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FEBRUARY 2013

Enjoy Healthy Sales with

The No.1 selling SKUs in Green Tea and Redbush*

Category Management: advice from key suppliers Savage & Whitten’s Mark Windebank on southern move

Over 3 million UK households have bought

Green Tea

Halal meat withdrawn by 3663 from UK prisons

in the last 52 weeks alone**

Stock Up Now Now & Give Give your your Sales a Healthy Healthy Start to 201 2013!

Bestway unveils new Xtra Local initiatives

* AC AC Nielsen Scantrack Scantrack - Total Total UK U K Market Volume Volume Sales - 52 w/e MAT MAT 08. 08.1 12. 2.1 12 ** AC Nielsen Panel - Total UK Market Household Penetration - 52 w/e MAT 08.12.12

The business magazine for cash & carry/delivered wholesalers


W T E E N CK K POPAC

• From the No.2 Chocolate Brand*, Galaxy® launches a new addition to the Galaxy® Counters® range • A huge £10.7m media spend** planned for the Galaxy® brand in 2013, includes TV support

Stock up from 24th February 2013

®GALAXY and COUNTERS are registered trademarks. ©Mars 2013. *Source: IRI All Outlets ex AOI & MOL. **Nielsen equivalent.


contents

Food channel on the alert The vegetarian lobby and those advocating the consumption of more fish and less meat were handed a major PR boost with the horsemeatin-burgers debacle and the tracing of pork in halal-labelled meat pies supplied to UK prisons. However, it’s not the sort of fillip to give either group satisfaction. While ‘burgergate’ applies largely to the multiples, one of the later entrants in the meat products scandal – Findus – is a major player in the independent channel, and, therefore, the C&C/wholesale sector. Meanwhile, one of its number has been dragged into the ‘halalbaloo’ surrounding prisoners’ rations being tainted with pigmeat. 3663, by virtue of its contract with the Ministry of Justice, had to issue a statement to the effect that it was removing all halal products made by the manufacturer in question from the supply chain. Indeed, the wholesaler is to be applauded for making the initial move in its deliberations with the MoJ leading to the non-halal beef items being withdrawn. Having identified the Irish meat producer involved in this incident, 3663 will, in conjunction with the Ministry, be looking for an alternative supplier. Such developments will not only make the foodservice specialist even more vigilant in its dealings with suppliers in future but will also post a reminder to other delivered wholesalers – and, indeed, C&C operators – that the path from food sourcing to consumption can be littered with obstacles, with no warning signs.

Causing Sher-nanigans! This Glasgow-based cash & carry is doing okay, but a firm owned by a different part of the family has gone into administration ... see p.6

news

4–7 Prison food withdrawn by 3663 ... Musgrave closes two C&Cs ... Bestway seeks more Xtra Local members ... Hancocks passes £100m mark ... Imperial Tobacco backs regional paper campaign ... Booker’s 3.1% interim rise.

delivered

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interview

10–12 with Mark Windebank, managing director of Savage & Whitten.

customer cares

14 Traders in Glasgow talk about the wholesalers they use.

products & promotions

16–18

category management

19–59

Editor

Mervyn Gilbert

Managing Editor

Kirsti Sharratt

Contributing Editor Media Sales Manager

John Wood Clare Phillips

Business Development Manager David Ford Publishing Director

Martin Lovell

4,560 July 2011–June 2012 Mervyn Gilbert editor

www.cashandcarrymanagement.co.uk

Published by Winlove Publications Ltd PO Box 366 EAST GRINSTEAD RH19 4ZE Tel (01342) 712100 Fax (01342) 712101 Email mail.winlove@btconnect.com ISSN 1352-254X

Cash & Carry Management is available on subscription at £52 per year (single copies £5). Overseas subscription: £80.

Cash & Carry Management

• February 2013 • 3


news IN BRIEF Final cook-off The Brakes Student Chef Team Challenge, run in conjunction with the Craft Guild of Chefs, has reached the final stage. Seven catering college teams will be judged next month during ScotHot, which is taking place at the Scottish Exhibition and Conference Centre in Glasgow, by a panel which includes Mark Irish, the delivered wholesaler’s head of development chefs.

Van winner A Peugeot Blipper van, worth £10,000, was won by Bestway customers David Carden and son Brian, who operate Crestway News in Hollingdean, Brighton, following a free prize draw mounted in conjunction with Britvic. They also received 170 bottles of the supplier’s core soft drinks range.

Chocolate ‘box’ Palmer & Harvey, in cooperation with Lindt, has been offering Mace retailers Lindor free-standing display units to boost sales for special occasions, such as Valentine’s Day and Mother’s Day. They can also be used to display greetings cards. The delivered wholesaler’s brand development manager Simon Harris said: “Lindor is a top seller on both of these occasions.”

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Wholesaler in halal hiatus 3663, which delivers ambient, fresh, frozen and chilled foods to UK prisons under its contract with the Ministry of Justice, has withdrawn all halal products made by McColgan Quality Foods after pork was found in savoury beef lines from the Strabane, Co Tyrone, manufacturer. The wholesaler, which was last year re-selected for the MoJ contract – a fouryear deal worth £60m in the first year alone – stressed that the only products from this manufacturer that contained pork were those destined for around 140 prisons. 3663 group managing director Alex Fisher said: “Following recent publicity concerning content of horse meat in the consumer food

Supplying the UK prison network.

chain, we recognised a potential connection between a halal beef producer mentioned within the Food Safety Authority of Ireland report and a supplier of halal beef savoury products stocked for the MoJ.” 3663 and the MoJ jointly decided that the suspect products should be quarantined prior to DNA testing.

After the evidence was found, Fisher stated: “We were shocked, as the manufacturer in question is accredited by the Halal Food Authority. We will not source any further halal products from this manufacturer. “It is a wholly unacceptable situation and one that we deeply regret.” Tel: 3663 (0370) 3663 000.

Two C&Cs close in N Ireland Two of Musgrave Group’s MarketPlace cash & carries in Northern Ireland are closing. The one at Hillview Road, Belfast, will shut at the end of this month while the Ballymena site will cease trading late next month. Around 25 will lose their jobs. It will leave the company with 11 C&Cs – seven in the the Republic of Ireland and four in the north. The news comes only months after £2m was spent on a replacement 56,000 sq ft branch in Waterford (Cash & Carry Management: November 2012). At the same time, it was announced that Musgrave had ploughed £10m into the chain in recent years and that a further £3m was being channelled into revamps in the next three years.

• Cash & Carry Management • February 2013

And less than a year ago it was reported that the C&C side had moved from a lossmaking situation to a profitable one in 18 months. Separate returns for this side of the business are not declared in the Irish concern’s annual report, which showed that last year group turnover, including foodservice, UK retailing (Budgens and Londis) and C&C interests in Spain, rose by 1.6%

to around 4.5bn euros, although pre-tax profit slipped by 1% to 71m euros. A Musgrave spokesman commented: “We are trading in one of the toughest trading environments in living memory. We have examined every part of our business to ensure we have the best structures to grow our business.” Tel: Musgrave Group (003531) 452 2100.

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news

Xtra for club members Bestway’s Xtra Local offers, category inforretail club has unveiled mation, core range a package of initiatives sellers, planograms to entice more indeand tips on displaying pendents. The memstock. bership figure currently The new reward stands at around 2,500. scheme gives retailers There are now deals on core range longer promotional skus, while direct mailperiods, a free monthly shots include vouchers magazine and a entitling traders to rewards scheme. substantial discounts. EPoS is also being Bottomley told Cash Mark Bottomley on the recruitment trail. trialled in Scotland, & Carry Management: channelled at ‘forward“IMPACT is fairly thinking retailers’. “We want to help cash & unique. It keeps retailers Mark Bottomley, retail carry customers see the abreast of what’s happening club manager at Bestway benefits of joining, and that in the market and in different Group (including Batleys), running promotions in a discategories, along with best said: “Everything we’re ciplined way drives footfall,” sellers and how to make their doing is designed to give our Bottomley added. store a destination shop for members more opportunity The club’s IMPACT consumers.” to offer competitive prices magazine includes details Tel: Bestway Group 020-453 over a longer period. of four-weekly promotional 1234. “That’s going to grab the attention of progressive retailers wanting to maximise the bottom line in their business. And they’re exactly the retailers we want to join our club.” New recruits are being targeted in-branch with the help of banners and Xtra Local promotional sections.

David Gallon David Gallon, who worked for Bass Brewers for 26 years, has died after losing his battle with liver cancer. He was 62. A well-known figure in the C&C/wholesale trade, Gallon was director of sales at the beer supplier before leaving in 1999 to set up his own business, Arden Consultancy. A memorial golf day is being held at Henley Golf Club on 4 July. For details contact stephen@driving experiences.co.uk.

Buyout goes sweetly Hancocks, the specialist confectionery group which was last year taken over in a management buyout, increased 2012 turnover by £9m to £109m. Chief executive officer Mark Watson said that more than 5,000 new customers registered at the 18 depots during the year, while many existing ones chose to buy online. Customer visits were up by 6.5%. He added: “Our strong

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growth demonstrates once again that we never stop treating ourselves to confectionery, even when times are hard. “Following the management buyout and backing by H2 Equity in November 2012, we have put some firm plans in place to go forward, with development scheduled for all areas of the business, including more depots.” Tel: Hancocks Group (01509) 216644.

Jail for fake vodka trio In a further example of efforts by criminals to push counterfeit liquor through the food trade, three men were jailed after appearing at Birmingham Crown Court towards the end of last month. The trio – Michael Woodlock, of West Bromwich; Gavin Berrow, of Brierley Hill; and Alex Dean Rollason, of Cradley Heath – received sentences ranging from four months to a year for producing 2,500 litres of illegal vodka under the Arctic Ice name. The drink was found to contain dangerous levels of methanol, used in antifreeze, solvent and cleaning fluids. Investigation by HMRC officials found that supplies under the same label were already available at several independent stores in Birmingham, Herefordshire, Shropshire, Staffordshire and Worcestershire. HMRC assistant director of criminal investigation Adrian Farley said: “The factory was capable of making and distributing large quantities of counterfeit vodka throughout the country, with the potential of costing the UK taxpayer nearly £500,000 in lost revenue.” Tel: HMRC (0845) 010 9000.

