LinkedIn is a platform that has quickly become the best network for entrepreneurs and job seekers. Not everyone knows that this place is much more than just a job board. LI is a real social network, but there is one feature here: everything here is about work, new professional knowledge and expertise. No daily selfies, funny videos and empty discussions, only useful information and opportunities for professional use.
Why do companies join LI? At least in order to find excellent specialists and hire new employees, as a maximum - to promote services or goods. It doesn't matter which of these tasks is in front of you, the main thing is to know how to achieve success. In this article, we will share three of the best marketing tips to make your professional page better than ever.
Use paid Incentives
If you’ve been in business for a long time, then you know one main rule - you need to pay for an excellent result. It's true, no successful entrepreneur has ever been able to achieve heights without investment. It's the same on LI. Do you want to grow quickly and attract a new audience to your business page? It's time to start investing.
The best time to buy boosts is the very beginning of your journey, but to be honest, you can get additional incentives at any stage of promotion. Most often, entrepreneurs need help to improve the visibility of their company's page. This is easy to do by buying accounts : https://soclikes.com/buy-linkedin-accounts. You can use them in different ways: someone prefers to share their company's publications using purchased pages, someone sends more interactions to the main page, and someone personalizes purchased profiles for their business.
It is noteworthy that paid accounts are cheap, but nevertheless real, previously they belonged to verified users, not bots and fakes.This incentive is just one of many, if you want to get other interactions, study all the services in the LI section and choose the best for yourself.
Post regularly
No matter what anyone says, the company's activity on the platform is one of the keys to success and rapid growth. Users who visit this site every day want not only to find a dream job, but also to gain new useful knowledge. It can be anything from work ethics to the principles of your business. You can also share what steps to take to make your company decent, if you’re a specialist in this.
Show your expertise and demonstrate the company from the best side. But sometimes entertaining content doesn't hurt either - something like "funny cases in the office", people like that as well.
Keep in mind that your publications must be regular, otherwise all efforts will be in vain. Create a content plan for a week/month and follow it. It may be difficult at first, but then you get used to it. If necessary, you can also hire a content maker and delegate these tasks to a specialist.
Engage your employees
Encourage employees to connect to LI, expand the company page and make it more presentable. Involve them in the process of creating the visibility of the profile, they can help in creating content, talk about your business on their personal pages and establish professional connections with your brand.
The more employee interactions with your brand, the higher the profile in the search query by keywords and name. Good luck!
Retailing isn’t just about ringing up sales anymore—it’s about creating happy shoppers! A great customer experience is the secret sauce that builds brand loyalty and keeps people coming back for more.
Convenience retailers have an edge to shape and create memorable experiences by understanding customer behavior and subtly influencing their decisions.
But it isn’t as simple as it sounds. Did you know the average consumer spends just 4 to 20 seconds in front of shelves before deciding what to buy?
According to Vincenzo Russo, professor of consumer psychology and neuro-marketing at IULM University in Milan, these fleeting moments are driven largely by emotion, rather than rational consideration.
Interestingly, it is this overlap between “emotion and memory” that has crucial implications for influencing our ability to remember a product, a brand, and, therefore, to choose it again in the future, he said.
If only there was a way or rather a sure shot formula to hack this overlap!
If you think that’s tricky, here's another fact to consider. According to SAP Emarsys’ annual Customer Loyalty Index (CLI), almost half of UK Gen Z shoppers (46 per cent) and 29 per cent of other generations have abandoned a brand they were once loyal to because they grew “bored” of them.
Take the case of Liquid Death bottled water, which has been “radically entertaining” its audience to cut through the noise. The study states that 30 per cent of Gen Z, compared to 23 per cent of all demographics, have tried a new brand because of its “creative marketing”.
Additionally, over a quarter of Gen Z (31 per cent) are enticed by brands that use “cool” content or imagery, versus 21 per cent of other age groups. Meanwhile, 28 per cent of Gen Z, compared to 17 per cent of other demographics, seek out brands that deliver “memorable experiences”.
Clearly, consumers today, not just Gen Z, expect more than “business-as-usual"; they want meaningful and memorable experiences. No wonder, it is imperative to arm the stores with tactics to make them capable of leaving a mark on shoppers’ minds.
Perk up
The store entrance should be warm and welcoming. Placing fresh produce facing the entrance is an effective way to set the mood as the sight of bright fruits, or even fresh flowers signal quality and care to shoppers.
Well-organised shelves and clear signage help customers find what they need quickly. Use vibrant colours and attractive displays to catch your shoppers’ eye. Consider having a color theme but remember that sensory overload can make it difficult for customers to concentrate on products and focus enough to make a purchase.
In convenience stores, milk, bread, eggs, and crisps are hero products—the things people come for most frequently. So don’t bury them but also don’t make it too easy to find. While stores shouldn’t force shoppers to embark on a store-wide expedition for a pint of milk, placing such products just a little further inside the store creates a natural journey that gives other products their moment to shine.
Eye-level is buy-level—it’s an old trick, but it works. Place impulse items, snacks, and seasonal products in high-traffic areas like near the checkouts or next to essential goods. Use lower shelves for staple items that customers are likely to search for, such as porridge, pasta and so on.
Also, cross-merchandising can add a ton of magic to the sales. Think bread next to spreads, pasta near sauces, as well as crisps alongside beer.
Create clear zones with proper sign posting. Quite contrary to supermarkets, shoppers visit the neighborhood convenience stores in a hurry so they would appreciate finding things more easily rather being lost in a maze.
With the rising inclination towards health and fitness, it is a great idea to elevate the health quotient of stores as well. Dedicating and highlighting a section for organic, gluten-free, and vegan items can do wonders in bringing more footfalls from shoppers seeking healthier alternatives.
Installing a small refill station for basics like cereals, pasta, or cleaning products is also a great way of not only cutting down on single-use packaging but also for holding a place in shoppers’ minds.
Some independent stores, like Central Co-op Dodworth Community Store and Woosnam and Davies in Wales are already pioneering refill retailing.
As told by Asian Trader Award winning retailer Ehamparam Karunanithy who runs Premier Talbot Store in Poole, vouch for refill station, saying it not only work great for environment, but also it is easy on his shoppers’ pockets as it gives them flexibility to control the amount they are buying.
Engage all senses
Merchandising is not only about visual appeal. Apart from sight, retailers should try to engage all five senses to create a truly memorable shopping experience.
Tempting scents are a powerful, often overlooked tool. Aromas can evoke positive emotions and even trigger hunger! In fact, the smell of fresh bakery has been known for ages to pull even passing by shoppers into a store.
Light background music or even ambient sounds can subtly shape the mood of not only the shoppers but also of the staff. According to new survey by a music licensing company, four-fifths (82 per cent) of retail worker recognise music mood-boosting benefits during a shift, while two in five workers claimed that customers respond positively to music in store.
Another way to engage a key sense is having tasting sessions in the store. Sampling is a classic but often underused tactic. Let shoppers try a new snack or soft drink or wine—once it’s in their hand, they’re far more likely to buy.
Nisa Local retailer Amit Puntambekar, who often conducts tasting sessions in his village store, told Asian Trader, “When we introduce new lines of wine (from Hatch Mansfield), we often hold tasting sessions. These products can be anything between £10-20+. The tastings help the customer understand the price-point and give them confidence to buy the product.”
