The school bell hasn’t even rung yet, but for convenience retailers, the homework is already piling up. After all, back-to-school season isn’t just about sharpened pencils and new shoes, but it is a prime chance to cash in on the “back to the routine” rush, from lunchbox fillers for kids to grab-and-go fuel for university students.
As summer holidays end, families rush to prepare for the new school term – stocking up on lunchbox items, snacks, and any forgotten supplies. This annual surge in demand can drive significant footfall and incremental sales in local shops.
It’s not just about higher sales of specific items; it’s also about reinforcing the store’s role in the community. By meeting parents’ and students’ needs during this busy time, convenience retailers can build goodwill and loyalty that lasts throughout the school year.
With summer holidays sliding into September, it’s time to stock smart and sell smart. However, here comes the plot twist.
Forget the days when parents made the list and kids just tagged along. The BTS 2025: New Rules of Youth Influence, Spend & Discovery reports reveal that children and teens are now firmly in the driver’s seat for back-to-school shopping across the US, UK, France and Germany.
From the contents of their lunchboxes to the clothes, cosmetics (yes!), backpacks and school supplies they bring into the new term, young shoppers are deciding what makes it into the basket.
Photo: iStock
Based on research among more than 2,000 parents and children aged four to 18, the findings show just how deeply youth preferences are shaping family purchases, both online and in-store.
In the UK, 84 per cent of parents and 81 per cent in the US say their back-to-school buys are co-decided or led by their kids, with around six in ten in both countries admitting their children are now the number-one way they discover new brands.
The shopping season has shifted, starting earlier than ever. In the UK and Germany, 85 per cent of parents begin during the summer holidays.
Budgets are climbing too. UK families are spending an average of £337, a substantial jump on last year. The spending is more targeted, with backpacks, fashion and water bottles among the top priorities.
Food is firmly on the list as well, with breakfast and snack choices increasingly driven by kids’ preferences. Many parents are increasingly letting their children choose their morning meal, though most still try to keep it nutritious.
The verdict is clear. Back-to-school 2025 isn’t just being shaped by young consumers rather in many households, they are running the class.
Top of the Class
Now that school sessions are about to start, families are gearing up for shopping, zeroing in on affordable, practical options that slot seamlessly into busy routines.
The golden rule? Stick with bestsellers and the brands shoppers already know and trust. For time-pressed parents dashing in for a quick top-up, a familiar name on the shelf isn’t just reassuring but it is a shortcut to getting out the door.
When it comes to trust and familiarity, Mondelēz’s brands remain unbeaten; always a wise idea to pick some from the range.
Susan Nash, Trade Communications Manager at Mondelēz International, says, “Lunchbox staples, such as Dairylea continue to stand out for their trusted nutrition, convenience, and wide range of formats including spreads, slices, and snacks.”
Dairylea is also well placed to deliver value, reassurance, and versatility, with a presence in one out of two UK households, as parents make more considered and intentional shopping decisions.
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Nash tells Asian Trader, “Despite economic uncertainties putting pressure on household budgets, consumers are still looking for treats from trusted brands, so the chocolate confectionery category is incredibly important for the convenience sector.
“Retailers should ensure that they’re offering the right treats in the right formats and flavours, stay on top of best-in-class innovation and tap into key seasonal moments to see sales success throughout 2025 and beyond.”
The cream cheese category is holding its ground too, growing +9.1 per cent year-on-year.
Philadelphia is well positioned to meet this ongoing demand, offering a broad variety of flavours, fat levels, and formats.
As families return to routine, breakfast is back in the spotlight. In the last year alone, breakfast occasions have grown by 56 million to hit 20.24 billion, underscoring just how crucial this meal is to households nationwide.
When it comes to quick-fix breakfast, cereal still rules. Stocking a complete-range of customer-favourite brand like Weetabix is the key here.
Scott Bayliss, Head of Sales for Weetabix, shares with Asian Trader, “Weetabix Original continues to lead the way as the UK’s number one branded cereal, with value up 4.7 per cent and volume up 3.8 per cent.
“What’s particularly exciting is that household penetration has risen for the first time since 2020, which shows that more consumers are re-engaging with the iconic Yellow Box as part of their daily breakfast.”
Weetabix adds Caramelised Biscuit to popular Crispy Minis range
Meanwhile, Weetabix Crispy Minis continues its rise, now worth £33m. With its perfect mix of fun and nutrition, HFSS compliance, and no red traffic lights, Crispy Minis is a strong sales driver for retailers looking to cater to shoppers who want playful, tasty, yet balanced options for breakfast.
