As the autumn chill sets in, the main Hindu event of the calendar lends warmth and twinkling lights to the joyful bustle of communities celebrating this pious festival.
Diwali, once a lesser-known occasion in the UK, has now emerged as one of the most momentous festivals in the country owing to the rising ethnic population celebrating it.
What started as a sacred observance in South Asian homes has now blossomed into a vibrant cultural phenomenon embraced throughout Britain’s multicultural society.
In households it means days of thorough cleaning, the hanging of lights, the intricate designs of colours at the entrance and aroma emerging from the kitchen due to days of cooking various dishes.
It means welcoming friends and extended families with warm food, laughter and gifts.
Beyond private homes, Diwali spills out into streets, temples and community centres, as well as retail aisles, transforming neighbourhoods into celebrations of light, sound and taste.
In the UK, Diwali has a special dual resonance. Socially, it is a festival that speaks not only to Hindu, Sikh and Jain traditions but also to Britain’s broader multicultural fabric. It has become a festival of inclusion, where local councils, mayors and high streets embrace the glow of candles and fairy lights as an emblem of community togetherness.
Trafalgar Square in London each October becomes a stage for Diwali on the Square, an event that gathers thousands with music, dance, food and joy.
Photo by Alishia Abodunde/Getty Images)
Leicester’s Golden Mile, famous for its ornate light displays, has long hosted what is often described as one of the largest Diwali celebrations outside India. Birmingham’s Soho Road and Smethwick, Southall in London, parts of Harrow, Hounslow and Wembley come alive with celebrations that blend faith, family, commerce and culture.
The West Midlands, Yorkshire, Lancashire, Greater Manchester, Slough, Luton and Milton Keynes all carry a festive buzz during October.
For British convenience retailers, this is not simply a cultural moment to observe from the sidelines.
For them, this expanding festival encapsulates more than tradition; rather it signals profound opportunity to connect, serve, and grow.
Diwali Must-stock
An authentic Diwali celebration revolves around food, light, giving, and gathering, all translated into products that convenience stores should carefully curate to meet the needs of this season.
At the forefront are traditional sweets, key to both consumption and gifting. These include ladoo, barfi, kajukatli, gulab jamun, and pedas, basically all the luxurious, rich confections made from nuts, milk solids, and sugar syrup.
Trusted brands like Haldiram’s and Bikaji dominate and, complemented by regional artisanal producers’ delicacies, are ideally suited to urban South Asian shoppers.
Alongside sweet offerings, savoury snacks provide vital balance and variety during the festivities. Items such as samosas, Bombay mix, sev, and chakli are table staples. The availability of these both as individual packs and festive gift boxes expands sales potential to various customer segments, particularly those purchasing for social gatherings.
Dry grocery staples form the backbone of Diwali food preparation. Aromatic Basmati rice, an assortment of lentils, ghee, specialty flours, along with a myriad of spices, cardamom, turmeric, cumin, mustard seed, are indispensable.
Stocks should be diversified across sizes and brands to accommodate different budgets and family sizes, with a mix of branded and local offerings enhancing authenticity and choice.
Rice is the star of most Diwali feasts, including everything from biryanis to festive desserts like kheer.
A key name to consider here, and something that every British Asian household hunts for around this time, is Tilda.
Anna Beheshti, Tilda’s Head of Marketing, says, "Those celebrating may look to c-stores for convenient formats to help them save time, but they still expect top quality and flavour.”
As the nation’s number one rice brand, worth £124m and growing at five per cent annually, shoppers expect to see a diverse mix of Tilda products in stores.
Tilda
Tilda Pure Basmati 500g, the top-selling dry rice SKU in its size, is a year-round essential that should feature in every independent retailer’s Diwali fixture. For shoppers cooking en-masse for family and friends, Tilda Grand Extra Long White Basmati and Grand Extra Long Sella Basmati (available in 2kg to 20kg formats) offer the quality, value and scale needed for celebratory cooking.
Beheshti adds, “On the flip side, a number of convenience shoppers are looking for exactly that – convenience. Our 250g Ready-to-Heat can be served up in a matter of minutes for fuss-free flavour, and our popular Pilau and Coconut flavours are the hero SKUs for the holiday.
“Our Great Taste Award-winning Tilda Pure Basmati dry rice now comes in brand-new packaging. It proudly features our B Corp logo front and centre, while the back is covered in beautifully illustrated designs that reflect our commitment to both quality and purpose.
