Once upon a time, staying in was a compromise. Now it’s the main event and convenience stores are emerging as the real headliners. From sofas doubling as cinema seats to kitchens moonlighting as takeaway joints to BBQ parties to families gathering to catch up to Netflix and chill, the Big Night In has transformed into one of retail’s most bankable occasions.
People reached a new appreciation of the possibilities for dining in during the pandemic, and four years after the last lockdown, the Big Night In is now an even bigger opportunity for local stores.
As the public mindset further shifts due to the cost-of-living crisis, people are making themselves feel good in the comfort of their own homes, reserving nights out only for major celebrations.
Convenience plays a significant part in this social shift, as consumers are often looking for easy-to-prepare food, drinks and treats which can be served quickly, leaving more time to enjoy these at home moments with friends and family.
This is great news for convenience retailers and wholesalers, especially as many of these occasions are likely to be impromptu, so creating dedicated display in store and promotions on linked purchases can drive impulse sales.
The only key is to remain updated on what is working and how to make best of this situation. Dive right in.
Snack Attack
According to Ed Merrett, Wholesale Controller at PepsiCo, flavour is the number one influence on crisp purchase decisions.
"We recommend retailers offer well-loved brands such as Walkers Crisps, Quavers, Wotsits and Monster Munch, particularly as core best-sellers can be used as a category beacon to prompt impulse purchases,” he said.
Walkers adds two flavours to classic line-up
PepsiCo is seeing an increased demand for spicier snacks within the savoury snacking category, with the hot and spicy flavour segment growing even more.
Merrett says, “Our Extra Flamin’ Hot range can attest to this. As the top spicy innovation within the last three years, the range sold over 4.8m packs across 2024 within the impulse channel.
“We believe this trend will continue to flourish. That’s why we recently launched our new rolled tortilla chip, Doritos Dinamita Extra Flamin’ Hot. The product joins the existing Extra Flamin’ Hot portfolio that includes Walkers MAX, Doritos and Wotsits Crunchy and rolled out exclusively to the impulse channel in a 65g PMP.”
Stuart Graham, Head of Convenience and Impulse at KP Snacks, says, “We know there is a high demand for premium lines as consumers look to replicate night out experiences in home.”
Tyrrells 150g Sharing bags are key products to capitalise on during those treat occasions or for when a friend pops in unexpectedly.
KP Nuts portfolio offers delicious flavours and a range of formats, and is nearly five times bigger than the nearest branded competitor.
Another range to consider here is KP’s Flavour Kravers range. Available in three varieties, Flavour Kravers look to ignite interest from younger consumers to drive sales, with this demographic over-indexing in bold flavours.
In convenience, sharing PMPs remain the core of the snacking category and a real favourite when it comes to BNI and home entertaining.
This main driver of category growth has slowed as many brands moved above £1. In contrast, having remained at £1, Golden Wonder continues to outperform total snacks, showing how important value is in a market where household budgets remain under pressure.
Matt Smith, Marketing Director for Tayto UK explains Golden Wonder’s success, “We know how important the £1 price-point is to both consumers and retailers. By sticking to this key price-point we have continued to deliver great tasting, great value snacks with strong retailer margins”.
Mr. Porky is the leading brand in scratchings. Its innovative products Crispy Strips and Puffs have all the flavour of scratchings with a crispier bite for a lighter eat, helping bring new consumers into the category.
For the ultimate in traditional scratchings, Midland Snacks is a must-stock item.
Smith says, “Scratchings are the perfect partner to a drink and so, should be displayed with BWS and soft drinks as well as with crisps and snacks.
Tayto introduces Mr. Porky Protein Packed Porky Puffs www.asiantrader.biz
“We’ve made this easy to do as our top-selling Mr. Porky snacks are in SRP and clip strips and Midland Snacks the pub traditional scratchings are available in clip strips and pub cards, so there is a solution for every store - no matter how big or small.”
When it comes to Big Night Ins, one cannot ignore the confectionery section. Having the right format is the key here.