Wine tastings Drinks wholesaler Matthew Clark will next month hold two wine tastings – in London on the 12th and in Edinburgh on the 26th. The events will feature many of the 300 existing wines and 125 new ones. Tel: Matthew Clark (01275) 891400.

Cash & Carry Management

• February 2013 • 5


news

Online tobacco campaign Imperial Tobacco has expressed its support for an online petition to combat the illicit tobacco trade, which is estimated to cost convenience stores an average of £30,000 a year in lost revenue. Behind the initiative is one of the country’s leading regional newspapers, the Lancashire Evening Post. The petition urges the Government to toughen up the penalties available for the prosecution of criminals. It also wants the Government to tackle the discrepancies between the punishments for drugs smuggling and tobacco smuggling. A further aim is for the Cabinet to acknowledge that

the profits made by criminals in tobacco smuggling are often much higher than those made from selling drugs. The petition needs to generate 100,000 signatures for the matter to be debated in Parliament. Peter Nelson (pictured), Imperial Tobacco’s anti illicit trade manager, said: “Selling counterfeit or illegally smuggled tobacco is not a victimless crime, and it impacts on society in many different ways. “Community spirit is eroded with the intimidating

presence of criminals operating on our streets threatening the livelihoods of legitimate retailers and the reputation of famous tobacco brands.” He added: “The renowned quality of brands with a long and distinguished history is being undermined as counterfeit products expose consumers to brands which are not manufactured to the extremely high standards to which genuine brands are and do not comply with all regulatory requirements.” Tel: Imperial Tobacco (0117) 963 6636.

FWD progress report Burning the midnight oil

Front cover of the annual review.

The FWD’s 2012 annual review, entitled Bringing Wholesale Together, gives details of the organisation’s major activities and events during the year, including references to alcohol duty fraud, tobacco display restrictions and standardised packaging, minimum unit prices for alcohol, the national minimum wage, Ministerial visits to depots,

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Sunday trading hours and the FWD’s Gold Medal Awards. In a foreword, chairman Guy Farrant, of Booker, says that the Federation’s members support more than one million small businesses – retailers, cafés, restaurants, sandwich bars, cost sector caterers, pubs, bars and clubs. Tel: FWD (01323) 724952.

• Cash & Carry Management • February 2013

More than 300 guests from across the industry gathered at the Grand Hotel, Brighton, on 26 January at a Burns Supper, supported by Palmer & Harvey, to raise funds for GroceryAid. The event, which resulted in £105,000 being donated to the charity, will enable it to provide for at least 70 current and former members of the trade this year. Sponsors of the haggis, neeps, tatties and Scotch whisky evening also included Britvic, JTI, Kraft Foods, Mars Chocolate, Nestlé Confectionery, PepsiCo, Treasury Wine Estates and Wrigley. The charity will spend more than £3m this year on welfare support. Tel: GroceryAid (01252) 875925.

‘No problem’ at Sher C&C Imtiaz Sher, financial controller of Sher Bros in Glasgow, has dismissed reports that the company is having problems and that it has gone into administration. He told Cash & Carry Management: “The company to which you refer is House of Sher, a Glasgowbased retail DIY and hardware business. “It has gone into administration because of family friction and bickering.” Sher Bros, established in 1951, has a turnover of nearly £100m, and operates from four C&C sites. One of these specialises in food (this opened in 1990 and is a Landmark member), two deal in clothing and another majors in hardware. Sher added: “We are one of the biggest family-run concerns in Scotland and are in the country’s top 200.” Tel: Sher Bros 0141-429 3671.

Own brand up Landmark Wholesale’s own brands saw a 7% sales uplift in December compared with the same month in 2011. Total group turnover rose by 8% for the fiscal year to May. Lifestyle Value, the Characters ranges of kids’ drinks and sweets, and licensed goods all made significant monthly contributions, said business development director Chris Doyle. He added: “We’ve lots more own-brand activity planned for 2013, so we are confident about the year ahead.” Tel: Landmark Wholesale (01908) 255300.

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news

Middlesbrough in top spot Blakemore Wholesale achieved record sales in November and December as a result of the company’s ‘50 Deals for 50 Days’ golden anniversary promotional activity. Over the two months, all nine cash & carries arranged a series of special events marking the 50 years of C&C trading – which started with the opening of the Wolverhampton branch. Commercial director Russell Grant said: “We had great support from suppliers, colleagues and, most importantly, our customers. “We now need to capitalise on this to take the business further forward during 2013.” The award for the best performing depot during the promotional period was Middlesbrough, whose returns put it in first place on 14 of the 50 days. Grant commented: “It was a brilliant end to a great year for Middlesbrough, following its Federation of Wholesale Distributors’ depot of the year award.” Each member of staff

Staff at the winning branch celebrate.

from the C&C was awarded a £50 voucher to spend in the depot. The Birmingham branch

finished second and Gateshead third. Tel: Blakemore Wholesale (01902) 371515.

In the 16 weeks to 4 January, Booker’s total sales (excluding Makro) rose by 3.1% on the previous corresponding period. Non-tobacco sales were up by 4.1% and tobacco by 1.3%, with like-for-like figures virtually the same. Chief executive Charles Wilson said the cash & carry side had a good quarter, with customer numbers up and

Finance pair One of two new finance executives who have joined AF Blakemore & Son has spent much of her career in the retail trade. Julie Bevan, who becomes wholesale finance director, with responsibility for the C&C, foodservice, fresh foods and Heart Distribution divisions, has worked for Poundland, the Midlands Co-op, Holland &

Barrett and Marks & Spencer (as well as the RAC). Chartered accountant Simon Loveland, Blakemore’s new chief financial officer, has worked for several companies, including KPMG and Rolls Royce. Both report to group finance director Scott Munro-Morris. Tel: AF Blakemore & Son (01902) 366066.

‘Encouraging’ performance Mark McCammond (below), managing director of SPAR south-west delivered wholesaler Appleby Westward, described as “encouraging” the company’s trading performance over Christmas and the new year. Total sales over the five weeks to 3 January were up 2.3% on the previous corresponding period, with likefor-like sales 2.4% ahead.

Booker up 3.1%

McCammond reported double-digit growth for SPAR brand produce, fresh meat and poultry. In addition, total weekly sales for the first week of the new year were ahead by 17.8%. He commented: “These are encouraging figures. We are focusing strongly this year on recruiting new stores, implementing exciting new formats and expanding our

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fresh food business. “We expect the challenging economic landscape to persist. But we are well placed to help our retailers deliver a value offer and drive sales by helping them achieve better use of existing space.” The Saltash-based wholesaler is setting aside £2m for co-investment development schemes with its independent SPAR stores. Tel: Appleby Westward (01752) 854000.

Wilson: ‘C&C had a good quarter.’

sales “in line with expectations”. Income from fruit & veg rose by 30%. Wilson also reported good performances by the Booker Direct and Ritter Courivaud speciality food business. He added: “We are expanding Classic – now operating from a further five Booker branches – to become a national wholesaler to the on-trade.” While the Chef Direct operation is making good progress, having taken over the servicing of the Aramark UK contract catering business, “it is incurring start-up costs,” said Wilson. However, “its performance is on track”. Although the Makro operation is still described as challenging, Wilson said: “We are excited about the opportunities of Booker and Makro coming together.” Tel: Booker Group (01933) 371000.

Cash & Carry Management

• February 2013 • 7


delivered

‘Unique’ waste initiative 3663 has joined forces with SITA UK, a leading recycling and waste management company, to offer customers a ‘unique’ collection service. Following the success of the wholesaler’s waste oil recycling scheme, this new initiative is targeted at achieving zero waste to landfill. It is claimed the non-profit making scheme will give customers a ‘depth of valuable management information’ by looking at materials delivered into and collected from each of 3663’s sites. Bernadette Chamley, 3663’s manager of the scheme, said: “For large customers, this means providing bespoke ‘packing in’ stats, ensuring that they receive a closed loop report based on what physically

goes in and out. “This scheme is a unique offering for our customers, with SITA UK providing an initial audit on waste and recycling requirements and an onboard weighing facility for each collection. “The partnership will not only provide 3663 customers with a service that will physically collect and distribute waste to be reused and recycled, but SITA’s sophisticated information monitoring and reporting means that 3663 customers also have live and

Tripartite agreement Brakes Group has teamed up with Nestlé Professional and the British Nutrition Foundation to offer an easyto-follow online training course on healthy and nutritious meals. Eileen Steinbock, the wholesaler’s head of health & nutrition, said of the course, developed by Nestlé Professional and the BNF: “Understanding how to develop healthy and nutritious menus is becoming increasingly important for caterers, from all sectors and

abilities. This course offers a great value, simple and easyto-follow introduction to do just that.” To take part in the ‘Introduction to Healthy Eating and Nutrition’ course, operators are asked to visit a special website, add the course to their basket and sign up. On completion of the course (priced at £25), operators will receive an official certificate from the BNF. Tel: Brakes Group (01923) 320 6000.

Don’t be a small fry! Lord Chips, part of the Aviko Group, based in the Netherlands, is giving away a year’s supply of chips, worth £30,000, to one lucky caterer

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in a foodservice competition to mark National Chip Week (20-26 February). Tel: Lord Chips (01442) 239536.

• Cash & Carry Management • February 2013

accurate access to the progression of the decrease in the environmental impact across their business.” The wholesaler has also appointed SITA UK to manage recycling and waste at all of its 26 sites. Chamley commented: ”Our customers have been asking us for some time to collect packaging and other waste streams. “Until now, we have only been able to collect and recycle waste cooking oil via our partnership with Convert2Green. Now we are able to offer a fully comprehensive waste and recycling service.” Tel: 3663 (0370) 3663 000.

