Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
July 2010
MustStocks
INSIDE:
BRAND LEADERS CATEGORY ADVICE PILLAR BRANDS
Nielsen data reveals the Major suppliers share How iconic lines play
independent trade’s their top tips for a major role in helping
best-sellers in every maximising sales shoppers navigate
major product group in key categories your store
MONSTER
No .1*
US ENE RGY
BRAND
NOW WOR
£11.6m TH
IN GB 1
MONSTER
KHAOS
MONSTE
ERR KHAOS
$50m
BRAND IN THE US2
B
THE
BIGSHOT
50% JUICE
100% MON
STER
www.monsterenergy.com
ails retail
For stockist details retailers onta 08457 227 222
ould contact
rs should
Sources: *US Source AC Nielsen Convenience MAT unit sales end of August 09. 1. AC Nielsen total coverage latest 52 wks ending 16th January 2010. 2. US source AC Nielsen Scantrak data MAT ending 21.11.09.
COCA-OFF_0306_Monster
MustStocks2010.indd 2 Ad_SP_IRN_AW2.indd 1 26/07/2010 16:30:48
26/07/2010 13:21
COntents
Welcome to Introduction
ALCOHOL
5 HOT BEVERAGES
Coffee 32
Muststocks 2010
Cider 8 Category advice 34
sponsored by
Category advice 10
sponsored by
A
s an provider, to gather together
independent impulse channel sales
convenience figures for the leading lines SOFT DRINKS
retailer there in no less than 26 grocery Wines 12
are some brands that categories and sub- Energy drinks 36
you just have to have categories – everything Spirits 12
in stock. These are the from biscuits and bagged Category advice 38
brands that define their snacks to waters, juices BISCUITS AND SNACKS sponsored by
categories, that help signpost and smoothies.
each section of your shop to your Of course, it’s not simply a Biscuits 14
customers and assist them in matter of taking the top three
navigating their way around your brands from each table and Bagged snacks 14
store. These are the must-stock putting them on your shelves.
brands you really can’t do without. What you decide to stock will BREAD AND CEREALS Carbonates 40
This supplement, now in its be based on a variety of factors,
second year, is our way of helping including price points, regional Bread 16 Juice-based drinks 42
you decide what those top brands variations and the size of your
are. We’ve teamed up with store. Own-label lines may also Cereals 18 Cordials 42
Nielsen, the highly respected data come into play. Nevertheless, we
hope the following tables and CONFECTIONERY Water 43
articles will provide a valuable
Independent Retail News
insight into those best-selling lines Chocolate 20 Juices and smoothies 43
Metropolis Business Publishing, to help you make a considered
6th Floor, Davis House, and informed choice. Sugar confectionery 20 Category advice 44
2 Robert Street, As well as listing the top five or sponsored by
Croydon, CR0 1QQ 10 brands in each category, we’ve Category advice 22
tried to highlight some of the sponsored by
EDITORIAL reasons behind their success and
Written by indicate what the future may hold. TOBACCO
david shrimpton 020 8253 8704
Martin Gurdon Where we can, we’ve also picked DAIRY
James dallas out some of the biggest climbers Cigarettes 46
Production and future stars of each category
Waqas Qureshi 020 8253 8709
dan Harder to help you plan ahead and keep Category advice 48
one eye on the future. DAIRY supported by
ADVERTISING Once you’ve chosen your brands,
Head of Sales
rizwan Chaudhrey 020 8253 8708
however, that’s not the end of it. Butters and spreads 24
Senior Sales Manager As the saying goes, it’s what you
paul Abbott 020 8253 8701 do with them that counts. That’s Cheese 26
Key Account Executive why this year’s Convenience
Kim reddick 020 8253 8703
MustStocks also includes category Yogurts 28 READER SURVEY
printed by William Gibbons Ltd
management advice from some
26 Planetary Road, Willenhall, West of the sector’s leading suppliers – Yogurt drinks 28 Questionnaire 51
Midlands, WV13 3XT
Heineken, Nestlé, Red Bull, Nestlé
Rowntree, Coca-Cola Enterprises, Flavoured milks 28
JTI and Kepak – which will give
you hints and tips on how to FOOD-TO-GO
merchandise each fixture. Thanks
to everyone for their support. Category advice 30
sponsored by
David Shrimpton
Editor
Independent Retail News
Join us for an evening out at The Grosvenor House Hotel, Park Lane,
London to congratulate and award the industry’s top retailers.
To book your place or table contact:Farah Ahsan on 020 8453 8320 Email: farah.ahsan@bestway.co.uk
:39
MustStocks2010.indd 5 26/07/2010 18:14:55
FYC_I
BEER
“ Knowing what
lagers to buy, and how
much, is really helping them
move off the shelf.
Neil Thakkar ”
Shop owner, Leicester
Research tells us that most shoppers visit independent stores to find specific
Lager
products but up to 17% of them leave the beer and cider fixture without
Cide
r
making a purchase, often because they can’t find what they are looking for.
Ale
Alcopops
These lost opportunities can be turned into sales by stocking the right products,
&S
tou
68% 20% 9% 3%
• Stock the best sellers from the 2 key segments - standard like Foster’s,
Carling and Carlsberg and premium like Kronenbourg 1664 and Stella Artois.
Find
The UK On-Trade’s number 1 selling pear Kopparberg Cider is growing by over 154%
cider brand. (CGA On-Trade Data, Period 3, 2010) in GB Impulse stores v. 16% growth for
premium cider as a category.
The UK Off-Trade’s number 2 pear cider (Nielsen Scantrack, Value, June 2010)
brand in GB Impulse.
(Nielsen Scantrack, Value, June 2010) Kopparberg Mixed Fruit Cider is the
fastest growing fruit cider of the top
Kopparberg Pear Cider is the UK cider brands.
Off-Trade’s number 1 canned pear cider. (CGA On-Trade Data, Period 3, 2010)
(Nielsen Scantrack, Value & Volume, June 2010)
KC4985_Kopp_IRN_AW.indd
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FYC_IRN 297x420 DPS:Layout 1 26/7/10 12:40 Page 1
in g only
“
ck 1 Focus on what
By sto b rands, shoppers are buying
in g
the lead cider sales • Don’t be tempted to offer too
”
im p
have n tly.
and reduces brand visibility.
”
• Repeat purchasing will make you more money.
up last mont
h S
&
Vip Measuria
Shop Owner
, Derby
”
supermarkets , but don’t just chill lager, cider
needs to be chilled too. proved
• Stock your chiller with small and medium sized
packs. Almost 9/10 of your shoppers will Amand
e
Shop O ep S. Cheema
wner, Ke
consume chilled beer and cider purchases on ttering
rinks
“ o ck in g m y d
St tively
m o re e ffe c
fixture stomers
lp ed m y c u
has he
k
and my ban
”
4 Making your merchandising
balance ngh Khaira
work for you
Mandeep Si Sheffield
Shop owner, • Put key brands, such as Foster’s, Strongbow and
John Smith’s in high-visibility positions to act
as signposts.
