How are your customers shopping during the summer?

People haven’t stopped eating meals at home now that lockdown restrictions have ended. In fact, at-home meal consumption has risen 7% compared to pre-pandemic levels [Kantar], offering even more opportunity for convenience stores leverage new consumer trends – including growth in the meat-free category, an increased appetite for chilled snacks, and a continued expectation for BBQ staples – to maximise sales. With a much smaller square footage than grocery stores, it’s vital that independents stock the right range for the season. But how are consumer trends affecting what is selling this summer, now that pandemic restrictions have been lifted?

Meat-free for summer

Meat-alternatives are no longer seen as new or novelty and over the three years the meat-free category has continued to grow. We project the plant-based category to reach to £998m by 2026 – an incredible 74% increase over the next four years[Pilgrims Pride] – as more consumers look to moderate their meat intake.[Kantar] In particular, appetite for meat-free products in the convenience channel has consistently outpaced the market rate, both specifically in the summer and throughout the year[Kantar] - a trend independent retailers can’t ignore.

Veganuary is no longer the only time that consumers fill their baskets with meat-free products. Sales of meat-free components experience an uplift in late spring and early summer, as customers factor in meat free options into their home cooked meals. During these months, sales in Richmond’s Meat-Free Mince and Meat-Free Balls spike, as customers shop for their summer meals.

Summer snacking

Over the last year, the chilled snacking category has grown faster in the convenience channel compared to main stores and high street stores[Kantar], as customers reach for a quick meat-free bite on their way home. Meat-free snacks tend to be on a growth trend from the start of summer too – with June, July, August and September being key months for purchasing – as shoppers grab meat-free options for their picnics and garden parties. Independent stores need to be prepared for the growing spike in demand for meat-free snacks in August. In August 2021, sales in meat-free snacks increased by 76% from 2019 and show no signs of slowing down. Not only is this due to a shift in customers seeking out alternatives to meat but also because of the growing number of meat-free products now available. The success of new product launches, such as Fridge Raiders Meat-Free Tasty Bites, show that customers are keen to branch out into meat-free ranges, when it comes to snacking.

Burgers are king

Although creating customer interest with new products will be vital this summer, it is important independent retailers do not ignore summer classics. As the BBQs come out in summer, shoppers consistently up their spend on burgers compared to sausages which remain popular all year round. This is something that retailers should keep in mind, especially within the meat-free category. With sales of Richmond’s Meat-Free range up by 18.6% in volume from last year, plant-based alternatives are rapidly becoming essential summer stock for convenience stores.