to capitalise on the growing demand.”

Healthier eating
Wood at Calbee UK, which also owns the Yushoi range of oven-baked pea snaps, says sales of ‘better for you’ snacks are growing faster than the category as a whole, at 7.9% year on year. “Retailers should stock a variety of options to cater to consumers seeking healthier alternatives for an evening at home,” he says. Matt Smith, marketing director at Tayto UK, owner of Golden Wonder, says: “For those looking to enjoy their big night in with a healthier alternative to traditional snacks, they need not always sacrifice taste for fewer calories. While we’ve seen the appetite for healthier snacks continuing to grow, we are also seeing consumers continuing to search for lighter options.” Golden Wonder’s Ringos brand, which comes in at less than 100 calories per serving, has seen growth of almost 50% year on year, according to figures from analyst IRI.

Snacking during the big night in is also likely to involve confectionery. “With consumers continuing to spend more nights in at home, we have seen an increase in shoppers looking for the perfect treat to share with others in their households,” says Susan Nash, trade communications manager at Mondelēz International.

She advises retailers: “Chocolate is still the number one choice for those settling down for a night in with friends and loved ones, followed by sugar confectionery, biscuits and crisps. What’s more, 52% of all confectionery occasions take place with other people present, so having a range of premium sharing formats is key to maximising this opportunity and encouraging trade-up.”

Chocolate sharing formats such as bags and tablets are an important part of a retailer’s range, with sharing bags the fastest-growing segment within standard chocolate. Mondelēz sharing bags are growing by 4%, according to Nielsen figures, driven by Cadbury and premium brand Green & Blacks.

Special occasion
Levi Boorer, customer development director at Ferrero, says confectionery is one of the categories that can provide a treat to consumers looking for a moments of relaxation and enjoyment at home to ease the pressures they are facing during the week, especially for those who during the Covid-19 pandemic have been taking on more than before, including home-schooling and a longer working day.

“It is therefore important that shoppers can access products that will enhance their experience at home and add a special feel to an occasion. Without the usual opportunities to go out when looking to celebrate or simply relieve a bit of pressure, more exciting treats that can be shared are helping to fill that gap and bring households together.” In particular, Ferrero reports strong growth in its core boxed chocolate lines, with Ferrero Rocher up 4.2% and the Thorntons Classic range up 11.4%. Says Boorer: “While small blocks and sharing bags of confectionery products still play a significant role in the occasion, and will continue to do so, this move towards premium boxed chocolates is showing many households are looking to alternative products to give their celebrations at home greater impact.”

Sugar confectionery is another vital part of the offer. Mark Walker, sales director at Swizzels, whose brands include Drumstick, Love Hearts, Refreshers and Squashies, says: “Sugar confectionery is key for the big night in category, with sales of sharing treats on the increase. Hanging bags are very important for the occasion and are performing extremely well in the sugar confectionery category, now accounting for 50% of total sugar confectionery sales.” Nash at Mondelēz says: “It is important that retailers include a range of consumers’ favourite sharing bags, alongside the latest innovations, to meet the needs of shoppers and drive sales from their range.”

Family moments
Jon Hughes, managing director of Haribo UK, says: “Big nights in are treating occasions, which means they are a key driver of sales within confectionery. In recent months, there is no doubt these family moments have increased as we all look for light relief and the opportunity to offer a slice of normality for our families. Confectionery does play an important role here. It helps add an element of fun in an affordable way, especially in instances when we are entertaining on a budget.

“During these evenings, consumers who are buying for the family’s enjoyment look for products that are liked by the majority and are suitable for sharing.” When it comes to sharing, the most important pack format in the sweets category is the medium bag, says Hughes. “They account for almost 60% of sales, with growth of more than 4.9% in the last 52 weeks.”

Also important to the occasion are soft drinks – whether as an alternative to alcohol, as a mixer, or for younger members of the household during a family get-together. “Colas, flavoured sparkling drinks, mixers and energy drinks have a particularly important part to play in big nights in – and while price is increasingly important to shoppers, recognisable, trusted brands can help make these occasions as special as possible,” says Amy Burgess, senior trade communications manager at Coca-Cola European Partners.

