According to new research commissioned by Häagen-Dazs*, more than a third (37 per cent) of convenience store shoppers would choose a Big Night In (BNI) over going to a pub, bar or restaurant to save money over the next six months, with one-in-three already hosting a BNI at least once a week.
Big Night In is an opportunity for retailers to drive sales at a time when we’re all feeling the pinch. It is a high-purchase mission, with one-in-two shoppers spending more than £15 per person. Premium treats, such as luxury branded ice cream, are frequently considered for a Big Night In, and many retailers see increased sales through cross-category promotions that make it easier for the shopper to choose, such as bundles combining dessert offerings with pizza or meal kits. In fact, 64 per cent of retailers feel that BNI contributes to the success of their store.
To maximise the occasion further, retailers should ensure a broad range of dessert and treat products. Currently, 43 percent of consumers think that the dessert options available in their local stores is limited, while almost half (48 per cent) admit they can’t find what they’re craving. This contrasts with retailer’s perceptions, where one in four rate their current range of desserts for BNI as “excellent” and a further 38 percent rating it as “good”. As the number one brand for superior taste experiences, Häagen-Dazs ice creams are a must-stock for any BNI occasion.
Currently, six in ten (60 per cent) consumers say they would choose ice cream for a movie night at home and 44 percent would buy a premium brand of ice cream specifically for their Big Night In. Sales of ice cream are also expected to continue throughout the winter months, with nearly a quarter of retailers regarding multi-serve ice cream as an all-year-round must stock and 35 percent of shoppers purchasing the same amount of ice-cream for a BNI in the winter vs. summer.
“This research shows the importance of Big Night In occasions to both retailers and customers, especially over the coming months with inflation and rising costs impacting pockets,” said Jose Alves, Marketing Manager at Häagen-Dazs UK. “42 per cent of shoppers always or often buy ice-cream as part of their Big Night In but want more choice offered in their local stores.
“Providing a range of flavours and formats to suit different tastes will treat stores to maximum success. Häagen-Dazs gives consumers premium ice cream experiences without compromise, in luxurious pint tubs and mini cups for mindful indulgence in portion-controlled sizes.”
*Survey conducted by KAM Media:
- 500 Nat Rep UK adults who have shopped in a convenience store
- 200 Symbol or independent retail managers
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