“In terms of innovative products, our ready-to-heat range offers flavours that complement Diwali dishes perfectly.”
Tilda Tasty Sides Indian Black Dhal is another Great Taste Award 2025 winner that can be paired with Tilda Pure Basmati rice for a quick, satisfying meal in minutes.
“And for those looking for fast, flavour-packed options to take festive feasts to the next level, our bestselling Tilda Coconut Basmati Rice and Tilda Pilau Basmati Rice 250g pouches are a great choice,” Beheshti adds.
"We’re seeing a rise in ‘assembly cooks’ – consumers who want to create meals that feel homemade, without the time or effort. They’re actively seeking shortcuts, but won’t compromise on health, flavour or quality and Diwali is no exception,” she says.
Cooking for crowds is no mean feat. It requires a lot of multitasking, so it’s no surprise a number of shoppers will be after time-saving shortcuts. Tilda’s Ready-to-Heat range – featuring 26 world-inspired flavours can be prepped in just two minutes.
This alone has added more value and units to the category than any other brand (+£5.6m and +6.1m units), and includes Tilda’s best-selling branded SKUs in Pure Basmati, Pilau, Coconut and Brown Basmati, shares Beheshti.
Get ahead by stocking up early on popular essentials in different sizes, including Tilda Pure Basmati, Tilda Wholegrain Basmati and Tilda Grand Basmati. As the number one in total rice, Tilda should dominate shelf space during Diwali.
The days leading to Diwali are some of the most hectic in ethnic households. Shoppers are constantly making lists and running errands, forgetting something or the other each time.
The convenience sector is ideally positioned to serve time-poor consumers who seek quick inspiration through easy-to-prepare world meals.
As Upuli Ambawatta, brand manager at Empire Bespoke Foods (EBF), says, “Ready-to-eat options, heat-and-eat products, and a strong range of world food ingredients can perform particularly well in this channel, as they provide both convenience and grab-and-go solutions for shoppers.
Empire Bespoke Foods catalogue www.asiantrader.biz
“Our Master Cook Indian Dal + Rice Kit has been developed with this in mind, designed specifically to cater to convenience seekers who are looking for bold, authentic flavours.
“For retailers, this means there is a need to allocate greater focus and shelf space to innovation rather than relying heavily on existing, well-established lines.
“Innovation in world foods can act as a traffic driver for younger demographics and help build loyalty.”
At present, there is limited or no significant new product development in mainstream categories such as Indian, Chinese, and Mexican.
These categories, though well established, risk stagnation if innovation is not introduced. Retailers therefore have an opportunity to reassess and refresh the current category mix to maintain shopper engagement.
Ambawatta explained to Asian Trader, “At Empire Bespoke Foods, we are responding to the rise in demand for world food authenticity with innovative new product development.
“We’re seeing a huge shift towards more regional Indian and Asian flavours than mainstream dishes.
“Taking this into account, we’re currently working on a range of heat & eat Indian Dal + rice kits under the Master Cook brand which captures regional Indian flavours that are somewhat new to the customers.
“Our work with chefs to create bold Asian flavours enables consumers to add that splash of delicious convenience to their world food dishes. We’re also currently developing a range of fan favourite Asian sauces to launch later in the year. These include a Gochujang paste and a Gochujang ketchup.”
Diwali time is a time to gather around and feast. Friends, family, extended family, even distant relatives make it a point to visit each other at home, bearing gifts. Back-to-back dinner parties over multiple days imply that households are on the lookout for more varieties of staple food to suit everyone’s preferences.
Best is to stock a wide range of standard staples such as pasta and noodles, both from mainstream brands as well as new emerging ones.
Noteworthy here is Premier Foods which is reducing the price of its price-marked packs (PMPs) across selected lines for Ambrosia and Batchelors.
Premier Foods is on a mission to help convenience retailers make the most of the growing value opportunity which will see the nation’s favourite noodle block, Batchelors Super Noodles reduced from £1.45 to £1.09, and selected Ambrosia cans dropped down from £1.95 to £1.50.
One of the smart ways to stand out in the market is to keep organic or healthier versions of the pasta, rice and noodles which can be found in the multiples. It’s always hard to beat them on price, but you can beat them by selling healthier, organic versions of regular products.
Diwali is a perfect time to perk up the otherwise somewhat monotonous pasta section. And a key name to stock is Biona Organic.
Many consumers in the pasta category often want more than just basic carbohydrates and are also looking for added healthy ingredients too.