Two US wines SPAR has introduced two new Californian wines – chardonnay and zinfandel reserve. Both carry a promotional rsp of £5.50. Wine trading manager Charlie Craven said: “The USA is the most important wine category in convenience, so we want to make sure we are supporting our retailers with the most relevant new wine launches possible. “Wines from the USA account for more than 30% of total category turnover in our stores.” While there are 29 styles from the USA in the SPAR range, only three are own brand. Tel: SPAR UK 020-842 3700.

Biscuit range enlarged

Country Range Group has added Luxury Mini Pack British biscuits to its Front of House range for hotels. The varieties are Ginger Biscuit, Fruit Shrewsbury, Shortcake and Choc Chip Cookies. Brand manager Martin Ward said: “The tea tray in a hotel room is, after all, one of the first things guests look for when they arrive, and to find their favourite biscuits alongside a quality choice of

hot beverages creates a positive impression.” To complement the new biscuit selection, the group has introduced a 100% Rainforest Alliance Certified Hot Chocolate Drink and Freeze Dried Coffee. Additionally, all CRG’s Front of House products, which include condiments and preserves, have benefited from a redesign. Tel: Country Range Group (0845) 519 6181.

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New Pringles Roast Chicken & Herbs. Pop them next to your core range and you’ll be selling even more.


interview

Making retailers profitable Mark Windebank, managing director of Irish wholesaler Savage & Whitten, talks to John Wood. If you were aiming for rapid growth over the past four years, it’s unlikely you would choose to locate a company on the border between Northern Ireland, with its struggling economy, and the Irish Republic, which has fared even worse. However Savage & Whitten has been based in Newry, Northern Ireland, for far longer than the current economic troubles, and it has made the most of a tough situation, doubling its turnover between 2008 and 2012 from £23.5m to £47.35m. During this period the company’s bricks and mortar have kept pace with the growth, with it moving from 26,000 sq ft premises to a new, 47,000 sq ft purpose-built headquarters in 2010. Since then it has added a 2,000 sq ft mezzanine, and with a further 10,000 sq ft extension due to open in March, its depot will have more than doubled in size since 2008.

S&W turnover 2008 2009 2010 2011 2012 2013

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£23.5m £30.6m £33.2m £39m £47.35m £55m (forecast)

• Cash & Carry Management • February 2013

Staff numbers have increased strongly, too, going from 88 to 150, and managing director Mark Windebank is proud that new positions have been created at all levels, including senior roles in the trading team and customer development. With 97% of its business being delivered, the company has also expanded its fleet from 12 to 18 over the same period. Remarkably, while this development of the business has been going on, its customer count has remained static at around the 1,000 mark. Even though there have been some smaller companies dropping out and larger ones coming in, this suggests many of Savage & Whitten’s customers have shared in the growth. Back in 2008, Mark Windebank gave a presentation about his plans for the company to the Today’s annual conference, and he forecast that three factors would drive growth: development of a strong symbol group; focus on development of sales and marketing; and expanding ICS (Independent Catering Services), the catering business it set up in 2006. The company’s subsequent growth looks all the more impressive when Windebank points out that having built ICS from nothing to a turnover of £12m in the five years to 2011, S&W then sold it to Henderson to concentrate on its retail service. He says membership of the Today’s Group was vital in fulfilling the company’s need for a strong retail brand. S&W

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interview was the first member of the group to fully embrace the ‘new He says the customer development team has two main generation’ retail look for the Today’s symbol brand, opening elements. One is a conventional sales role selling to all the first store in September 2009. Since then it has built up customers using the variety of leaflets and promotions the numbers so that it currently serves 85 symbol stores. company is running, and the other is a five-strong team who The importance of these stores to the overall business is work solely on the symbol stores, bringing on existing demonstrated by the fact that although they make up less branches and recruiting new ones. than 10% of the company’s customers, they accounted for He says: “We offer a very strong brand, very strong pro40% of turnover last year. Windebank says the target for this motions, and merchandising where we go in at the beginyear is to bring store numbers up to 100 and then press on ning and work with the retailer putting the store together.” to challenge Costcutter as the third largest symbol operator S&W’s work with its symbol group customers is informed in Northern Ireland, which he says by insight from three companycurrently embraces 115 stores. owned stores it has developed Windebank cites a number of over the past 12 months. Each factors that make the group an serves a very different market: attractive proposition for retailers, one is a rural garage forecourt, such as the fact that S&W does not another is in Belfast city centre, tie them into long-term contracts and the third is in the centre of a the way other operators do, instead Mark Windebank, Savage & Whitten housing estate. relying on the increase in profWindebank says: “That gives managing director itability to keep their membership. us an insight into what problems Another attraction for members the retailers have and how we can of the symbol group, but also for other S&W customers, is help them become more profitable. Rather than being somethe level of support they receive. When Windebank told the one who sells to retailers we need to be someone who works Today’s conference his company was going to focus on with retailers and makes certain they are profitable. If we development of sales and marketing, it was not empty have profitable retailers they will stay with us and be happy. words. It has recruited a marketing manager, Julie Burden, “Our stores are open for our customers to come in and and since 2010 it has doubled the size of its business develsee what we are doing, and because they are our own stores opment team from eight to 16. They are all out in the field, we are putting in everything we can offer – all the promoenabling the company to visit every customer every week, tional packaging, the complete range. We encourage existing and are supported by an office-based, seven-strong cusmembers and potential new members to visit, and this is one tomer service team. of the best marketing tools that we have.”

‘There are early signs of recovery in the South, and it would be a good time to be in there’

Although S&W only handles ambient products at its depot, it has linked with local businesses so it can offer a complete package.

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Cash & Carry Management

• February 2013 • 11


interview Windebank believes it is essential to offer customers as full a range as possible, so although S&W only handles ambient products at its depot, it has teamed up with other local businesses so it can offer customers a complete package, including chilled, fresh, frozen, bread and milk, with a single ordering and billing point. Additional support for customers is given by the company’s marketing team. They provide a three-weekly leaflet containing the Today’s Group promotions, which is personalised for the Irish market and goes to all customers. In addition there is a separate set of three-weekly promotions for the Today’s stores, with each receiving 250 or 500 personalised flyers to give out to customers. Also, in the middle of the three weeks, there is a strong one-week promotion backed by flyers. There are promotions around themes such as Halloween or back to school. Another service for customers is online ordering, giving them the flexibility to order 24 hours a day, with any orders placed by 2pm being delivered the next day. Two years after the facility was launched it handles nearly 25% of business. S&W has been an active member of the Today’s Group, with Windebank sitting on the board, and he says the symbol group is not the only advantage it provides. “Being part of the group gives us buying power and allows us to act like a large player at a local level,” he says, “and it is our featured brand in everything we do. We have rebranded our fleet and the major symbol on that fleet is Today’s.” Looking to the future, Windebank states that the main targets for this year are to reach £55m turnover and 100 members of the symbol group, but longer term he believes opening a second depot, probably in the Irish Republic, will be the way to drive more growth. Being near the border, and supplying to a radius of about 100 miles, means that around 23% of customers are from the

S&W was the first member of Today’s to fully embrace the ‘new generation’ retail look for the symbol brand.

Republic, including four of the symbol group members. However, legislation prevents the company from supplying some categories such as alcohol and tobacco to its customers in the South. He says: “If we want to develop a symbol group and a complete offering in the South, we will only be able to do that by having a presence in the South, either by buying a business or opening a depot. “This year it’s about researching the market to fully understand what we would require, and how it might be different to what we need here, and in 2014 we would be looking to put that in place. Having entered the recession much earlier than the UK, there are early signs of recovery in the South, and it would be a good time to be in there.”

With a 10,000 sq ft extension due to open in March, S&W’s depot in Newry will have more than doubled in size since 2008.

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• Cash & Carry Management • February 2013

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customer cares

sponsored by

Never satisfied! This month, John Wood is in Glasgow to talk to traders about the wholesalers they use. Mohammed Younis Bellgrove Newsagents Wholesalers used: I shop at United Wholesale (Scotland), Costco, Batleys, Booker and sometimes Makro. I try to get to them all, but it’s not always possible because of the time and the cost, and also the weather in the winter. I like to check out all the deals because sometimes on products like groceries you can be working on 10% profit margins, so price is very important. Plus points: United at Maxwell Road is the one I use the most. I go there because it is closest to my house – two minutes in the van and I’m there. I go there on a daily basis and they get about 60% of my business. I visit Batleys about twice a week, and Booker and Costco about once a week. United have a wide range and it’s very rare they don’t have something I want, and if they are missing something they get it in quite quickly. Suggestions for improvement: I think United are quite dear. They are probably a pound or 50p dearer than any other cash & carry on a lot of products. If it wasn’t for the convenience, I would go to Batleys. They are definitely the best on price. The problem with Batleys is they only open late two days a week and I visit at 5.30pm after I’ve shut my shop. Costco also have very good prices but they have a limited range. United’s tills can be very slow when they get busy. When they have one-day deals, it is an absolute nightmare in there. One time I had to queue for about an hour. I think they need better people on the tills.

Sebastian Denommee Avenue G Café Bar (caterer) Wholesalers used: I use quite a few delivered wholesalers. As a coffee shop, our coffee is most important and I buy that from Monmouth Coffee in London. Otherwise, the wholesaler I use most is Dunns Food & Drinks. I also buy things like cleaning products and bin bags from Twisted Hygiene & Packaging because their products meet environmental health regulations. I pride myself on trying to get as much Scottish produce as possible, so there are several firms from which I may buy only one item, such as bacon or meat. I don’t use cash & carries, although I go to Costco for my personal use. It is a false economy to go and get the stuff for the coffee shop yourself. You need a van and half a day to go there, and then you get distracted and end up buying stuff for your flat when you could be at work! Plus points: I chose Dunns because I knew the rep from a previous job. I told him what I wanted and he came back with the best price. Their service is also reliable and that’s very important. It’s no good if someone offers you a better price but doesn’t deliver. Ordering with most suppliers over the phone is simple, and it’s usually next-day delivery or the day after. Suggestions for improvement: I do buy some products from supermarkets. I’m not going to open an account with a new supplier for 10 tins of anchovies every two months. For ketchup and brown sauce, I haven’t got space to store huge jars and Tesco is just across the street.

