Every year brings hundreds of new flavours, formats and limited editions competing for attention, but only a handful secures a place in the must-stock line.
Responsible for confectionery, crisps and snacks and seasonal lines, Tracy Mackenzie, Trading Controller at Sugro UK, spends her days identifying the products that will excite shoppers while delivering real value for wholesalers and retailers alike.
In this exclusive interview with Asian Trader, Mackenzie shares what catches her eye and how changing consumer tastes are reshaping convenience retail.
Asian Trader: How did you enter wholesale buying?
Tracy Mackenzie: I started my career at a firm of solicitors as an office junior, working my way up to probate secretary before moving down south and becoming a PA. When I returned home, I worked for a financial management company then moved into the wholesale sector.
It wasn’t the path I had planned at the age of 24, but it became my lifelong career. The wholesaler I joined at that time was within the health food sector. From that start, I have always worked around food in some way or another.
AT: What does your typical workday look like?
TM: My days are fast-paced. I generally check emails first to ensure I am up to date, so our members can be informed of any changes or new information promptly. I also ensure our promotions are up to date and check upcoming deadlines.
Days are then followed by supplier meetings to go over their performance, NPDs and upcoming activations. Negotiating commercials and brand support is always ongoing along with working with suppliers on key initiatives and activations.
AT: What factors do you consider before listing a new product in your category?
TM: First of all, I gauge if it is suitable for our members and how well will it sell. I also see if the margins meet the expectations of the businesses and that the products are fully supported with marketing support to encourage buy-in and success.
Pack design also captures my attention initially, as the range needs to stand out on the shelf.
AT: What does a typical margin look like across your categories, both at the wholesale and retail end?
TM: The margins vary across each category, as different products have different commercial expectations and market dynamics. Our priority is to ensure that margins work for both our members and their retailers, while the range remains competitive against similar products already in the market.
We need to strike the right balance between offering a competitive retail price and ensuring there is enough profit for everyone throughout the supply chain.
Margins nowadays are squeezed due to rising supplier costs, inflation, and the highly competitive nature of the convenience sector.
AT: Crisps, snacks and confectionery see endless NPDs flooding the market. How do you decide which deserves a spot in your range?
TM: The first question is whether the product is right for our members and whether it is something they will want to stock. We also assess pricing to ensure it offers good value while allowing retailers to achieve a reasonable margin.
Marketing support is another key consideration. Products backed by strong promotional campaigns, advertising or social media activity are more likely to generate consumer demand, giving retailers greater confidence to stock them.
We also look at whether the product offers something genuinely different from what is already available, whether through flavour, format, health credentials or innovation.
Ultimately, the product needs to demonstrate that it can drive incremental sales rather than simply replace existing products. We want to introduce NPD that adds value to the category, attracts new shoppers and delivers profitable growth for both our members and their retail customers.
AT: Seasonal remains hugely important for local independent convenience stores. What separates retailers who truly maximise seasonal sales from those who miss the opportunity?
TM: Seasonal trading is a significant opportunity for independent convenience retailers, particularly during key events such as Christmas and Easter. The retailers who maximise these opportunities are those who can plan ahead, order early, and dedicate enough space in-store.
Seasonal lines create eye-catching displays. Retailers seeking success need to ensure stock availability throughout the season and actively promote seasonal lines to their customers.
At Sugro, we support our members through carefully planned seasonal promotional programs, offering competitive pricing, promotional activity and a strong range of seasonal products. We work closely with suppliers to secure the right products and commercial support, helping members prepare well in advance of each seasonal period.
AT: Which trends you expect to dominate in each of your category?
TM: Sour confectionery continues to be a strong trend, particularly with younger consumers who are looking for exciting flavours and new product experiences.
We also expect healthier snacks and biscuits to remain a major growth area as shoppers become increasingly conscious of their food choices.
The growing popularity of weight loss medications has also influenced consumer behaviour, with many people looking for healthier alternatives, smaller portion sizes and products that fit better with their lifestyle goals.
At the same time, consumers are still looking for indulgent treats, so there is a continuing demand for products that offer balance.
AT: What are some of the biggest challenges category buyers face today?
TM: The biggest is being competitive on price. Stock availability has also been an issue; we have been working with suppliers on this.