• Use vertical brand blocking to maximise
visibility.
BOTTLED
PREMIUM
& NICHE
NICHE NICHE BIG BRAND LOW
ALCOPOPS
• Fridays and Saturdays are busiest for beer sales
so make sure you’ve stocked up well ahead of
ALES LAGER LAGER PREMIUM LAGER ALCOHOL
CIDER
the rush.
PREMIUM
SUPER
CANNED PREMIUM BIG BRAND VALUE
WORLD LAGER STRENGTH
ALE & CIDER PREMIUM LAGER LAGER
LAGER
STOUT
BIG BIG
STRONG
EVERYDAY BIG BRAND BRAND BRAND BIG BRAND
& VALUE
CIDER PREMIUM LAGER PREMIUM STANDARD STANDARD LAGER
CIDER
LAGER LAGER
A lot of bottle!
T
he wine category Brands at the bottom end Top 10 Wine Brands 2010
grew by 1.3% to of the Top 10 fared better,
reach £1.47bn in the with Wolf Blass up 6.6% to Sales 2009 Sales 2010 Year on
impulse channel £25.4m, Concha Y Toro up Year
Change
during the year to May. 15% to nearly £24m and
Blossom Hill heads the Oyster Bay rising by 18.7% Total light wine £1,452m £1,472m 1.3%
table, with a 7.4% increase to to just more than £19m.
£122.5m. A limited edition Henry Currie, national 1. Blossom Hill £113.97m £122.45m 7.4%
of its White Zinfandel in sales manager for Oyster 2. Echo Falls £61.35m £70.52m 14.9%
the run-up to Christmas Bay in the UK, says: 3. Gallo Family Vineyards £82.73m £61.03m -26.2%
4. Jacob’s Creek £64.35m £57.22m -11.1%
2009 helped the brand “During a year of
5. Hardys £44.16m £44.38m 0.5%
capitalise on its success tremendous change we
6. Stowells £44.62m £29.19m -34.6%
in the rosé category, have been consistent in 7. Lindemans £32.32m £26.02m -19.5%
while in February our approach, ensuring 8. Wolf Blass £23.85m £25.42m 6.6%
it developed a new our pricing and 9. Concha Y Toro £20.84m £23.97m 15%
California Pinot Grigio promotional activity 10. Oyster Bay £16.01m £19.01m 18.7%
to tap into increasing balanced with our Source: Nielsen, data to May 2010
consumer demand for super-premium market
the grape variety. More positioning.”
recently it invested £1m Outside the Top 10,
Top
10 Spirits Brands 2010
in a summer campaign the fastest growing Sales 2009 Sales 2010 Year on
entitled “Summer brands were Arniston Year
Perfectly Served”, centred Bay (13), up nearly 40% Change
on its sponsorship of to £16.2m, and Isla Negra Total spirits £918.1m £907.7m -1.1%
Wimbledon. (14), up by 120% to £15.7m.
Second placed Echo Falls grew Neil Barker, UK commercial 1. Smirnoff Red Label £100.8m £102.8m 1.9%
by 15% to £70.5m. Paul Hillier, director for Fosters EMEA, whose 2. Glen’s £95.9m £90.7m -5.4%
European consumer marketing brands include Wolf Blass and 3. Bell’s Original £46.9m £58.5m 24.8%
controller for Echo Falls at brand Lindemans, says: “The good 4. The Famous Grouse £36.2m £38.1m 5.3%
owner Constellation Europe, news is that the impulse wine 5. Gordon’s £29.7m £31.2m 4.8%
puts the brand’s success down to category is increasing in value and 6. Jack Daniel’s £29m £27.4m -5.3%
7. Bacardi Superior Rum £27.2m £25.1m -7.5%
its focused consumer targeting, is demonstrating year-on-year
8. High Commissioner £21.1m £21.2m 0.6%
including sponsorship of Channel growth and we predict this growth
9. Chekov Imperial £20.3m £18.7m -8.1%
4’s Come Dine With Me and the is set to continue if retailers put 10. Baileys Original £13.9m £13.6m -1.9%
launch of a new variant, Echo Falls the right emphasis on their wine
Source: Nielsen, data to May 2010
Spritz. offering.”
Hardys, in fifth place, grew by
0.5% to reach sales of £44.4m. Neil Spirits bottle is price-marked at £8.99. Bell’s was boosted by a
Anderson, European marketing The spirits category recorded a “It’s important to clearly display £2.3m Christmas 2009
controller for Constellation’s slight drop in sales during the year, the pricing using POS to ensure campaign with the theme
Australia and New Zealand wines, falling by 1.1% to £908m. that shoppers can see the value of “Spirit of Arthur Bell”.
says: “Hardys has developed a Category leader Smirnoff for money they are getting,” says Its more recent Father’s
leading brand proposition as the Red Label grew by nearly 2% Helen Facey, senior brand manager Day initiative featured
wine for food occasions. This to £102.8m, increasing its lead for Smirnoff. an on-pack “No.1
association has been promoted at over second-placed Glen’s, which In addition, Diageo has recently Dad” rosette for dads
point of purchase, in marketing dropped by 5.4% to £90.7m. redesigned the packaging across to wear as a badge,
and in particular through Hardys’ Smirnoff has been particularly its Smirnoff No.21 vodka and giving it extra appeal
high-profile sponsorship of Come active, launching Lime and Green Smirnoff Flavours range. as a gift.
Dine With Me.” Apple flavoured vodkas last The advertising campaign for Fastest growing
Gallo Family Vineyards suffered year, with an additional £2.5m Gordon’s Gin featuring celebrity brands outside the
a 26% drop to £61m, while Jacob’s marketing campaign in the spring. chef Gordon Ramsay also seems to Top 10 included 1860
Creek fell by 11% to £57.2m. Other Earlier this year brand owner be paying dividends, with sales up Imperial (18), up by
well-known brands that saw a Diageo GB rolled out a new by 4.8% to £31.2m. But the stand- 13.5% to £7.7m, and
drop-off included Stowells (down 500ml bottle size for Smirnoff out performance came from Bell’s Russian Standard (20),
by 34.6%) and Lindemans (down No.21 vodka within cash and Original, up by nearly a quarter to which increased sales
by 19.5%). carry and convenience. The 500ml reach £58.5m. by 12.2% to £6.5m. IRN
Caravan is the trading name of the National Grocers Benevolent Fund, A Registered Charity Reg. No 1095897 (England & Wales) & SC039255 (Scotland). A company limited by guarantee, registered in England and Wales No 4620683.