Seasonal and Local
Seasonal merchandising is a massive opportunity. Be it annual tradition like Christmas, Easter, Halloween, the summer BBQ season or sport events like EURO 2024 cup, convenience stores can play an instrumental role in creating buzz in the community.
The key is to plan well ahead and catch early shoppers. A dedicated seasonal display—well-placed and well-lit— tends to draw in attention of customers.
This year saw several leading convenience retailers like Aman Uppal and Neil Godhania embracing immersive merchandising when they went an extra mile in creating in-store theatre themes around EURO 2024.
While Uppal’s One Stop Mount Nod store in Coventry created a “5 meters by 4 metre football pitch” in the centre of the store, Godhania’s Neil’s Premier store in Peterborough was installed massive Euro themed vibrant displays throughout the store, along with a small goal post. England did lose the finals, but these stores won as they were successful at creating memorable experiences for the community along with a great talking point and some great sales too.
Godhania told Asian Trader at the time, “These efforts have created a festive in-store experience that’s helped attract more customers, drive footfall and boost sales. The response has been great, we have had an uplift in sales and change in consumer behaviour.
“Sales have increased significantly, and we’ve used the event to our advantage by enhancing our customer engagement through our in-house promotions.”
Additionally, shoppers love to feel connected to their roots, and local products provide that sense of authenticity as well as community spirit.
Retailers like Kaual Patel are setting some interesting benchmarks here. Not only fresh bakery items but his Nisa Local Torridon store also keeps potted plants provided by a local supplier.
“My community loves the fact that I actively work with smaller local suppliers,” he told Asian Trader.
Miles ahead
Replacing paper signs with sleek, easy-to-update digital screens might seem like a huge change but it can elevate the consumer experience to another level altogether. Not only do they look professional, but they allow retailers to quickly rotate promotions, announce limited-time deals, or even display video demos of new products.
Digital screens are another way to jazz up the whole experience. According to a survey, commissioned by Saturn Visual Solutions and carried out by OnePoll, people are more likely to splurge in a store with digital displays while a good portion of the younger generation think digital displays enhance their in-store shopping experience.
Other digital elements, be it presence on an instant delivery apps like Snappy Shopper or being on mobile marketing apps like Jisp can instantly elevate the overall experience.
Some convenience retailers are making some super-smart moves on social media to not only put their store on digital map but also to make it go viral, thus attracting massive footfall.
Run by retailer Imtiyaz Mamode, Wych Lane Premier store in Gosport is one such store that is not only popular in its neighborhood but also drives footfall from nearby towns owing to its huge fan following.
With almost 6,000 followers on Facebook and thousands more on TikTok, the store is popular online as “treasure chest for candy” owing to variety of American sweets from Reece’s Pieces to Nerds along with American range of cereals, soft drinks and ice creams.
The result? Shoppers from as far away as Leicester and Burnley flock to this store, some even documenting their visit on TikTok and Insta. Some of the videos made by customers showing the store’s range have garnered millions of views, attracting people from far and wide, with some ending up spending hundreds of pounds on one visit.
Mamode told Asian Trader, “For me, the change happened through social media. It helped me to broaden my customer base beyond the close vicinity as I was able to put my store on the virtual map and on the must-visit list for young people.”
Today, successful merchandising isn’t just about product placement—it’s about creating an environment that makes customers feel comfortable, cared for, and tempted to spend.
At the end of the day, even the best merchandising can fail if your staff isn’t welcoming or knowledgeable. Convenience stores have a unique advantage here. Armed with flexibility and personal touch, convenience stores can go miles ahead to create great shopping experiences. And some memorable ones too.
Halloween might be a time for spooky costumes and trick-or-treating, but for convenience stores, it’s becoming a major business opportunity with each passing year. This spooky season is no longer just a trick, but a retail treat, bringing in excited families, last-minute shoppers, and candy-hunting ghouls.
In the UK, Halloween has evolved from a niche event into one of the most commercially significant dates on the retail calendar. Mintel data shows the Halloween market in the UK has seen significant growth in recent years, with consumer spending surpassing £1 billion in 2023, particularly among younger generations aged 16–34.
That represents a meteoric rise from 2013, when Britons were only spending a total of £230 million on costumes, candy, films, pumpkins (or turnips for the diehard traditionalists) lighting and other decorations.
As consumers come together to connect and socialise at home this Halloween and Bonfire Night, they will be on the lookout for larger pack sizes of savoury snacks, wide range of confectionery, soft drinks and of course, alcohol range so that they can enjoy together at home.
For convenience store owners, this is an opportunity that should not be overlooked. Unlike larger retailers, local convenience stores have the advantage of proximity and immediacy, catering to the needs of customers who are looking for last-minute supplies or quick top-ups for Halloween parties.
Lauren Priestley – Head of Category Development Off Trade at Diageo, tends to agree, saying that key calendar dates and seasonal moments such as Halloween and Bonfire Night present huge opportunities for local retailers.
Priestley states, “We know that in the week leading up to Halloween last year, value sales of spirits were worth £19.61m in the impulse sector, so retailers that plan ahead and think about stocking products that lend themselves to these events will be able to maximise the opportunity.
“These key calendar occasions provide adult consumers with an opportunity to socialise and create memorable moments at home. When preparing for these special occasions, we expect consumers to look out for well-known brands they trust and that can be shared with friends. For this reason, we suggest stocking a range of well-known, high-quality spirits that can deliver on taste assurances.”
Trick or treat
Halloween is synonymous with sweets, and this is where convenience stores can shine. Coupled with the fact that confectionery falls in top three crowd puller in a convenience store, retailers should expect rush of parents and other adults looking for candies and sweets for all the little trick and treaters.
And the rush is only rising each year.
Kathryn Hague, Head of Marketing at Hancocks points out that the value sales of sweets increased by 16.7 per cent compared to the previous Halloween period.Hague says, “The final week of October was the main time people were making Halloween purchases, seeing a significant uplift in sales with the additional value worth +£21m.”
Hague informs that sugar confectionery was the winning format last Halloween, managing to attract new shoppers, whilst chocolate confectionery lost shoppers. Halloween novelties, sugar minis and tubs were categories that were driving both value and volume growth last year.
Hague says, “Bonds Dracula Teeth and Spooky Mix Cups are filled with Halloween-themed pick n mix sweets and they come in re-sealable cups made with 30 per cent recycled material and are kerbside recyclable.
“Crazy Candy Factory’s novelty kids confectionery products are also among our Halloween best-sellers. Crazy Candy Factory Bone Breaker skeleton puzzle candy and Zombie Brain are perfect for the spooky holiday and look great on the shelves. Candy Realms Pumpkin Light Up Pops, Spooky Tubes and Skull Mallow Pops were also incredibly popular among young shoppers last year.”
Not to forget the key categories for the Bonfire Night such as marshmallows and old-fashioned fudge, toffee and treacle flavoured treats.
Hague says, “Customers’ favourites are extra large and tasty vanilla-flavoured Mega Marshmallows which are perfect for roasting or making s’mores.
“Walkers Nonsuch is one of Britain’s oldest makers of traditional toffee and their treacle-flavoured Toffee Bars 100g RRP £0.89 and Toffee Bags RRP £1.79 will definitely be a hit during Bonfire Night celebrations.
