Snacks focus: Feed impulse buys

THE MARKETING whizzes will tell you that the three major consumer trends driving sales and product development in the savoury snacks category are health, convenience and pleasure.

While the healthier snacking segment continues to grow rapidly in retail, it is not the main driver of pub sales - something publicans would be forgiven for regretting when they see the amount of advertising spend on lighter, baked and similarly described snacks.

Convenience is more important, with single-pack potato crisps a firm favourite in pubs, helping to drive impulse sales. Pub displays should reflect a mix of old favourites alongside new products which will grab customers' attention.

When it comes to pleasure, adult premium snacks continue to drive the entire market.

Nick Stuart, commercial manager at McCoys and KP brand owner UBUK, says: "Through the very nature of pubs and bars, premium adult snacks are essential as they meet the needs of the customer profile.

"We advise publicans to upsell to customers. Staff should be asking customers if they would like snacks when purchasing drinks from the bar and, of course, display is critical. All snack ranges should be clearly displayed to encourage customers to purchase when ordering a drink.

"It is equally important to stock a tight range of top-selling products and flavour variants.

"Pubs should keep stocked up and avoid out-of-stock situations, as this leads to lost revenue and profits and, more importantly, unhappy customers."

Approximately half of snack purchases in pubs are completely unplanned. Licensees can take advantage of these impulse purchases by ensuring their customers can clearly see the snacking range on offer.

As well as the traditional pub card, there is an increasing range of bespoke bar-top and back-bar merchandising units on offer.

Stocking the best sellers generates the most profit. Products that are given valuable display unit space must earn their place and sell regularly.