CARA-0100_HelplineAd_AW1.indd
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18:15:18
bread
Making a crust
T
he market for plant bread Top 5 Bread Brands 2010 combination of wholegrain oats
dropped by 2.6% this and wheat flour and tapping into
year, whereas a year ago Sales 2009 Sales 2010 Year on the growing consumer demand for
Year
it was growing by 8%. Yet healthier food options. The launch
Change
the category, of course, remains – which was also backed by TV
a key footfall driver for the Total plant bread £460.4m £448.4m -2.6% advertising – came hot on the heels
independent trade and the impulse of the introduction of its small-
channel accounts for nearly a 1. Warburtons £163.2m £159.4m -2.3% format Little Big Loaf. In April
2. Kingsmill £97.3m £97.7m 0.4%
quarter (24%) of bread sales. this year, Kingsmill partnered with
3. Hovis £77.4m £79.9m 3.3%
Warburtons fell back by 2.3% Britain’s Got Talent for an on-pack
4. Roberts £23m £25.2m 9.5%
to £159m during the year, after 5. Brace’s £20.1m £19.1m -4.8% promotion, whereby consumers
recording 11% growth a year could collect tokens to win tickets
Source: Nielsen, data to May 2010
earlier. Kingsmill held firm at to the show.
£97.7m, while Hovis increased Hovis has also been tapping
sales by 3.3% to just less than climate. Standard white breads retailers offer their customers not into the potential of oats with the
£80m. The fastest growing brand enjoyed an upsurge at the start of only the best-selling SKUs but also launch in April of Hovis Hearty
was Roberts Bakery, which grew the recession, but more recently a range of new products in order Oats, backed by a £5m media
by 9.5% to hit sales of £25.2m. shoppers have begun to trade to keep their offering fresh and campaign.
Carolyn Chadwick, marketing up again to healthier and more appealing.” Overall, the brand’s big idea has
manager at Frank Roberts & Sons, premium breads, with healthier Kingsmill has also been active, been its move to 100% British
says: “The Roberts Bakery brand whites and seeded varieties becoming in June 2009 the wheat across the whole Hovis
continues to go from strength enjoying the strongest growth. first bread manufacturer in the range. Another £5m campaign ran
to strength. The independent Martin Garlick, category director UK to use the Carbon Trust’s for six weeks from 12 February
convenience trade is a key part at Warburtons, says: “Despite the Carbon Reduction Label on pack, 2010. It featured four separate
of our business and in response difficult economic climate of late, highlighting its commitment to commercials, each showing a
to overall market decline in this bread remains a staple product reduce its carbon footprint. In different Hovis loaf, including
sector we have recently re-focused for many consumers and as such September 2009 it returned to TV Soft White, Wholemeal, Best of
our van sales team to enable us to the category remains vitally screens with the start of an £11m Both and Granary. Each advert
place more focus on driving sales important to independent retailers. campaign spread over 12 months. featured a different person making
specifically through this channel. Consumers continue to look for Its big news this year was the a sandwich before cutting it into
“We have also streamlined our quality products, particularly when launch in January of Kingsmill eight pieces to create a Union Jack
range in a number of areas to make it comes to staples such as bread. Oatilicious, baked with a shape. IRN
it work harder in terms of driving
sales and maximising availability New products
from limited shelf space in smaller “However, consumers are
stores. Despite being a regional also looking for value from
brand our penetration is rising the products they buy – not
steadily.” necessarily the cheapest, but the
product that delivers the greatest
Economic woes overall value in terms of the
The convenience trade lost out last product, its price and quality
year as multiple grocers increased and suits their needs best. It is
the number of loaves on multi- important that retailers allocate
buy deals and the offers have adequate shelf space to the top-
continued in 2010 with the likes selling bakery SKUs in order
of Asda’s “three for £3” deal on to maximise sales and profit
Kingsmill Great Everyday White opportunities.
800g. As shoppers have stocked “With a raft of NPD welcomed
up their freezers with these offers, into the bread category over
convenience stores have lost out the last year, including several
on top-up purchases. new launches from Warburtons
According to Warburton’s latest – comprising two new SKUs
Bakery Review, published last from our 600g range, two new
autumn, nearly half of all bread farmhouse loaves, brown and
shoppers have bought more bread grained variants, and two unsliced
on promotion due to the economic tiger loaves – it is important
Going...
Which means our much loved
bread won’t be staying on your
shelves for long
Gone
So stock up as more and more
consumers discover the great taste
and freshness of a Roberts loaf
Call us now on
01606 818030
sales@robertsbakery.co.uk • www.robertsbakery.co.uk Baked with a pride you can taste
*source: Nielsen Scantrack: 52w/e 15/5/10
CereALs
Breakfast business T
s
tocking the best-selling content of the average chocolate- top 10 Cereal Brands 2010
cereals can “tick all flavoured breakfast cereal.
Sales 2009 Sales 2010 Year on
the right boxes” for Chocolate Weetabix launched Year
convenience retailers, on 12 July and will be backed by Change
especially if they are merchandised a £3m national TV advertising
alongside related products such campaign from September after Total cereals £139.5m £142.7m 2.3%
as milk, bread and newspapers. it has rolled out across all major
1. Weetabix £16.2m £16.5m 2.3%
Some 9.7% of cereal sales are retailers. The product is aimed at
2. Kellogg’s Special K £10.8m £11m 1.8%
made through impulse outlets, and filling a gap in the market for a 3. Kellogg’s Crunchy Nut £10.3m £10.5m 2.2%
although this is down slightly on healthier breakfast cereal that will 4. Kellogg’s Cornflakes £9.7m £9.7m -0.3%
last year’s 9.8%, it still indicates the appeal to both mothers and sweet- 5. Kellogg’s Coco Pops £7.6m £7.6m -0.2%
importance of cereals to the top- toothed children. 6. Quaker £5.7m £6.5m 14.7%
up shopper. “A healthier cereal that meets 7. Kellogg’s Rice Crispies £5.7m £6.3m 10.5%
The cereals market was up by the requirements of mums and 8. Nestlé Shredded Wheat £5m £4.6m -6.5%
2.3% last year in the impulse children is the holy grail of 9. Nestlé Cheerios £4.9m £4.6m -4.7%
sector, with total sales rising to breakfast time,” says Sally Abbott, 10. Nestlé Shreddies £4.8m £4.6m -4.1%
£142.7m. Weetabix leads the marketing director for Source: Nielsen, data to May 2010
A L B R A N D
N o .1 C E R E
TH E U K ’s S E N TS **
L Y P R E
PROUD
£3 MILLION
TV LAUNCH CAMPAIGN
NICKELODEON
SPONSORSHIP
Available in 10x24s pk
sweets tempered
t
he chocolate confectionery next month (August).