Susan Nash, Trade Communications Manager at Mondelēz International, says, “shoppers want variety so it’s important to have a range of flavours and in candy different types of sweets from hard to soft to appeal to all shoppers.”
Value too is important here, where 70 per cent of sales in are in PMPs. So to build a successful and efficient Big Night In range within confectionery, retailers must focus their space on the best-selling lines across these key formats and pack types, she adds.
“Overall, shopper confidence is improving at a total level as inflation rates recover. Our latest insight indicates both penetration and frequency of convenience shopping has increased, reflected in the shopper shift to smaller more frequent shops, with shoppers prioritising their immediate needs, be that for immediate consumption or for that evening,” Nash says.
Lauren George, External Communications Manager, Mars Wrigley, adds, “M&M’s has a long-standing association with shared screen time, making the range a key consideration for convenience retailers looking to drive sales for the Big Night In occasion.”
SKITTLES has experienced good growth, driven by a regular release of category-leading NPD, and has continued to grow its range with the addition of SKITTLES Squishy Cloudz.
Skittles unveils new Citrus variant www.asiantrader.biz
According to Ben Cooper, National Account Controller – Wholesale at Swizzels, just as taste remains the key driver for sugar confectionery, value remains essential especially during seasonal occasions such as Big Night In, which has to be an affordable treat.
This new line up follows the launch of Swizzels Tropical Refresher Bar earlier this year in celebration of the brand’s 70th anniversary.
Eat, repeat
Cost of living pressures have also seen a move by consumers to “eat in” more, again providing opportunities in convenience retailing for ‘meal for tonight’ and “Big Night In offers” as consumers see staying in with friend and family as a cost-effective alternative to going out.
As they’re enjoying these events, no one wants to spend too much time in the kitchen.
That’s where market-leading Rustlers, the £118m chilled ready meals brand which has recently undergone a total brand refresh, comes into picture.
Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, adds, “Products often bought with Rustlers includes complementary Big Night In food such as fries and drinks, underlining the role Rustlers has to play in the Big Night In as it continues to outperform the micro-snacking category.”
Rustlers Packaging Revamp Boosts Food-to-Go Appeal Rustlers Packaging Revamp Boosts Food-to-Go Appeal
The world has moved on from the Covid days but this habit of preferring to stay-in rather going out rather seems to be increasing.
Madina Kaiumova, Brand Manager at Empire Bespoke Foods (EBF), agrees, saying that Big Night Ins have increased significantly in popularity from being the ‘only’ option for socialising during the long days of lockdown.
“Consumers are spending considerably more time at home with affordable treats topping the shopping list, while for retailers, the BNI can be a great opportunity to capitalise on cross-category spending and impulse purchases.
EBF offers an extensive portfolio of meal solutions, including the Master Cook, S&B (Japanese), Thai Taste, Malay Taste and Nem Viet meal kits and the new heat & eat taco fillers from Pekis- all created for quick, flavourful, and authentic meal preparation at home.
Empire Bespoke Foods catalogue www.asiantrader.biz
And when it comes to desserts and ice cream, it is handheld multipacks that are proving to be the real driver of growth both in warmer and winter months.
Kerry Cavanaugh, general manager at Mars Drinks & Treats, says, “Multipacks are the ideal treat to keep at home in the freezer for BNI occasions.
“Interestingly, when we have analysed Co-op sales data, we have seen that the purchase of ice cream in convenience overtrades on a Friday, Saturday and Sunday during the late afternoon and early evening hours, which would support the idea that more consumers are increasingly purchasing handheld multipacks for at home consumption.
From fizz to fizzed
Whether it’s a cola for the kids, juices for the young, craft beer for the adults, or a mocktail in between, drinks define the rhythm of every big night.
Health is on top of the mind on the shoppers so it is always better to stock accordingly.
According to George Tuck, Head of Sales – Impulse, Tropicana, shoppers are actively searching for healthier alternatives in the soft drink category, where 58 per cent of consumers say that they want to see healthier soft drinks in retailers’ ranges.
