Although the chilled yogurts and potted desserts category is now worth £2.9bn, it is under-serviced in convenience stores, where there is an excellent sales opportunity up for grabs, says Müller.

The chilled yogurts and potted desserts (CYPD) category is currently worth £2.9bn and is the third-largest sector in chilled1. However, there are currently an estimated 938 million buying occasions2 for CYPD in the convenience channel which are not being met, due to retailers not having the right range and the right focus in their stores.

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Shoppers expect convenience stores to meet all of their basic needs, including top-up purchases, distress purchases, the weekly shop, food-to-go, and food for tonight. However, a significant 66%3 of convenience shoppers are dissatisfied with stores’ product ranges. Having the right range benefits the whole store, and shoppers tend to shop more often and spend more each time they visit. A customer who can find the basics whenever they shop is likely to visit at least three times more each month and increase basket spend by between 25% and 140%4.

Müller Yogurt & Desserts, the UK’s leading yogurt manufacturer, has a new category initiative - ‘Make Pots of Profit’. The category-leading program created specifically for convenience retailers, offers help and advice to improve the effectiveness of their CYPD category.

This new category advice toolkit from Müller Yogurt & Desserts is designed to help retailers maximise the category opportunity, delight their shoppers, and get their fair share of sales.

Source 1+2 Kantar World Panel, Online CYPD, 52 w/e 22.01.23; 3+4 Lumina Intelligence Convenience Tracking Programme data collected 12 w/e 26.06.22 and 12 w/e 18.09.22

 

Top tips to inspire shoppers and help influence purchasing decisions

‘Make Pots of Profit’ is based on category data and shopper insight and focuses on a three-step plan to help retailers get the basics right and meet shoppers’ needs:

1. Stock the best products across key segments, ensuring that all shopper missions are covered by consistently having the right range of top-performing brands.

2. Meet consumer needs for different occasions at the right time.

3. Merchandise the category in the right way to make it easy and exciting to shop, inspiring shoppers and encourage additional sales by keeping pricing realistic and competitive.

By following the advice provided, retailers can be confident they are stocking the right range to meet shoppers’ different missions and meal occasions.

 

Plan your shelf to achieve the best results

To help retailers consistently stock and display the right range in store and delight shoppers, Müller has created a selection of shelf guides for retailers to use according to their store size. See gallery below for 1-shelf, 2-shelf, 3-shelf and full bay versions:

The ’Perfect Range’ is very much category-led, first and foremost. It has been designed as a blueprint for any convenience store to be able to use. It is based on best practice, best-sellers in convenience, best-sellers in total market; meeting all possible missions and need states, suiting all pack format needs, and trying not to duplicate SKUs or flavours. The end-result is a range that fits the needs and missions that any customer walking into your store could have. It’s not just about putting in the top 10 best-sellers, but making sure that all possible occasions are covered.

The shelf layout generally follows the ’Saint to Sinner’ flow, something that is used in most larger stores, and follows the established category drivers. On the 3-shelf plan we have the multipacks on the bottom shelf, as this is normally a deeper shelf and has more room for bigger packs – it also keeps bigger packs together for ease of shop.

 

Top products for top returns

To understand why it’s important to include Muller products in any chilled yogurts and pot desserts selection, take a look at the options below. Please read the captions for product details and relevant statistics: 

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Sources: 5 Nielsen 52 w/e 2022; 6-8 Nielsen 12 w/e 2023; Nielsen 12 w/e 2023

 

By simply visiting makepotsofprofit.co.uk retailers can select and download the right planogram for their store and implement the new fixture easily by following the advice and steps set out.