“The Walkers Nonsuch toffees can also be purchased in 2.5kg bulk bags for £13.49 – the sweets are individually wrapped so they’re ideal additions to pick-and-mix displays.”
Retailers should also give considerable shelf space to bestselling Swizzels’ products, including the Squashies Mini bags, Sweet Shop Favourites Carton, Squashies Carton, and Sweet Treats Tub. Each sharing option features individually wrapped sweets, making them perfect for seasonal displays.
Swizzels has launched a series of new products for specially for Halloween but much on that later.
Halloween signifies candies, sweets and gums of all kinds. The more the range, the better are the chances for impulse sales. Another must stock items are Fruit-tella and Chupa Chups which are now synonymous with Halloween.
According to Derek Baker, Trade Marketing Controller at Perfetti Van Melle, both brands are undergoing developments to ensure they are as sustainable as possible with regards to packaging, and there is a broad range of SKUs that appeal to all shoppers – from sugar-free, full sugar, to wrapped, sharing and individual portions.Baker informs, “Our popular Chupa Chups’ ‘The Creeps’ Halloween themed POS will be rolling out across retailers and stores – we’ve seen success with this in the past and know that shoppers will be on the lookout for us.”
With names like Mentos, Fruit-tella, Chupa Chups, and Smint (collectively worth over £100 million), Perfetti Van Melle is now positioned as the world’s second-leading confectionery manufacturer, says Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle.
Roberts observes, “Offering a full range that supports the government’s HFSS guidelines of under 150kcal per pack – something most manufacturers can’t, gives Perfetti the opportunity to be closer to these impulse purchases.”
Family favourite and top ten candy brand, Fruit-tella’s best-selling chews have now transitioned to a fully vegan recipe, meaning that the brand can now deliver fruity joy to an even bigger audience of consumers. The switch to vegan will be implemented across the full range of chews.
Not to forget Mentos Candy, which is now worth £38.2m, with growth being driven thanks to continuous innovation from Perfetti Van Melle captivating customers – exemplified by the exciting new launch of Mentos Discovery, which offers a category-first 14 different flavour sweets in one roll.
Roberts says, “Mentos Discovery is primed to break new ground in the category with 14 flavours including passion fruit, lychee, blueberry, blackcurrant, lime, strawberry, raspberry, orange, lemon, watermelon, banana, grape, cherry and pineapple.”
Following the success of Mentos Fanta launch in summer 2022 the much sought after Mentos Fanta has been awarded Product of the Year 2023. The launch saw two global power brands from candy and soft drinks join forces to make the delicious orange drink Fanta available in a chewable format.
Mentos Fanta launched globally last year, the product is now within the bestselling fruit single lines in convenience, petrol, and travel.
Munching monsters
Halloween brings a buzz of activities in the community and excitement that builds up to the final day. Combined with pre-parties and Bonfire Nights, the opportunities are endless for local stores.
Susan Nash, Trade Communications Manager at Mondelēz International, states, “Seasonal events like Halloween are great for bringing family and friends together, as shown by the fact that the top-selling products are typically sharing-style confectionery in tubs, treat-size multipacks and sharing products.
“Treat-size and sharing products are key for retailers looking to have a successful season. These formats are particularly suited for consumers welcoming Trick-or-Treaters, as this popular tradition is currently the number one ritual at Halloween – ahead of pumpkin carving – with 76 per cent of consumers saying they take part in Trick-or-Treating.”
Key lines such as OREO Spooky biscuits continue to drive growth during the season. This year, these packs will feature brand-new embossed cookies in three different designs as well as OREO’s new -look packaging, which will help these delightfully spooky treats stand out even more on shelf.
Matt Collins, Sales Director at KP Snacks, also seems to be a Halloween enthusiast.
To capitalise on Bonfire Night and Halloween, Collins recommends retailers to stock a wholesome range of sharing crisps, snacks and nuts (CSN) products.
Collins tells Asian Trader, “Worth £2bn, sharing is the largest segment in CSN and is growing strongly at +7.4 per cent. At KP Snacks, we are catering to the growth of sharing occasions with a diverse portfolio of tasty snacks to generate demand and drive sales.
“Our exciting range has something for everyone from KP Nuts, Butterkist, Penn State Pretzels and of course Tyrrells crisps.”
KP Nuts portfolio is also a winning bet as it offers delicious flavours and a range of formats, and is nearly five times bigger than the nearest branded competitor. Nuts are naturally packed with protein and fibre delivering on both taste and health, and have therefore been excluded from HFSS legislation.
Collins adds, “Bringing big, bold flavours to evening sharing, the largest occasion within both nuts and sharing, our KP Nuts Flavour Kravers range was recently expanded with the launch of two new coated variants- Crunchy Coated Aromatic Thai Chilli and Crunchy Coated Katsu Curry.”
The importance of the popcorn category shouldn’t be underestimated within the sharing occasion. Ideal for cosy family nights in spent watching films or casual family get-togethers is Butterkist.
Collins said, “At nearly twice as large as its nearest branded competitor, Butterkist enjoys a 35.4 per cent market share. With popcorn-sharing occasions growing +21 per cent and 85 per cent of popcorn consumed at a sharing occasion (2+ people present), Butterkist is a delicious treat for quality time with family and friends.”
When stocking up for these Big Night In occasions, healthier sharing options should not be ignored. A top name to consider here is popchips which 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 more permissible snack option without compromising on taste.
Noteworthy here is now more than ever, consumers are looking for products which are considered to offer good value for money, with retailers reporting that 86 per cent of customers are looking for value and deals.
Collins adds, “Our KP Snacks range offers the broadest portfolio of tasty snacks across all segments, with something for everyone and all occasions. From popcorn to nuts to pretzels and, of course, crisps, our range creates value and generates demand by meeting all consumer needs with a wide range of products delivered in all formats (singles, multipacks, sharing) up and down the value spectrum and to suit all pockets.”
Taste is also a key consideration for consumers when looking to buy crisps for social occasions such as Halloween and Bonfire Night. Keeping that in mind, retailers should offer popular brands and flavours in formats suitable for sharing occasions, along with a perfect mix of the latest NPDs.
Well-loved core brands such as Quavers, Wotsits and Monster Munch continue to drive sales in the channel. To add to the fun, PepsiCo has launched a number of taste-led NPD over the last year, including Extra Flamin’ Hot, Walkers x Heinz Limited-Edition Lunch Range and Walkers BBQ Sauce.
Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, tells Asian Trader, “In March, we launched a three-strong range to the nation’s much loved favourites Doritos, Walkers MAX and Wotsits Crunchy, answering the consumer demand for more varied spicy snacks.”
The Extra Flamin’ Hot range is available in sharing bags and PMPs and the Walkers and Doritos variants are non-HFSS suitable for the growing demand of a healthy snacking range.
Walkers x Heinz Limited-Edition Lunch Range has been launched to help retailers to spruce up the lunchtime occasion. The NPD is available in grab bags, PMP and multipack formats catering to all occasions.
Walkers Smokin’ BBQ Sauce joined the Walkers’ core line-up this August, helping retailers meet shopper preferences for their favourite flavours while encouraging them to trade up with Britain’s most loved crisp brand. The NPD is available in a variety of formats, including a 45g grab bag (RSP: £1.00), 6pk multipack (RSP: £2.00) and 70G PMP (RSP: £1.25).
Alongside taste and the hunt for new flavours, shoppers are also focusing on the health factor and PepsiCo aligns with that trend perfectly.