This is one of the biggest reasons why Tropicana is so valuable for the Big Night In occasion. Made from pure, not-from-concentrate fruit juice of natural origin, Tropicana’s range of bestselling SKUs includes Smooth Orange, Orange with Bits and Orchard Apple in 850ml take-home cartons, as well as its single-serve range in Smooth Orange and Orchard Apple.
Tropicana Sparkling is also a hit with health-conscious shoppers.
And it’s not just consumers that benefit from health benefits. For convenience retailers, fruit juice shoppers are a valuable demographic as fruit juice shoppers spend, on average, 25 per cent more per shop.
And then it comes to alcohol and alcoholic drinks, where all the fuss about Big Night In is. Afterall, no night becomes big if the drinks were not up to the mark.
Shoppers want variety in this aisle, and it is best to keep this section accordingly in terms of format, type and price points.
Robert Hobart, Marketing Director, Asahi UK, believes retailers should encourage shoppers to trade up to more premium versions of “Big Night In” purchases.
Asahi UK is supporting retailers in driving extra sales and profits from the premium lager segment with a raft of engaging promotions.
Moving to the cider category, which in general has seen a slight decline, though Aston Manor is growing ahead of the category, emerging as the fastest growing cider supplier in the convenience channel.
Aston Manor brands are performing well, with Knights Cider, Frosty Jack’s and Crumpton Oaks all in the top 10 brands in the convenience channel.
Try Crumpton Oaks’ refreshing new berry ciders this summer
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, says, “With apple flavoured cider continuing to dominate the cider category, Knights Cider is a premium quality cider crafted by our master cider maker and is the number one cider product in the convenience channel.”
It wouldn’t be any exaggeration to say that craft beer is the king of Big Night Ins.
BrewDog continues to see success with mixed multi-pack SKUs. Perfect for sharing and trialling different styles, these packs are ideal for the Big Night In occasion.
Georgia Ladbrook, Customer Marketing Manager - Impulse, says, “Shoppers find products through brand signposting, so it is important to group alcohol products by segment and then brand using well-known brands to highlight the category.”
Punk IPA and Hazy Jane New England IPA 4-can multipacks continue to see a lot of love from shoppers for their bold, tropical flavours that fit well with summer vibes.
Fruit beers are continuing to grow in popularity, helping to attract new customers and offering incrementality to the category. Fruit Burst IPA (4.4% ABV) is a session-able modern pale ale bursting with tropical, passionfruit and berry notes. Crafted with bold hops for a perfectly balanced and accessible brew, available now exclusively to the Co-op Group.
BrewDog Punk IPA www.asiantrader.biz
As the seasons shift and consumers start to socialise more indoors, the Big Night In trend has been gathering momentum, but this year we’ll see it evolve into a more premium occasion.
Faustino, one of Spain’s best-known wine brands, is perfectly positioned to meet this shift.
Sara Moore, Account Manager for Faustino at Amber Beverage, vouches for Faustino Gran Reserva, the world’s best-selling Gran Reserva Rioja and IWSC Gold medal winner, as a go-to for dinner parties and more elevated hosting moments.
Not every Big Night In needs an occasion, but shoppers still want to feel like they are treating themselves. That’s where approachable, great-value reds come into their own.
At under £10 RRP, Faustino VII Tempranillo is a smooth, fruit-forward Rioja that’s ideal for midweek meals, grazing boards or quick pasta dishes.
When it comes to drinks, people like to pamper their guests at home. And having the latest innovations often become the talking point too.
A great brand to stock on the shelves is RTDs like vodka-based Four Loko.
Clark McIlroy, Managing Director, Red Star Brands, says, “Four Loko has seen double-digit sales growth in the last 12 months across the independent channel, performing exceptionally well in urban, student-heavy areas as well as seeing significant traction in festival retail.”
Flavour trends are fast moving towards tropical profiles, hybrids (e.g. candy-inspired), and nostalgia-based flavours, with demand for fuller flavour profiles also growing.