Manjit Panesar Panesar Convenience Store Wholesalers used: There are only about three around here – United Wholesale (Scotland), Booker and Costco – so not a lot of choice. I go to United two or three times a week and Booker about once a week. They are quite handy, so it is easy to pick up what I require, rather than get it delivered. I could do the majority of my shop once a week but there are always things that need to be topped up every other day, such as cigarettes. Plus points: The staff at United (Queenslie branch) are always smiling and helpful, and the prices are quite good. They have a fairly wide range and always have offers on. There is some stuff I can only get from Booker but I find they are quite dear. Service on the tills at United is okay except at times like the New Year, but I tend to go mid morning and there’s generally no problem.

This retailer likes to check out all the deals.

14

• Cash & Carry Management • February 2013

Suggestions for improvement: They could always put their prices down but we will never be satisfied anyway, even if we could get it for free!

www.cashandcarrymanagement.co.uk


A G E M ® Registered Trade Mark of United Biscuits (UK) Limited.

*AC Nielsen Total Market 52wks to 13.10.12

SALES S T I F O PR

As title sponsor of the Premier League Darts, McCoy’s is launching a Mega Darts promotion to help you enjoy some mega sales! Stock up now on the core range and two tasty limited editions Bullseye Bangers and Treble Cheese & Worcester Sauce - and give your customers the chance to win great prizes every 180 minutes! This mega on-pack promotion will run from 1st Feb until 31st July 2013 across all McCoy’s grab bags. Terms and Conditions apply.

NRIDOG.E1 CU T CRISPS*

THIS PROMO WILL FLY - STOCK THE RANGE AND HIT THE BULLSEYE! Independent Biscuits and Snacks category advice to boost your sales

www.ubperfectstore.com


products & promotions Cricket contract

Four-week drive BURTON’S BISCUIT COMPANY – A £1.1m tv campaign has begun for Maryland Cookies, whose value has grown by £7.5m (IRI year to 22/12/12). It is reckoned the four-week drive will be seen by 46 million people. The ads show a group of talking mugs who sing the praises of the product’s choc chips, with a new tagline: ‘Bring a little Maryland magic to your cuppa’. Chief marketing officer Stuart Wilson said: “The strong investment will further cement this well-loved brand’s position as the nation’s favourite cookie. It builds on our commitment to ongoing investment behind Burton’s ‘power brands’.” In addition to Maryland Cookies, the range includes Big & Chunky Cookies, Mini Cookies and Maryland SnapJacks. Tel: Burton’s Biscuit Company (01727) 899700.

TAYLORS OF HARROGATE – Yorkshire Tea has been named as the official brew of the England cricket team and it will form an integral part of the brand’s marketing activity, including tv ads, social media and on-pack promotion. Events and promotions will take place during the Yorkshire Tea breaks in all Investec test matches, including the forthcoming Ashes series. The brand’s marketing director Simon Eyles said: “I am thrilled to announce this three-year partnership. The cricket tea break is synonymous with a proper brew, so throughout the summer we are going to make every tea break fun and engaging for the many fans of the game. “This is the first national sponsorship Yorkshire Tea has embarked on, although it has been heavily involved in cricket at grass roots level for many years.” Tel: Taylors of Harrogate (01423) 814000.

Easter comeback

Biggest budget DIAGEO – Guinness has launched the second instalment of its ‘Made of more’ advertising campaign. The new ‘Clock’ commercial is being supported by a £5.5 million marketing budget. The 60-second and 30-second ads reinforce the brand’s attitude of never settling for the ordinary, doing so by use of a clock. Marketing manager Nick Britton said: “This is the single biggest Guinness campaign to date, which kicked off in October 2012 with an ad entitled ‘Cloud’. “We will continue to invest in the brand throughout 2013 to drive its point of difference versus others in the beer category.” Tel: Diageo GB 020-8978 6000.

16

Targeting top spot PRINCES – The company aims to be the No.1 ambient fruit brand with the launch of a new range of fruit fillings and fruit pots. It has also redesigned the packaging. The additional products include lychees, mangoes, gooseberries, raspberries and rhubarb. The introduction follows the launch of a premium Californian pitted prune variant last year. Princes is also extending its presence in the home baking market, which is currently showing year-on-year value growth of 15.1% (Kantar Worldpanel year to 28/10/12). The new seven-strong range of fruit fillings includes apple, blackcurrant, summer fruits and black cherry. A second wave of investment sees the launch of a selection of fruit pots targeted at kids. Claiming to be the second largest canned fruit brand, Princes expects to take a larger share of the £106m market Nielsen Scantrack 13/10/12). The new canned fruit variants have rsps starting at 99p, while the fruit fillings are available at around £1.29. Tel: Princes 0151-966 7000.

For c-stores FREDERICKS DAIRIES – The Cadbury Creme Egg ice cream is returning for Easter. The four formats available to the convenience channel are: sticks three pack (rsp £2.99), cones four pack (£2.49), 750ml premium tub (£3.99) and 125ml ‘Spoon in Lid’ cup (£1.75). Last year the Cadbury Creme Egg ice cream brand was worth over £3.5m – 126% up on the previous corresponding period (Kantar Worldpanel 16 weeks to 15/4/12). Tel: Fredericks Dairies (0845) 606 7676.

• Cash & Carry Management • February 2013

MONDELEZ INTERNATIONAL – The supplier, which as reported last month has launched a ‘big value’ 600g size of Belvita Breakfast, has also introduced a 150g pack exclusively for the convenience channel. The two flavours are milk & cereals and honey & nut, each containing three 50g packs. They are available in standard (rsp £1.49) and price-marked formats. The brand is claimed to be worth £48m (Nielsen MAT week ended 1/12/12). Tel: Mondelez International (08702) 400861.

www.cashandcarrymanagement.co.uk


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For more information, contact Customer Services T: 0800 783 4321 E: info@kerry-foodservice.co.uk


products & promotions

Commuter focus WRIGLEY – A new outdoor campaign has been launched for Lockets. Over a two-month period, the ads are targeting commuters nationwide and feature the brand’s ‘Help clear your nose and soothe your throat’ message. Also highlighted is the lozenge, stylised to resemble the relief from either a cup of tea, warm bath or hot water bottle. Business director Matt Austin said: “The campaign targets the hard working commuter who, despite feeling ill, still needs to keep going. It reminds consumers they can trust Lockets to help keep them going throughout the day.” The brand’s honey & lemon variant is claimed to be the best-selling medicated confectionery sku in independent and symbol stores. Other flavours are extra strong and cranberry & blueberry. Each has an rsp of 58p. Tel: Wrigley (01752) 752095.

Rugby sponsor FIRSTCAPE – The wine company, whose UK distribution is handled by SHS Sales & Marketing, is to sponsor the Barbarians rugby team when they play the British & Irish Lions in Hong Kong this summer. Its name will appear on the match kit. The supplier, already associated with the London Scottish club, will also be a global sponsor of the British & Irish Lions on its tour of Australia. Tel: SHS (01452) 378500.

18

Lighter campaign

Baby pouches

ADAMS FOODS – The dairy company has launched a campaign to drive awareness of the quality and taste of its Pilgrims Choice Lighter variants. Running until March, the activity includes a sampling roadshow, press ads and digital coverage. Eight weeks of advertising in women’s titles feature the tagline ‘Lighter and damn proud of it’. This month, the cheese takes on its biggest challenge as it attempts to break the Guinness world record for the largest blind taste test. At the Trafford Centre, Manchester, consumers are invited to put on a blindfold and see if they believe Pilgrims Choice Lighter is as strong and punchy as the brand says it is. Prizes of five iPad minis are being awarded. Pilgrims Choice Lighter Mature (350g) has an rsp of £3.99, with Lighter Extra Mature (350g) retailing at around £4.49. Tel: Adams Foods (01538) 399111.

A campaign to drive awareness of the Lighter variants runs until March.

HEINZ – Continuing to innovate in the infant food category, the supplier has launched a pouches range. Each contains at least one of baby’s five a day. The fruit variants are said to provide 60% of a baby’s daily vitamin C needs while the savoury styles contain iron for healthy brain development. All have no added sugar, artificial flavours, colours or preservatives. They are available in smooth texture for babies four months and upwards and in mashed format for those seven months and older. With an rsp of 89p, the 100g 4+ month pouches come in seven flavours: apple, pear & banana; mango, banana & lime; peach, mango & banana; apple & mango; butternut squash, carrot & apple; sweet potato, parsnip & apple; and veggie chicken casserole. The 130g 7 + month pouches have an rsp of £1.19. The flavours are: Sunday chicken dinner; apple & pork casserole; and sweet potato, chicken & veggies. Tel: HJ Heinz 020-8573 7757.

Sales up 25%

Three-year deal

COTSWOLD FAYRE – The Readingbased fine foods distributor has reported 25% growth last year, with a much larger than expected rise over Christmas. Managing director Paul Hargreaves said: “In spite of difficulties that the retail industry seems to be facing, consumers have been spending their money on quality products that provide them with something different to the standard supermarket offering.” The company’s 2013 catalogue includes ready-made sauces, meal kits and baking mixes. Tel: Cotswold Fayre (0844) 840 4045.

KETTLE FOODS – The crisps producer has been appointed the official supplier of savoury snacks to The Hydro, the new entertainment arena opening in September at the SECC complex in Glasgow. The exclusive three-year agreement is with the Scottish Exhibition Centre, which operates both venues. Jim Couchman, the supplier’s head of impulse sales, told Cash & Carry Management: “With more than two million people expected per year, this partnership will provide excellent exposure for our brand.” Tel: Kettle Foods (01603) 744788.

