Category advice

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Chilled

Market Insight

Category advice2022

 

Chilled Dairy is worth £207m in Convenience & growing +11.5% vs pre-Covid levels.

Cheddar is a must stock!

Playing a pivotal role in the category, Cheddar delivers 51% of total cheese volume sales in convenience stores.

Excluding milk, cheese is the largest category within Dairy and is worth £90m (accounting for 43% of Dairy sales).

Cheese Snacks segment is seeing the strongest growth, +13% year on year in Convenience.

Cheese is seeing strong growth of +11% vs 2 years ago which is in line with Dairy.

79% of convenience store category sales are generated by just 45% of the range.

Outside of Milk, Butters & Spreads is the 2nd largest category in Chilled Dairy, worth £55m in Convenience & growing +2.6% vs pre-Covid levels.

Brands are key to winning in Butters & Spreads!

They deliver 95% of category value sales in convenience stores.

3 in 10 households have bought butters & spreads in a convenience store in the last year*.

Dairy Free is the fastest growing segment in Convenience.

Breakfast and lunch are the key meal occasions for Butters & Spreads*.

Best selling 15 sku’s generate 69% of convenience store category value sales.

 

Source: IRI Symbols & Independents 52 w/e 22.01.22

Source: IRI Symbols & Independents 52 w/e 22.01.22,

*Kantar 52 w/e 26th December 2021

Cheese

The top brands that should fill your shelves alongside private label.

Over 80% of Cheese sales come from the following segments:

  • Everyday Block
  • Grated
  • Snacks
  • Spreads
PMPs should be stocked where possible

Cathedral City

Everyday Block

31%

Market Share

 

Cathedral City

Grated

Top Seller

Branded Grated

 

Dairylea Lunchables

Snacks

38%

Market Share

 

Philadelphia

Spreads

31%

Market Share

With hybrid working the new norm, stock a range of cheese snacks to cater for both in home and carried out lunch occasions targeted at kids and adults.

Cheese snacks

Consumer focus on health has grown following the pandemic. Meet shopper needs by offering reduced fat alternatives from the top selling brands.

Reduced fat alternatives

Source: IRI Symbols & Independents 52 w/e 22.01.22

Butter & Spreads

Stocking the right brands is key to category growth.

Circa 80% of Butters & Spreads sales come from 3 segments:

  • Everyday Block Butter
  • Everyday Spreadable Butter
  • Daily Spreads
PMPs should be stocked where possible

Anchor

Everyday Block Butter

23%

Market Share

 

Lurpak

Everyday Spreadable Butter

89%

Market Share

 

Clover

Daily Spreads

40%

Market Share

In the current environment of inflation & economic pressures ensure shoppers are provided with a core value offering.

Core value

Catering for all shopper needs within the range is key to capitalise on the planned top up mission. Demand is strong for Dairy Free so ensure this segment is represented on shelf.

Dairy Free

Source: IRI Symbols & Independents 52 w/e 22.01.22

Information correct at time of print.

Chilled

Must Stock Lines

Category advice2022

 

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock linesMust stock lines
Must stock lines
Chilled

Planograms

Category advice2022

 

We suggest you stock the following 1.25m x 6 Shelf range:

Click shelf to hide/show shelf product list

1.25m Chilled Shelf 1
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1.25m Chilled Shelf 2
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1.25m Chilled Shelf 3
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1.25m Chilled Shelf 4
View Shelf 4 Products
1.25m Chilled Shelf 5
View Shelf 5 Products
1.25m Chilled Shelf 6
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