Moving on to cheese snacks, another staple in breakfast and lunchbox category.
For convenience retailers, keeping a strong cheese snack line-up, like Strings & Things, is an easy win.
Sarah Davies, Head of Core Brands and Business at Strings & Things, says, “We continue to succeed by tapping into the motivations that truly matter at lunchtime.
“Health is one thing that has continued to rise across food sectors more broadly, but taste is the main motivator for product purchase in the kids’ cheese snack category.”
Another key driver within the category is the product being deemed a “treat”, which over indexes above anything else, she adds. This makes it a prime area for growth through nutritional, fun and flavour-led formats, such as Cheestrings Pizza.
“Cheestrings Original is delivering significant incremental value, while the re-launch of Cheestrings Pizza has captured the imagination of families nationwide, helped by a nostalgia-led campaign featuring Peter Andre,” Davies adds.
With a growing range of formats and flavours, national media campaigns, and robust in-store execution, Strings & Things is a proven performer in a market that’s regaining momentum. For retailers eyeing the children’s lunchbox space, it’s a compelling choice.
As the new school term approaches, parents are increasingly seeking breakfast and snack options that tick every box – nutritious, allergen-friendly and convenient, and PureOaty by Glebe Farm Foods could be what they’re looking for.
Demand for allergen-friendly foods continues to grow as consumers prioritise health and inclusivity at mealtimes. In particular, PureOaty’s drinks, porridge oats, and granolas have seen strong uptake among those looking for trusted gluten-free staples that don’t compromise on taste.
“Consumers are actively seeking healthier, nourishing options that support both wellbeing and values and oats are playing a starring role,” said Philip Rayner, Founder and MDadding that 70 per cent of UK consumers say they’d buy from brands supporting environmental and personal wellbeing, and more than half of over-50s are willing to pay more for eco-friendly products.
Five-a-Day gets an A+
Fruit snacking has long been a lunchbox hero and remains one of the most flexible and inclusive formats around, bringing healthy options that are suitable for all ages.
That’s backed by the numbers, with adult and kids’ fruit snacking now worth a combined £268m in retail sales and growing +13 per cent year on year.
Jo Agnew, Marketing Director at Lotus Natural Foods, says, “At BEAR, we see the lunchbox as a thriving category, with the need for natural, grab-and-go snacks stronger than ever before. For kids, lunchboxes with great tasting and healthy options are still a daily essential.
“Our kids’ line is all about making healthy choices fun and exciting for little cubs with flavour-packed, tactile formats like BEAR Yoyos and BEAR Fruit Splits, complete with collectable cards kids love to swap and play with.
“BEAR Fruit, our grown-up range, keeps things simple, just real dried fruit, in resealable packs that are fuss-free, fibre-rich and perfect for everyday grazing. Plus, with food waste such a hot topic, our dried fruit snacks offer a no-fuss, no-waste alternative."
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Data shows BEAR Kids is especially loved by families with pre-school and school-age children, while BEAR Fruit is winning over young adults and parents who buy a pouch for themselves as well as their kids.
Agnew adds, “Our 100 per cent real fruit snacks count as one of your five-a-day, contain no added sugar, and are naturally high in fibre, which is why we are the number one brand in Kids’ Fruit Snacking.
“Health is also one of the most significant trends in lunchboxes at the moment – from UPFs and sugar scrutiny to new HFSS legislation – and brands in this space has had to evolve quickly.”
BEAR range includes fun formats like BEAR Yoyos for younger children, which accounts for 70 per cent of its total sales. It is available in bestselling flavours like Strawberry, Mango, and Blackcurrant.
This is followed by BEAR Fruit Splits (worth £4.2m), aimed at older kids from six to 10 years old, featuring fan favourites such as Raspberry & Pineapple. And, of course, both ranges come with BEAR’s popular collectable cards that kids love to swap and share.
“We also put our health credentials front and centre on our fully recyclable packs, so parents can see at a glance how, with BEAR, it’s easy to make positive and healthy choices for children.
“We’ve moved all our health claims to the top of pack so they’re clearly visible, plus we’ve brought our ‘real fruit’ message to life through text and real ingredients imagery.
“Now, it’s up to retailers to merchandise these in the right way, so parents and caregivers recognise products such as BEAR as a convenient and healthy addition to lunchboxes,” says Agnew.
One of the most striking shifts in recent years has been a surge in health consciousness among parents. With awareness of child obesity and sugar intake growing sharply between 2023 to 2025, many are rethinking what goes into the lunchbox and actively seeking out products that balance taste with nutrition.