• Cash & Carry Management • February 2013

www.cashandcarrymanagement.co.uk


FEBRUARY 2013

CATEGORY MANAGEMENT

The business magazine for cash & carry/delivered wholesalers


TOBACCO The March 2013 issue of Cash & Carry Management will include a feature on Tobacco

To advertise in this issue, contact David Ford on (01342) 712100

Promo Checker is a website reporting national promotional activity from suppliers in key wholesale outlets

For further information:

www.cashandcarrymanagement.co.uk


category management contents

Category Management: wholesalers’ views

22–23

Baby Toiletries sponsored by Johnson & Johnson

24–25

Biscuits sponsored by Burton’s Biscuit Co

26–27

Caribbean Foods sponsored by Grace Kennedy

28–29

Cheese sponsored by Lactalis McLelland

30–31

Coffee sponsored by Nestlé Professional

32–33

Confectionery sponsored by Cadbury

34–35

Dairy sponsored by Kerry Foodservice

36–37

Energy Drinks sponsored by Red Bull

38–39

Flavoured Milk sponsored by FrieslandCampina

40–41

Hot Snacking sponsored by Kepak

42–43

Laundry sponsored by Unilever

44–45

OTC sponsored by Johnson & Johnson

46–47

RTDs sponsored by SHS Drinks

48–49

Soft Drinks sponsored by Coca-Cola Enterprises

50–51

Spirits sponsored by Diageo

52–53

Spreads sponsored by Unilever

54–55

Tea sponsored by Tata Global Beverages

56–57

Toiletries sponsored by Unilever

58–59

For more information on our Category Partners: www.cashandcarrymanagement.co.uk

www.cashandcarrymanagement.co.uk

Cash & Carry Management

• February 2013 • 21


category management

‘Manufacturers don’t dictate’ While suppliers’ advice is invaluable, some users insist on having their say too. The three major product areas in which category management is of greatest importance to independent retailers are: chilled and short life foods; beers, wines & spirits; and impulse. That’s the opinion of Bill Laird, managing director of Today’s Group. In terms of chilled and short life items, he says: “Their importance is due to the nature of the products, seasonal demands and limited shelf life. In beers, wines & spirits, the drinks are highly competitive, there are regional variations and they can be subject to high value investment. As for impulse – confectionery, crisps & snacks and soft drinks – suppliers have significant differences of opinion when it comes to the top sellers.” Understandably, he is reluctant to name names when asked to pick out a handful of suppliers whose data is most highly respected. He and his team regularly meet executives of the leading manufacturers to establish the best package. Says Laird: “We value all manufacturers’ data, but we do not allow any to dictate in categories in which they participate. Therefore it is unfair to single out any one individually. “We receive excellent support from them, allowing us to create genuine category-focused guidelines and planograms, which we call Plan for Profit. It’s freely available to all

A major segment that needs plenty of planning.

independent convenience store operators (at www.todaysplanforprofit.com).” Laird is aware that while retailers can be stubborn when offered guidance, “forward thinking, progressive independents will actively seek advice for all aspects of their stores. “They understand the multiples and national symbol groups are awash with information about every aspect of the retail environment, which potentially puts indies at a disadvantage. “Those who are more traditional tend to rely on what they have always known and stay within their comfort zone. Yet others allow suppliers to dictate their planograms in-store in return for participating in the brand’s various incentive schemes. This has both advantages and disadvantages.” Diplomatic as he is, Laird says that, with all the money brand owners invest in their products, they naturally want the best in-store exposure. “So by their very nature, they are biased.” He adds: “In Today’s Group, the distinct benefits we deliver to our retailers through Plan for Profit balance the influence, using market data to ensure the advice and planograms we offer are as representative as possible of the brands’ true ranking in the sector.” Finally, Laird comments: “Research tells us that retailers are more willing to trust and implement category advice from their wholesaler or buying group than they are from manufacturers.”

Four ‘majors’

There are around 360 stores operating under several Today’s fascias and the Day-Today banner.

22

• Cash & Carry Management • February 2013

Helen Osborne, category development manager at Palmer and Harvey, cites soft drinks, confectionery, alcohol and crisps & snacks as the four major segments, adding: “Good category management offers retailers an easy way to make sure their store is as profitable as possible.

www.cashandcarrymanagement.co.uk


category management

Checking over the soft drinks ‘bible’ in a P&H Local shop.

Osborne says that P&H creates its own planograms, but uses ‘industry leading insight’ to ensure they are as functional and useful as possible for its retail customers, who include many trading under the P&H Local banner. “We have a team of retail analysts that regularly review market data to check that our range, planograms and insight remain up to date and correct. “Many of our suppliers – including Coca-Cola Enterprises and Mars Chocolate – provide us with information on data and trends.” While soft drinks, confectionery and crisps & snacks are areas that are reasonably well managed by independents, says Osborne, “alcohol can be a more tricky category to manage due to the strongly regional nature of drinking habits”. Because of this, the wholesaler creates regional planograms so that retailers can easily group these products together in a logical way to ensure they can obtain the maximum sales. Asked whether retailers can be ‘a hard nut to crack’ when it comes to accepting category management advice, Osborne comments: “In the current economic climate, shoppers are looking for value, and independents have never had it so tough with competition from the multiples. So those who use planograms, and take advantage of the advice offered to them, are more likely to generate increased profitability than those who do not.” She claims that retailers find P&H helpful “because we offer non-biased recommendations on all planograms and category management, which is reflective of the market data we use. “They are are also keen to ensure their stores are as profitable as possible. It is often the smallest changes that make the biggest difference, such as adding a dump bin or a crisp stacker – things that don’t take up too much floor space but capture those all-important impulse purchases.”

www.cashandcarrymanagement.co.uk

Better service Bestway has introduced changes to improve its category management service. Group director of symbol James Hall says: “At Best-one, we have recently invested in Aldata’s Apollo space management system to help advise retailers better about what they should be stocking for maximum sales and profitability. “Successful retailers understand that they can’t offer everything to their customers. The best offer is a balance between stocking the national, well-known brands in each category, own-label and regional best-sellers, while not overproliferating their range with slow sellers, which can have a huge impact on cash flow.” Hall adds: “Via their tablet computers, the Best-one business development executives will also be able to access the planograms in-store and show retailers in real time the latest version for their fixture and ensure the top-selling products are always available.”

Cash & Carry Management

• February 2013 • 23


Why stock Biscuits? The UK biscuit market is worth a massive £2.4 billion with growth of 5%*. Every year Brits consume over 2.4bn packs of biscuits, around 40 packs for every single person in the country. 99% of households buy biscuits with the average household spending £98 annually, more than chilled ready meals and chocolate confectionery*. Biscuits have 83% expandability, meaning that when people buy more on promotion they will still use them up and come back for more, increasing basket spend and profits*.

BISCUITS £2.4bn PETFOOD £2.14bn CEREALS SAVOURIES £1.92bn £1.76bn

Biscuits is in HIGH SPEND and a very valuable category

Right range

1...

Treat customers to a better range

• 50% of spend is on Treatier biscuits: • Stock Best sellers Make sure range reflects this

1

Top 10 Sku list

2

The Best Sellers you must stock... 1. Nestle Kit Kat 2. McVitie’s Choc Digestives 3. McVitie’s Jaffa Cakes 4. McVitie’s Digestives 5. Maryland Cookies 6. Jammie Dodgers 7. McVitie’s Penguin 8. Cadbury Fingers 9. McVitie’s Rich Tea 10. Cadbury Crunchie Biscuits

8

50%

3

5 7

TREATS

4

6 9

10

All Cadbury trade marks and copyright owned by Cadbury UK Ltd and used under licence


C

at

eg R or ea y l A dv

ic

Best Display Make fixture easier to shop

2..

• Merchandise by reason to shop: • Give following weight to these categories Top Up, Family Treat, Special Occasion

TREAT

SPECIAL TREAT TREAT TREAT TREAT

EVERYDAY

EVERYDAY CHOCOLATE BISCUIT BARS - CBB

3..

Right Encourage impulse purchase Promotion

• Biscuits are very impulsive:

74% of shoppers influenced by promotions. Back best sellers!

Did you know

of shoppers* influenced by promotions

74%

Did you know

86%

of biscuits are consumed with a drink!*

• 86% of biscuits eaten with drink: Promote near these categories!

burtonsbiscuits.com *Kantar 18th Sept 2012 ** IRI Total Impulse Outlets MAT to 27th Oct 2012

e


 he Caribbean food •T and drink category is worth £77 million and growing at +12% YoY*  race Foods UK is •G e the UK’s number on d an Caribbean food drink supplier, with of annual retail sales * on lli £24 mi  race Foods UK is •G e more than twice th t es ar size of its ne competitor*

ribbean Food * Source: IRI UK Afro-Ca Sales – Period & Drink Category, Retail , 2012 MAT 52 w/e October 27th

NURISHMENT is the UK’s number one nutritionally enriched milk drink*, available in the iconic can and PET formats. Exciting NPD is on the way. Watch this space! Encona Sauces is the UK’s best-selling hot pepper sauce*, boosted this year by the introduction of two new variants, Encona West Indian Extra Hot Pepper Sauce and Encona African Peri Peri Sauce! For more details on how Caribbean food can boost sales in your store, call

01702 322332 or visit our website

www.gracefoods.co.uk

The planogram below sets out how you can merchandise the Caribbean fixture in-store, using market-leading brands to signpost the category, attracting both ethnic and mainstream shoppers. Block similar brands and products together and remember to make effective use of shelf ready packaging and POS.


Stocking the

Right Cheese for Different Shoppers Did you know? 48% of shoppers bought Continental Cheese for use in a recipe 2

Galbani® is the #1 Italian cheese brand in Italy as well as the UK. Galbani® has retained the authenticity and tradition of Italian cooking for over 130 years while innovating to offer an extensive product range to satisfy modern culinary demands.