Carmen Ferguson, Brand Manager at Windmill Organics, says, “To meet this need, we’ve recently introduced new Biona Organic Wheat Matcha Tagliatelle Nests which pair premium organic pasta with antioxidant-rich matcha in response to this rising demand for functional, wellness-led food.
“Convenience is of course also a key factor, with interest in quick-cook or ready-to-eat pasta options. There's also growing demand for pasta varieties that cater to specific dietary preferences or requirements, such as gluten-free or plant-based options.”
Biona Organic’s rice and noodles are also gaining immense popularity.
Two new flavoured organic risottos from Biona
Ferguson from Windmill Organics, says, “At Biona, we have seen an eight per cent YoY increase in our rice category sales, driven in part by our Biona organic Italian brown rice that grew by 169 per cent in 2024 vs 2023, emphasising the demand for healthy and fibre-rich products that fit into consumer’s busy lives.
“Other popular rice products in our broad range include our organic risotto rice, Wild Rice Mix and Jasmine Rice.
“All the products in our rice range come in innovative paper packaging, which is unique in the category and proves very popular with consumers who care about minimising their packaging waste.”
As is the case in many categories, consumers are becoming increasingly concerned about ultra processed food and are looking for something healthier and more natural, so it’s no surprise organic noodles is also experiencing strong volume growth.
Ferguson adds. “Our Biona organic Asia Noodles made of spelt and wheat are proving the most popular, especially amongst consumers looking for a much healthier alternative to some of the better-known options out there which have less fibre in them.”
“Two fairly recent relevant examples from Biona which were launched in November 2024 were a range of easy cook dishes which included both a Pumpkin Risotto and a Porcini Mushroom Risotto, both of which were crafted to create quick and nutritious meals without compromise.”
Snacks and Sweets
Diwali is a vibrant celebration that brings together family and friends, creating more treat and sharing occasions. For the convenience channel, this October presents a key sales opportunity, as shoppers look to stock up on tasty snacks to elevate their celebrations.
From KP Nuts and Tyrrells to Butterkist, KP Snacks offers a broad portfolio that supports retailers in meeting shopper demand across a variety of occasions. Well-loved brands and versatile formats make it simple to cater to customers throughout the season.
By spotlighting popular sharing packs and driving trade-up into premium lines, retailers can maximise the opportunities that come with seasonal sales growth.
Stuart Graham, Head of Convenience and Impulse at KP Snacks, shares, “Sharing and celebratory occasions continue to see high demand for premium lines of products, as consumers look to replicate more premium out of home experiences in home.
“46 per cent of shoppers are more inclined to trade-up to premium food and drink options when dining at home. “
Tyrrells 150g Sharing bags are key products to capitalise on big celebrations where sharing is common, offering classic and tasty flavours. Full of personality, this brand has taste and quality at the heart of its offering.
The importance of the popcorn category shouldn’t be underestimated within the sharing occasion. Ideal for family get-togethers, Butterkist is the nation’s favourite popcorn brand.
Graham adds, “At nearly twice as large as its nearest branded competitor, Butterkist enjoys a 32 per cent market share. With popcorn sharing occasions growing +21 per cent and 85 per cent of popcorn consumed at a sharing occasion, Butterkist is a delicious treat for quality time with family and friends.
Healthier sharing options should not be ignored either, with some of those celebrating still looking for more permissible choices.
Graham says, “popchips is rated as the number one ‘Better for You’ bagged snack brand in the sharing pack format. Coming in at under 100 calories per serving and with a third less fat than the market leader, popchips provides a healthier snacking option without compromising on big flavour.”
Nuts are also a festive favourite for sharing, combining great taste with natural health benefits.
Worth £103m RSV and continuing to grow, The KP Nuts range, nearly five times bigger than its nearest branded competitor, offers flavours and formats that deliver both enjoyment and value. Naturally high in protein and fibre, and exempt from HFSS restrictions, nuts also drive higher basket spend as shoppers are happy to trade up for quality.
The ideal sweet treat to gift for Diwali, Fruit-tella’s best-selling chews boasts a fully vegan recipe, meaning that the brand can now deliver fruity joy to an even bigger audience of consumers.
The switch to vegan has been implemented across the full range of chews, including the Fruit-tella favourite Simply Strawberry Chews, and the more recent edition of Fruit-tella Berries & Cherries.
The delectable chews will still contain real fruit juice and be made with all-natural colourings and flavours. All Fruit-tella sharing bag sweets are individually wrapped, and as such they are a treat that promotes hygiene and portion control. This makes them the perfect sweet treat to share among loved ones during Diwali celebrations.
