American dream

ENTERTAINING AT HOME

One of the more significant trends in the alcohol sector in recent years has been increased interest in cocktails, and the rise of the at-home cocktail occasion.

This has risen still further during the periods of lockdown, so retailers have an opportunity to increase basket sales by selling all the elements needed for popular cocktails alongside the base spirit.

One suggestion would be to create mini displays, crossmerchandising spirits with the premium mixers which form the basis of easy-to-create cocktails. An eyecatching display of traditional mixers and soft drinks that are used in cocktails – such as fruit juice, lemonade and energy drinks – can mean extra items in shoppers’ baskets and extra sales and profits for you.

Another consequence of the lockdown was an explosion in interest in at-home draught beer systems such as PD (PerfectDraft), and some retailers are enjoying strong returns by selling the replacement kegs, saving shoppers the inconvenience of having to go through specialist suppliers.

Wine supplier Accolade Wines also reports growing interest in Bag-in-Box and Wine-on-Tap packs in the wine category.

These are seen as a great solution for those hosting social gatherings, making it easier to purchase and serve large volumes of wine. Product quality in the category has greatly improved in recent years, and most varieties stay fresh for up to six weeks after opening.

selling the replacement kegs, saving shoppers the inconvenience gatherings, making it easier to purchase and serve large volumes

Not everyone who wants to celebrate wants to drink alcohol, and there is also an increased interest in moderating consumption even among those who do.

Sales of no/low alcohol brands are forecast to rise by 31% by 2024 (IWSC) and many major beer and wine brands are also now available in alcohol free or ultra-low versions.

Within the spirits category, alcoholfree variants are also a major trend, with 0.0% versions of premium brands such as Gordon’s now available.

No festive offering can be considered truly complete these days without including at least some alcohol-free or moderation products.

Local / niche

l With shoppers looking for product

quality and perhaps something a little bit different to their usual purchases, there is a big opportunity for Londis retailers to drive additional sales with locallyproduced alcohol products.

l l Most areas of the country will

have local brewers that would be happy to work with retailers for mutual benefi t, and there are also numerous cider, spirits and even wine producers across the United

Kingdom.

l Craft beers, even if they are sourced l

from outside the immediate area of your store, have a similar appeal to shoppers as they feel they have purchased something rare and of high quality from a small producer.

CATEGORY UPDATE

American dream

Unwrapping the American confectionery opportunity

Londis retailers have already enjoyed huge sales success with American chocolate and candy, and an expanded range of products is now available to retailers through BRP.

From TV, to toys, fashion trends and seasonal celebrations, US products and events have always held a strong appeal for UK shoppers.

And, driven by the success of high-profile, innovative US brands such as Hershey’s and Reese’s, American candy is now the latest trend to be making an increasingly tasty impact on UK soil.

Top of the chocs Hershey and Reese’s USA SKUs are out-performing in the market, with Hershey sales up +81% over the last MAT and Reese’s up 125% over the last year (IRI – MAT figures to 15th September).

Delicious details

The Londis American Confectionery range has been bolstered with 16 new products consisting of eight chocolate and eight sugar SKUs.

l The competitively-priced range allows retailers to make a minimum of 25% POR but in most cases over 30% POR.

l All products are labelled to UK standards.

l The recommendation is to merchandise as close to

confectionery countline and multi-pack ranges as possible, with blocking of chocolate and sugar brands together.

With demand for these innovative, attention-grabbing candies from across the pond showing no sign of slowing down, a growing number of savvy Londis retailers are attempting to increase their sales by investing in this growing category.

With an eye-popping array of fruity, tropical and sour flavour combinations, such as watermelon and green apple, as well as more indulgent flavour profiles such as cookies and cream, caramel and peanut butter, American confectionery products appeal to shoppers’ growing appetite for new, adventurous and indulgent tastes and sensations, while their distinctive packaging designs and formats offer a welcome touch of in-store theatre and excitement for shoppers and retailers alike.