Cheese used in cooking, by Volume 1

8% 20%

4%

YoY Value Sales Mozzarella +4% 1

18%

Th e C re at i v

e Che f

Mozzarella Feta Hard Italian Mascarpone Ricotta

added value

must haves

49%

added value

must haves

Did you know? 42% of shoppers buy Continental Cheese for a Special Occasion 2 Président® is Lactalis McLelland’s leading continental brand, both in the UK and worldwide. Offering a wide range of French products: Brie, Camembert, Emmental, Roquefort and Butter, among others. Whether looking to infuse their dishes with a touch of flavour or fancy trying something different, Président® has the perfect product.

Continental Cheese, by Volume 1 8% 32% 28%

YoY Value Sales Brie +9% Camembert +20%1

19%

Brie Camembert Blue Continental British Blue

13%

Continental Goat’s

t D in ne r Th e Pe r f e c Pa rt y H o s t

For more information on any products or to get in touch with our dairy experts visit www.lactalisoutofhome.co.uk


Did you know? Cheddar is the number 1 Cheese in the UK 1 and can be eaten in sandwiches, snacks, cheese boards, in sauces, grated or over a baked potato - so versatile

added value

Seriously® Strong is the UK’s #1 Extra Mature Cheddar brand.1 This award-winning, full flavoured extra mature cheddar has an intense and deliciously tangy taste for the ultimate in taste sensation

All Cheese Types, by Volume 1

must haves

Cheddar

Th e C h e d d

a r Addic t

55%

Soft White Total Continental

YoY Value Sales Cheddar +6% 1

12%

Processed British Regional

9%

Mini-Portions

13%

10%

2%

must have Did you know? Seriously® Strong Spreadable has the highest cheese content in the market with 53%

Seriously® Strong Spreadable is the only spreadable made with lashings of award-wining Seriously® Strong  Extra Mature cheddar for an intense and deliciously tangy taste. Also available in Chilli and Smokey versions.

added value

Household Size Buying Processed Cheese 1 24%

Th e Fam ily Aff ai r

1 Member HH

17%

2 Member HH 3 Member HH 4 Member HH

15%

YoY Value Sales Processed Cheese +4% 1

20%

5 Member HH

24%

Sources : 1. Kantar World Panel 28.10.12 2. Lactalis McLelland 128 shoppers survey


® Reg. Trademark of Société des Produits Nestlé S.A. All rights reserved.


<25 yrs


s s e c c u s t e e w s Steps to The UK confectionery market is worth over £4.8bn1 so make sure your depot gets its share.

s p i T Top  Get the basics right first. Availability is key

gles n i S en T p o T ers* l l e s Best

Display and highlight the best sellers

Encourage retailers to focus on a core strong range covering countlines, gifting and sharing products

Make the most of each seasonal opportunity

 nsure NPD and promotional products are stocked E in advance of consumer media

 Offer choice by stocking both price-marked and non-price-marked packs

 Advise retailers about spending strategy: 1 Cadbury Twirl 2 Snickers 3 Mars 4 Cadbury Wispa 5 Twix Original 6 Snickers Duo 7 Kit Kat original (four-finger) 8 Cadbury Dairy Milk 9 Cadbury Double Decker 10 Cadbury Crunchie

some retailers go for products with the highest profit margins, but that’s not always the best approach - a great margin on a product that doesn’t sell isn’t helpful

 Speak to suppliers for support and information

Offer education material to retailers in depot

1

Nielsen Total Coverage MAT w/e 12.01.13

*

The Nielsen Company: Top 10 Adult Singles, Total Coverage, 52 weeks to w/e 26.01.13


* Nielsen total coverage MAT 1.12.12

OV7216


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the right ingredients. Chefs need quality they can rely on. This is especially true of dairy, an essential ingredient for many popular dishes. With Kerrymaid, you can be confident your culinary creations will look and taste delicious.

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Our spreads have it covered Kerrymaid Original – a firm favourite among chefs. Great for cooking, baking and spreading. Available in: 500g, 1kg, 2kg and 10g portions for front of house. Kerrymaid Buttery – for that delicious buttery taste. Ideal for spreading straight from the fridge. Available in: 500g, 1kg, 2kg.

Get the perfect melt Kerrymaid Grated – mild white or coloured, the perfect melt that won’t oil out as much as standard cheddar. Kerrymaid Pizza Grate – delicious and super stretchy makes it the ideal pizza topping. Kerrymaid Original Slices – one of our most popular products. Use it on burgers, paninis and toasties.

The practical and functional benefits of Kerrymaid’s products have won many supporters amongst my colleagues. Head Chef, University

Kerrymaid Sunflower and Sunflower Light – a healthier alternative. Spreads great, lower in saturated fat. Available in: 2kg. Kerrymaid Premium Baking – perfect for baking. Available in: 250g and 2kg.

The added convenience of using Kerrymaid Grated helps save valuable time in the kitchen. When used as a melted topping, the even melt really adds to the overall appearance of the finished dish. Chef Manager, Contract Catering

The creamiest around Kerrymaid Single – perfect for pouring. A must-have kitchen staple. Kerrymaid Whipping – light and creamy. Great for filling meringues. Kerrymaid Ready-to-Serve Custard – for your sweet creations.

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We’re proud of the fact that in a recent trial,* Kerrymaid Single was voted the creamiest cream alternative. Not to be outdone, Kerrymaid ’s Whipping was also praised for its creaminess, receiving the highest marks in the study. *research commissi Cambridge Directiononed by , 2012


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MILK THE REWARDS Flavoured milks continue to outperform the total soft drinks market in both value and volume. “Currently growing in value at 11.5%*, flavoured milk provides a real opportunity for convenience retailers to increase their profits.” says Helen Cridge, Trade Marketing Manager, Friesland Campina. “Over the last 52 weeks, we have seen an increase in the number of adults consuming flavoured milk, seeking a tasty refreshment. YAZOO is no exception, remaining the leading flavoured milk brand in independent convenience retailers with volume rate of sale growing 11.4%!**”

Understanding shoppers is key to drive growth The flavoured milk shopper in convenience, know what they want and seek to get it spending little time at fixture to browse. As they are both the shopper and consumer, the purchase of flavoured milk is predominantly for food on the go consumption. To drive growth in the flavoured milk category, convenience retailers should consider siting it in the soft drinks chiller for ease of navigation and to ensure availability, stock firm favourites and best selling products. In fact 35%1 of shoppers stated they will leave without buying anything if what they want is not available, so it is key to stock their favourite flavoured milk, YAZOO.

YAZOO is the Number One Flavoured Milk brand in Convenience

an eeks, we have seen Over the last 52 w g of adults consumin er b m u n e th in se increa eshment. YAZOO fr re y st ta a g in ek flavoured milk, se ing flavoured milk ad le e th g in n ai m h is no exception, re nience retailers wit ve n co t en d en ep d brand in in growing 11.4%!** le sa f o te ra e m lu vo

Offering confidence to the shopper and profit for the retailer YAZOO offers a thinner, yet tasty flavoured milk which can be enjoyed either as an accompaniment to sandwiches or a refreshing healthy snack to top you up in between meals. Available in two formats for on the go occasions, the handy 475ml bottle and for those with a bigger appetite, the 1 litre. The introduction of YAZOO 99p PMP has given shoppers the reassurance of a quality brand at a value for money price resulting in increased rate of sale and a great profit margin for retailers.

475ml (PMP)

Recommended WSP £4 .99 RSP . . . . . . . . . . . . . . . . £0 .99 POR . . . . . . . . . . . . . . 49 .5%

In-store POS In 2013 YAZOO will continue to provide their retail customers with category leading advice based on both consumer, and shopper insight, improving their range of in-store POS, driving innovation in shopper activation and interacting with their consumers even more.

RE FR ES H IN G LY TA ST Y M IL K

For further information please call 01403 273273 or email yazoo@FrieslandCampina.com * IRI 52 weeks w/e 05.01.13 ** IRI 12 weeks w/e 05.01.13 AC Wtd volume rate of sale

1

IGD Symbols Summit 2012


REFRESHI

NGLY

TASTY

MI LK With a commanding 62.2% volume share* of the Independent convenience market and where sales are more than 4 times its nearest competitor, now is the time to stock the leading brand YAZOO! YAZOO is available in 3 taste tingling flavours in formats to meet the food on the go occasion in convenience and with volume rate of sale growing by +11.4%,** no wonder YAZOO remains a firm favourite. *IRI Convenience (excludes convenience multiples) 52 weeks w/e 05.01.13 ** IRI 12 weeks w/e 05.01.13 AC Wtd volume rate of sale


1

ENSURE YOU STOCK THE RIGHT RANGE

2

STOCK PRICE MARK PACKS WHERE POSSIBLE

» 1/3 of shoppers will be encouraged to buy a product 3 because it is price marked* 3 » 41% of shoppers want clearer pricing*

3

INCREASE VISIBILITY & AVAILABILITY

» » » 4

On average shoppers only spend 4 minutes instore Visibility is key Kepak branded shelf trays are a proven success, 3 increasing sales by 55% = £ 885 per store*

INSTALL A KEPAK ‘HEAT AND EAT’ STAND

» » »

Proven to increase demand in-store, boosting sales of hot 3 snacking products by up to 280%* Built-in bin to keep the surrounding area tidy A limited number of HEAT & EAT stands with microwaves are available at £500 plus VAT, or a microwave only at £140 plus VAT with the stand only available at £360 plus VAT. Orders can be placed with R H Hall on 01296 663400.