Fruit-tella unveils two new multi-pack formats
Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, says, “Fruit-tella has been synonymous with the highest quality sweets since 1931, growing to be a £35.8m brand.
“We are delighted that those who favour a plant-based diet can now join in the fruity fun too. We have worked hard to perfect a vegan recipe that replicates the taste and texture of our beloved chews, and we are certain that the new formulation will be a surefire hit with existing consumers and new shoppers alike.”
Drinks and libations
Beverages complement feasting and socialising.
Traditional rose sherbets, and spiced chai mixes evoke nostalgia, while non-alcoholic and alcoholic seasonal drinks are also popular in this season.
Indian lagers and festive wines find favour among celebrants, blending heritage and contemporary tastes, while flavoured soft drinks with festive packaging drive impulse purchases.
AG Barr is calling on convenience retailers to make the most of Diwali, a key seasonal sales moment, by stocking up on Rubicon, the UK’s leading exotic juice brand.
Lisa McKenna, Rubicon Brand Director at AG Barr, shares, “Diwali 2024 delivered a +10 per cent uplift in World Food soft drinks, with Rubicon accounting for over 75 per cent of those sales.
“The message is clear- when shoppers are celebrating Diwali, Rubicon is the brand they choose.”
Diwali is a prime time for shoppers to explore bold, exotic flavours that complement traditional dishes and elevate family gatherings.
Rubicon’s biggest-ever range, spanning Still, Sparkling and Spring, is built to meet that demand. The range delivers on taste, value, and low-sugar options across multiple pack formats.
Retailers can expect strong demand for larger formats – including 2L Sparkling and 1L Still – as well as multi-packs that cater perfectly for at-home celebrations and big family occasions.
McKenna adds, “To maximise sales, AG Barr is backing Rubicon with a comprehensive Diwali campaign: bold POS to create in-store theatre, plus targeted digital and social activity reaching two-thirds of Diwali shoppers in the crucial stock-up period.
“There’s a clear opportunity to boost sales this Diwali and retailers who want to win in soft drinks need to lead with Rubicon.”
It is a good time of the year to perk up the alcohol section as well.
As Diwali buzz sets in leading way to the Christmas festivities, it is wise to evaluate the alcohol section to make sure it has a perfect mix of bestsellers and new launches across all the categories and sub-categories.
Lighting and decoration hold symbolic significance in Diwali. Clay diyas, candles, fairy lights, and lanterns create the festival’s characteristic glow.
Increasingly, electric and LED alternatives address urban safety preferences while maintaining ambiance. Decorative materials such as rangoli powders and floral garlands offer interview opportunities for customers to enhance their homes for Diwali.
Gift packs combining sweets, snacks, lamps, and prayer items cater to time-poor shoppers and those keen on gifting but unaccustomed to traditional selections. Modern sensibilities embrace health trends too, increasing interest in sugar-free, vegan, and gluten-free sweets alongside conventional mithai.
Fireworks have historically been a central part of Diwali’s festive exuberance, symbolising joyous light and communal celebration.
In Britain, however, strict firework regulations shape how retailers and celebrants can approach this aspect. It is best to approach the local council and be updated around the rules and regulations around fireworks.
Licensed sales only are permitted, following local and national safety laws designed to protect public health and reduce noise pollution. Permitted display windows and sale periods are tightly controlled by councils.
Retailers keen on serving their communities responsibly often advocate and stock safe alternatives, including sparklers and dazzling LED displays, decorative items, gifting items, and flower decoration products.
Merchandising like a pro
Diwali shopping behaviours are evolving, influenced by digitalisation, lifestyles, and broader socio-economic patterns.
The phenomenon of staged shopping is increasing, leading to sustained, multiple visits instead of last-minute rushes.
That means it is always good to start early.
As Beheshti points out, supermarkets begin ranging, merchandising and promoting for Diwali as early as two months in advance.
Independent retailers can stay competitive by doing the same, giving them the best possible chance to capture early bird shoppers.
This is especially true when it comes to the most popular dry goods, like Tilda Pure Basmati 5kg – the most popular 5kg Dry Rice SKU in the market, though preparation goes beyond groceries, too.
This is also the time to stock complementary festive products like diyas, garlands and gifting packs, helping shoppers tick off multiple purchases in one trip, Beheshti adds.