In April 2022, PepsiCo set out an ambition to make 50 per cent of its snack sales come from healthier alternatives by 2025, with 30 per cent coming from products that do not classify as HFSS and 20 per cent from snacks sold in portions of 100 calories or less.
Storey informs, “We are now over halfway to reaching this goal, after only a year into our initial three-year investment of £35 million to drive product innovation and reformulation. Two-thirds of all new products launched in 2022 were not classified as HFSS, catering to those who are seeking smarter snacking choices.”
Staying true to its mission, PepsiCo launched a new multipack range from Wotsits and Monster Munch which is made with chickpea to offer a source of fibre. Walkers ‘Yummy With’ range is non-HFSS, contains 25 per cent less salt than the average extruded product and are under 100 calories per packet.
Earlier in March, PepsiCo heated up crisp aisles with the launch of our new Extra Flamin’ Hot platform. The new three-strong range adds a deliciously intense twist to the nation’s much loved favourites Doritos, Walkers MAX and Wotsits Crunchy, answering the consumer demand for more varied spicy snacks.
Extra Flamin’ Hot is available to symbols and independent retailers, in sharing bags and PMPs to help retailers tap into the demand for sharing formats that are perfect for Halloween and Bonfire Night occasions.
The new Doritos and Walkers MAX Extra Flamin’ Hot varieties are both non-HFSS, and the existing Flamin’ Hot range across brands such as Monster Munch and Cheetos will continue to be available for shoppers, rebranded as Sweet & Spicy Flamin’ Hot.
Time for chills and thrills
During the days leading to Halloween and Bonfire nights, shoppers will be on the lookout for soft drinks to enhance gatherings at home, whether it’s hosting Halloween parties or enjoying scary movie nights with family and friends. This is why retailers should prioritise stocking top brands that are synonymous with the spooky season.
In 2023, flavoured carbonates contributed 12.5 per cent to the growth of the soft drinks category over Halloween. Fanta led the way, accounting for one in every four flavoured carbonate sales during the Halloween period.
In the words of Amy Burgess, Senior Trade Communications Manager at Coca-Cola Europacific Partners (CCEP), Fanta, the number one flavoured carbonate brand in GB, is a popular choice to accompany the scary season thanks to its longstanding association with Halloween, driven by engaging campaigns and on-pack activity.
For Halloween 2024, Fanta has rolled out from mid-August a brand-new Beetlejuice-themed limited- edition variant called Fanta Zero Afterlife, along with limited edition packs across the rest of the range, and a disruptive marketing campaign called “Summon What You Wanta”, helping retailers tap into growing demand for flavoured carbonates at Halloween by creating an exciting, theatrical in-store experience for the spooky season
Both Halloween and bonfire nights need something chilled and refreshing.
Burgess advices retailers to focus on key categories such as colas, carbonates and mixers. Coca-Cola is the go-to considering it is the leading soft drinks brand in GB, led by Coca-Cola Zero Sugar, the fastest-growing major cola brand.
Also on the list should be Dr Pepper, the number two flavoured carbonates brands in retail as well as Schweppes, the biggest mixer by volume in GB. Not to forget the new hot-selling product Alcoholic ready-to-drink (ARTD) range.
Burgess tells Asian Trader, “ARTD cocktails are a perfect choice for anyone heading out to enjoy fireworks on Bonfire Night, providing a perfect serve on the go. That includes options like the Jack Daniel’s and Coca-Cola ARTD range, which has generated nearly £36 million in sales since its launch in March 2023.
“We recently announced the launch of price-marked packs (PMPs) for our Jack Daniel’s and Coca-Cola ARTD range to help convenience retailers provide visible value to shoppers and drive sales.”
Another excellent choice is Absolut Vodka & SPRITE, which combines the smoothness of premium Absolut Vodka with the refreshing taste of lemon-lime soft drink SPRITE.
Stirring dark spirits
Halloween is no more just a kids’ thing. It is an excuse for adults too to dress up and party. The stores should prep up well in advance to make sure their alcohol section is well stocked to cater to both partygoers and last-minute shoppers.
Halloween also marks the start of chillier times, a perfect time to overhaul the alcohol section.
Priestley from Diageo tells Asian Trader, “During the colder months of the year, dark spirits such as rum and whisky are popular and can be enjoyed in a range of seasonal serves. With this in mind, we suggest that retailers review their rum-based spirit and whisky ranges – ensuring they stock a few of each category at varying price points in order to reach more shoppers.
“Whisky, for example, is becoming more appealing to consumers as people discover more ways to enjoy to enjoy the liquid. The liquid can be enjoyed in many ways including on the rocks, with ice, in cocktails or as a highball serve.”
When it comes to the rum and rum-based spirit category, there has been an abundance of innovation over the years meaning there is an option to suit most flavour preferences. Variety is key to encouraging shoppers to explore the category. So, stocking white, dark and spiced rums and rum-based spirits alongside a few flavoured options will inspire customers to try something new.
Priestley adds, “Captain Morgan tends to perform well over the Halloween period and remains the ‘go-to’ rum-based spirit within the category, with over £2m net value sales last year. The brand has a raft of great-tasting spirits within its portfolio, including Captain Morgan Original Spiced Gold and Captain Morgan Black Spiced.”
In order to encourage people to opt for whisky or rum, Priestley suggests placing well-known spirits alongside their varietals which will encourage shoppers to explore more.
Vodka is not a category to be overlooked and should be considered all-year-round. Its versatility enables consumers to easily recreate some of their favourite mixed drinks, recreating pub-like experience at home. With this in mind, it is always worthwhile to include a few well-known vodka options which are likely to be popular amongst all guests at a party.
Smirnoff Red Label, for example, is the number one vodka brand in GB and was worth over £13min the impulse channel in October 2023.
Priestley informs that the brand also has a range of flavoured vodkas as part of its portfolio, including Smirnoff Raspberry Crush, Smirnoff Mango & Passion fruit Twist, Smirnoff Berry Burst and more recently launched Smirnoff Spicy Tamarind – all of which can be used to help elevate even the simplest of serves at home.
Smirnoff Spicy Tamarind, with its Mexican-inspired bottle, featuring a vibrant design bursting with colour and a label that contains phosphorescent ink for a glow in the dark effect, is the perfect accompaniment to Halloween and Bonfire Nights.
Another category not to be missed is tequila. With appetite and interest rising in homemade cocktails, the demand is consistently rising. So, make sure to stock the best ones out there- both in terms of quality and value proposition.
Priestley adds that while the category is growing, to get customer buy-in, retailers will need to educate them on how best to enjoy the liquid, as well as have to ensure tequila options are visible in store.
“This is where social media and clear in-store POS can support. Posting serve suggestions on a social media page can inspire customers to re-create tequila-based serves themselves whilst POS and clear signposting can help customers navigate a drinks range,” Priestley tells Asian Trader.
It’s a season to meet, greet, gather and party. And a good wine collection is always appreciated- be it at the store or at the end user’s home collection.
Apart from regular popular bestselling names, its always a good idea to stock something new and interesting. Wine range by Concha y Toro is a great option here.
Reflecting on what works best in convenenience, Hannah Heimsoth, Category Manager at Concha y Toro UK, tells Asian Trader, “Red wines obviously do well, given the colder weather. Our Diablo range of wines which are aimed at younger adult shoppers are growing at an amazing +52 per cent in convenience (Nielsen, 52w).