For further details or FREE POS please call the Kepak team on 01772 688 300

OR VISIT OUR WEBSITE! www.kepaktrade.co.uk


spend a few min laundry fixture an what is Partners for Growth? It is estimated that retailers miss out on £1.2 billion every year in lost sales as a result of consumers not being able to find the products they want. 1

Partners for Growth is an industry initiative from Unilever which aims to benefit both the trade and the consumer by offering advice to address this issue. The data provided by Partners for Growth is gathered independently, providing objective information which, time after time, has been shown to increase sales. Partners for Growth has been voted winner of ‘Best Merchandising Advice’ by Cash & Carry Management readers every year for the past six years. To see what it can do for you, visit partnersforgrowth.unilever.com

advice from the retailer advisory panel Retailers only have a limited amount of available space and welcome advice on how to make the best use of this to maximise profitability. Help your customers to select a core range which has a number of format choices in main wash products plus fabric conditioners, stain remover, and hand wash powder. If they are looking for help on shelf layouts, Partners for Growth has different sizes available on the website.

laundry our category expert advice

Most convenience stores stock products for main wash, in particular powder products, but are losing out on potential sales of other formats, such as liquids and capsules, as well as products like stain removers and fabric softeners. Convenience retailers would benefit from advice, in depot, on how to broaden their range to suit a changing range of needs. Powders are still the largest sector of the market, accounting for 39% of value sales . However, shoppers have been quick to adopt the new formats of concentrated liquids which have seen a 16% growth in value and 14% growth in volume compared to last year . Liquids and Gels now have a 35% value share of the total market . Their growth in popularity justifies their inclusion on shelf, but retailers can be conservative and need support for from their cash & carry to change their own buying habits to match that of their shoppers. 2

recommended 2 b

2

2

Whilst consumers accept that they often pay more for the convenience of shopping locally, they are less inclined to do this on large items such as laundry. Offering price marked packs gives retailers an opportunity to reassure their customers that they are still getting great value too.

Stain removers & special wash Liquid

Gel Capsules

Tablets Powders

partnersforgrowth.unilever.com

1. HIM Data 2. IRI 52 w/e 22 Dec 2012


nutes on your nd you’ll clean up!

laundry best sellers

2

powder Persil Non Bio 10 wash Ariel Bio 800g Surf Tropical 10 wash Daz 680g

liquid Persil Small & Mighty Non Bio 630ml Surf Small & Mighty Tropical 630ml

gel Ariel Bio 16 wash Fairy Non Bio 16 wash

tablet Persil Non Bio 9 wash

capsule Persil Non Bio 10 wash Ariel Bio 12 wash

fabric conditioner

key facts and tips Offer a product for each wash stage, ie prewash treatment, main wash and conditioning Stock a choice of different formats – powder, gel, capsules etc – as some shoppers will swap fragrance but not format Fragrance is an important factor to shoppers so ensure your range features some products which meet this need It can be difficult for shoppers to see which product does what, so keep detergents together, fabric conditioners together etc

Comfort Blue Skies 750ml Comfort Pure 750ml Lenor Spring Awakening 750ml Lenor Summer Breeze 750ml

wash treatment Vanish Oxi Action Multi Stain Remover 500g

recommended one-shelf retail layout Wash Aid

Powder

Tablet

Liquid

Fabric Conditioner

Include a non-bio product to ensure that someone looking for a product for sensitive skin can make a purchase

recommended two-shelf retail layout

ay wholesale layout

Wash Aid

Capsules

Liquid

Fabric Conditioner

Fabric Conditioner Powder

Tablet

Gel

Powders

for more planograms visit our website For more planograms visit our website


want to open more stock the right range business? and think about good space and layout top tips for space and layout in depot Sector block by need state (see flow below) and give more space to best sellers Brand block within sector, with best sellers first in flow Help customers find what they want quickly by sign-posting sectors and using bay branding Use great POS to maximise promotions, highlight the best sellers and new products Offer customers category advice on maximising Soft Drinks sales

Energy & Sports

Colas

Flavoured Carbonates & Lemonade

Stills

Water & Squashes

Juices

Mixers & Licensed Products

Flow Coca-Cola, Coke, Coke Zero and Diet Coke the design of the Coca-Cola Contour Bottle and the Dynamic Ribbon device are registered trade marks of The Coca-Cola Company.


fact

The Top 30 immediate consumption products deliver 51% of retailers sales.* So make sure you stock the bestsellers.

top tips for range in depot Maintain 100% availability of best sellers The right range should include plain and Price Marked Packs

Top 30 Immediate Consumption Soft Drinks*

Top 5 Take Home Soft Drinks* Soft Drinks is a key category within Wholesale and Cash & Carry. It is the most common category in shoppersâ&#x20AC;&#x2122; baskets as well as the most common category bought on impulse Our Open More Business Soft Drinks MOT Checklist is a five minute self-assessment scorecard and is available to all retailers across GB. It gives them the opportunity to see if they can maximise sales mileage from their existing Soft Drinks range The scorecard includes the Top 30 IC and Top 5 FC Soft Drinks. Retailers will be looking for these brands so open more business for yourself and your customers and stock the bestsellers

For more information call Customer Services on 08705 33 66 99

Sources: *AC Nielsen, 52 weeks to 29.12.12, independents immediate consumption packs excluding own labels.


Raise Your Spirits with category advice from MAXIMISE YOUR CHANCE OF SUCCESS OVER THE NEXT 12 MONTHS BY UNDERSTANDING YOUR CASH & CARRY CUSTOMERS – AND THEIR NEEDS.

Customer needs1:

How to meet these needs:

1. Shopping to a list of must-have SKUs.

1. Stock the top-selling brands.

2. Looking out for the best offers and prices.

2. Ensure the fixture is easy to shop.

3. Keeping in touch with the marketplace and seeking what’s new.

3. Provide clear price communication on shelf. 4. Draw attention to new, different and growing products.

FOLLOW THESE 3 STEPS TO MAXIMISE YOUR SPIRITS OPPORTUNITY

1

RANGE Stock the best-sellers . 2

Vodka

White Rum

1. Smirnoff Red Label 70cl 2. Glen’s 70cl

1. Bacardi 70cl 2. Bacardi 35cl

Blended Whisky

Dark & Golden/ Spiced Rum

1. Bell’s Original 70cl 2. The Famous Grouse 70cl

Brandy & Cognac 1. Courvoisier VS 70cl 2. Three Barrels 70cl

Gin 1. Gordon’s 70cl 2. Gordon’s 1l

1. Captain Morgan’s Spiced Rum 70cl 2. Captain Morgan’s Dark Rum 70cl

Speciality Drinks 1. Malibu 70cl 2. Southern Comfort 70cl

Imported Whiskey

Non-Cream Liqueurs

1. Jack Daniel’s 70cl 2. Jack Daniel’s 35cl

1. Jagermeister 70cl 2. Disaronno 50cl

Cream Liqueurs 1. Baileys 70cl

The BELL’S, CAPTAIN MORGAN’S SPICED, SMIRNOFF, GORDON’S, BAILEYS and PIMM’S words and associated logos are trade marks. © DIAGEO 2013


KEY INSIGHT: Retailers are in favour of price marked packs (PMPs) as they overcome shopper barriers to purchase – and drive footfall and sales3.

TOP! TIP Wholesalers should provide a choice of PMP and standard packs. PMPs are particularly relative for 50cl spirits, as some shoppers perceive them to be more expensive than they actually are1.

2

Key Spirits Trends to Watch Out For Fractionals (<70cl) are driving growth within the spirits category. 35cl bottles now account for one fifth of all spirits spend in Convenience, which is twice the size of 1l 2.

Premix

is the fastest-growing segment within Beers, Wines & Spirits2. It also offers your customers the perfect solution for the primary reason shoppers visit their store – to buy ‘something for tonight’4.

LAYOUT

Ensure your spirits bays are easy to shop by grouping products together. 1: Category

2: Brand

3: Size

• Vertically block all category

• Segment brands left to right by price,

• Locate all sizes within the brand

brands together – for example, stack all vodka brands together.

i.e. value, standard and premium. Give more space to top sellers, including cases. Top sellers act as ‘anchor’ brands to help shoppers identify a category.

KEY INSIGHT: Visible pricing is a key factor in the decision to purchase1.

3

TOP TIP!

block – for example, place Bell’s 1l, 70cl, 35cl and 20cl together. Display cases under singles1.

Retailers want clearer in-depot information about margins and profits – as well as details on RRP and actual price versus promoted price1.

HIGHLIGHT NEW, DIFFERENT & GROWING

Wholesalers should highlight products that are new, different and growing to help their customers keep in touch with the marketplace. This can be done both on and off fixture and will also increase the chances of additional spend in depot. KEY INSIGHT: Retailers can be tempted to go ‘off-list’ by new or growing products1.

TOP TIP!

Retailers need to be confident that their customers will buy this product – so provide information on consumer demand or trends and marketing spend. Improving in-depot visibility will also help.

Sources: 1Diageo Cash & Carry Shopper Understanding Project with ShopperCentric, Dec 2012; 2Based on Nielsen ScanTrack Convenience value sales, 52 w/e 08.12.12; 3HIM! Price Marked Pack Study, 2011 4Diageo Shopper Understanding Project with HIM! & Kantar Worldpanel, 2011.


get a 40% bigge from your sprea what is Partners for Growth? It is estimated that retailers miss out on £1.2 billion every year in lost sales as a result of consumers not being able to find the products they want. 1

Partners for Growth is an industry initiative from Unilever which aims to benefit both the trade and the consumer by offering advice to address this issue. The data provided by Partners for Growth is gathered independently, providing objective information which, time after time, has been shown to increase sales. Partners for Growth has been voted winner of ‘Best Merchandising Advice’ by Cash & Carry Management readers every year for the past six years. To see what it can do for you, visit partnersforgrowth.unilever.com

advice from the retailer advisory panel With limited available space in a chiller, each product needs to ensure that it earns its place through fast sales and decent profits. Help your retail customers to see which are the best selling products in the market and offer guidance on keeping chillers clean and tidy as shoppers can be put off buying chilled goods if they are kept in a grubby fridge. If they are looking for help on shelf layouts, Partners for Growth has different sizes available on the website.

spreads our category expert advice

Butters and spreads are bought by nearly every household in the UK, making this category extremely valuable. As a kitchen essential, a high proportion of purchases are ‘need it now’, with consumers having to stock up quickly for packed lunches or baking. An amazing 90% of shoppers already know what brand they want before they set foot inside the store. Over recent years, more food is being consumed out of home. However concerns over family finances have prompted many to make a return to the lunchbox. The economic downturn has also driven a return to home baking, with strong growth in baking cupcakes, birthday cakes and brownies. Depots should ensure they can capitalize on this by stocking baking spreads, and encouraging retailers to stock them too.