And, with a packed calendar of national events and holidays, American confectionery bays also provide a winning opportunity for value-boosting themedevents and in-store fun.

As such, the category is also a social media dream, the perfect partner for lively, engaging and memorable promotions on Facebook, TikTok and Instragram. We have been selling American confectionery for seven or eight years now and it has always been a good seller, but in recent times it has become more popular than ever. There are now two specialist stores in Kingston but it is still doing very well for us because we can offer s good range at the right prices.

Randhir Patel, Londis Kingston Upon Thames

Labelling low-down

Imported confectionery products must meet the same food hygiene, standards and procedures as food produced in Great Britain and set out by the Food Standards Agency (FSA). Products must also adhere to UK labelling laws highlighting allergen information, while Best Before Dates must be displayed in the UK format.

Responding to the growing opportunity, Londis has added 16 new competitively-priced and bestselling American candy lines to its offer, giving retailers an even wider range of products to sell, promote and profit from.

The new SKUs – all of which are available for customers to order now – complement the four Reese’s chocolate products already listed and consist of eight new chocolate and eight sugar SKUs across key brands such as Reese’s, Hershey, Toxic Waste and Ice Breakers.

They also offer retailers a minimum of 25.9% POR with some products, such as Hershey Milk Chocolate (24x40g) for example, delivering 37% POR and Reese’s Overload (18x42g) offering 31.3%.

And competitive prices and tasty PORs are not the only the only benefit.

While imported confectionery products can certainly help to sweeten sales, incorrectly labelled goods which do not comply with UK laws can leave a bitter taste if the authorities come a knocking.

The new Londis range, however, is completely legal for sale in the UK, allowing retailers to promote and profit with 100% confidence.

The newly-bolstered range also offers retailers a reliable and constant source of supply through Londis, meaning that you can order and stock with confidence that shoppers on an American candy mission won’t be left disappointed. American confectionery has been a good seller for us. It’s only a small store but we give the section quite a lot of space and highlight it with banners. We get a really good mix of shoppers, with people of all ages coming in to buy it.

Saravanan Chinnasamy, Londis Chinley

Top tips!

1

Merchandise American products in their own section, but as close to standard confectionery as possible.

2

Block sugar lines and chocolate products chocolate products together. together.

3

Use pos material such as posters and shelf stripping to attract shoppers’ attention.

4

Highlight the range on social media – shoppers will often post pictures of themselves buying the products.

THE NEW AMERICAN CONFECTIONERY RANGE

MIDAS CODE PRODUCT DESCRIPTION WSP RSP POR M272028 Reese’s White Cup £18.35 £1.30 29.4% M272029 Reese’s Overload £9.17 £0.89 31.3% M272032 Ice Breakers Fruit Sours £8.05 £1.69 28.6% M272033 Ice Breakers Berry Sours £8.05 £1.69 28.6% M272036 Hershey Milk Chocolate £11.21 £0.89 37.0% M272042 Reese’s Peanut Butter Minis KS (pouch) £15.09 £1.60 29.3% M272043 Reese’s Minis Peanut Butter (Pouch) £22.43 £3.79 29.0% M272048 Reese’s Pieces Cup KS £16.31 £1.65 25.9% M200114 Reese’s Sticks £9.17 £0.89 38.2% M272046 Hershey Cookies N Creme Drops £17.13 £1.60 28.6% M256893 Mike & Ike Mega Mix £13.76 £1.99 30.9% M272022 Mike & Ike Tropical Typhoon Box £13.76 £1.99 30.9% M256892 Mike & Ike Original Fruits £13.76 £1.99 30.9% M206085 Toxic Waste Yellow £8.86 £1.25 29.1% M271265 Jelly Belly Beanboozled £32.12 £2.20 27.0% M271263 Jelly Belly Assorted Flavours £11.48 £1.60 28.3%