FEATURE
BIG NIGHT IN
20 ASIAN TRADER 19 SEPTEMBER 2025
nce upon a time,
staying in was a
compromise. Now it’s
the main event and convenience
stores are emerging as the real
headliners.
From sofas doubling as cinema
seats to kitchens moonlighting as
takeaway joints to BBQ parties to
families gathering to catch up to
Netflix and chill, the Big Night In
has transformed into one of
retail’s most bankable occasions.
People reached a new
appreciation of the possibilities
for dining in during the pandemic,
and four years after the last
lockdown, the Big Night In is now
an even bigger opportunity for
local stores.
As the public mindset further
shifts due to the cost-of-living
crisis, people are making
themselves feel good in the
comfort of their own homes,
reserving nights out only for
major celebrations.
Convenience plays a signifi
cant part in this social shift, as
consumers are often looking for
easy-to-prepare food, drinks and
treats which can be served
quickly, leaving more time to
enjoy these at home moments
with friends and family.
This is great news for conveni
ence retailers and wholesalers,
especially as many of these
occasions are likely to be im
promptu, so creating dedicated
display in store and promotions
on linked purchases can drive
impulse sales.
The only key is to remain
updated on what is working and
how to make best of this situa
tion. Dive right in.
Snack Attack
According to Ed Merrett,
Wholesale Controller at PepsiCo,
flavour is the number one
influence on crisp purchase
decisions.
“We recommend retailers
offer well-loved brands such as
Walkers Crisps, Quavers, Wotsits
and Monster Munch, particularly
as core best-sellers can be used as a
category beacon to prompt
impulse purchases,” he said.
PepsiCo is seeing an increased
demand for spicier snacks within
the savoury snacking category,
with the hot and spicy flavour
segment growing even more.
Merrett says, “Our Extra
Flamin’ Hot range can attest to
this. As the top spicy innovation
within the last three years, the
range sold over 4.8m packs
across 2024 within
the impulse channel.
“We believe this
trend will continue to
flourish. That’s why we
recently launched our
new rolled tortilla chip,
Doritos Dinamita Extra
Flamin’ Hot. The product
joins the existing Extra
Flamin’ Hot portfolio
that includes Walkers
MAX, Doritos and
Wotsits Crunchy and rolled out
exclusively to the impulse
channel in a 65g PMP.”
Stuart Graham, Head of
Convenience and Impulse at KP
Snacks, says, “We know there is a
high demand for premium lines as
consumers look to replicate night
out experiences in home.”
Tyrrells 150g Sharing bags are
key products to capitalise on
during those treat occasions or for
when a friend pops in unexpect
edly.
KP Nuts portfolio offers
delicious flavours and a range of
formats, and is nearly five times
bigger than the nearest
branded competitor.
Another range to
consider here is KP’s
Flavour Kravers range.
Available in three
varieties, Flavour Kravers
look to ignite interest
from younger consum
ers to drive sales, with
this demographic
over-indexing in bold
flavours.
In convenience, sharing
PMPs remain the core of the
snacking category and a real
favourite when it comes to BNI
and home entertaining.
This main driver of category
growth has slowed as many
brands moved above £1. In
contrast, having remained at £1,
Golden Wonder continues to
Big nights in mean
big business
As the nights draw in and Britain
settles back for a stay-at home
season, it’s time to buckle up and
cash in with all the goodies required