Once a trend, but now a permanent fixture in convenience retailers up and down the country, spicy snacks are here to stay. But what’s driving this fiery trend? And how can convenience retailers boost consumer spend in the category?
Firstly, flavour is king; 30% of consumers say they buy spicy snacks because they like intense flavours and 33% because they like to explore new flavours, according to research conducted by Takis this year. The range and diversity of exciting flavours, and regular rollout of NPD onto convenience shelves, are therefore of utmost importance to capture and inspire this growing market.
What’s more, shopping habits are evolving. According to research conducted last quarter, a whopping 25% of consumers buy snacks on impulse once a week, 23% buy them twice a week [Vypr] and 9 in 10 buy them every couple of weeks [Takis], demonstrating the scale of the sales opportunity.
And when it comes to spicy snacking, younger shoppers are driving the trends. Social media platforms including TikTok and YouTube have seen an influx of ‘spicy eating’ challenges, as young adults attempt to eat as many spicy snacks as they can, raking in millions of views and promoting brands as they go.
Becky Allan, marketing manager at Takis, comments: “Gen Z over-index significantly in their consumption, and predominantly buy on impulse. Social media has a lot to answer for, feeding this audiences need for instant gratification, driven by FOMO (fear of missing out) on the latest products, social experiences and cultural moments.”
The consumer demand for spicy snacks is indisputable, and with Gen Z starting to become financially independent, it is a revenue opportunity that should not be ignored.
How can convenience retailers merchandise their spicy snack range to drive Gen Z impulse purchases?
Eye-level shelving: Put spicy snacks at eye level on-shelf so that they fall directly within the customer’s natural eye-line, requiring minimal effort to notice and grab. This positioning is particularly effective in convenience retail settings, where customers are often making quick decisions under time pressure.
The moments that matter: Take advantage of the moments that matter to this audience – the start of the weekend and weekday nights in, for example, to position products as an essential part of celebrating that moment in time.
Prominent placement: Where possible, position spicy snacks in high-traffic, high-visibility areas of the store, such as in the entrance, at the checkout, where queues form and on aisle ends. This makes them easily accessible and encourages impulse purchases.
Try before you buy: Offer in-store sampling to enable customers to experience the product firsthand – this can help overcome hesitation about trying new, spicy snacks.
Cross-merchandising: Group spicy snacks with complementary products, such as soft drinks, cooling beverages and other on-trend products that appeal to this demographic. This creates bundling opportunities and suggests usage occasions, such as gaming night packages.
Signage and promotion: Use clear, eye-catching signage to highlight special offers, limited-edition flavours and new product launches. This can create a sense of urgency and excitement around the category.
Variety and rotation: Maintain a diverse selection of spicy snacks, including different heat levels, flavour profiles and packaging sizes. Regularly rotate new products to keep the category fresh and engaging for consumers.
Impulse-friendly sizes: Offer a range of single-serve and shareable pack sizes to cater to different usage occasions and consumer preferences. Smaller pack sizes can be particularly appealing for impulse purchases.
Allan adds: “The key is to make spicy snacks as accessible, appealing and experiential as possible, leveraging Gen Z’s inherent impulsivity to drive sales and brand loyalty.
“Loyalty drives impulse spend as it makes the decision-making process much easier for consumers; when they recognise and trust a brand, they’re more likely to make quick purchasing decisions, all to the benefit of the retailer,” she explains
Allan continues: “Driven by this Gen Z demand for intense flavours, Takis has set fire to the retail sector with a product range known for its uniquely shaped tortilla rolls that pack a powerful crunch and fiery flavours.
“The spicy snack category is on an exciting trajectory – the only way is up!”
Want to stock Takis? Get in touch! Visit Takisgb.co.uk