Noteworthy names to consider here are Four Loko White, which is the fastest selling SKU in GB convenience, Dark Berry Burst and the latest addition to the range, Hawaii.
It is critical for retailers to remain updated and know what shoppers fancy lately.
Four Loko Hawaii brings bold tropical vibes to shelves www.asiantrader.biz
Jo Taylorson, head of marketing and product management, Kingsland Drinks, agrees. He advices retailers to tune into what’s making noise and what consumers are buying into. Just like formats like bag in box wines.
Kingsland Drinks expanded its Campaneo range with the addition of new, convenient 2.25L Bag in Box (BiB) format recently, as has Andrew Peace with the addition of 1.5L and 2.25L BiBs, which extends BiB offering into new parts of the market.
Taylorson adds, “The shift to smaller format BIB options continues to gather pace, with 1.5L formats up 30.3 per cent by volume over the same period, showing that consumers are open to change when the proposition is right. “
Other names to consider in this aisle are Żubrówka Polish vodka's Bison Grass Vodka and Biała, both bringing distinctive flavours and expressions to the vodka market.
Chris Jones, Managing Director at Paragon Brands says, “Earlier this year, we launched new Mango and Passionfruit Gin under our June by G’Vine brand, appealing to drinkers looking for new and contemporary flavour combinations.
“We know mango and passionfruit as a flavour pairing is trending, especially among younger demographics. It works well in spritzes and for early evening drinks as a leisurely way to drink stylish and elegant drinks with a moderate abv.”
Excellia Tequila Grand Cru is a unique range of tequilas (Blanco and Reposado) made with a blend of Mexican authenticity and French expertise with Maison Villevert. It marries the worlds of tequila and wine with 100% Blue Weber agave spirit aged for 18 months in Grand Cru Sauternes wine casks and Cognac barrels.
Furthermore, cocktail shots and miniature drinks, known as “baby drinks” are on the rise and Licor 43 has been at the forefront of this revolution.
“Christened the ‘Baby Beer’, the fun serve is a combination of Licor 43 topped with cream liqueur, perfectly resembling a miniature pint of beer. We know the drink is part of a real-life high tempo drinking moment that is a lively talking point during at-home drinking occasions and the Big Night In,” Chris says.
Sober but social
Low-and-no alcohol isn’t a compromise anymore; it’s a lifestyle choice reshaping evening baskets.
Moderation is very much a thing now so it is best to offer shoppers a wide range of low and no alcohol options as well.
Lower and no abv wines and spirits are earning their place on fixtures and consumers are responding by integrating them into their home collection.
Kingsland Drinks started packing non-alcoholic wines and spirits in 2019 and is now responsible for developing and launching some of the market’s leading brands.
The company currently blends and bottles non-alcoholic gin, rum, whisky, tequila, and still and sparkling wines, using world class technology and controls to ensure the highest possible quality assurance standards.
A product like the zero-sugar, calorie-free Icelandic Glacial flavoured water is a great addition to the BNI proposition, offering a light, refreshing option with added flavour, ideal for non-alcoholic pairings during a relaxed night in.
Similarly, La Mortuacienne’s artisanal lemonades bring a touch of indulgence and old-world charm, appealing to shoppers looking to elevate their at-home experience with something premium and nostalgic.
There is a clear growth across all our no- and low-alcohol variants, due to the wider consumer growth in moderation.
Within the beer category, Heineken UK’s Birra Moretti Zero is now worth £5.1m with a sales value of increase of 13.6 pr cent, and Heineken 0.0 is worth £30.1m.
Heineken 0.0 Regulator raps Heineken for not including ABV prominently in ad featuring Max Verstappen
Old Mout Alcohol Free, the low and no equivalent of premium cider, has its sales value growing by an impressive 166.6 per cent from the previous year.
The launch of Inch’s 0.0 – the first dealcoholised cider in the UK – adds a credible, premium option to the booming no- and low-alcohol market.
The no-ABV alternative to Inch’s Medium Apple provides an opportunity to create excitement around moderation and wellness. It is available in 4x440ml multipack cans.