“Play on the wine brands which have obvious links to the occasion, such as Casillero del Diablo and Diablo.
“We see Halloween as a major opportunity for the wine category and especially with our strong brands which fit the occasion so well. Retailers should ensure they start stocking up on the key lines early in October.”
Concha y Toro’s fast-growing Diablo brand is introducing new SKUS in response to the great popularity of the wines it has launched in the past couple of years. Retailers should be on the look out for more launches from the maker.
New for Halloween
Halloween is the perfect time to get in the NPDs to drive footfall and excitement among shoppers.
This year Hancock has introduced new exciting products to its popular Halloween range.
Hague points out, “A new addition to the Candy Realms Halloween range is the Petrifying Pumpkins Candy Cup 230g RRP £1.99. The cup is filled with delicious pumpkin mallows and jelly pumpkins and it’s great for Halloween parties or gifting during the spooky season.
“A great value novelty product that is eye-catching on the shelf is the Candy Realms Mallow Stacker which is 27cm tall and retailed for just a pound. This strawberry-flavoured marshmallow pop is in the shape of classic Halloween characters – pumpkin, ghost, monster and a bat.
“Another fun novelty product from Candy Realms is the Alien Balloons with Popping Candy RRP £1.00. The pack contains four sachets of strawberry popping candy and two alien balloons which last over a week once inflated.”
How about some skeleton-shaped treat to add to the fun?
British sweet maker Swizzels has launched new multi-flavoured skeleton-shaped Squashies Squeletons ahead of Halloween, set to help retailers drive seasonal sales this year.
Squashies Squeletons are available in three vibrant skeleton shapes, available in three popular flavours- Sour Apple, Strawberry, and Orange.
Clare Newton, trade marketing manager at Swizzels, said at the time of the launch, “We saw a great opportunity to elevate the category and decided to shake things up with our uniquely shaped Squashies Squeletons. These treats offer sweet fans a unique experience, perfect for those seeking a new flavour and texture adventure this Halloween.”
The leading supplier of Variety Bags will also be offering its popular vegan variety range this Halloween, including the Scrumptious Sweets, Luscious Lollies and the Curious Chews, a great addition to any retailers’ sugar confectionery offering due to their strong shelf visibility and individually wrapped sweets, which are perfect for sharing with trick-or-treaters.
This year’s Halloween range also includes popular themed bags such as Monster Treats, Mummy Mix and Trick or Treat Lolly Mix which has grown by 33 per cent in the market.
For retailers aiming to attract shoppers looking for a popular, shareable option with a variety of individually wrapped sweets, Swizzels’ Sweet Shop Favourites Tub will serve the purpose.
Fresh from its Product of the Year 2024 victory, Fruit-tella Curiosities is returning with a Halloween twist. Now available to buy in store at a “not-so-spooky” price of £1.50 per pack, the HFSS-compliant jellies are made with 30 per cent reduced sugar, real fruit juice, and natural colourings and flavours – all the attributes that make the core Fruit-tella range a family favourite.
Fruit-tella is also launching its first-ever Halloween-themed product, Out At Night Jellies. The multipack format features bats, owls, and spiders in orange, blackberry, and apple flavours, designed to appeal to families.
Out at Night range will also be available in a bag-in-bag multipack format making it easy for parents to provide fun, safe and tasty treats for children, which are sure to be a grocery aisle staple this Halloween.
Roberts from Perfetti Van Melle says, “The HFSS-compliant jellies contain the same natural goodness, fruity taste, interactive, scan-able back-of-pack, and quirky charm that consumers have grown to know and love, and now have the added bonus of being perfectly portioned into individual bags that are ideal for on-the-go, as well as sharing, with major seasonal appeal.”
Spook them in
Its a season of pure fun. Let your creative juices flow and get involved with community at multiple levels to make the best of this Halloween time. Nothing grabs attention like a well-crafted Halloween display. Use spooky-themed props like fake cobwebs, skeletons, and jack-o-lanterns to bring the display to life and add some festive charm.
Use your store windows and floor space to showcase seasonal products. Consider having a dedicated section with all the Halloween essentials—sweets, snacks, decorations, and costumes—so customers can easily find what they need.
Gemma Allanson, National Field Sales Manager at World of Sweets, too vouches for Halloween-themed displays in-store.
“Due to the impact of HFSS legislation and the restrictions on promoting products high in sugar, shoppers are going to see Halloween sweets and chocolate feature less in store. This is why the seasonal aisle is increasingly more important,” says Allanson.
“Retailers are encouraged to group together their seasonal products and create eye-catching Halloween displays where shoppers can find everything they need for the spooky holiday.
“We’re offering great seasonal merchandising solutions that capture the attention of shoppers within a busy retail environment. Shelf edge strips are a popular and low-cost option and Bonds of London offers beautifully designed, colourful Halloween 1m shelf edge labels that are sure to make the seasonal display stand out in store,” she adds.
Navigating shoppers is the key so it’s important to use clear signage and POS.
Halloween parties, for both adults and children, mean a surge in demand for snacks and beverages. Special offers on multipacks or themed party packs can boost basket sizes, making it easier for shoppers to grab everything they need in one trip.
Bundling Halloween items together is an excellent way to increase the average basket size. For example, create a “Halloween Party Pack” that includes sweets, crisps, drinks, and paper plates. Or offer a “Trick-or-Treat Bundle” that combines popular sweets at a discount. This encourages customers to buy in larger quantities without having to shop around.
Storey from PepsiCo vouches for cross category merchandising of snacks with soft drinks, for example, is a keyway to increase basket spend during these occasions, especially as 84 per cent of night in occasions are enjoyed with beverages.
Also, stocking pumpkins around Halloween is a must. Position them prominently outside the store or near the entrance to grab attention. Offering small carving kits alongside pumpkins can boost sales even further.
With a little thought, convenience stores can make the best use of festive rush to emerge as last-minute savior. And one of the best opportunities of the year for convenience retailers to ignite sales of matches and lighters.
Republic Technologies (UK) Ltd says retailers can easily capitalise on the surge in consumer demand for these high-margin products, by giving more in-store focus to what they should view as must-have seasonal lines and siting them amongst seasonal displays.
“It’s the time of year when people want to make the most of family celebrations. Millions of households are in need of a lighter or a box of matches, whether it’s to light a candle to bring a scary pumpkin to life, or to enjoy a fireworks display in the garden,” says Gavin Anderson, Sales and Marketing Director at Republic Technologies (UK) Ltd.
“We also know that many households look to their local convenience store to provide the items they need to really make the most of Halloween and Bonfire Night. This is an ideal opportunity for stores to boost basket spend by promoting matches and lighters.”
And don’t forget to use your store’s social media channels.
Encourage your staff to get into the Halloween spirit by dressing up in costumes. This adds a fun, welcoming atmosphere to the store and makes the shopping experience memorable for customers.
With the rise of “just in time” shopping habits, many people leave their Halloween prep until the very last minute. Convenience stores are in a prime position to cater to these customers.
A Howling Opportunity for Sales
Last-minute costume seekers are likely to pop into their nearest convenience store looking for quick fixes.
Stocking up on simple costume accessories—think face paints, masks, or themed headbands—can make your store a go-to for busy parents or party-goers in a rush. Even a small selection of Halloween-themed t-shirts or hats can add a nice touch for procrastinators in need of a costume on the fly.
