1. Big Nights In are now the norm for many shoppers
2. Over half (51%) of shoppers are more likely to visit their local store if they offer themed promotions like Big Night In
3. Value is a massive driver for BNI 2024
4. Nearly half (49%) of shoppers see snacks as a must-have for an evening in
5. Twenty per cent of shoppers are drinking less alcohol out – with 13% drinking more at home
6. Alcohol-free beer is growing 13% year-on-year
7. RTD drinks are huge in convenience
1. Big Nights In are now the norm for many shoppers
It’s no secret that last year wasn’t a happy one for hospitality. According to Barclays, Brits spent less on eating out in 2023, with restaurants suffering a 6.7% decline compared to the year before.
No-one wants to see hard-working restaurateurs lose out. And yet, with a similar story unfolding in pubs, changing consumer behaviour means more chances for c-stores to capitalise on the evolving Big Night In (BNI) occasion.
“Since Covid happened we’ve found that more shoppers are spending Big Nights In anyway,” says Liam Cross, manager of Thatcher’s Spar in Kings Lynn.
“It really is an ongoing occasion that happens each week. And then when there’s something big on [like the football] we’ll get extra stock and run a special deal which boosts sales even more.”
Nishi Patel from Londis Bexley Park in Kent adds Big Night In “makes a huge difference to overall spend at the weekend.”
“Friday is our biggest day and that’s because people want to treat themselves to nice food and a bottle of wine that they can take home,” he says.
But BNI is more than just a rolling sales opportunity for c-stores. It marks the chance for retailers to really capture customers’ imaginations throughout the week.
“By tapping into the Big Night In occasion, retailers can provide immersive experiences through seasonal treats and limited-edition offerings,” says Matt Boulter, UK sales director at Mars Wrigley.
“These allow retailers to surprise and delight their customers, turning their gatherings into unforgettable moments of indulgence.”
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2. Over half (51%) of shoppers are more likely to visit their local store if they offer themed promotions like Big Night In
So how do you nail Big Night In? According to Liam, it’s all about bumping that in-store energy to get shoppers excited about the possibilities.
“It’s definitely not the sort of thing you can do half-heartedly – you’ve got to go all in on the occasion,” he advises.
“You’ve got to lay all the products out for shoppers in one place to make it really easy for them to buy, plus adding inspiration by providing drinks and snacks together on a linked deal. You have to really create that theatre in-store for them.”
A dedicated BNI display is a smart start. Especially since 83% of purchases in the occasion are pre-planned [Bolt Tracking MAT Q3’22 (Q4’21 – Q3’22) data], according to Nic Storey, senior sales director, impulse & field sales, at PepsiCo.
“[This means] there is a massive opportunity for retailers to gear their displays towards the Big Night In occasion, especially towards the end of the week when more nights in take place,” Storey adds.
It pays to know which events are on the horizon too – from sporting tournaments to the dates of big new Netflix series drops – and then strategically merchandise stocks to boost sales.
“Encourage trial and boost cross-category buying among shoppers by positioning nuts and crisps in the Beers, Wines & Spirits aisle, for example,” says Matt Collins, sales director at KP Snacks.
“[Also] retailers should implement more than one site of best-sellers at high footfall areas of the store – displays unlock further purchase with one in twenty shoppers buying from secondary display [Lumina Intelligence].”
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3. Value is a massive driver for BNI 2024
At the heart of the BNI occasion is shoppers’ desire to save cash. With interest rates still skewing high, consumers up for fun are ditching out-of-home hospitality for cheaper choices.
“Everything’s a bit tighter for people right now,” says Nishi.
“So customers are thinking: ‘It’s cheaper to stay in with a curry and a bottle of wine, some sweets and chocolates, than eating out’. And maybe that helps push sales a bit more. They don’t want to spend a fortune going out when they could have something nice at home.
“Households are still concerned about the cost-of-living crisis and, as a result, decision making around expenditure is being heavily impacted,” adds Calli O’Brien, head of marketing at Aston Manor Cider.
“The reality is we are all making savings to varying extents. Not just to make ends meet, but to also be able to afford the things we value most. With that in mind, many consumers are choosing to entertain guests or host celebrations at home instead of going out to cut costs.”
Liam says that promotions are an essential part of BNI. He makes sure that any alcohol promotion is matched by accompanying specially priced snacks too. Yet promotional power isn’t just about keenly priced booze and crisps. Lumina Intelligence reports that rising meal occasions are driving profit in chilled and frozen foods – with chilled foods up 1.7% in 2024.
“We did a linked pizza and snack deal for the Euros – buy two pizzas and a six-pack of beer for a fiver,” says Liam. “And it absolutely flew out!”
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4. Nearly half (49%) of shoppers see snacks as a must-have for an evening in
“Consumer demand for sharing products is on the up and snacks are a hugely important part of a memorable sharing occasion,” says Collins.
“Whether it’s a big get-together to remember, a casual drink paired with nuts, or a family movie night with popcorn, the CSN sharing segment has grown significantly and represents a huge opportunity for retailers.”
Collins maintains that 46% of shoppers are more inclined to trade-up to premium food and drink options when dining at home [Kantar]. That’s good news for key products like KPs’ Tyrrells 150g Sharing bags as well as share-friendly options like Butterkist.
“Crisps, Snacks and Nuts accounts for 96.7% value sales of Total Savoury Snacks [Nielsen IQ, Total Salty Snacks value sales in Independent and Symbol stores in GB for the 52-week period ending 15.06.24] [so] there is a huge opportunity for retailers to grow their savoury snacking sales through targeting [the Big Night In] mission,” says Storey.
Over in the sweets section sharing bags are the most popular pack format in confectionery, accounting for 71.4% of sweet value sales [Circana Unify | All Outlets | L52w, L26w, L12w | Value & Unit Sales | w/e 20 Jan 24]. To capture this sharing spend, earlier this year Mentos released its Mentos Fanta Pouch Bag (140g) and Mentos Fruit Mix Pouch Bag (140g) formats, with an RRP of £1.50.
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5. Twenty per cent of shoppers are drinking less alcohol out – with 13% drinking more at home
As Liam succinctly puts it: “Most of Big Night In revolves around alcohol.”
Much of this action will be focused on the cheaper ‘n cheerful end of the market – as Liam attests with the success of Spar’s case of beer for £9.99 deal.
Yet if customers can’t afford the pub they’ll often want to trade up at the kitchen bar. And in the all-important beer category that increasingly means choosing craft.
“Along with Premium Lager, Craft Beer features significantly in many at home occasions, including Night In (alone or as a couple), Regular/Everyday Drink and Planned Social Gatherings, with 57% of craft beer spend coming from 4-6 packs [Circana Total Impulse latest 12 wks data up to 12.05.24],” says Caitlin Brown, category executive at BrewDog PLC.
Brown adds that IPA is the best-performing style of beer all year round in convenience [Circana Total Impulse. Latest 12 wks data up to 12.05.24].
“As the number one Craft Beer brand in convenience [Circana Total Impulse. Latest 12 wks data up to 12.05.24], Punk IPA acts as a signpost for the category, so something that shoppers will look for when browsing the chiller.”
Nishi confirms that premium is key in alcohol – and BNI in general.
“We have the lipstick effect happening in-store,” says Nishi.
“We do this by stocking higher-end lines of alcohol, plus premium drinks and chocolates. We find that by having a few premium brands it does make a big difference to overall sales. And though it’s high-end we don’t have any doors or other barriers to purchase. You can buy what you need from our shop floor, then come to the till to pay for your items.”
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6. Alcohol-free beer is growing 13% year-on-year
Are c-stores missing a trick in alcohol-free? After all, it’s certainly a growing category.
“No- and low-alcohol beer is the strongest growing beer sector and is popular for the big night in, with the segment currently growing at 13% year on year,” says Rob Hobart, marketing director at Asahi UK .
“However, these products are not widely distributed in convenience.”
Plus, with 43% of UK drinkers saying they’re looking to moderate [IWSR No- and Low-Alcohol Strategic Study 2022], it could pay to offer them some less-than-sober alcohol alternatives.
“Those consumers that choose to not drink alcohol are seeking more elevated experiences and interesting flavours that match up to the out-of-home experience, for a fraction of the cost,” says Ben Parker, GB retail commercial director at Britvic.
“This is why we’ve expanded our J2O offering with Ready-To-Drink Mocktails. These launched with a three-strong premium range of non-alcoholic options: Strawberry & Orange Blossom Mojito, White Peach & Mango Daiquiri, and Blackberry & Blueberry Martini flavours. These are the perfect way to appeal to those that are looking for a delicious, and exciting, soft drink to accompany their night in plans.”
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7. RTD drinks are huge in convenience
“There’s a fast-growing market for ready-to-drink cans right now,” says Liam.
“You have your cocktails in a can and your spirits and coke, like the premium AU vodka which comes in a nice gold can. They’re selling really well.”
“We recognise the potential for growth in convenience channels and are exploring the opportunities to introduce a 4x250ml pack to cater to a wider range of consumer preferences,” says Jo Taylorson, head of marketing and product management at Kingsland Drinks.
“A multipack offering would provide extra convenience, value and variety while allowing consumers to take them to a social setting and enjoy with friends.
“They’re loved especially by urbanites and those who crave convenience and simplicity, looking for affordable drinks to suit their lifestyle and current trends.”
RTD line Mix Up recently expanded its range to include three new flavours: Mix Up Coffee Rum & Cola, Pink Gin & Diet Lemonade, and Apple Rum, Lime & Ginger Ale, which Taylorson says have “been flying off the shelves and are positioned to win in the current context”.
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