Alcohol-free is a burgeoning category of its own, with double digit growth expected this year.
Caleño’s range of tropical non-alcoholic spirits joined the Paragon Brands portfolio earlier this year and is winning the consumer and the trade with its sunny Colombian spirit.
Aiming to be the leading non-alcoholic rum brand, Caleño has successfully led the category with a mission to bring joy to not drinking, while building a vibrant brand proposition that is as exciting as any alcoholic spirit.
What is trending
Staying in has gone from second choice to first pick. While convenience stores are cashing in, it is important to keep a tab on what works and what does not.
Like when it comes to snacks, sharing bags isa must.
Tash Jones, Commercial Director at Fairfields Farm, explains, “Whatever the occasion, people love digging into sharing bags of crisps. Our 150g Fairfields Farm share bags, for example, perform exceptionally well during this occasion.”
Fairfields Farm Sweet Chilli hits the spot www.asiantrader.biz
Another growing trend is increased health consciousness. Consumers are paying more attention to the ingredients in their food and are gravitating towards lighter options around this time of year.
Consumers tend to reach for more premium items, like hand-cooked crisps, that elevate their at-home experience, helping to replicate the feel of dining out.
Another trend that keeps showing its head in every aisle is premiumisation.
According to Rachel Wells, Commercial Director at St Pierre Groupe, premiumisation is everywhere and this also includes elevating everyday purchases like bakery, something which makes St Pierre’s brioche buns and hot dog rolls big sellers for Big Nights ins.
“Shoppers love St Pierre’s signature golden, soft, and decadent brioche, because it’s perfect for big nights in, barbecues, and everyday indulgence, but we are not stopping there,” Wells adds.
St Pierre is turning up the heat by adding to our range a Spicy Chilli Brioche Bun in a 4-pack, which infuses our best-selling brioche with the bold warmth of chilli for an irresistible kick.
St Pierre Brioche and Seeded Brioche Buns and Hot Dog Rolls are pre-sliced for convenience and benefit from an extended shelf life, to help reduce in and out of home wastage.
St Pierre www.asiantrader.biz
At this time of year, depending on the weather, a Big Night In can include anything from a barbecue in the garden to watching sport on TV or relaxing with a movie or favourite drama.
Either way it’s an opportunity for retailers to encourage shoppers to trade up and buy their favourite treats.
And unlike the multiples, independent retailers have the flexibility to quickly respond to changing trends and local demand.
Small shops, big wins
With a little thought and planning, indies can outplay supermarkets when it comes to cashing in Big Night In booms.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, feels that convenience retailers can capitalise by stocking small- and mid-sized packs of more recent beer and cider launches, such as Cruzcampo, Birra Moretti Sale di Mare and Strongbow Strawberry, to drive interest to the fixture when customers are hosting, where bigger multipacks might be warranted, and people are more likely to buy something new to impress guests.
When looking at formats, small pack cans, mid pack cans and single glass bottles are popular regardless of the occasion.
According to Janel Fatania, Customer Marketing Manager at Diageo, independent retailers are perfectly placed to help shoppers turn any evening into a “Big Night In” occasion.
Clearly, possibilities are huge; the key is to remain a bit mindful.
According to Mark Langohr, Category Controller at Unitas, it is essential for symbol and independent stores to get right crisps, snacks and nuts, particularly in sharing formats.
“Convenience stores face huge competition with the multiples with their value and loyalty card offerings, but retailers can drive growth with a back-to-basics approach.”
Unlike the multiples, independent retailers have the flexibility to quickly respond to changing trends and local demand.
According to Kaiumova from EBF, knowing their customers and, perhaps more importantly, their shopping missions can really give independents a competitive edge.
“To cater for the BNI occasion, retailers should ensure they have the right ranges in stock to satisfy demand.
“Convenient, easy-to-prepare meal solutions such as world food meal kits, heat and eat meals, ready-to-use sauces – are key BNI purchase drivers as they align with cost of living trends and deliver restaurant-quality ready meal options as an ideal alternative to eating out,” Kaiumova adds.