To be on the good side with the parents, it is always wise to keep a good mix of healthy and nutritious range as well.
New Frubes yoghurt pack design with natural flavours and gaming QR codes
For Ewa Moxham, UK Head of Marketing at Yoplait, nutrition tops everything else when it comes to children. Yoplait believes in not just being a “positive voice for children’s nutrition in the UK” but also to act proactively.
Moxham tells Asian Trader, “We need to educate consumers on the importance of eating nutrient-dense foods like kids’ yoghurt and to work with retailers, health organisations and policymakers to make change happen before it’s too late.”
That urgency is grounded in worrying numbers.
Childhood obesity rates are alarmingly high, especially since the pandemic. More than a million children risk poor development and growth because they lack key nutrients such as calcium and vitamin D, both naturally found in dairy products.
“Over the last ten years we have seen a decline in the kids’ yoghurt and fromage frais category which is having serious repercussions on kids’ nutrition.
“Even more worrying is that since the pandemic, kids are swapping nutrient rich foods such as dairy for more indulgent and nutrient-poor snack foods like biscuits, chocolate and crisps,” says Moxham.
Nearly half of parents now believe their children eat less healthily than they did at the same age. Moxham suggests that well-intentioned sugar reduction policies may have had an unintended effect, confusing shoppers and nudging them away from healthy yoghurts towards junk food.
One way to address this? Get dairy back into lunchboxes. Around 14 per cent of all kids’ packed lunches currently include yoghurt, and for convenience retailers, stocking non-HFSS healthy snacks such as Frubes and Petits Filous is an easy win.
Unlike most adult yoghurts, Yoplait’s kids’ yoghurts are not just full of dairy goodness, they have also been fortified with essential nutrients such as vitamin D and calcium, which are important in supporting children’s bone health and development.
Portability is another selling point. Formats such as Frubes and Petits Filous drinkables work perfectly as they can be kept outside the fridge for up to eight hours.
This summer Frubes has brought back its successful Freeze ‘Em campaign which encourages consumers to try freezing their Frubes. This is being supported by the brand’s biggest investment including three limited edition packs, sampling, experiential, media, social and PR activity
“Previously, we had worked with food waste expert Kate Hall (AKA ‘The Full Freezer’) to demonstrate what a great, healthy lunchbox snack Frubes is as it simply defrosts in the morning and is ready to eat by lunch, so is great option for retailers to stock,” said Moxham.
Health, the parents’ subject
Retailers cannot afford to overlook health factors when considering back-to-school stock as it seems to be on the parents’ minds all the time.
Parents want school-day breakfasts that fuel energy, focus and overall wellbeing. Weetabix has positioned itself squarely in that space.
Bayliss adds, “Health is about more than just nutrition; it’s also about encouraging lasting good habits.
“That’s why this summer we launched our multi-year Weetabix All-Stars campaign, celebrating the real stories of inspiring athletes who embody the benefits of starting the day right.
“Olympic champion Jessica Ennis leads our back-to-school activation, visiting families and sharing her own healthy routines to motivate the nation.”
Supported by vibrant POS, impactful media partnerships, and a national trade promotion rallying retailers with the call “We’ve Had Ours. Give Someone Theirs”, the campaign is designed to spark conversations, inspire action, and keep breakfast firmly at the centre of the daily routine, boosting both household health and retailer sales during this crucial trading window.
Consumer health continues to be a key focus, with families actively looking for better-for-you alternatives for packed lunches and snacking occasions.
Another key name to keep in mind here is KP Snacks that addresses this need through an extensive range of flavourful and compliant snack products, featuring more than 100 non-HFSS lines.
Pom-Bear Cheese and BBQ flavour packaging
Some of the key names that resonate well with health angle are Hula Hoops Puft, POM-BEAR and KP Snacks’ nut range.
Stuart Graham, Head of Convenience and Impulse, KP Snacks, says, “We understand that snacking is part of everyday life, and we are dedicated to creating products that combine great taste with nutritional responsibility.”
“Established brands like POM-BEAR give parents confidence that they are offering their children a wholesome and delicious product from a reliable source.
“Nuts also offer a tasty and nutritious option for university students snacking on the go or looking to enjoy healthier treats during nights spent in.”
This time of the year also sees a rise in food-to-go missions.
Graham agrees, saying that 53 per cent of shoppers look for meal deals when buying food to go, adding that Hula Hoops Big Hoops BBQ Beef, McCoy’s Salt &Vinegar and McCoy’s Flame Grilled Steak are the top three meal deal choices.