category within the But the star performer was top 10 Chocolate Confectionery Brands 2010
impulse channel recorded Cadbury’s Wispa bar, which Sales 2009 Sales 2010 Year on
a 2.2% fall in sales and also recorded a 38% leap to just over Year
lost share to the grocery multiples £35m. The brand consolidated Change
over the year. its comeback with an advertising Total chocolate confectionery £1,173m £1,147m -2.2%
Cadbury Dairy Milk remains far campaign entitled “For the Love
and away the market leader, despite of Wispa” and the return of Wispa 1. Cadbury Dairy Milk £168.8m £169.5m 0.4%
growing by just 0.4% to £169.5m. Gold, its caramel-centred variant, 2. Galaxy £95.8m £99.7m 4%
It was a busy year for the number in September 2009. Only last 3. Maltesers £58.2m £54.6m -6.2%
one brand, with its Cadbury Dairy month (June) it launched new 4. Kit Kat £47.5m £48.5m 2.1%
Milk Buttons gaining Fairtrade Wispa Duo. 5. Mars £47.2m £45m -4.7%
accreditation in February, almost Further new launches within the 6. Cadbury Wispa £25.5m £35.1m 37.9%
one year since parent Dairy Milk category in the past year included 7. Aero £31.9m £33.8m 6%
itself started carrying the logo. A Kit Kat Chunky Caramel (sales of 8. Snickers £31.5m £30.2m -4%
9. Twix £25.1m £24.5m -2.7%
new series of TV adverts for the £6.8m) and Galaxy Bubbles (sales
10. Cadbury Twirl £22.4m £21.6m -3.6%
brand featured the “Chocolate of £3.1m).
Source: Nielsen, data to May 2010
Charmer” – a master chocolate
maker at work. sugar confectionery
Galaxy, in second place, saw sales Gums and jellies were the big top 10 sugar Confectionery Brands 2010
increase by 4% to £99.7m. Growth winners in sugar confectionery Sales 2009 Sales 2010 Year on
was helped by two new large- over the past year, despite an overall Year
format additions to the Galaxy drop for the category of 1.6%. Change
range: large-format Galaxy Cookie The Rowntree brand from Nestlé Total sugar confectionery £577m £567.7m -1.6%
Crumble and large-format Galaxy strengthened its position with a
Caramel. Galaxy Bubbles was the 16.6% sales increase to £45.1m, 1. Wrigley’s Extra £85.3m £79m -7.4%
range’s biggest launch for 2010. It largely driven by Randoms, which 2. Rowntree £38.6m £45.1m 16.6%
consists of Galaxy Milk Chocolate generated sales of £9.4m. Launched 3. Haribo gums and jellies £31.2m £35.8m 14.5%
in the same bar format but with a in 2009 and targeted at 16- to 4. Maynards £32.8m £30.7m -6.2%
light, aerated chocolate centre. 24-year-olds, Rowntree’s Randoms 5. Wrigley’s Airwaves £17.8m £20m 11.9%
In February the Rainforest sold more than 30 million units 6. Trebor Softmints £19.5m £18.1m -7.5%
Alliance Certified seal appeared on in the first 12 months “It was the 7. Polo £16.7m £17.3m 3.8%
all packs of Galaxy Milk chocolate biggest sugar impulse launch the 8. Starburst £18.3m £15.3m -16.4%
9. Trebor Extra £14.3m £14.7m 2.3%
bars in the UK & Ireland. UK has ever seen,” says Nestlé trade
10. Bassett’s £13.8m £13.1m -5.1%
Maltesers saw a 6.2% year-on- communications manager Graham
Source: Nielsen, data to May 2010
year sales reduction, but was still Walker.
worth £54.6m. The brand received Nestlé is launching a new
heavy promotion, including limited Randoms 195g sharing bag from 23 Maynards reckons its Wine
edition, redeemable tear-off pouch August 2010, which will contain 10 Gums is the top seller in the
strips. new shapes. sugar bag sector for independent with sales of £79m,
Solid sales were also achieved Third-placed Haribo also retailers, and is worth £19m despite a sales drop of 7.4%.
by fourth placed Kit Kat, up performed strongly, up by 14.5% annually. Wine Gum roll packs are Sixth placed Trebor Softmints are
2.1% at £48.5m, and seventh to £35.8m. In 2009, the brand the sector’s second biggest sugar the biggest sellers in their category,
placed Aero, which enjoyed a 6% introduced a variety of new single. and together with the brand’s Extra
demand increase to £33.8m. For innovations, including Super Sour The brand is being marketed on Strong mints are worth some £54m
Kit Kat, 2010 was mostly about Monsters, Fruity Frutti and Funny television with a £2m campaign, a year.
big events, including its “Perfect Mix, its first bagged sweets suitable and there are specific marketing Polo enjoyed a healthy 3.8%
Break” and “Cross Your Fingers” for vegetarians. “Value for money moves for lines like Fruit Duos, sales rise this year. It has been
on-pack promotions. The third big and variety are key to keeping which are being offered in new the subject of a £2.5m marketing
promotion, “Music Break”, launches consumer interest flavours and as limited editions. campaign using a mix of outdoor,
and ultimately In chewing gums it was Cadbury’s consumer competitions and
driving sales,” says Trebor Extra Strong Gum that led online promotions. From August,
Herwig Vennekens, new product development, helping it is launching its biggest piece of
Haribo managing the brand achieve a 2.3% sales marketing activity for 10 years,
director. uplift to £14.7m. But Wrigley’s the £2.5m “Are You a Sucker or a
Fourth placed Extra remains the runaway leader Cruncher” campaign. IRN
i n g l e has
ain
Maintevels ®
B u b bles S 10
l G AL A XY to the Top
stock atch • cketed in g l es*
and w rise ro S i n
N o w Choc ssful
sales Ea t
most r s u c c e
es t a n d
ve
• BigLgAXY ® launch e and
GA i b ution
i s t r
S t rong d mance
• rfor
ROS pe
*IRI : Grocery Impulse Outlets Value ROS 12 w/e to 24th April 2010 Excl Eat Now Kids sgls. ©Mars 2010. GALAXY® is a registered trademark of Mars 2010.
1 2 3
Hunger Snack
The first decision a shopper makes when
buying confectionery is what type of
Fruit refreshment Mint refreshment
product they want. Nestlé Confectionery
terms this ‘need states’.