Halloween is more than just a fun holiday; it’s a golden opportunity for convenience stores to boost their sales.
With UK consumers spending billions on costumes, sweets, and decorations, Halloween is a golden (or should we say “orange”) opportunity to boost sales. So, embrace the eerie atmosphere—deck out the store, stock those shelves, and be the go-to haunt for all things Halloween! After all, why let the big shops have all the fun? Embrace the spirit, and watch your tills ring.
Diwali always comes at the perfect time to light up the night and the spirits as the days shorten and the weather grows colder. Here is our guide to the festival, to help you spread warmth, happiness – and prosperity
Diwali, the Hindu festival of lights, is one of the most widely celebrated festivals across the globe, and its significance in the UK, along with its economic footprint, is growing each year. Marked by joy, togetherness, and vibrant traditions, Diwali, also known as Deepavali, is a time for family gatherings, festive meals, and the exchange of gifts.
This five-day celebration, which symbolises the victory of light over darkness and good over evil, is observed with a wide array of customs, including decorating homes with oil lamps (diyas), indulging in festive sweets, and offering prayers for prosperity. The main day of Diwali, known as Lakshmi Puja, is dedicated to worshipping Goddess Lakshmi, the deity of wealth and prosperity.
While Diwali is predominantly a Hindu festival, it is observed by various other communities with unique cultural and religious significance. For Sikhs, Diwali marks Bandi Chhor Divas (Prisoner Release Day), celebrating the release of Guru Hargobind, the sixth of ten gurus of the religion, from imprisonment. Jains celebrate Diwali as the day when Lord Mahavira attained Nirvana, while Buddhists in certain regions mark the festival by paying homage to Emperor Ashoka’s conversion to Buddhism.
It is a special time for retailers for both professional and personal reasons as stores experience a sales spike in categories such as rice, drinks, sweets and chocolates. Diwali offers a perfect opportunity to showcase not only “world cuisine” but festive drinks, sweets and cakes, with a great potential to take a share of the extra festival-based spend, and to make use of many advantages – retail and community-based, that convenience enjoys over the multiples.
Diwali sweets and snacks at SPAR Lindford store
From mithai (Indian sweets) and namkeen (savory snacks) to speciality flours, spices, and ready-to-eat meals, there is a high demand for authentic products that evoke the essence of home-cooked feasts. Additionally, gifting items such as chocolates, dried fruits, decorative diyas, and fairy lights see a surge in popularity.
This year, Diwali falls on Friday, 1 November, coinciding with Halloween, celebrated across the world on the night of 31 October. With Bonfire Night falling four days later, retailers have an exciting window to capitalise on the festive mood.
The convergence of Diwali and Halloween allows for creative cross-promotions and themed displays that appeal to a wide range of customers. Both festivals share an emphasis on sweets and treats, making confectionery a key category to promote. Offering special Diwali-themed sweets alongside Halloween candy could attract diverse shoppers looking to celebrate both traditions.
Alongside Diwali-themed offerings, Halloween treats and Bonfire Night essentials can be promoted together to maximise customer engagement. From confectionery and snacks to decorations and party supplies, this period offers numerous opportunities to boost footfall and sales. For more insights on how to make the most of Halloween and Bonfire Night, be sure to check out our dedicated feature in this issue.
Authenticity and innovation
Diwali is steeped in tradition, and food plays a central role in the celebrations. According to Upuli Ambawatta, brand manager at Empire Bespoke Foods, one of the most significant trends retailers should keep in mind is the growing consumer demand for flavours and high-quality products.
“Great flavours and authentic products are two of the main purchase motivators for Diwali, and as a leading speciality food importer and distributor, Empire Bespoke Foods is perfectly placed to deliver,” she says.
“While shoppers will be looking for great flavours and familiarity of product, they’ll also be seeking authenticity so that they can share food with confidence. Stocking a comprehensive range of Diwali products is a tried and tested way of increasing basket spend and therefore maximising sales.”
Indian snacks, both sweet and savoury, are always highly sought after, and with many customers still prefer to prepare meals from scratch, she notes that staples like rice, flour, ghee, butter, and various nuts will see a surge in demand during the festive period.
The Diwali shopping list is evolving, too. Ambawatta highlights the increasing interest in healthier Indian sweets, which offer lower sugar and fat content while maintaining an authentic taste.
“To help retailers stock up for Diwali, Empire Bespoke Foods offers a range of traditional yet innovative ‘Shayona’ snacks, as well as acclaimed Indian condiments and ready-to-eat-meals from global brand Ashoka. Sourced direct from India, Ashoka products are ideal for the busy Diwali period, with an emphasis on authenticity and convenience,” she says.
Merchandising plays a critical role in ensuring retailers make the most of the Diwali season, with Sanjeet Manek, founder of Sandea Wholesale, highlighting the importance of strategically merchandising high-demand products.
“In the convenience sector, high-demand, everyday essentials like toiletries (toothpaste, deodorants), OTC medications (pain relievers, cough drops), and FMCG staples (snacks, beverages) perform best. These products are frequently purchased due to their essential nature and often on impulse, particularly in busy environments like convenience stores or during festive periods,” he notes.
“By ensuring a steady supply of these essentials, retailers can meet immediate consumer needs and capitalise on quick, hassle-free purchases.”
Both Ambawatta and Manek agree that bundling is an effective strategy for increasing sales during Diwali.
“Offering product combinations encourages larger purchases. Additionally, offering seasonal promotions tied to key events, like Diwali, drives excitement and clears stock. Lastly, monitoring consumer feedback and preferences helps tailor the product mix, ensuring that retailers remain responsive to customer needs and maximise sales,” Manek says.
Sandea Wholesale has several exciting launches lined up for the festive season.
“Many of our partnered brands will introduce new ranges and festive packaging in time for Diwali and Christmas, featuring exclusive gift sets and holiday editions. These products, particularly in FMCG and cosmetics, are perfect for gifting and celebrations,” Manek explains.
“On the FMCG side, we continuously stay ahead of the curve, preparing for new product launches well in advance. These innovative product lines, combined with tailored marketing campaigns, will drive consumer interest and increase engagement during the festive period.”
Competing with multiples
With many customers preferring to shop for Diwali products in ethnic or independent stores due to the limited range offered by larger retailers, it’s a great opportunity for indies to steal a march on the multiples by making the most of this relatively short but intense selling period. However, as more multiples expand their Diwali offerings, independents must step up their game to stay competitive.
Ambawatta emphasises the importance of planning ahead and stocking up early to offer maximum value and choice to customers.
“This year, some retailers will be starting their Diwali promotions earlier than in previous years. Getting on top of planning for the occasion gives you a clear advantage over the multiples as it gives shoppers more time to plan,” she suggests.
“By making sure you’re well stocked with popular lines ahead of this key selling time, you can offer plenty of choice for last minute or top-up purchases – but make sure that you understand your customer base and are stocking the right range otherwise you could miss out on valuable sales.”
Manek believes independents hold a unique advantage in their ability to deliver personalised service and cater to local preferences.
“Independents can compete with larger chains by focusing on personalised service and a deeper understanding of their local customers,” he explains.
“Offering niche products, such as artisanal goods or hard-to-find cultural items, provides a unique selling point. Local collaborations with artisans or community groups can help differentiate their offerings while fostering community spirit.”
