New World countries continue to over trade in convenience and make up >70% of sales in the sector. USA wines make up more than 17% value share. Ensure you have a range which reflects this.
Brands are the most important factor in convenience as they give shoppers trust and make it easier when navigating the wine fixture. They account for over 90% of sales in the sector.
Higher priced wines with an RRP between £6 - £10 are in growth. Be aware of the added value not only for the retailer but the consumer when trading up. Consumers are shopping less frequently but are willing to spend more when they do.
Tier your wine range with entry level at the bottom and mid tier £6 - £8 at eye level. The £6 - £8 price band accounts for 52.6% of volume share in the convenience channel. Merchandising in price bands makes it easier for consumers to navigate through the wine fixture.
Malbec is the fastest growing grape varietal +19.3%. This growth contribution is not just limited to Argentina. Many other regions continue to contribute to the strong growth.
The greatest sales growth in impulse comes from the £6 – £10 bracket, with consumers increasingly looking to trade up and spend more on wine.
New canned products (wine/wine spritz/seltzers) are playing an increasingly important role within the category, with the combined appeal of being both more environmentally friendly and offering a low/no alcohol option to those consumers looking to reduce their intake.
Consumers, especially millennials, are always looking for the latest trends, so it is important that you stock products that appeal to and attract new customers.
19 Crimes and jam shed are in the top 3 millennial wine skus in total impulse, and it is important to be aware of these lines and the role they play in bringing new shoppers into the category.
The average time spent in store is just 5 minutes for a wine shopper – it is important to make wine easy to shop.
Consumers are increasingly looking to spend more on wine, but it is important to maintain a broad range of price points for to cater for different consumer needs. Premium wines are growing at 11.1%, whilst wine priced below £5 still accounts for a quarter of sales – though this is changing fast as consumers look to trade up.
Ensure you have the best selling brands in your range, as these account for over 90% of sales within Convenience. We recommend having good availability of our ‘Must Stock’ lines as a minimum.
Shoppers are twice as likely to buy wine in a convenience meal when on a ‘Meal for Tonight’ mission. Make it easy for shoppers by using appropriate POS.
2 out of 3 bottles sold in the convenience channel are New World wines – make sure you have a good range of wines from the USA, Australia, Chile, New Zealand, South Africa and Argentina.
Data from Nielsen
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:
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