When it comes to health, one cannot afford to ignore fresh salads.
In fact, parents and guardians are increasingly turning to fresh salads, and to all-natural Florette in particular.
Part of a farmer-owned co-operative, market-leading Florette is outperforming the total prepared salads market, with annual sales worth £26m, an increase of more than 27 per cent on the previous year, thus leading the way in enabling retailers to meet rising consumer demand for healthy, great-tasting fresh food.
Florette adds bold new flavours to its salad bowl range
“Many parents will acknowledge that healthy ingredients aren’t always the first thing they think of when they’re preparing a children’s lunchbox, but easy-to-include fresh salads, which are naturally low in fat, salt and sugar, provide the healthy content they’re looking for and complement many children’s lunchbox favourites,” says Polly Davies, Florette’s Head of Category UK and Ireland.
The relevance of fresh salads in lunchboxes is reinforced by the fact that consumers’ number one healthy eating priority is “eating more fruit and vegetables”, with 28 per cent of people looking to increase how much fresh produce they eat.
Florette’s all-natural salad range is designed to elevate lunchboxes and mealtimes alike. Leading the pack is Florette Crispy (90g and 140g) – the impulse channel’s best-selling fresh salad – enjoying strong growth of +30 per cent.
Hot on its heels is Florette Mixed Salad (125g), the second-biggest impulse seller, up an impressive +48 per cent. Its crunchy mix of leaves adds both texture and visual appeal, making it an easy, healthy upgrade to any meal.
Innovative NPD continues to fuel both awareness and demand for Florette. This year’s activity includes a summer-long, high-profile sponsorship of the Food Network – the UK’s leading dedicated food TV channel, alongside partnerships two of the country’s top food magazines.
The media push is reinforced by a major on-pack promotion, offering shoppers the chance to win ‘Tasty Escape’ holidays to one of five destinations, plus daily prizes of £100 throughout the campaign.
Welcoming newcomers
Enough is already being talked about health but there can be no other way as this topic seems to be on the top of consumers’ minds, even for drinks.
Retailers should keep in mind this factor while assessing their chilled and drinks stock and make decisions accordingly with healthy range.
Just like Alpro that recently launched a new kid plant-based milk and yoghurt range specifically designed for children’s health.
After a challenging period for kids' drinks, the category has recently returned to value growth of +13 per cent. Cawston Press continues to outperform the market with value growth of 23 per cent, 10 percentage points ahead of the category average.
Cawston Press Fruit Waters also continues to be the leading not-from-concentrate kids drink on the market.
Another new entrant here is Cawston Press 200ml Fruit Water Range available through Booker, Bestway, and other independent wholesalers.
“Our brand awareness has increased in 2025; growing by seven percentage points from 1 January to 1 July which is before the Summer Advertising campaign which kicked off on 1 July and runs until 17 August,” adds the spokesperson.
Cawston Press debuts first ever TV advert C
This summer is seeing the very first TV campaign for the brand with "Life's Best Pressed with a Cawston Press", supported with paid social advertising through Meta and a nationwide experiential sampling campaign, capitalising upon the key summer outdoor consumption moments.
Launching a new permanent SKU in a well-loved range is notoriously difficult as shoppers are loyal to their favourites, and shelf space is tight.
But Weetabix Crispy Minis Caramelised Biscuit is already worth more than £1 million and from launch is the fastest growing new variant of the last year. The SKU has broken through thanks to its indulgent flavour, broad appeal, and alignment with evolving breakfast behaviours.
Bayliss from Weetabix adds, “We’re also connecting with younger audiences in fresh ways, such as our Roblox partnership, which brings the Weetos world to life in-game while encouraging healthy breakfast habits through play.
“These activations give families more reasons to engage with the brand beyond the cereal aisle, helping retailers drive loyalty and sales.”
Retailers should keep a lookout for new launches, particularly convenience-led formats that suit family routines and offer more value for money, just like new BEAR Strawberry Yoyo Grab Bags.
Launched in February 2025, this BEAR’s new range is a 12-pack of individually wrapped fruit rolls designed for lunchboxes, parties, and on-the-go snacking.
Furthermore, BEAR once again, is teaming up with the Natural History Museum to make lunchbox snacking even more exciting.
Agnew told Asian Trader, “Through an on-pack promotion across our bestselling BEAR Yoyos multipacks, we’re offering families the opportunity to win free tickets to the popular ‘Dino Snores’ sleepovers, as well as merchandise and a private museum highlights tour.