Pleasure Play
Retailers should merchandise by need
state to make it easier for shoppers to
find what they are looking for on fixture. Everyday treats
1 2 3
positions
Snack Hunger
The best selling products within each
need state should be placed in ‘hot
Play
spots’ on the main fixture. Pleasure
Permanent solutions:
NEW
5422_IND_RETAIL_NEWS_AD_A4.indd
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26/07/2010 18:15:42
HOT SNACKING 1 THE KEPAK
WORTH £108M RANGE
6 Million households buy the Allowing retailers to compete with
category every year. 2
food service outlets.
BR TV
O
O DS 20
burgers targeted at young males.
AN IN
N
UR A 1
WORTH:
RE 0
£56 Million – growing 22%
1
Rustlers 82%
UGO’S 9%
Speedy Snacks 3% A range of delicious Hot Subs sandwiches
targeted at 16-24 year old males and females.
Other 6%
WORTH:
£5.3 Million in 7 months 1
Source: *1 Nielsen 20/03/10 *2 Nielsen Homescan 20/03/10 *3 Nielsen Impulse 20/03/10 *4 Nielsen Impulse w/e 13th June *5 X-Factory data *6 Retailer Data
2 METRE FIXTURE
For further details or FREE POS please contact the Kepak team on 01772 688 300
Source: *1 Nielsen 20/03/10 *2 Nielsen Homescan 20/03/10 *3 Nielsen Impulse 20/03/10 *4 Nielsen Impulse w/e 13th June *5 X-Factory data *6 Retailer Data
What’s brewing?
I
nstant coffee showed “rather Walker advises: “Due to the top 5 Coffee Brands 2010
slow” growth of 4.6% huge support Nescafé Gold
through the impulse channel, Blend is receiving in 2010, every Sales 2009 Sales 2010 Year on
according to Nielsen, but the convenience store should stock Year
channel still accounts for nearly and merchandise the 100g jar on Change
14% of overall coffee sales. the best shelf in their hot beverage Total instant coffee £87.8m £91.8m 4.6%
Nescafé remains by far the fixture.”
market leader, with sales up 2.1% Nescafé also continues to bring 1. Nescafé £60.6m £61.9m 2.1%
to almost £62m, while second- new consumers into the category 2. Kenco £13.5m £15.2m 13.1%
placed Kenco put on an impressive through innovation. Its Nescafé 3. Douwe Egberts £2.1m £2.4m 17.3%
£1.7m-worth of sales to take its Dolce Gusto range has brought the 4. Maxwell House £1.6m £1.8m 12.8%
5. Carte Noire £1.4m £1.5m 11.6%
total to £15.2m. Douwe Egberts out-of-home coffee experience into
Source: Nielsen, data to May 2010
showed the highest percentage the homes of coffee drinkers, says
growth, with sales up by 17.3% to Nestlé, while September 2009 saw
reach £2.4m. the launch of Nescafé Green Blend. top 5 tea Brands 2010
Nescafé brand activity over Kenco’s emphasis this year has
Sales 2009 Sales 2010 Year on
the past 12 months has included been on sustainability. Since
Year
the £43m “Nescafé – Coffee at January 2010, the entire range of Change
its Brightest” campaign, which Kenco’s freeze-dried coffees has
launched at the end of August been fully sourced from beans Total tea £70.7m £80.4m 13.6%
2009. The campaign has driven grown on Rainforest Alliance
1. Tetley £23.9m £27m 12.9%
growth and introduced new Certified farms. New 150g Eco
2. PG Tips £19m £20.2m 6.1%
consumers to the instant coffee Refill packs, launched last year,
3. Twinings £6.6m £7.5m 14.7%
category, says brand owner Nestlé. have contributed 20% value sales 4. Typhoo £3.6m £5.5m 53.3%
“As the category leader, we to the Kenco freeze-dried range. 5. Yorkshire Tea £4.9m £5.4m 11.2%
recognise that the instant The Kenco brands are being Source: Nielsen, data to May 2010
coffee category requires a step supported by £9m marketing
change in communication,” says spend in 2010, including TV
Graham Walker, Nestlé’s trade advertising. above dairy, and Tetley Extra
communications manager for the Strong, for people who like a
UK. “If we are to build long-term tea stronger cup of tea but not the
success, we know that driving the About 13% of tea is sold through stewed taste you get from leaving it
relevance and role of instant coffee the impulse channel and the to brew for longer,” he says.
for our customers, shoppers and category saw growth of 13.6% by Initiatives by Typhoo over the
consumers is vital.” value last year. But the number of past year have included partnering
May saw the Nescafé Gold Blend units sold was only 3.9% ahead, with the English Federation of
couple return to TV screens for the suggesting some price increases Disability Sport (EFDS) to help
first time in 25 years, delivering but also the sale of larger packs. increase participation in sport and
a modern twist to the old “will Market leader Tetley grew by ensure disabled people can access
they, won’t they” story line and 13% to £27m, while second-placed the sport of their choice.
demonstrating “how Nescafé Gold PG Tips rose by 6.1% to just over In 2009, Typhoo launched
Blend brings like-minded people £20m. Typhoo, in fourth position, its “Typhoo Sports for All”
together”. grew by an impressive 53.3% to project, which provided 1,100
£5.5m, leaving it just £2m behind community-based sports coaches
third-placed Twinings. across the UK with an accredited
Simon Attfield, customer qualification in coaching disabled prices, often price-marked on pack
marketing manager at Tata people. A donation from every to deliver customer confidence.
Beverages, which owns Tetley, pack of Typhoo tea purchased This has been done in conjunction
puts the brand’s success down to helps fund and support the EFDS. with ‘extra free’ on-pack offers,
understanding customers’ needs Typhoo also teamed up with allowing retailers to maintain
in tea and being able to meet those Coronation Street to celebrate standard or promotional RSPs and
needs with good-quality products. the TV soap’s 50th anniversary still deliver increased volume sales,
“Good examples of developing in December 2009, while in the driving up consumer basket spend
products that meet genuine needs convenience sector specifically its in place of a pure price-reduction
are our new product Tetley for aim has been to combine brand strategy, says brand manager Kate
Soya, for people who opt for soya activity with offering competitive Willoughby. IRN
Your voucher.
Yorkshire Tea is the No.3 branded tea across the total market
with a 12.3% year on year growth in the Impulse Channel.
Instant Coffee is the largest segment within Hot Beverages with sales of £88m (+5.6%1) giving
a 47%1 share.
While currently the numbers look good, the major manufacturers recognise there is work to be
done to bring in a new generation of hot beverage consumers to safe guard the category’s
long-term future.
Hot beverage shoppers are also more likely to buy into other categories than the average
C-store shopper – average of 4.8 vs 2.8 items per trip2.
Therefore it is essential that stores satisfy these shopper needs and provide the
necessary space for products that are so important to their business.