Shoppers’ choice of which spreads to buy depends on their attitudes to taste and health. So it is vital that the brands you offer reflect the breadth of their tastes. Sticking to a tight range of popular brands and formats in all four product groups, and presenting them in a logical way, will bring success to this category.

recommended 2 b Block Butter

Spreadable Butter

partnersforgrowth.unilever.com

1. HIM Data 2. IRI 52 w/e 22 Dec 2012


r slice of profit ds fixture

spreads best sellers

2

butter Lurpak Spreadable 250g Lurpak Lighter Slightly Salted Spreadable 250g Lurpak Slightly Salted 250g Anchor Butter 250g

buttery spreads Clover 500g Utterly Butterly 500g I Canâ&#x20AC;&#x2122;t Believe Itâ&#x20AC;&#x2122;s Not Butter 500g

health Flora Original 500g Flora Light 500g Flora Buttery 500g Bertolli 500g

key facts and tips Stock the most popular brands and formats Make it easy for customers to find the products they want by grouping relevant products together, ie butter, buttery spreads, spreadable butter, healthy spreads, baking

baking Stork Tub 500g

recommended one-shelf retail layout Butter

Buttery Spreads

Keep chillers full and clean at all times

Health

Baking

Butters and margarines are often purchased when browsing for other items so use visual reminders like point of sale or promotions to encourage purchase

recommended two-shelf retail layout

ay wholesale layout

Retailer Baking Choice

Health

Baking

Buttery Spreads

Butter

Buttery Spreads

Health

for more planograms visit our website


TEA

THE NATION’S CHOICE As a nation we still can’t get enough of our favourite hot drink, over 85% of homes buy tea in the UK. The convenience market for tea is worth £82m a year, which equates to a massive 4.2 billion cups.

Ensure you are maximising your tea profits and sales by getting your range, layout and display right.

A BALANCED RANGE Understand your customer’s profile to optimise the range you need to offer. Larger pack sizes like Tetley 1100s suit caterers, while smaller packs like 40s and 80s are ideal for convenience retailers. Ensure the range and space given to the products considers local preferences. In Scotland for example, Tetley tea accounts for 41% of all tea sales. 62% of impulse sales come from the Top 5 retailer products. These products are crucial in delivering sales and must be given the shelf space to ensure there is always stock available for your retailers. TOP SELLERS (NON BLACK TEA): IMPULSE TEAS TOP SELLERS: IMPULSE TEAS

% VALUE SHARE OF RETAIL

TWININGS EARL GREY 50’S TETLEY DECAF 80’S

PG TIPS 80’S

18.1%

TWININGS ENGLISH BREAKFAST 50’S

TETLEY 80’S

14.6%

TWININGS PEPPERMINT 20’S

PG TIPS 40’S

12.1%

TETLEY DECAF 40’S

TETLEY 40’S

10.8%

TWININGS PURE GREEN TEA 20’S

YORKSHIRE TEA 80’S

6.4%

TWININGS ASSAM 50’S

TETLEY 160’S

4.5%

TWININGS CAMOMILE 20’S

PG TIPS 160’S

2.6%

TETLEY REDBUSH 40’S

TYPHOO 80’S

2.1%

TWININGS LEMON & GINGER 20’S


GIVING YOUR CUSTOMERS THE RIGHT CHOICE SECTOR PENETRATION 73%

EVERYDAY BLACK 23%

FRUIT & HERBAL SPECIALITY

15%

GREEN

13%

EVERYDAY DECAF REDBUSH

10% 4%

Each sector has its role to play in the impulse channel. Redbush, the smallest sector in the tea category, was purchased by over 1 million UK households in the last 52 weeks alone and actually has a greater household penetration than the Fresh Brew brand (Fresh Brew household penetration 0.3%).

HEALTHY TEAS FOR A HEALTHY LIFESTYLE The trend for a healthy lifestyle is one of the main growth drivers within tea benefiting the healthy sectors. Fruit and herbal infusions, Decaf and Green teas are the largest areas outside of everyday black tea, with 8%, 6% and 4% shares and growing at twice the rate of the market. Redbush is the newest healthy sector; Tetley Redbush 40s were launched at the start of 2007 and are already the best selling redbush SKU in the impulse market. Tetley has designed a number of impulse specific packs such as its £1 Green 20’s. These have a small foot print, are price marked and are in smaller case sizes to lower the risk to your customers, giving them no reason not to trial the smaller growth sectors.

SUPPORTING THE OPERATOR With more and more competition within the convenience sector, the convenience store needs to deliver added value to the shopper. With the core best selling tea lines, look to promote them with deals that have a consumer offer like extra free, price marked packs and strike through packs in order to communicate the improved value on offer. Knowledge and support is crucial for the small retailer in developing their tea business. Look at as many ways as possible to assist them to drive their business, provide point of sale for their stores, highlight the best selling and new products at fixture and provide fixture layouts.

Hot Facts Over 35% of UK households purchased a Tetley product in the last 52 weeks! The highest of all the Tea brands. Worth £14.7m, Tetley is the No. 1 brand in impulse. Tetley Decaf is the leading decaf in impulse, with over 75% of the decaf tea market. Source: Nielsen Scantrack 52 we MAT 08.12.12, Nielsen Panel 52we MAT 08.12.12, Kantar Usage data 52we MAT 13.08.12


freshen-up your and you could c what is Partners for Growth? It is estimated that retailers miss out on £1.2 billion every year in lost sales as a result of consumers not being able to find the products they want. 1

Partners for Growth is an industry initiative from Unilever which aims to benefit both the trade and the consumer by offering advice to address this issue. The data provided by Partners for Growth is gathered independently, providing objective information which, time after time, has been shown to increase sales. Partners for Growth has been voted winner of ‘Best Merchandising Advice’ by Cash & Carry Management readers every year for the past six years. To see what it can do for you, visit partnersforgrowth.unilever.com

advice from the retailer advisory panel Shoppers buy the majority of their toiletries as part of their main shop or at specialist high street retailers but still use their local convenience store when they run out or to top up. With toiletries in particular, shoppers are looking to buy the brands that they normally use and that they trust to perform well. Therefore it is important for retailers get their range selection right to optimise cash flow and satisfy shoppers. If they are looking for help on range and shelf layouts, Partners for Growth has different sizes available on the website.

toiletries our category expert advice

Top-up purchases form a large part of convenience sales, so it’s important to stock products which meet this need. The best range for convenience is one which features the top two or three products in each of the main subsections of toiletries, i.e. deodorants, haircare, skincare, shower, bath etc. As a wholesaler, you should encourage your customers to stock a range like this, which will meet the needs of the maximum number of shoppers.

Stocking male toiletries is an important opportunity too, as men tend to be more brand loyal and spend more per product. It also opens up two avenues of spend because they’re not sharing their partners’ products. The biggest part of the washing and bathing category is shower products, but bath products still have a role to play as people look to find affordable ways to indulge themselves.

recommended 2 b Male Grooming Male Deos

Keep an eye out for promotional opportunities such as Fathers’ Day, Mothers’ Day, Movember etc and use displays or point of sale to prompt the purchase of appropriate toiletries.

partnersforgrowth.unilever.com

Dental

Soap

Bath & Shower Bath & Shower

1. HIM Data 2. 52 w/e 22nd Dec 2012


toiletries fixture lean-up

toiletries best sellers

2

deos & bodysprays Lynx Africa 150ml (deodorant) Sure for Men Active 150ml Sure for Men Invisible Ice 150ml Lynx Africa 150ml (bodyspray) Sure Crystal 150ml Sure Cotton Fresh 150ml Dove Original 150ml Dove Invisible 150ml Impulse Tease 75ml Impulse Hint of Musk 75ml shampoo & conditioner Head & Shoulders Classic Clean 2 In 1 250ml Pantene Smooth & Sleek 250ml (shampoo) Pantene Smooth & Sleek 200ml (conditioner) hair styling V05 Mega Hold Styling Gel Elvive Styliste Non Stop Volume Mousse Silvikrin Maximum Hold Hairspray soap, bath & shower Lynx Africa 250ml (shower) Radox Active 250ml (shower)

Stick to well known brands as these will attract shoppers Use the best seller list to identify fast selling products so you don’t tie up cash on-shelf for too long Keep men’s products together so that they are easy to find, if they can’t find what they are looking for they will leave empty handed

ay wholesale layout

Radox Herbal Bath Muscle Soak 500ml Dove Beauty Cream Bar 100g Carex Original 250ml skin, hands & lips Vaseline Healthy Hand & Nail Lotion 75ml E45 Dry Skin Treatment 50g Vaseline Essential Moisture Lotion 200ml Nivea Soft 200ml Vaseline Lip Therapy

recommended one-shelf retail layout Shaving

Men’s toiletries

Dental

Female deos

Skin care

recommended two-shelf retail layout

Skin Care

Shaving

Female Deos

SHAVIN G

Men’s toiletries

Female deos & bodyspray

Skin care

Hair Wash Hair Wash

Hair Styling

Soap, bath & shower

Shampoo & conditioner

Hair styling

Dental

Dental Fem Care

for more planograms visit our website

Shampoo & Conditioner

Make sure that shoppers know you sell toiletries by putting them in a highly visible area of the stores or by using PoS to attract attention

Radox Moisturise 250ml (shower)

Bath & Shower

key facts and tips


Cash and Carry Management  

February 2013

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