The Rise of Premium Snacking at Christmas

Christmas is just a month away, which typically means a rise in sales of premium snacks, festive flavours and indulgent treats.

“In the lead up to Christmas, we increase the number of flavours we offer in our snacks range, which has a positive effect on sales,” explains Vidur Pandya, owner of Kislingbury Village Store & Post Office in Northamptonshire.

“We normally have three facings of each premium snack SKU we stock, but we’ll reduce these four-to-six weeks before to make room for these extra flavours.”

Ken Singh, co-owner of BB Nevison Stores & Post Office in Pontefract, West Yorkshire also adds: “Christmas is a time for being with loved ones and socialising, and a big part of that is food. There isn’t much else to do otherwise, and we want to ensure we’re prepared for anything.”

Premium snacks range from popcorn and crisps to nuts and confectionery and typically are things most shoppers don’t buy regularly.

However, shopper behaviour has changed in recent years, according to Pandya.

Changing customer demographics and how to attract them

Years ago, Pandya says, premium snacks were only bought by specific customer demographics in affluent areas. However, now the ‘everyday’ customer buys into them.

“Premium snacks have become an add-on impulse buy in the evening. We’ve noticed an uplift from most of our customers, who buy them as they prepare for nights in, the weekend or just a relaxing evening after work,” he continues.

Although the high cost of living continues to dictate many people’s spending, they are also willing to occasionally work treats into the budget.

“We see it later in the week or closer to payday when shoppers are a bit more flexible with their remaining budgets once their bills are paid,” Pandya explains.

The rise in premium snacks is also likely to be coming from shoppers trading down from restaurant meals and takeaways to shop-bought premium snacks – even though it’s a trade-up on what they would be spending in stores otherwise.

The best way to attract shoppers to your range is to merchandise premium snacks together, alongside complementary products such as drinks and meal solutions.

Singh, for example, merchandises his snacks near his counter, in a prime area. “We run a Christmas promotion, but offer our products price-marked, as value is quite a big thing for us. We shop around, always look for deals and buy in bulk.”

Right flavour, right time

The number one reason shoppers buy snacks is the taste, which is why it’s so important to stock a broad range of tempting premium flavours. Gone are the days when prawn cocktail and cheese & onion were enough, today’s premium snack shopper is more likely to be found buying the likes of truffle, Iberian ham and chipotle.

Pandya stocks Co-op’s Irresistible snacks range. “We introduced it because it’s similarly priced to some of our bestselling ranges,” he continues. “It also means we can be more experimental with flavours.”

Its Sea Salt & Chardonnay Wine and Aberdeen Angus Steak flavours perform best in his store, especially as Christmas edges closer. “It’s surprising if I’m honest because I thought the traditional flavours would have been more popular,” he says.

Pandya’s experience shows that your next top-selling snack might not be what you’d expect. When you stock a new premium line, try engaging your staff by encouraging them to try it. You could even record your staff and customers’ reviews for social media and use their quotes on PoS to give your range the personal touch.

What brands are performing well?

While own label has its place, retailers report the most popular premium snacks are branded.

“Outside of the Co-op label, most of our premium range consists of Proper Chips, Kettle and Tyrells, all of which are similar in price,” Pandya continues.

While shoppers naturally lean towards their old favourites, retailers can encourage additional sales with speciality brands and flavours – especially at this time of year. At Epicurium, we offer a broad range of premium snacks that offer the quality and taste that your shoppers expect. Here are some of our bestsellers:

• Propercorn and Lentil Chips - Each popcorn pack gives a distinctively light and crunchy texture. All Proper snacks are vegan, contain no palm oil and are under 136 calories.
• Emily Seaweed Crisps - Founded in 2016, Emily Snacks come in Cheese, Salt & Vinegar, Sea Salted and Sriracha varieties.
• Joe & Seph’s Gourmet Popcorn - Using 100% natural ingredients, Joe & Seph’s Gourmet Popcorn includes an array of flavours, such as Dark Chocolate & Salted Caramel, Milk Chocolate & Salted Caramel and White Chocolate & Raspberry.
• Metcalfe’s Popcorn & Rice Cakes - Metcalfe’s Popcorn stands out as a gourmet popcorn brand, making it an attractive addition, thanks to its premium quality and diverse flavour range.

Get in touch to find out how we can help you drive premium snack sales in the run-up to Christmas and beyond.