78% of shoppers know exactly what brand they want to buy before entering the store2.
Make it visible
Over 30% of shoppers fail to purchase
in Convenience retailers because they
believe the shop doesn’t sell the item
they want or they couldn’t find what they
wanted in-store2.
Make it available
The priority for Convenience retailers is
to ensure consistent product availability.
42% of shoppers failed to purchase a
product because of Out Of Stocks2.
100g jars of Instant Coffee are the core
packs for Convenience.
u
1 IRI 52 w/e 2 Jan 2010 2 HIM CTP 2009 TNS.
Enterprises’ trade communications launches during the year, together Day” promotion, where winners M
manager, points to the meteoric contributing 82% to new product could take part in activities like
rise in US energy shot sales as development (NPD) growth. trekking through the Sahara Y
being a good indicator of where Some £5m is being invested in a desert or husky dog racing. CM
this category might go in Britain. variety of promotions to drive up Red Bull trade communications
Her company launched awareness and sales of Lucozade manager Tom Smith believes the
MY
Relentless Shots earlier this year. Alert Plus, which its makers now market is still stabilising. “The CY
“We are confident at CCE that reckon takes 32% of sales in its energy drinks market is still CMY
this launch will drive penetration category. establishing itself, but is already
and the overall result should be “The launch of Lucozade Alert delivering good incremental value K
increased sales and value driven Plus has been a great success,” to retailers,” he says.
into the energy sector,” she says. says the drink’s brand manager, These marketing activities are
Alex Saunders. “It has delivered part of a much bigger promotional
summertime blues the strongest unit rate of sale of trend for energy drinks. According
Both the Red Bull and Relentless the energy shot brands available to the 2010 Britvic Soft Drinks
brands have enjoyed an in independents since launch and report, there has been a market-
astonishing rise in a broader soft established itself as an important wide 20% uplift in promotional
drinks category that last year player in the UK energy shots support.
actually declined in general terms, market.” Another reason for the increased
a situation driven by poor summer sales penetration of these products
weather conditions and perhaps a energy shots is that their distribution is steadily
backwash of sentiment about the The generic energy shot market improving, both for established as finding ready markets. A greater
state of the wider economy, which in Britain is still a young one, but and newly launched product lines, variety of container sizes has also
depressed consumer spending in a according to Matt Hollier, off-trade according to the Britvic Soft Drinks helped sales, with 250ml products
variety of areas. head for GlaxoSmithKline, these Report. Its authors believe total increasingly being joined to 500ml
This year the weather has been products could take 12% of the distribution has increased by 12%. offerings.
kinder and there is a sense that sports and energy drink A wider selection of energy The consensus view is that
although the economy is far from sector by 2013 – making drink price points is seen by energy drinks are now an
healthy, it is no longer facing them worth many industry important part of the independent
meltdown. Having tightened some £114m. watchers as an retail sector’s sales armoury, and
their belts, people are apparently Another additional have the advantage that they do
more comfortable spending pointer of reason the not necessarily need to be chilled.
once more, and soft drinks are how public is Given the impulse nature of
generally regarded as an affordable important turning to energy drinks, especially shots,
indulgence. this whole these products, those who market them tend to
Outside the Top 5, Red Rooster sector has with Britvic agree that keeping stocks close
Hi Energy and Rockstar are become singling out to tills is a good way to generate
the fastest growing brands, is the sub-£2 items demand. IRN
CM
MY
CY
CMY
What’s interesting about shopping habits 1 RED BULL ENERGY 250ML CAN SINGLE ORIGINAL 25.9
of Sports and Energy consumers is that
there are three main consumption time 2 COCA COLA 500ML PLASTIC BOTTLE SINGLE 22.4
peaks throughout the day. The first is 3 LUCOZADE ENERGY 380ML PLASTIC BOTTLE SINGLE ORANGE 18.5
mid-morning, where consumers want
4 COCA COLA DIET 500ML PLASTIC BOTTLE SINGLE 15.5
that pick-me-up to help get them through
to lunchtime. Then early afternoon hits 5 RED BULL ENERGY 355ML CAN SINGLE ORIGINAL 14.5
which is when the category sees the 6 COCA COLA 330ML CAN SINGLE 12.5
biggest peak of the day with around
7 LUCOZADE ENERGY 500ML PLASTIC BOTTLE SINGLE ORANGE 11.6
20%4 of products consumed at this time.
This is when consumers are beginning 8 LUCOZADE ENERGY 380ML PLASTIC BOTTLE SINGLE ORIGINAL 11.5
to hit that post lunch slump and need 9 RED BULL ENERGY 473 ML CAN SINGLE ORIGINAL 11.3
that extra bit of energy to get through
10 LUCOZADE SPORT 500ML PLASTIC BOTTLE SINGLE ORANGE 10.0
the afternoon or on the way to that next
meeting. Finally, early evening comes
7 OF THE TOP 10 SOFT DRINKS ARE SPORTS & ENERGY PRODUCTS
and people need that final bit of drive
before the gym or on the way home to they want. That way they will be able to part of that, merchandising units have
ensure they’ve been energised throughout decide on their products to fit with their been developed to ensure the category
the day. usage occasion, from on the go to in the is prominently displayed and that
From a retailer perspective, it’s important car, during the boardroom meeting or at counters are kept clutter-free, whilst
they the offer right range of products, with the gym. helping to communicate the usage
good visibility of best selling brands and occasion to the shopper.
good in-store communication to maximise GIVE IT A SHOT
On too many occasions, till points
the potential of the category as well as The Energy Shots category is an
are awash with many different products
reducing out of stocks, especially around emerging one, and with the right focus
which don’t add value and take up
the key sales peaks. from retailers, could be an area which
valuable space - space that can be given
Having the right range of drinks; will put a lot of cash in the till. The key
to categories which will deliver growth.
branded versus own label as well as thing to remember is to stock Energy
different sizes of cans and now Energy Shots at till point away from chillers
Shots will give the shopper the choice to maximise impulse purchases. As
** TNS WORLDPANEL PURCHASE SEPT 09 ***TNS WORLDPANEL USAGE – OUT OF HOME CONSUMPTION 12 M/E MAY 2009
20/07/2010 10:45
MustStocks2010.indd 39 26/07/2010 18:15:59
CArBOnAtes
Bubbling under
s
oft drinks are massive phones and gain access to Nokia’s top 10 Carbonates Brands 2010
sellers for independent free music library.