“September marks a key moment in our calendar. We work closely with all our retail partners to ensure BEAR is front of mind and easy to find, helping parents make healthy, nutritious snacking choices as their kids head back to school.”
Talking about collaborations, Mondelēz International’s Dairylea is once again launching its partnership with Trainline for a second year.
Nash says, “We have extended the partnership to all Dairylea products, meaning everyone can get involved when they pick up their favourites in store, and more families have more opportunity to access cheaper train travel and explore.”
Perfect for on-the-go, Dairylea’s range of products is ideal for families to enjoy as they head off on adventures during the warmer months.
With the entire Dairylea range included in the promotion, no minimum spend with Trainline and no restriction on who can travel, shoppers can tuck into more of what they love while out on their adventures.
Dairylea is also offering retailers a chance to reduce their travel costs by winning a Railcard, each worth £35. With ten chances to win, retailers simply need to fill in the form on Mondelēz International’s trade website, to be entered into the prize draw.
At Glebe Farm Foods, the launch of Choccoriffic Oat Mylk – a creamy, chocolatey oat drink designed to delight young palates standout, combining indulgent flavour with balanced nutrition.
“Gluten-free, dairy-free, sugar-free, and fortified with vitamins and minerals, it’s an irresistible and safe lunchbox option for families,” said MD Philip Rayner.
Hall pass to higher sales
Merchandising can do some real magic in this section. Get it right, and your back-to-school section becomes the retail equivalent of the cool kid everyone wants to sit with.
The aim? Make it impossible for shoppers to walk past without “popping in for just one thing” and leaving with a basket full of lunchbox heroes!
To maximise sales, retailers should introduce themed displays, fixtures, and promotions to entice shoppers and encourage impulse purchases, which make up 70 per cent of bagged snacks sales.
Graham from KP Snacks says, “It’s important that retailers also continue to stock a strong core range of leading CSN products. Our ‘25 to Thrive’ ranging advice provides a core recommendation of must-stock SKUs from multiple suppliers.
“By stocking the ‘25 to Thrive’ range and positioning CSN fixtures with prominence, retailers can revive their sales, drive impulse purchases and thrive in a competitive market this summer.”
Over at Cawston, the advice is to think like a parent packing a lunchbox and merchandise accordingly.
“Use cross-merchandising to encourage complete lunch solutions. Clear themes like Back to School, Balanced Kids’ Lunches, or Lunches Made Simple,” adds the spokesperson, reminding the retailers to also consider bundle deals, fun and colourful POS/shelf wobblers.
Don’t forget flexibility: include both multipacks and single-serve formats to suit every mission, from Monday’s big shop to Thursday’s top-up. Cawston reckons a well-planned convenience section can even outshine the multiples when it comes to back-to-school.
“Offer a stress-free back to school section that focuses both on convenience and quality.
“Consider keeping smaller pack sizes. Cross merchandise lunch box solutions. Premium better for you brands such as Cawston Press which appeal to parents looking for quality,” the spokesperson tells Asian Trader.
And when it comes to style points, HYPE’s brand-new Back to School 2025 collection is ready to steal the show. This year, they’ve cranked up the personality dial with sharks and graffiti charging ahead for boys, while dreamy pastels, glitter pops and tropical vibes bring the wow factor for girls.
Year-round loyalty
Back-to-school season in UK convenience retail is a dynamic period that calls for strategic preparation, smart product selection, community understanding, and agile response to trends. Urban and rural stores experience it differently.
From snacks and juices to stationery and lunchbox staples, the product mix must hit the right notes on health, value, and appeal. Location dictates some of the nuance.
Back-to-school may be a short season on the calendar, but its impact on convenience stores can be significant and lasting. Retailers who seize the moment not only enjoy a sales boost in September but can convert that into loyal, repeat customers for the whole year.
Back-to-school season in UK convenience retail isn’t just a calendar blip – it’s a high-speed, high-opportunity trading window where smart planning pays off in full baskets and returning customers. The most successful stores marry sharp product curation with merchandising flair, catering to both parents’ practical needs and children’s all-powerful preferences. Whether it’s trusted lunchbox staples, healthier snacking options, or fresh statement accessories, the winning formula is health, value, and a dash of fun.
Handled well, the season becomes more than a September spike – it’s a customer conversion event. Retailers who invest in standout displays, flexible pack formats, and well-timed promotions can turn that frantic first-week footfall into all-year loyalty.
First published in Asian Trader issue dated 22 August 2025