Summary: Seven things you need to know about Big Night In
Findings:
Big Night In (BNI) occasions are becoming increasingly common.
Consumers are driven by value and seek cheaper alternatives to eating out.
Snacks and alcohol are key components of a BNI.
The demand for premium and craft products is rising.
Alcohol-free beer is a growing segment but lacks wide distribution in convenience stores.
Ready-to-drink (RTD) beverages are experiencing significant growth.
Key Takeaway:
Big Night In presents a substantial opportunity for convenience stores to increase sales by catering to customers' desire for value, convenience, and premium products across various categories, including snacks, alcohol (including craft and alcohol-free options), and RTD beverages.
Trend:
The trend is towards more frequent and elaborate Big Night In occasions, driven by economic factors and a desire for comfortable, affordable experiences at home.
Consumer Motivation:
Value: Consumers want to save money by choosing to stay in rather than going out.
Convenience: Ready-to-eat meals, snacks, and RTD beverages provide easy and hassle-free options for BNI.
Premiumization: Despite seeking value, consumers are willing to trade up for premium and craft products for a more indulgent experience at home.
Health Consciousness: The growing demand for alcohol-free beer indicates a desire for healthier options.
What is Driving the Trend:
Economic factors: Rising costs of living and eating out are driving consumers to seek affordable options at home.
Changing consumer behavior: The pandemic and subsequent economic challenges have led to a shift towards home-based entertainment and leisure.
Who are the People the Article is Referring to:
Convenience store retailers
Shoppers planning Big Nights In
Industry experts:
Liam Cross, manager of Thatcher’s Spar in Kings Lynn
Nishi Patel from Londis Bexley Park in Kent
Matt Boulter, UK sales director at Mars Wrigley
Nic Storey, senior sales director, impulse & field sales, at PepsiCo
Matt Collins, sales director at KP Snacks
Calli O’Brien, head of marketing at Aston Manor Cider
Caitlin Brown, category executive at BrewDog PLC
Rob Hobart, marketing director at Asahi UK
Ben Parker, GB retail commercial director at Britvic
Jo Taylorson, head of marketing and product management at Kingsland Drinks
Description of Consumers/Product/Service and Age:
Consumers: Adults of various ages who enjoy spending evenings at home with food, drinks, and entertainment.
Products/Services: A wide range of products associated with BNI, including snacks, alcohol (beer, wine, spirits, RTDs), ready-to-eat meals, and confectionery.
Conclusions:
Convenience stores can capitalize on the BNI trend by offering value-driven promotions, premium products, and a wide selection of snacks, alcohol, and RTD beverages.
Creating dedicated BNI displays and strategically merchandising products can boost sales.
Catering to the growing demand for alcohol-free options is important.
Implications for Brands:
Brands should develop products and marketing strategies that align with the BNI occasion, emphasizing value, convenience, and indulgence.
Collaborating with retailers on promotions and displays can increase visibility and drive sales.
Expanding into the alcohol-free and RTD segments can tap into growing consumer demand.
Implication for Society:
The BNI trend reflects a shift towards home-centered leisure and entertainment.
This can lead to increased social interaction and bonding within households and communities.
The focus on value and affordability can help consumers navigate economic challenges.
Big Trend Implied:
The rise of the "homebody economy," where consumers prioritize experiences and consumption at home.
Brands need to adapt to this trend by offering products and services that enhance the at-home experience.\
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