Manek also advises independents to leverage social media to highlight local stories, Diwali-specific promotions, and engaging with local influencers to build strong customer loyalty. By using social media to showcase exclusive product ranges, special promotions, and even behind-the-scenes glimpses of preparations, independents can create a buzz that draws customers in and enhances their shopping experience.
“With personalised care and a close community connection, independents can attract customers who prefer a more intimate shopping experience,” he adds.
Soft drinksopportunities
Diwali provides convenience retailers with an ideal opportunity to boost their soft drink sales by catering to consumers seeking refreshing beverages to complement their celebrations. With family gatherings, festive meals, and an emphasis on socialising, the demand for soft drinks continues to rise, making it an essential category for retailers to focus on during this festive season.
Barr Soft Drinks, a leader in the soft drinks category, is urging retailers to tap into the growing demand for exotic juice drinks by stocking up on Rubicon, the UK’s No.1 Exotic Juice Drink brand [IRI].
“Diwali celebrations encourage shoppers to discover exciting new taste and flavour experiences, as they make the most of the opportunity to socialise with family and friends,” comments Jonathan Kemp, Commercial Director at Barr Soft Drinks.
“Many consumers are looking for new and exotic food and drink options during Diwali. Rubicon’s largest ever range of unique, bold flavours, which complement many traditional Diwali dishes, and broad choice of pack formats take the lead in attracting shoppers to the soft drinks fixture.
With Diwali sales continuing to grow year on year, in 2023 alone volume grew by 13 per cent [Circana], Rubicon accounted for a remarkable 83 per cent of soft drink sales during Diwali in 2023.
“Rubicon Stills accounted for one-third of those sales, growing at 42 per cent year on year whilst Rubicon Sparkling accounted for two-thirds of the sales, growing at 27 per cent highlighting the importance to retailers to stock up on both formats,” Kemp says.
For retailers, Kemp advises stocking up on a mix of Rubicon Still, Rubicon Sparkling, and Rubicon Spring to meet consumer demand for taste, value, low sugar options, and innovation.
“Diwali is synonymous with exciting food and drink choices. Offering a large range of flavours and pack formats will cater to demand from those who are shopping for family gatherings, where individual tastes and preferences differ. Larger pack formats, such as Rubicon two-litre sparkling and one-litre still packs, have particular take-home appeal,” he adds.
Barr Soft Drinks is supporting Rubicon with a range of eye-catching POS, enabling retailers and wholesalers to create in-store theatre during Diwali.
Alongside Rubicon’s exotic offerings, Coca-Cola Europacific Partners (CCEP) emphasises the importance of stocking up on popular soft drink brands like Coca-Cola, Fanta, Sprite, and Dr Pepper during Diwali, an important event in the winter calendar.
“With shoppers looking for non-alcoholic options around Diwali, the event can create a great opportunity for soft drinks,” Amy Burgess, senior trade communications manager at CCEP.
“Retailers should light up their stores with exciting seasonal displays featuring sharing packs across leading brands, such as large PET bottles and multipack cans of popular favourites like Coca-Cola, Fanta, Sprite and Dr Pepper.”
These formats offer convenience, ensuring that guests have ample refreshments during extended celebrations. Whether enjoyed alongside a festive meal or during a casual family gathering, CCEP’s range of fizzy favourites delivers familiar, refreshing flavours that are a staple for many Diwali celebrations.
Spirits and RTD options
The Diwali season presents an excellent opportunity for retailers to enhance their spirits and ready-to-drink (RTD) offerings, aligning with the festive spirit and consumer preferences. With spirits alone generating £20 million in sales during the Diwali season [NielsenIQ], the category has immense potential for growth.
As Lauren Priestley, head of category development, off trade at Diageo GB, explains, “These occasions are perfect for aligning stock with consumer preferences and seasonal trends, enabling retailers to provide popular drinks options and maximise sales.”
Retailers have an essential role to play in helping customers prepare for Diwali gatherings, from offering the right beverages to creating a festive atmosphere in-store. “By actively participating in Diwali festivities, they not only enhance their relationships with customers but also boost brand loyalty and contribute to the festive mood,” she adds.
“Retailers can support this communal spirit by assisting customers in preparing for home parties, offering everything from festive decorations to a diverse selection of beverages, ensuring all needs are met for a memorable celebration.”
She also emphasises the importance of stocking both alcoholic and alcohol-free options to cater to all consumers, helping families and communities celebrate together.
“Alcohol-free occasions are increasingly mirroring traditional alcohol-driven celebrations in terms of consumption patterns, with sales of alcohol-free drinks peaking during major seasonal events,” Priestley observes.
“Recognising this trend, retailers can benefit by stocking a selection of premium alcohol-free options in their stores. For instance, Guinness 0.0 has become a standout in the alcohol-free beer category offering consumers a high-quality, great-tasting alternative that meets the rising demand.”
In the alcohol-free spirits category, there has been significant innovation, driving a 9.2 per cent growth in off-trade sales [Nielsen Discovery]. Diageo’s “House of Zero” portfolio, which includes alcohol-free versions of iconic brands such as Gordon's, Tanqueray, and Captain Morgan, is a prime example of the quality options now available. These alcohol-free choices allow consumers to enjoy the social moments of Diwali celebrations without feeling left out, making them a must-stock item for the festive season.
Ready-to-drink (RTD) beverages are another segment that offers significant potential during Diwali, especially given the growing trend toward convenience and at-home entertaining. RTDs are the fastest-growing segment within the total alcohol category in the off-trade [by 25 per cent between 2020-2023 – Nielsen Scan Track], and their popularity continues to surge as consumers look for high-quality, premixed drinks that require no preparation.
Priestley notes: “The rising trend of crafting cocktails at home remains strong, with premium cocktails showing an impressive growth of 82 per cent [Nielsen Scan Track]. For those less experienced in mixing drinks, RTDs offer a simple solution without compromising on quality.”
Diageo’s recent RTD innovations, such as the Cîroc Passion and Cîroc Summer Citrus RTDs, have performed exceptionally well, meeting consumer demand for premium, convenient cocktail options. Similarly, Diageo's The Cocktail Collection—a trio of bottled premium cocktails featuring Johnnie Walker Old Fashioned, Tanqueray Negroni, and Cîroc Cosmopolitan—caters to those who want bar-quality cocktails at home, ideal for sharing and social celebrations.
Ben Anderson, Marketing Director at FUNKIN COCKTAILS, reinforces this trend, stating that RTDs have seen "brilliant" performance in the market, with the cocktail segment leading the charge.
“Convenience, portability and premiumisation have driven strong growth particularly in the convenience channel. Over the past year, RTD cocktail sales have surged to £138 million, marking a 12 per cent YOY increase – far outpacing the overall RTD market’s six per cent growth [Nielsen],” Anderson reveals.
In the impulse sector, these sales have grown even faster, hitting £17 million, up 25 per cent YOY.
“This trend highlights a significant opportunity for convenience retailers, as consumer demand for high-quality on-the-go beverages continues to rise,” he notes, adding that: “As the market continues to evolve, retailers can expect ongoing innovation in flavours and formats, making RTDs a must-stock.”
In terms of products, Anderson highlights the importance of offering single-serve options, including both bottles and cans, which have consistently performed well.
