Category advice

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Market Insight

Category advice2019


Embrace NPD

28% of growth came from new products in 2018

(Nielsen 2018)

Stock the Core

Top 12 SKU's account for over 60% of all sales in Convenience

(Nielsen 2018)


Make Bestway your wholesaler of choice – we promote single cases so you can buy only what you need

Price correctly

A recent survey said that £1.38 is the average acceptable price to shoppers for a single

(Nielsen 2018)

Year Round

Multipack sales grew by 30% in Convenience in 2018 and sell even in the Winter

(Nielsen 2018)


Check out our website for links to order Chillers and POS from our suppliers

Ensure ice cream gets its fair share of frozen space all year round

New NPD range


The most indulgent Magnum yet! Magnum white chocolate and cookies.

Kinder Joy Ice Cream

Kinder Dairy Hazelnut Ice Cream Cone

Kinder Dairy Hazelnut Ice Cream Cone

Skittles Cooler

Skittles® flavoured ice cream with crunchy colourful sugar pearls covered with strawberry sorbet. Made with real fruit.


Nuii Salted Caramel & Australian Macadamia


Rowntrees Randoms Mallow

Fruity ice cream in a marshmallow coating.

Rowntrees Randoms Mallow

Continuing momentum of NPD success driving new interest and excitement in 2019

Light ice Cream

  • Ben & Jerry's Moophoria – Lower sugar, lower fat, lower calories (Approx 50% kcal of Ben & Jerry's Classics).
  • +67% incremental purchases brought to the segment by Moophoria
  • 33% New shoppers to the category
  • 34% Shoppers adding it as an extra purchase in their ice cream routine
  • Only 4% overlap in shoppers across the Ben & Jerry's ranges
  • No.2 in Value and No.5 in Value (Nielsen 2018)

The total convenience take home ice cream market is worth £184m and is growing +16% year on year

(Nielsen Scantrack Take Home, Total Convenience 52 w/e 01.12.18 value)

Year Round

Multipacks sell all year round even in the winter.

Value Share

Value Share pie chart

Convenience channel has a strong over trade on singles vs. total market

(IRI Value Sales Convenience channel 52 weeks Value Sales Oct 2018 Kantar Sales data – 52 w.e Sept 2018)

Ice cream is the largest frozen category in both summer and winter, delivering 25% of frozen sales in summer and 14% in winter

(Nielsen 2018)


Must Stock Lines

Category advice2019


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


Category advice2019


We suggest you stock the following range:

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