retailers, with carbonates Inevitably a lot of this summer’s Sales 2009 Sales 2010 Year on
being the most popular marketing was tied in with Year
Change
category, but this year saw the the World Cup, and the big
sector take a slight dip. expenditure promotions that Total carbonates £773.1m £767.3m -0.7%
Coca-Cola remains way out went with this. For instance,
in front of the pack, with sales Coca-Cola offered match tickets, 1. Coca-Cola £404.2m £404.1m 0.0%
remaining virtually static at just flights, accommodation and meals. 2. Pepsi £79.2m £78.5m -0.9%
over £404m. Fanta, however, took Despite the English football team’s 3. Fanta £51.9m £47.2m -9.1%
4. Irn-Bru £48.7m £47.1m -3.3%
a bit of a hit, as sales ignominious performance, it’s
5. Dr Pepper £35.3m £35.9m 1.9%
dropped 9% to £47.2m. unlikely that these activities will
6. Sprite £22.9m £23.3m 1.9%
The hero of the have been regarded as failures in 7. Schweppes £17.6m £17.3m -1.4%
category was Vimto, terms of profile raising and sales 8. Barr’s £10.4m £11.6m 11.7%
which grew sales by generation. 9. Vimto £7.8m £10.1m 29.8%
nearly 30% to £10.1m Vimto’s resurgence can in part 10. 7Up £9.4m £9.8m 4.3%
over the 12-month be linked with this once old- Source: Nielsen, data to May 2010
period. school brand embracing new
Tango and media and pursuing a younger 9 August to 4 October across all
Rubicon are the target audience. Its senior brand 7Up bottles and cans.
fastest growing manager, Emma Hunt, says: “To enter the prize draw,
brands sitting “Vimto has had a fantastic year, consumers simply have to log
outside the Top growing by 28%. To ensure this onto the 7Up website at www.7up.
10, in positions continues, we’re increasing our co.uk and enter the prompted
11 and 16 marketing investment by 20% to four digits from the barcode on
respectively. drive awareness and trial of Vimto the back of a bottle or can of 7Up.
Tango upped and new Cherry Vimto over the Each code will give them a chance
sales by 11% crucial summer trading period. to win the first portable digital
to £9.2m, “Our strong multimedia camera and printer combination
while Rubicon programme will ensure we reach of its kind. Consumers will also
increased by our target teen audience across get the chance to share their
38% to £2.3m. the UK and this together with the favourite photos on the website,”
Eighth placed Barr’s brand’s excellent growth this year says brand manager Lucy
also enjoyed a good year, with sales should give retailers the confidence Harman.
up by 11.7% to £11.6m. to stock the Vimto range.” “The on-pack activity will aim people’s diets and a move to
The figures show that with the Tenth placed 7Up is also to be the to build on the success of the 7Up healthy eating, colas have actually
right products and intelligent subject of an intensive marketing brand, which recorded double- won new friends, or regained
promotions, traditional soft campaign. Called digit growth last old ones, thanks to the economic
drinks can still grow significant “Simple year and is downturn.
market share, but it helps that Pleasures”, still the fastest According to the Britvic Soft
these products are sold in a sector the growing lemon Drinks Report, a fall-off in
the latest Britvic Soft Drinks campaign and lime fruit smoothie and pure juice sales has
Report describes as “recession- kicks off in carbonate been compensated for by a rise in
proof,” although recent economic August in the UK demand for colas. As the report’s
strictures mean far more price- and is market,” she authors put it, “these switches
conscious consumers. offering says. predominantly favoured low-cal
Just maintaining market share, consumers Although variants.”
as Pepsi has done, with sales of the chance some This trend generally works in
£78.6m this year that are only to win carbonates favour of smaller, independent
slightly down on 2009, has Polaroid have been on retailers, for whom carbonates
required consistent marketing, Two digital the receiving are an important element of their
and finding ways of using new cameras end of less than offering. Last year the overall
technology, such as last summer’s every hour. favourable take-home market was reckoned
tie-in with Nokia, featuring pack The on-pack publicity to be worth around £6.2bn, which
promotions that gave customers promotion tied in with represents a 1% volume increase
the opportunity to win mobile will run from improving and a value rise of 2%. IRN
refreshing change
A
lthough the water Buxton has invested in television top 5 Water Brands 2010
category as a whole has advertising this year, and is
been on the decline for planning promotional tie-ins with Sales 2009 Sales 2010 Year on
Year
the last three years, the professional cricket. “The Ashes
Change
impulse channel has seen some start in November, so in the build-
growth in the past 12 months, albeit up we will be creating some theatre Total water £135.2m £135.6m 0.3%
a slim 0.3%. It’s still a good category around cricket and the Ashes,
for independents, however, as which will be supported by price 1. Volvic £40.9m £39.2m -4.2%
2. Evian £33.1m £33.8m 2.3%
impulse accounts for nearly one- promotions,” said Nestlé Waters
3. Highland Spring £18m £16.2m -9.9%
third of sales of bottled water. trade marketing manager Andrea
4. Buxton £8.8m £11m 25.4%
Until around 2007 the category Cahill. 5. Vittel £5.9m £3.6m -40%
was in growth, but recent
economic strictures and concerns Juices and smoothies Source: Nielsen, data to May 2010
top tips
Provide enough chilled space
to keep all of your impulse
Large
soft drinks cold
A large store should have
a minimum of 20 metres
chilled space
A medium sized store Meduim
should have a minimum of
15 metres chilled space
A small store should have
a minimum of 10 metres
Small
chilled space
Coca-Cola, Coke, Diet Coke, the design of the Coca-Cola Contour Bottle and the
Dynamic Ribbon device are registered trade marks of The Coca-Cola Company.
COCA-OFF-0307_ChilledLocationOFF_DPS_AW1.indd
MustStocks2010.indd 44 1-2 26/07/2010 18:16:29
and visible
in the right
locations
MustStocks2010.indd 45 19/07/2010
26/07/2010 09:26
18:16:29
tOBACCO
economy class
A
lthough volume sales of 2013 in smaller stores. However,
top 10 tobacco Brands 2010
tobacco are declining both the Liberal Democrats and
in the convenience Conservatives said before the Sales 2009 Sales 2010 Year on
sector when compared election that they were against the Year
with volumes in the big grocery ban, so there is still a chance the Change
multiples, most tobacco – 62% by legislation could be revoked, in Total cigarettes £6,469m £6,522m 0.8%
volume – is still sold through the England at least.
