Although sales growth in the independent sector has slowed in the last few weeks due to the unsettled weather, annual growth is still a very creditable 5.85%, according to SalesOut.
This month, the analysts have turned their focus onto crisps and snacks, an essential category in the convenience retail market and increasingly important in a recession as people treat themselves at home.
SalesOut commercial director Steve Collins says: “Despite a slowdown in growth over the last quarter to a little less than 1%, the crisps and snacks category remains buoyant with an annual growth rate of 6.7%.
“Sharing packs are outperforming the category with 20% growth year on year and 25% growth in the last quarter, due to an increase in home-based entertainment. SalesOut recommends the following as a minimum range within this sub-category: Doritos Cool Original 225g, Doritos Tangy Cheese 225g, Kettle Chips Lightly Salted 150g, Kettle Chips Sea Salt & Balsamic Vinegar 150g, Pringles Original 155g and Pringles Sour Cream & Onion 155g.
“Sharing packs present an opportunity to increase basket size with associated products, including dips which saw double digit growth in the last year. Another opportunity is microwave popcorn, which continues to perform well as people create the cinema experience at home.
“Premium products have seen 18% year on year growth and even higher growth in recent months, and sales of popular products like Pringles remain buoyant. Nuts are showing some decline in sales but premium products like cashews are selling well. This reinforces the ‘treat trend’ evident in the recession.
“Multipacks have declined significantly year on year due to aggressive activity by the multiples, but consumer demand is high and independent retailers can win back a share of the market by stocking the right products.
“To maximise sales in this important category, it is essential that store displays are merchandised to high standards using good quality fixture equipment which neatly separates products and sub-categories to maximise product impact and consumer appeal. In addition to this, the secondary merchandising of sharing packs in complimentary locations such as the licensed section is essential to drive impulse purchases and increase sales.
“Independent retailers should also consider the needs of the local population. For example, a local school will increase demand for children’s snacks and a wealthy community presents an opportunity to up-sell by offering more premium brands.”
SalesOut has analysed purchasing trends across the more than 150 snacks SKUs stocked by a typical wholesaler and devised a must-stock list to help independent retailers maximise sales.
This category check list, which covers sharing packs, multipacks and adults and childrens’ handy packs, is based on data for 5,000 independent stores, 3,000 of which are symbol stores and takes account of the top selling products in the crisps and snacks category for the year ending August 2009.
MULTI PACKS QUAVERS CHEESE 6X17g
MULTI PACKS WALKERS CRISPS R/SALTED 6X25g
MULTI PACKS WALKERS CRISPS VARIETY 6X25g
MULTI PACKS MCCOYS VARIETY 6X32g
MULTI PACKS H/HOOPS CLASSIC 7X25g
MULTI PACKS M/CHEDDS ORIGINAL 7X25g
MULTI PACKS WALKERS CRISPS CHS&ONION 6X25g
EVERYDAY HANDYPACK WALKERS CRISPS CHEESE/ONION 34.5g
EVERYDAY HANDYPACK WALKERS CRISPS READY SALTED 34.5g
EVERYDAY HANDYPACK WALKERS CRISPS SALT/VINEGAR 34.5g
EVERYDAY HANDYPACK WALKERS CRISPS PRAWN COCKTAIL 34.5g
EVERYDAY HANDYPACK WALKERS CRISPS SMOKEY BACON 34.5g
ADULT HANDYPACK DORITOS CHILLI HEATWAVE 40g
ADULT HANDYPACK DORITOS TANGY CHEESE 40g
ADULT HANDYPACK MCCOYS FLAME GRILLED STEAK 50g
ADULT HANDYPACK MCCOYS CHEDDAR/ONION 50g
ADULT HANDYPACK SENSATIONS THAI SWEET CHILLI 40g
ADULT HANDYPACK SMITHS SCAMPI FRIES CARD 27g
SHARING DORITOS COOL ORIGINAL 225g
SHARING DORITOS TANGY CHEESE 225g
SHARING KETTLE CHIPS LIGHTLY SALTED 150g
SHARING KETTLE CHIPS SEA SLT/BALSAM 150g
SHARING PRINGLES ORIGINAL 155g
SHARING PRINGLES SOUR CREAM/ONION 155g
SHARING DORITOS CHILLI HEATWAVE 225g
SHARING DORITOS FLAMIN CHEESEBALL 225g
SHARING KETTLE CHIPS SALT/BLACK PEPPER 150g
SHARING PRINGLES BARBECUE 155g
SHARING PRINGLES SALT/VINEGAR 155g
CHILDRENS HANDYPACK HULA HOOPS BBQ BEEF 34g
CHILDRENS HANDYPACK HULA HOOPS ORIGINAL 34g
CHILDRENS HANDYPACK M/MUNCH MEGA FLAMIN HOT 40g
CHILDRENS HANDYPACK M/MUNCH MEGA PICKLED ONION 40g
CHILDRENS HANDYPACK M/MUNCH MEGA ROAST BEEF 40g
CHILDRENS HANDYPACK MCV ORIGINAL MINI CHEDDARS 50g
CHILDRENS HANDYPACK QUAVERS CHEESE 16.4g
CHILDRENS HANDYPACK SKIPS PRAWN COCKTAIL 17g
CHILDRENS HANDYPACK WALKERS R/SALT FRENCH FRIES 22g
CHILDRENS HANDYPACK WHEAT CRUNCHIES BACON 30g
CHILDRENS HANDYPACK WOTSITS CHEESY 19g
CHILDRENS HANDYPACK QUAVERS BIG EAT CHEESE 34g
CHILDRENS HANDYPACK WALKERS CHEESE/ONION SQUARES 25g
CHILDRENS HANDYPACK WALKERS SALT/VIN FRNCH FRIES 22g
CHILDRENS HANDYPACK WALKERS SPICY TOMATO SNAPS 21g