Merchandising should focus on creating in-store theatre. A Diwali fixture in a high-footfall area will attract attention, and grouping the most popular products like rice, lentils, flour and ghee will encourage shoppers to stock up in one fell swoop.
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“Make sure premium options are clearly signposted and consider Diwali bundles by pairing products like Tilda Grand Extra Long Sella Basmati with complementary ingredients (think pulses, spices, sauces) to encourage trade-up and cross-category sales.
“Beyond the fixture, use vibrant, culturally relevant signage and traditional décor to create an inclusive, celebratory atmosphere that inspires bigger baskets,” Beheshti advices to retailers.
“Create a shopper experience that’s festive and fuss-free by using themed Diwali displays, seasonal POS and cultural décor. Don’t forget, grouping complementary products together can spark complete meal inspiration and drive cross-category sales.”
Health and wellness trends permeate Diwali retailing, as sugar-free, vegan, and allergen-conscious sweets increasingly appeal, reflecting a shift toward mindful indulgence.
Experiential retailing, through tastings, demos, and cultural storytelling, builds deeper engagement, enhancing sales and building loyalty amid a competitive market.
Creating a curated, sensory-rich shopping environment is crucial for retailers seeking to maximize Diwali sales and customer loyalty.
Eye-catching window installations rich in festival colours like gold, red, orange, and maroon capture attention and invite new footfall. Intricate motifs and symbols reflecting Indian artistry lend authenticity and cultural warmth.
And promotions are always welcome.
Ambawatta from Empire Bespoke Foods (EBF), says, “Plan stock and promotions around key dates in the world food calendar so that your customers know they can depend on you to have the items they need to help celebrate a special festival or holiday.
“Effective merchandising will help capitalise on the growing popularity of the world food category.
“Block merchandising by cuisine makes it easier for customers to locate and buy all the items their shoppers need to replicate the at-home restaurant experience.
“Work with brand owners to achieve good positioning and the right offer in-store, and to develop price promotions and impactful social media activity.
“Achieving on-shelf stand out is a must so enhance visibility of the best-sellers by using suppliers’ planograms as well as point of sale material, off shelf displays and rack end promotions.”
Cuisine-curious consumers are becoming increasingly adventurous, looking for bold, authentic flavours and regional diversity, especially with the rise of at-home cooking occasions.
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Independent retailers are therefore uniquely positioned to respond quickly to local trends.
“Understanding customer shopping missions, planning promotions around world food holidays like Diwali, and effective block merchandising by cuisine can really boost sales.
“Ensure the brands you stock offer authenticity and top quality ingredients and are accessible at competitive prices. Innovation is key to keeping customers engaged with the category and maintaining growth throughout the year,” Ambawatta says.
Within stores, distinct “Diwali zones” guide customers through logically grouped product categories, simplifying navigation and encouraging discovery.
Point-of-sale materials tailored to Diwali, including signs, banners, and leaflets featuring culturally resonant imagery and messages, augment atmosphere and facilitate decision-making.
Promotions like bundled meal kits or gift assortments drive larger basket sizes, reflecting cultural gifting and sharing traditions.
Sampling stations create experiential touchpoints, allowing customers to taste new sweets or learn quick preparation techniques.
Impulse purchases gain traction via checkout areas dressed with festive small gifts and confectionery, catching spontaneous buyers.
Digital integration, such as QR codes linking to recipes and cultural insights, modernises the experience, especially for younger, connected consumers.
Happy Diwali
Diwali is not just a festival, it is a season of renewal, reflection and radiance. For millions around the world, and for the vibrant South Asian communities in Britain, it marks the triumph of light over darkness, good over evil and hope over despair.
By planning early, stocking authentically, merchandising creatively and engaging warmly, stores can ensure they are remembered as much for their role in the celebration as for the products on their shelves.
The glow of Diwali, if embraced thoughtfully, can extend far beyond the festival itself, building lasting customer loyalty and reinforcing the convenience sector’s role at the heart of British communities.
As families across Britain light diyas, share sweets and gather to celebrate Diwali, convenience retailers have their own reason to rejoice as the festival of lights doubles up as a festival of sales.
When shelves gleam with sweet boxes, savoury treats, and celebratory drinks, it’s not just homes that glow brighter but balance sheets too. A thoughtful display, a dash of festive décor, and a genuine smile at the counter can turn every shopper’s visit into a moment of joy, proving that prosperity shines best when shared.
Asian Trader wishes its every reader a very happy and prosperous Diwali. May you shine, always.