impulse channel. The category as a whole is up 1. Lambert & Butler £1,119m £1,082m -3.3%
Despite being one of the most by just 0.8% in the impulse trade, 2. Richmond £975m £962m -1.4%
resilient categories, tobacco has not with most of the major brands 3. Mayfair £904m £906m 0.2%
been immune to the effects of the experiencing single-digit falls in 4. Benson & Hedges £629m £613m -2.6%
recession. Generally speaking, the sales when compared with the 5. Marlboro £555m £542m -2.4%
market continues to shift towards previous 12 months. Only two 6. Sterling £224m £359m 60.1%
7. Silk Cut £325m £312m -3.8%
cheaper, value-for-money cigarettes. cigarette brands in the Top 10
8. Royals £225m £219m -3.0%
The value category currently managed to buck the trend, both 9. Superkings £253m £218m -13.8%
accounts for just over one-third of them from manufacturer JTI. 10. Embassy £228m £202m -11.4%
of the whole UK cigarette market,
Source: Nielsen, data to April 2010
with economy priced cigarettes Value for money
making up about 16% and Value-price brand Mayfair
premium priced 24%. By 2012 increased its sales by 0.2% executive for Imperial Tobacco, currently ranks at number 11.
the share held by value brands to £906m but the big success says: “In a market place that’s Launched in November 2008, the
is forecast to dip very slightly to story was Sterling, also a value experiencing quite a strong brand is aimed at adult smokers
about 32%, while economy will brand, which saw sales rise by a down-trading dynamic, the fact choosing economy price cigarettes.
increase to 21.5% and premium staggering 60% to £359m, taking it that Lambert & Butler has been JPS Silver 10s were added to the
drop to 23%. into the Top 10 at number six. number one for so long just range in March 2009.
On the regulatory front Jeremy Blackburn, JTI’s head demonstrates the resilience of the While not featured in the table,
uncertainty remains about the of communications, says: “The brand. It’s not an economy brand roll-your-own (RYO) is currently
future of in-store tobacco displays, most significant development to but nonetheless is robustly holding the fastest-growing tobacco sector
which are due to be phased out take place in the cigarette market its position.” in the UK and should not be
by 2011 in supermarkets and by over the last year is the increased Richmond underwent a pack neglected by retailers, urges
demand for brands that offer adult redesign during the period, with Blackburn at JTI. “Amber Leaf is
smokers value for money. the pack gaining a new, more the UK’s number one value RYO
“Sterling is the UK’s number dynamic “swoosh” motif. brand with 50% share of its
one value brand from JTI and Marlboro held on to fifth place, segment,” he says. IRN
continues to go from strength to despite sales dipping by 2.4% to
strength since it was launched four £542m. Developments included
years ago. Sterling now accounts the launch earlier this year of a
for 10% of the total cigarette new pack design for its best-
market and offers quality, value selling premium-priced Gold
and a range to suit all tastes.” range, rebranded as Marlboro
Mayfair has seen its share of the Gold Original.
segment increase since its redesign During 2009 its big move was
last year. Says Blackburn: “Already the launch in September of
the number one cigarette brand Marlboro Bright Leaf – its first
in Scotland and Northern Ireland, new product launch in the UK
Mayfair is the UK’s second biggest for two years. An additional,
seller and accounts for one in every smoother-tasting variant called
seven cigarettes sold in the UK.” Bright Leaf Platinum was
Imperial Tobacco’s Lambert & introduced in April this year.
Butler remains the biggest single
brand, despite a 3.3% dip in sales Bubbling under
to just more than £1bn, while Brands to watch include
sales of second-placed Richmond Imperial’s JPS Silver, which
dropped by just 1.4% to £962m. is the fastest growing brand
Neil Rooke, UK public relations outside of the Top 10 and
Our key cigarette brands in the UK are Benson & Hedges, Silk Cut, Camel, Mayfair and
Sterling. We are a major player in the OTP (Other Tobacco Products) arena with Hamlet cigars,
Old Holborn and Amber Leaf “roll your own” tobacco. To support our brands in the UK,
we have 225 sales people visiting key UK retailers every four weeks.
GA0129_RTR_L_CARD_56x85 7/4/09 17:20 Page 1
Responsible
TOBACCO
RETAILING
www.tobaccoretailing.com
Your one-stop-shop for Responsible Tobacco Retailing
JTI’s UK trading company is Gallaher Limited. Members Hill, Brooklands Road, Weybridge, Surrey, KT13 0QU, England.
UK Customer Care Line 0800 163 503
NEW
With leading brands such as Mayfair, Sterling and Amber Leaf, JTI is one of the
UK’s principal tobacco manufacturers, and is on hand to help develop your business.
Tobacco is the biggest FMCG category by sales value and generates more retail sales
per annum than both confectionery and soft drinks combined1. Worth £6 billion per
year in turnover to convenience store retailers alone2, tobacco is a key category which
retailers need to get right.
On hand to help your sales, JTI has experts that can help you develop what is one of
the most important categories in your shop.
Cronin, Trading
Mid price brands, JTI’s flagship mid price brand, Mayfair, is M
the Independent smokers value for and Northern Ireland, and the UK’s 2nd
Channel, gives
CM
However, retailers
maximising your segment of the
should not forget
CY
Avoid out of stocks – research reduced the cost price such as Benson
shows that adult smokers will go and recommended and Hedges
elsewhere if their brand of choice is retail price of its Gold, Silk Cut
Berkeley Superkings range to the mid price and Camel. These
not available3
cigarette sector, to ensure that the brand is brands represent
Ensure the top-selling brands, like best placed to offer greater sales and profits over a quarter of
Mayfair, are well stocked, and that for any retailer who chooses to implement the all cigarette sales5
you provide enough space for them price reduction. Superkings cigarettes are also and offer the
on the gantry in growth5 and this move will ensure Berkeley opportunity for
is best positioned to meet this demand. good profit margins.
Rotate stock regularly so that older
stock is sold through first
For more advice and support speak to
Keep to your recommended Don’t forget your JTI representative or call the JTI
planogram - this has been created Customer Care Line on freephone
according to the bestselling brands From 1st October 2010 it will be illegal
to sell any tobacco products that do 0800 163 503
in your region
not carry pictorial health warnings, You can also visit JTI’s website
Keep the gantry clean and free of including cigars, roll your own and pipe www.tobaccoretailing.com
rubbish at all times and do not stack tobacco. Speak to your representative for information on the legislation
products on top of each other – this or visit www.phwarnings.com for surrounding the sale of tobacco and the
looks untidy and causes damage more information. impact this could have on your business.
to packs
JTI’s UK trading company is Gallaher Limited 1 Nielsen ScanTrack MAT to w/e 03.10.09 2 IGD 2010 3 HIM 2009 4 JTI EPOS Estimates May 10 ytd 5 JTI EPOS Estimates May 10 ytd vs May 09 ytd
Tobacco smugglers stealing your business? If so, contact: Customs Hotline 0800 59 5000 T
N E W P R I C E G R E AT VA L U E
COMING IN JUNE
CM
MY
CY
CMY
Tobacco smugglers stealing your business? If so, contact: Customs Hotline 0800 59 5000
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