IMPORTANT UPDATE: Click & Collect MOQ changes. Please see more details HERE

Category advice

Market Insight

Category advice2022

Frozen is a key category in your store with 1 in 4 convenience shoppers purchasing Frozen Food.

Make the most of events!

Shoppers visit convenience stores more during bank holidays, extreme weather & televised sporting events.

Key products to include:

Pizza
Burgers
Sausages
Ice Cream Tubs
Chips
Ice

Stock PMPs!

18 of the top 20 lines are PMP’s*
Competitive pricing
Reassurance – for the shopper, and for you!
*BW Sales data

Meal Deals!

Shoppers love a meal deal, and Frozen provides great meal solutions!

22% of Frozen shoppers are more likely to purchase frozen if included as part of an evening meal deal*

Keep the core sub categories in stock!

Over 70% of Frozen sales come from the following categories:

Take Home Ice Cream
Impulse Ice Cream
Pizza
Chips
Traditional Ready Meals
Fish & Chicken
Vegetables/Sides

Being cool at Frozen: Handy tips

Keep it neat – it’s your Frozen “shop window” – clean, tidy and defrosted
Keep it clean – ice build up costs you money, defrost and clean down at least twice a year
Keep it cool – ensure your freezer stays below -18°C
Keep it easy to shop – use the suggested merchandising flow and keep in stock by double facing your best sellers

Make sure you cater to these shopper missions:

Frozen Flexibility!

Build flexibility into your range by allowing smaller sectors to shrink/expand to accommodate seasonal demands.

ie: less demand for ice cream & ice cubes at Christmas so use this space for seasonal lines.
Convenient Solutions

Good value for shoppers, healthy margins and minimal wastage for retailers.
Make a meal of it!

Impulse shoppers will “Make a Meal” and look for “Meal Solutions” whilst in store so balance choice across meal centres, sides solutions and sweet.
Ensure you have the right range

By switching to the best performers/formats within convenience, and removing poor performers you could increase your sales value by 25-30%*.

Information correct at time of print.

Data Sources: Nielsen Total Impulse | we19th June 2021 *Claim based on internal case study of Independent retailers

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: