As shoppers move away from traditional mealtimes, convenience retailers can unlock snacking growth by using on-the-go formats, smart merchandising and trusted brands to meet consumer needs from morning to night.
The traditional ‘three meals a day’ is no longer the default for Brits. Busy lifestyles, hybrid working and changing routines mean people are eating in a more flexible way – grazing, topping up energy reserves and treating themselves across the full day.
For convenience retailers, this creates a major opportunity. Snacking is no longer confined to mid-morning or afternoon tea breaks. Today’s shopper is likely to look for a biscuit with their morning cuppa, a savoury snack to add to lunch, a lighter option between meetings, or a more indulgent treat in the evening.
The most successful retailers are those who think beyond fixed mealtimes and, instead, build their range around shopper missions. From early-morning fuel to post-8pm indulgence, the right snacking range can help drive footfall, increase basket spend and turn everyday impulse purchases into repeat sales.
1. Think occasions, over categories
Snacking fixtures have traditionally been merchandised by category, but consumers don’t always shop that way – they’re often led by occasion.
Retailers need a range that meets different shopper needs. For example, portable biscuits and bars can work well alongside hot drinks in the morning. Savoury snacks can add flavour to lunchtime. Better-for-you options can appeal to shoppers looking for something lighter between meals, while more indulgent chocolate-led snacks can meet demand for an afternoon or post-work treat.
Format matters too. Single-serve, grab-and-go and portioned packs are especially important in convenience because they fit quick missions and immediate consumption. McVitie’s Digestives Grab Packs, for example, have been designed to give shoppers an easier way to enjoy a trusted favourite while on the move.
2. Make impulse easy
Convenience is built around quick decisions. Many shoppers enter a store with one mission in mind, but are easily tempted into an impulse purchase by the right product being in the right place. That’s why visibility remains one of the simplest and most effective tools for driving snacking sales.
Location is key. Single-serve snacks should be positioned in high-footfall areas, such as near tills, coffee machines, soft drinks fixtures, food-to-go fixtures, meal deals and store entrances.
Recognisable brands can also help drive quick decisions. When shoppers are short on time, they often look for names they know and trust. Products such as McVitie’s Gold Billions Wafer and McVitie’s Club Layers Orange show how familiar brands in convenient formats can help retailers tap into on-the-go and impulse-led missions.
3. Keep fixtures fresh with NPD
While shoppers are increasingly open to new flavours and formats, familiar brands still do a lot of the heavy lifting in convenience. Trusted names provide reassurance on taste, quality and value – all of which are essential when shoppers are making quick decisions.
Meanwhile, innovation gives shoppers a reason to browse. New flavours, formats and limited editions can help create excitement in-store, encourage trial and drive incremental sales.
For retailers, the key is balance. Core best-sellers should remain easy to find, while NPD can be used to add interest and encourage trade-up. McVitie’s Club Layers Orange is a good example of innovation that combines familiarity with something new, bringing the well-known McVitie’s Club brand into a single-serve chocolate format.
”Retailers do not need to overcomplicate things. The biggest wins often come from getting the basics right”
– Sarah Corbett, head of field sales, pladis UK&I
In savoury snacking, Mini Cheddars Cheeselets are designed to meet demand for bolder flavours and textures, while Jacob’s Crinklys BIG offer a satisfying format that works across lunchtime and evening sharing occasions. Limited-edition Mini Cheddars flavours such as Chipotle & Lime and Nacho Cheese also show how familiar brands can use on-trend flavours to keep the fixture fresh and drive shopper interest.
4. Cater for both value and treat-led missions
Value remains front of mind for shoppers, but that does not mean they are cutting out treats. In many cases, people are looking for affordable ways to elevate everyday moments – whether it’s a chocolate bar after work, a sweet snack with a hot drink, or a sharing pack for an evening at home.
Retailers can make the most of this by offering a mix of everyday favourites, price-marked packs (PMPs) and more premium options. PMPs provide value reassurance, while more indulgent single-serve products can encourage shoppers to trade up without breaking the bank.
Premium ranges such as McVitie’s Signature bars are designed to meet this need, offering a more indulgent chocolate-led snacking experience in a compact format suited to on-the-go and later-in-the-day treat occasions.
5. Maximise limited space
Space is always at a premium in convenience, so every product needs to work hard. Retailers should prioritise products that meet clear shopper missions, have strong brand recognition and are available in formats best suited to the channel.
Secondary sitings can also make a big difference. Placing snacks next to coffee machines, soft drinks, sandwiches or tills can help retailers create natural links between categories and encourage shoppers to add more to their basket.
Retailers should also make use of supplier support. pladis’ Better Biscuits platform provides free category advice, tailored planograms, bestsellers lists, POS kits and more to help retailers make the most of their space and drive snacking sales.
Conclusion
“Retailers do not need to overcomplicate things,” says Sarah Corbett, head of field sales at pladis UK&I. “The biggest wins often come from getting the basics right: stocking trusted brands, making impulse formats visible, using NPD to keep shoppers interested and ranging for the different moments that now shape the snacking day.
“From the morning coffee run to the evening treat, convenience stores that can get it right will be perfectly placed to become the go-to destination for all-day snacking.”
