Category ADVICE
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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 425633 Mars Galaxy Cookie £1.49 144g The more you sell, the more your shoppers will eat! (Kantar Retail 2014) 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 SHELF CATEGORY ADVICE 1m x 5 PLANOGRAM SHELF SHELF 4 SKUs 1 SHELF 4 BESTWAY BATLEYS 984838 984838 TUNNOCKS CARAMEL WAFERS 4’S 308814 308814 KIT KAT 2 FINGER PM £1 5 PACK 327315 327315 BEST-ONE CUSTARD CREAM PM 49P 150G 327304 327304 BEST-ONE BOURBON CREAM PM 49P 150G 336111 336111 BEST-ONE Scottish Shortbread FINGERS PM 59P 100G SHELF 2 SHELF SHELF 5 SKUs 3 SHELF 5 BESTWAY BATLEYS 350600 350600 JAMMIE DODGER PM 140G 202142 202142 WAGON WHEEL ORIGINAL PM £1 200G 139867 139867 JACOBS CREAM CRACKER PM £1 200G 773683 773683 JACOBS TUC SANDWICH PM 150G SHELF 4 SHELF 5 SHELF CATEGORY ADVICE 2m x 5 PLANOGRAM SHELF 1 SHELF 2 SHELF 3 SHELF 4 SHELF 5 SHELF CATEGORY ADVICE 2m x 5 PLANOGRAM SHELF 1 SHELF 2 SHELF 3 SHELF SHELF SHELF 1 SKUs 2 SKUs 3 SKUs SHELF 1 SHELF 2 SHELF 3 BESTWAY BATLEYS BESTWAY BATLEYS BESTWAY BATLEYS 387650 387650 BAHLSEN LEIBNIZ MILK PM 125G 395802 395802 MCVITIES JAFFA CAKES PM £1 122G 415241 415241 MCVITIES DIGESTIVES PM 400G 387583 387583 BAHLSEN HIT CHOCO PM 220G 417702 417702 MCVITIES MILK CHOCOLATE HOBNOBS PM 262G 415252 415252 MCVITIES RICH TEA PM 300G 170194 170194 CADBURY FINGERS MILK PM 114G 417681 417681 MCVITIES MILK CHOCOLATE DIGESTIVES PM 266G 415263 415263 MCVITIES HOBNOBS PM 300G 260968 260968 MIKADO MILK PM 48G 417568 417568 MCVITIES DARK CHOCOLATE DIGESTIVES PM 266G 415285 415285 MCVITIES GINGERNUT PM 250G 127024 127024 OREO COOKIES PM 154G 417692 417692 MCVITIES CHOCOLATE CARAMEL PM 267G 415274 415274 MCVITIES FRUIT SHORTCAKE PM 200G 315438 315438 OREO GOLDEN PM 154G 335081 335081 BEST-ONE MILK CHOCOLATE DIGESTIVES PM £1 300G 335057 335057 BEST-ONE CHOCOLATE CHIP COOKIES PM 69P 200G 77309 77309 OREO COOKIES SNACK PACK PM 66G 18762 18762 CADBURY MILK CHOCOLATE SHORTCAKE PM £1 300G 68281 68281 MCVITIES COOKIE WHITE CHOCOLATE PM £1 150G 344997 344997 MARYLAND CHOCOLATE CHIP PM 145G 355332 355332 BEST-ONE TRIPLE CHOCOLATE COOKIES PM £1.50 125G 68257 68257 MCVITIES COOKIE CHOCOLATE CHIP PM £1 150G 345005 345005 MARYLAND DOUBLE CHOCOLATE PM 145G 355343 355343 BEST-ONE INSPIRED BUTTER COOKIES PM £1.50 125G 355354 355354 BEST-ONE WHTIE CHOCOLATE COOKIES PM £1.50 125G CATEGORY ADVICE SHELF 2m x 5 PLANOGRAM SHELF 4 SHELF 5 SHELF SHELF 4 SKUs 5 SKUs SHELF 4 SHELF 5 BESTWAY BATLEYS BESTWAY BATLEYS 350600 350600 JAMMIE DODGER PM 140G 984838 984838 TUNNOCKS CARAMEL WAFERS 4’S 202142 202142 WAGON WHEEL ORIGINAL PM £1 200G 300292 630289 TUNNOCKS CHOCOLATE TEACAKES 6 PACK 202175 202175 WAGON WHEEL JAMMIE PM £1 200G 308814 308814 KIT KAT 2 FINGER PM £1 5 PACK 263340 263340 FOXS FAVOURITES PM 365G 358624 358624 BLUE RIBAND PM £1 6 PACK 139867 139867 JACOBS CREAM CRACKER PM £1 200G 335724 682424 MCVITIES CLUB ORANGE PM £1 6 PACK 773683 773683 JACOBS TUC SANDWICH PM 150G 335658 552204 MCVITIES PENGUIN PM £1 6 PACK 66365 66365 RITZ ORIGINAL PM 200G 161232 161232 MCVITIES GOLD PM £1 6 PACK 98581 98581 BELVITA HONEY NUT PM 50G 327315 327315 BEST-ONE CUSTARD CREAM PM 49P 150G 280532 280532 BELVITA SOFT BAKES CHOCOLATE CHIP PM 50G 327304 327304 BEST-ONE BOURBON CREAM PM 49P 150G 193904 193904 BELVITA YOGHURT STRAWBERRY PM 50.6G 336111 336111 BEST-ONE Scottish Shortbread FINGERS PM 59P 100G CATEGORY ADVICE For more information including planograms and advice on other key ranges, go to www.bestway.co.uk/categoryadvice or call 01738 646666 quoting SEPTEMBER RANGE.