Category ADVICE
2018
www.bestway.co.uk www.batleys.co.uk MARKET INSIGHT Category ADVICE
Biscuits within the Independent The Total Biscuit market Channel is growing 4 x faster is worth over £3bn, than Total Market driven by more and growing 4.8% YOY people spending more Nielsen May 2018 Kantar WPO 20th May 2018
Biscuit shoppers visit stores more The average trip spend on often, spend longer in store, biscuits is £1.39 which is bigger buy more items and spend more than crisps, sweets and than non-biscuit shoppers chocolate categories. Him! CTP 2018 Therefore it is a very valuable category! Him! CTP 2018 Everyday Biscuit (e.g. Rich Tea) and Everyday Treat (e.g. Chocolate Digestives) segments Adult Healthy is the fastest make up nearly 50% of growing segment in Convenience, Convenience store sales, with the representing 15% of value and key mission being Top Up. growing by 14% Make sure these segments are given - twice that of Everyday Treat the required space on your main fixture Nielsen May 2018 Nielsen May 2018, HIM CTP 2018 MARKET INSIGHT Category ADVICE
1 Make biscuits impossible to miss. Locate the biscuit fixture towards the front of store, close to high footfall areas, and a secondary site near coffee machines.
2 Have good availability of the Must Stock lines. 80% of total category value comes from only 12% of products, so stocking the right range is vital! (Nielsen May 2018)
3 Draw shoppers to the biscuit fixture. Merchandise key brands in clear brand blocks to create standout, and use branded POS to highlight and attract shoppers to the fixture. Place similar product types together so shoppers can easily find what they want.
4 Make prices easy to see. Clearly display prices on fixture. Shoppers trust price-marked packs; use these to demonstrate value for money and fair pricing.
5 Maximise impulse and events. As biscuits are a highly impulsive category, it’s a good idea to use off shelf display to drive impulse sales on biscuit promotions. Shoppers also eat more biscuits at Christmas and gifting is a key opportunity for maximising sales.
6 Shopper occasions. Grocery Snacking On-The-Go is increasing in popularity throughout the day so ensure you stock a range that caters for the different consumer needs such as breakfast (Belvita), mid morning snack (Mikado) and late afternoon (Cadbury Roundie). ENSURE YOU STOCK 7 Biscuits are one of the most expandable categories. THE BEST NEW LINES The more you sell, the more your shoppers will eat! (Kantar Retail 2014) 425633 Mars Galaxy Cookie £1.49 144g 425644 Mars M&M Cookie £1.49 144g 411605 Oreo Birthday Party 154g 353293 Cadbury Crunchie Melts £1.29 156g 8 37% of Biscuit On-The-Go occasions also include a tea or coffee. (Kantar WPO - Take Home and On the Go Panel) MUST STOCK LINES Category ADVICE
These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your shoppers’ needs and therefore they will visit your store again.
EVeryday biscuits kids biscuits
1 2 3 4 5 6 7 8 9 10 11 12 13
everyday treat biscuit bars
14 15 16 17 18 19 20 21 22 23 24 25
crackers & savoury biscuits breakfast biscuits
26 27 28 29 30 31 32 33 MUST STOCK LINES Category ADVICE
oreo PM 79p maryland chocolate chip cookies 1 154g 5 pm 99p 145g SKU Code: 127024 SKU Code: 344997
mcvitie’s digestiveS pm £1.29 best-one chocolate chip cookies 2 400g 6 pm 69p 200g SKU Code: 415241 SKU Code: 335057
mcvitie’s rich tea pm £1.29 best-one custard creams pm 49p 3 300g 7 150g SKU Code: 415252 SKU Code: 327315
mcvitie’s hobnobs pm £1.29 best-one bourbon creams pm 49p 4 300g 8 150g SKU Code: 415263 SKU Code: 327304 MUST STOCK LINES Category ADVICE
jammie dodger pm 89p wagon wheels pm £1 9 140g 13 200g SKU Code: 350600 SKU Code: 202142
best-one jammie wheels pm 59p mcvitie’s milk chocolate digestives 10 140g 14 PM £1.65 266g SKU Code: 335068 SKU Code: 417681
fox’s party rings pm 89p mcvitie’s jaffa cakes PM £1 11 125g 15 150g SKU Code: 387750 SKU Code: 982878
barny chocolate sponge biscuit mcvitie’s chocolate hobnobs 12 PM 40p 30g 16 PM £1.65 262g SKU Code: 73274 SKU Code: 417702 MUST STOCK LINES Category ADVICE
best-one milk chocolate digestives tunnock’s chocolate tea cakes 17 PM £1 300g 20 6 pack SKU Code: 335081 SKU Code: 630289
cadbury milk chocolate fingers bahlsen hit chocolate pm £1.19 18 PM £1.29 114g 21 220g SKU Code: 170194 SKU Code: 387583
tunnock’s caramel wafers bahlsen choco leibniz pm £1.49 19 4 pack 22 220g SKU Code: 984838 SKU Code: 387650 MUST STOCK LINES Category ADVICE
kit kat 2 finger pm £1 jacob’s cream crackers 23 5 pack 26 200g SKU Code: 308814 SKU Code: 139867
blue riband ritz original pm £1.39 24 6 pack 27 200g SKU Code: 358624 SKU Code: 66365
mcvitie’s penguin pm £1 tuc crackers pm £1.39 25 6 pack 28 150g SKU Code: 552204 SKU Code: 773672 MUST STOCK LINES Category ADVICE
cheddars pm £1.39 rice krispie squares marshmallow 29 150g 32 pm 49p 28g SKU Code: 773661 SKU Code: 365568
ryvita original pm £1 nutri-grain strawberry pm 49p 30 200g 33 37g SKU Code: 165215 SKU Code: 407087
belvita honey nut pm 55p 31 50g SKU Code: 98581 SHELF Category ADVICE 1m x 5 PLANOGRAM
SHELF 1 SKUs SHELF 1 SHELF BESTWAY BATLEYS 387650 387650 BAHLSEN LEIBNIZ MILK PM 125G 1 387583 387583 BAHLSEN HIT CHOCO PM 220G 170194 170194 CADBURY FINGERS MILK PM 114G 127024 127024 OREO COOKIES PM 154G 344997 344997 MARYLAND CHOCOLATE CHIP PM 145G
SHELF
2 SHELF 2 SKUs SHELF 2 BESTWAY BATLEYS SHELF 395802 395802 MCVITIES JAFFA CAKES PM £1 122G 417702 417702 MCVITIES MILK CHOCOLATE HOBNOBS PM 262G 3 417681 417681 MCVITIES MILK CHOCOLATE DIGESTIVES PM 266G 417568 417568 MCVITIES DARK CHOCOLATE DIGESTIVES PM 266G 417692 417692 MCVITIES CHOCOLATE CARAMEL PM 267G
SHELF
4 SHELF 3 SKUs SHELF 3 BESTWAY BATLEYS 415241 415241 MCVITIES DIGESTIVES PM 400G 415252 415252 MCVITIES RICH TEA PM 300G 415263 415263 MCVITIES HOBNOBS PM 300G SHELF 415285 415285 MCVITIES GINGERNUT PM 250G 5 415274 415274 MCVITIES FRUIT SHORTCAKE PM 200G