Independent retailers are also well placed to capitalise on effective local promotion of the Big Night In through targeted shopper messaging.
Marshall from Aston Manor Cider says, “To compete with bigger retailers, independents should offer as wider range of chilled cider as possible. With consumer budgets tight, retailers should also offer consumers a wide range of products at various price points, to cater for different budgets and cost pressures.
Stocking up on price marked multi packs is also a great way to appeal to shoppers that are prioritising value, as well as quality.
But smart merchandising is the secret sauce when it comes to boosting sales.
Fresh on the shelf
Innovation keeps the Big Night In exciting. From tasty snack flavours to limited-edition drinks, shoppers love trying what’s new.
Best is to stock most of the new launches, especially if they are from reputed brands and makers. Make sure you keep a tab on what is happening.
For example, PepsiCo has launched a new range of coated peanuts inspired by some its most renowned snack brands.
The That’s Nuts line-up is bursting with the flavours of known and loved crisp brands including Walkers Salt & Vinegar and Smoky Bacon, Doritos Chilli Heatwave and Flamin’ Hot, Wotsits Really Cheesy and Walkers MAX Paprika.
The maker has also launched a new cheesy flavour Quavers Red Leicester. The launch aims to maximise sales for retailers through reinforcing Quavers’ popularity, while offering existing fans and new shoppers alike a cheesy Red Leicester twist on the iconic Quavers curl.
Meanwhile, Golden Wonder, one of Britain’s most iconic crisp brands, is proudly revealing a major packaging refresh, the first in a decade, thus bringing a modern new look that perfectly reflects the brand’s bold personality, big flavour and crisp-y crunch.
Golden Wonder has also expanded its flavour line-up with two exciting additions-Salt & Chilli Chicken to satisfy the growing demand for spicier, more adventurous snacks and Chip Shop Curry to celebrate the brand’s 75th birthday.
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Meanwhile, Cadbury has launched a brand-new limited-edition bar to the Cadbury Twirl range – Twirl White Dipped, the perfect combination of Cadbury Twirl’s beloved milk chocolate curls and swirls, covered in a layer of creamy white chocolate.
Additionally, Cadbury Bournville has also hit shelves this summer with a new modernised design across the full range, including the number one dark chocolate SKU, Cadbury Bournville 180g14, as well as two new flavours- Salted Caramel and Chopped Hazelnut.
Mars Wrigley is also driving excitement in confectionery aisles across the nation with the highly anticipated return of its MALTESERS White Chocolate, after more than a decade.
Clare Moulder, MALTESERS Senior Brand Manager at Mars Wrigley, comments, “Consumers absolutely love MALTESERS white chocolate and have been clamouring for us to bring it back. I’m happy to confirm that we are now finally going to do just that.”
Making a major buzz in the sector is NPD in Diageo’s RTD portfolio. CÎROC Colada, a brand new sparkling mixed drink, with CÎROC Vodka, pineapple and coconut flavours, mixed with lemonade is available now in a 250ml ready-to-drink can.
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Also tapping into new flavour profiles, Smirnoff, the number one vodka brand in the UK, launched a brand-new product this year- Smirnoff Miami Peach Spirit Drink. Available as a 70cl spirit drink (35% ABV), it is an ideal choice for those shoppers looking to enjoy bar-quality drinks at home while saving on nights out.
Real hosts
Clearly, homes have become Britain’s favourite party venue.
Even four years after the lockdown eased, people still love the comfort, creativity and convenience of staying home, especially if they can make it feel elevated, indulgent and affordable.
Looking ahead, it seems like the Big Night In is here to stay. It’s no longer just about necessity, it’s become a lifestyle choice often shared with friends and family members.
What makes the Big Night In golden for convenience retail is its glorious unpredictability. Shoppers don’t always plan for it; they just show up in search of snacks, drinks, and a sprinkle of indulgence.
That spontaneity is where independents thrive, offering immediacy, variety, and a human touch the multiples can’t match.
When the party moves home, the profit moves local and that’s the real power of the Big Night In.