“Sparkling drinks are by their very nature uplifting and give consumers that much-needed fizz or treat that can be enjoyed during TV time with the family, alongside an evening meal, during a barbecue in the back garden, or virtual big nights in with friends.”

Sharing formats
As with snacks and confectionery, it is sharing packs that benefit most. “Soft drinks are an important part of the big night in occasion,” says Matt Gouldsmith, channel director for wholesale at Lucozade Ribena Suntory.

“In recent months, we have seen an increase in drink-later formats, which are growing by 8%, with multi-packs driving growth at 9.4%. Our portfolio replicates this, as we have seen strong growth of 20% in Lucozade Energy’s drink-later range, including one-litre bottles and multipacks.”

Becky Unwin, senior brand manager for Vimto, says: “It is more important than ever to have a range of family sharing formats and soft drinks that can also be used as mixers. As more and more people opt to avoid alcohol, interesting soft drinks with exciting flavours or formats are must-stocks.” But it is not all about sharing format, says Gouldsmith. “We would advise retailers to pay close attention to the needs of their shoppers and adapt their soft drinks range accordingly, as impulse products allow consumers to offer their families and guests a variety of drinks in new, exciting formats.”

Energy drinks also appear to be performing well. “During lockdown, our take-home formats have seen a dramatic increase in popularity,” says Simon Gray, founder and managing director of Boost Drinks. “For retailers looking to make the most of this trend, we would recommend stocking a range of larger formats. Across energy, we have also seen a real demand for new and exciting flavours, which now make up 34% of the energy market and have grown by 6% since this time last year. We would advise retailers to look at offering a mix of exciting flavours next to consumer favourites.” Berry flavours continue to perform strongly across the category and are up by 16%, according to IRI data.

Product bundle
Alongside drinks and snacks, more substantial, party-type food is also pivotal to many an evening at home. “When it comes to the big night in, consumers want food that can be prepared easily and delivers on taste,” says Monisha Singh, shopper marketing manager at Kepak Consumer Foods, owner of the Rustlers brand.

She suggests retailers create a ‘big night in bundle’ to tap into the trend by including Rustlers in a meal deal promotion alongside snacks, sides and drinks. “Burgers and hot dogs are a great choice for the big night in,” agrees Charlotte Hulbert, sales manager at Brioche Pasquier.

“Retailers can capitalise on this trend by bringing together all the rolls, toppings, sauces and sides required to serve really tasty customised burgers and hot dogs. Stack a display with grated cheese, pickles, sauces, mustard, salsas and of course paper napkins.”

Jeremy Gilboy, founder of St Pierre Groupe, also recommends brioche-style buns. “The products can be used as a carrier to meet the ‘gourmet’ trend that consumers are mimicking at home,” he says. Buns and rolls can be filled with traditional burgers and hot dogs or healthier alternatives like chicken, fish or plant-based fillings to achieve the perfect ‘fake-away’, he says.

Popular pizza
Take-away style pizzas are also proving popular, according to Rachel Bradshaw, marketing manager for the Chicago Town brand at manufacturer Dr Oetker. “Chicago Town Takeaway has shown impressive growth of 70% in the latest 12 weeks in the convenience and impulse channel. Shoppers are increasingly choosing take-away style pizzas that are characterised by larger size and a stuffed crust.” When it comes to something sweet, ice-cream is a popular choice for the big night in occasion. “Sometimes, there’s nothing better than a Netflix and a tub of ice-cream session,” says Andre Burger, vice president of foods and refreshment at Unilever UK & Ireland.

Michelle Frost, general manager at Mars Ice Cream, agrees: “Ice-cream in all its many formats has without doubt become a popular dessert choice for big nights in and other home sharing occasions.” Unilever even launched a new Ben & Jerry’s variant earlier this year called Netflix & Chill’d. The variant combines peanut butter ice-cream with pretzel swirls and brownie pieces.