“So far this year, RTD cocktails have generated £84 million in sales, marking a seven per cent increase YOY. With this in mind, independent retailers should prioritise stocking up on these formats, maximising the opportunity to cash in,” he suggests.
Classic cocktail flavours like FUNKIN’s Passion Fruit Martini have seen tremendous growth, doubling from three million cans sold in 2022 to nearly six million in 2023. Nostalgic flavours, such as FUNKIN’s Blue Raspberry Martini, have also gained popularity, particularly among Gen Z consumers, making them an essential part of any retailer’s RTD offering.
“Tailored to Gen Z preferences, this new addition has quickly gained traction, particularly in convenience stores, where it now accounts for 30 per cent of all sales. By staying ahead of these flavour trends, retailers can unlock additional sales by recruiting a new generation of drinkers and enhancing their product offerings,” Anderson adds.
The rise of premium cocktails and convenience-driven purchasing habits has also made multipacks a valuable option for Diwali celebrations.
“With RTDs, our merchandising advice has always been to prioritise these in the fridge – and this is particularly true in impulse. During times when you’re expecting a high footfall, as well as regularly restocking the chillers, also remember to stock up on FUNKIN's multipacks, such as our Mixed Cocktail Party Pack, to capitalise on group purchases,” he says.
“We’d recommend that independent retailers keep a close eye on any events in their local area which are going to be particularly appealing to young socialisers and tastemakers. Whether that’s seasonal events or concerts, there’s often an opportunity to capitalise on passing trade by making sure consumers’ favourite cocktails are on offer.”
Gift-giving
Confectionery plays a central role in Diwali celebrations, making it an essential category for retailers during the festive season. Diwali is synonymous with indulgence, gift-giving, and sharing treats with loved ones, and confectionery items perfectly align with these traditions.
Sweets are often given as gifts during Diwali, as they symbolise joy, prosperity, and the sharing of happiness. Gifting sweets is a key cultural practice, making it crucial for retailers to stock up on premium confectionery gift boxes, chocolate assortments, and festive-themed packaging. Popular brands offering limited-edition Diwali treats or personalised gift options will appeal to customers looking for unique gifting solutions.
Family gatherings and parties during Diwali drive demand for sharing packs and multipacks of confectionery. From chocolates and sweets to traditional Indian mithai, shoppers look for larger packs that cater to the whole family and guests. Stocking a wide variety of sharing formats and bulk options can help retailers meet this demand and increase basket sizes.
SPAR Lindford store
Creative and vibrant in-store displays featuring confectionery can capture the festive spirit and encourage impulse purchases. Retailers should also run special Diwali promotions, offering bundle deals or discounts on festive sweets, to entice shoppers and boost sales during this high-demand period.
Diwali represents a critical period for convenience retailers, and independents are uniquely positioned to capitalise on the season by offering authentic products, personalised service, and a deep connection to the local community. By planning ahead, stocking up on key categories, and leveraging digital and in-store merchandising techniques, retailers can drive sales and attract a loyal customer base. Collaborations, bundling, and a keen understanding of consumer trends will further enhance their Diwali offering and help them compete against larger chains.
With the right approach, independents can shine brightly during Diwali, offering their customers a memorable shopping experience that reflects the joy and togetherness of this festive season.
Nick Gillett, Co-founder and Managing Director of successful spirits distributor Mangrove Global, celebrates India’s contribution to classic toasts with its wonderful and increasingly well-known whiskies
October is here, and our thoughts turn to many of the remaining celebrations of the year – and first up we have Diwali. A time for lavish decorations, food, sweets, and drinks, Diwali begs the question: what will you have in your glass for a toast? For me there’s one answer, and it’s whisky.
Whisky as a category is changing. Enthusiasts are exploring beyond the shores of Scotland and Ireland and buying “world whiskies" from all corners of the globe. North America and Japan have had their moment – and now it’s India’s turn.
Indian whiskies showcase Indian traditions of whisky distilling – with some added innovation. The humid Indian climate ages the spirit much faster, giving deep, complex flavours. But the nation’s distilleries are experimenting with different casks, strengths, and ingredients to bring us fascinating liquids that are now sought after, all over the world.
Nick Gillett
We launched Indri in the UK a few months ago – and it’s been a runaway success that even we couldn’t have predicted. Distilled in Rajasthan, Indri uses six-row barley that’s been grown in the region for thousands of years. The ageing process varies across the range, but let’s take a closer look at the brand’s aptly named, limited edition SKU – Diwali. Aged in Pedro Ximenez sherry casks this whisky is smooth, sweet, and smoky. No bones about it, this is a collector’s item – and there will be another limited release this year.
So, this Diwali, ensure you celebrate India’s whisky-fuelled success and stock a bottle or two of the nation’s favourite on your shelf. And if you celebrate it, have a very enjoyable Diwali.
Keep ReadingShow less
Huddersfield city centre (Photo by Ian Forsyth/Getty Images)
On 30 October, Chancellor of the Exchequer Rachel Reeves will deliver the Autumn Budget. Bira CEO Andrew Goodacre shares his thoughts on what independent retailers need and expect from this crucial fiscal announcement
With a new government at the helm, there's cautious optimism about fresh approaches to long-standing issues affecting our high streets. However, the challenges facing independent retailers remain formidable.
The Autumn Statement can have far-reaching implications for our sector. We're calling on the Chancellor to deliver certainty, clarity, and stability for independent traders – elements that have been in short supply recently.
A primary concern is business rates. For years, Bira has lobbied for a comprehensive review of this outdated system. Reducing business rates for all high streets would inject much-needed confidence and stability back into bricks-and-mortar retail, revitalising our town centres and communities.
Energy costs continue to be a burden for many of our members. While we welcomed previous support measures, we need a long-term strategy that addresses the unique needs of small businesses. We're hoping to see targeted support for those most affected, coupled with incentives for energy efficiency improvements.
The labour market presents another challenge. Many retailers are struggling with recruitment and retention. We're looking for measures that support skills development and make it easier for small businesses to invest in their workforce, including enhancements to apprenticeship schemes or tax incentives for training programmes.
Consumer confidence is crucial to our sector's success. We're hoping for policies that put more money in people's pockets, encouraging spending on our high streets. This could involve adjustments to income tax or National Insurance contributions.
We need policies that recognise and support the unique value of independent retail. This could include funding for high street regeneration projects, support for local business communities and “shop local" campaigns.
While many independents have made great strides in digital transformation, more support is needed – measures to help smaller retailers enhance their online presence and integrate digital technologies into their operations.
Sustainability: many of our members are keen to adopt environmentally friendly practices but find the initial costs prohibitive. Incentives or grants in this area could help accelerate the sector's green transition.
Bira CEO Andrew Goodacre
It's clear that the decisions made in the Autumn Statement will have a profound impact on the future of independent retail. At Bira, we remain committed to being a strong voice for our members, ensuring that the unique challenges and opportunities of our sector are understood and addressed at the highest levels of government.
Independent retailers are the backbone of our high streets and local communities. They bring diversity, character, and personal service that can't be replicated by large chains or online giants. As such, supporting them isn't just good economic policy – it's essential for maintaining the vibrancy and uniqueness of our towns and cities.
We look forward to analysing the Autumn Statement. Our sector's resilience has been tested time and again, but with the right support, I'm confident that we can not just survive, but thrive in the years to come.