Bagels with added protein, chocolate bars boosted with vitamins, and beer blended with nootropics – what decades ago would be considered food & drink science fiction is now part of consumers’ everyday diets. In fact, 70% of Brits buy these foods regularly, with the majority of shoppers looking for every bite to deliver bigger benefits.
And every time you look at your phone there seems to be a different buzzword. If you still think protein is the only must-stock health trend, then you’re living in 2016 – and your range might be too. The latest trends are more molecular, with Google searches for the likes of ‘creatine’, and ‘magnesium’ at an all-time high. Meanwhile, health ingredients with a botanical edge – ginger and turmeric, for example – are rising in popularity, too.
Some of these trends have yet to hit convenience stores, but retailers say the opportunity is only increasing.
“The fitness industry is having a massive impact on what we’re stocking,” says Amit Patel, of Go Local Extra – Duchy Stores in Manchester. “CrossFit, weightlifting; everyone is getting into it, so it’s an opportunity for retailers.
“But what works for you will be specific to your store, not everything will sell immediately.”
So how can you best appeal to the shoppers who need everything they eat to contribute in some way towards their health goals? Understanding the ‘added benefits’ of the moment and stocking trusted products that offer them is key.
Know the benefits: The must-stock vitamins and minerals
- Magnesium – Supports more than 300 bodily functions, like nerve and muscle performance, blood sugar control and blood pressure regulation, and it helps turn the food we eat into energy.
A lack of magnesium can lead to fatigue, so products that offer it present retailers with a chance to boost lunchtime sales. Consider stocking related brands, such as Zooki, near your meal deal items to capitalise on this opportunity.
- Calcium – Vital for building strong bones and teeth, but also for regulating muscle contractions, nerve signals and blood clotting. Products that are fortified with calcium are likely to come with vitamin D, too, as your body needs it to absorb calcium effectively.
Milk, of course, is famously number one for calcium, but who’s taking a pint semi-skimmed to PureGym? On-the-go options like Barebells are muscling in. This protein shake is milk with 24g of protein, available in Banana, Chocolate, Strawberry and Vanilla flavours. Stock these alongside your other milkshakes and protein drinks, or go one step further and use this line to blend the two categories together on shelf.
- Vitamin D – Around one in five people in the UK have a vitamin D deficiency, as its primary source is through sun exposure and we simply don’t get enough of it throughout the year. Other sources include fatty fish, such as salmon, mackerel and tuna, as well as fish liver oils, beef liver, egg yolks and cheese.
Vitamin D keeps our bones, teeth and muscles healthy and can also help fight diseases. For on-the-go options, consider offering Huel Complete Nutrition Bar, which contains vitamin D, along with a host of vitamins and minerals and 14g of protein. Stock this product near cereal or protein bars, or by the till area, for added visibility.
- Vitamin C – A vital antioxidant that boosts immunity, aiding collagen production for healthy skin and bones. It also speeds wound healing, protects cells from damage and helps absorb iron. Vitamin Well Enhance is packed with it and clearly communicates the benefits on pack.
- Vitamin B6 – Helps with brain health and mood regulation. It also supports your metabolism by breaking down protein and carbs, aiding nervous system function, immune support and fatigue reduction.
Try offering Vital Still Mineral Water, available in canned formats in four flavours, to appeal to shoppers looking for a post-lunch remedy.
- Vitamin B12 – Crucial for healthy nerve cells, red blood cell formation and DNA synthesis, which help support energy production, brain function and prevent fatigue and anaemia. It also benefits bone health, skin, hair and eyes.
If you have customers who are on the hunt for products that contribute to healthy skin, hair and nails, as well as that afternoon pick-me-up as fatigue sets in, look no further than VitHit.
Driving sales: Make added benefit a success in your store
Protein might still top the health trend charts, but shoppers are rapidly increasing their knowledge and are looking for supplements to boost their health regime. If you’re unsure where to start, Nishi Patel, of Londis Bexley Park in Dartmouth, Kent, says ginger shots are a reliable seller with a huge target market.
“It’s a morning goods drink, so it’s bought out of habit, which leads to steady sales. Just this morning, we sold five of them.”
Ginger offers concentrated anti-inflammatory, antioxidant and digestive-aid benefits, helping to boost immunity and reduce pain. Because it treats a wide array of ailments, it has broader appeal than more specialist gym-focussed products.
As with most elements of retailing, the success of building out your range of added benefit products will be down to trial and error.
“These products come down to personal preference and taste, so be wary of this when introducing products,” he says. “Knowledge is power in this category and if you don’t do the research, it can be a waste.”
For most customers, there’s a need to keep things simple. We’d therefore recommend stocking products that are more generalist in their benefits and communicate them clearly.
As mentioned earlier, Vitamin Well is one brand we offer that does this very well. Available in five varieties, each one explains its approach simply. Hydrate, for example, contains vitamin D3, vitamin E, vitamin C, vitamin B12, magnesium and more – but this is secondary information on pack compared to what it actually offers. The brand also has Elevate (Pineapple and Wild Strawberry), Reload (Lemon and Lime), Recover (Elderflower and Peach) and, of course, Enhance (Orange).
Timing your launch: When to introduce added benefit food and drink
While shoppers are more likely to start their ‘added benefits’ journey at the beginning of the year, with their newly created ‘New Year, New Me’ goals, it’s now a year-round opportunity.
But it’s worth having some sort of plan, and there are certain times of the year where someone needs a specific supplement more than others. Magnesium, for example, helps tackle fatigue, which is a lot more prevalent in the winter with the longer nights and shorter days. Try BetterYou Magnesium Water at this time. There are three options you can trial; Hydrate, Energy and Focus and for this particular need, we’d recommend Energy or Focus. Both options contain magnesium citrate and magnesium glycinate.
If you’re short on space, like many convenience stores are, Nishi Patel advises consolidating your range early in the year, ready for any new ‘added benefit’ products.
“Look at what sells, delist slow lines and introduce them with these types of products,” he says. “We have just added in a few ambient protein options.”
If you’re ready to jump in, be sure to get in touch with our team as we can help with explaining the most popular products all year round.
Displaying and selling added benefits
Having the right range is only half the battle. The next stage is merchandising in the best way for your customers.
Many retailers, including Nishi Patel, stock added benefit – or functional – drinks in the chiller by protein drinks to make it easier for the health-conscious shopper to find what they’re looking for quickly, especially if they’re on the go, heading to the gym or buying as a quick pick me up.
An alternative would be merchandising near morning goods drinks, such as orange juice or coffee. What’s more, you could add items to your meal deal or run a promotion specifically for this category.
If you’re new to the category, it might be your customers are too, which is where educational signage can prove successful. Some suppliers will have PoS that explains the benefits of such vitamins and minerals, but they can be created easily yourself. If you’re short on time, ask staff to volunteer and create something for the store.
The added benefits trend continues to be a major opportunity, not just a fleeting fad. By focussing on knowledge, trial and error and smart merchandising, you could successfully capture a new customer base and generate high sales.
Need help boosting ‘added benefits’ sales? Get in touch to find out how we can help you grow your sales and profits.
