How to win During Key Selling Periods in 3 Lessons

3 Lessons to win the battle in store and in catalogues during the Festive Season

As we enter the Festive season in December, the battle for visibility instore and in retailer media is fierce for manufacturers playing in the “Snacks and Treats” categories as they all try to win shoppers’ hearts for the seasonal gifting and entertaining occasions. 

We looked at in-store activations and catalogues investments in 2021 and leveraged our Share of Visibility (off-location) and our Share of Voice (catalogue) data series to draw insights on how to win this Festive Season 2022.

Discover our top 3 lessons derived from historical trends and some free insights from our share of visibility and share of voice data series.
Here is how Chocolate, Salty Snacks and Savoury Biscuits manufacturers competed in-store and in catalogues to win the 2021 Festive battle.
Will 2022 look the same?

3 Lessons to win during the Festive Season

From our Share of Visibility and Share of Voice data series, 2021 data.

Lesson #1

Salty snacks brands might not register a high share of voice in catalogue but don’t underestimate the off-location investments they make to increase their share of visibility in store.

Salty snacks brands tend not to increase their space in catalogue from mid-November to December. However, their share of display tripled during the same period.

 

Potato chips brands  invests more on off-located displays around Christmas. Woolworths Qv

Nobby’s captures shoppers attention in the lead up to Christmas with their “perfect party starters” displays. Coles Park Holmes

Lesson #2

Manufacturers who have “Festive” SKUs as part of their portfolio will win the heart of shoppers and of their retail buyers.
But no need to be a chocolate player to make the season yours!

As illustrated within the confectionery category, winning manufacturers are those who activate their Festive and gifting assortment which help them benefit from large share of visibility in store and in catalogues. Indeed, the gifting & seasonal segment recorded a 70% share of catalogue within chocolatein December 2021. But why not swapping the traditional Favourites for a box of premium savoury biscuits at your next Christmas dinner instead? Some players like Tyrrells in the UK are launching limited edition packaging to fit the sharing and entertaining theme.*

Beth Minch, Marketing Manager of Tyrrells, said: “Tyrrells is the perfect premium snack to share with family and friends over the festive season. Our quintessentially British crisps range is perfect for any premium sharing occasion, with many shoppers looking to trade up over the Christmas period. Tyrrells has performed extremely strongly in premium crisps and snacks. The Christmas makeover will deliver a premium and special consumer snacking experience whilst growing sales.”

Festive and gifting products benefit from a high share of voice in catalogues. Coles, Dec 21

Gifting products tend to be off-located in-store. Coles Marion

 

Players outside Snacks & Confectionery categories are also leveraging Christmas time with impressive off-located displays. Coles Robina

Lesson #3

Make sure your below the line investments reflect the willingness of shoppers to trade up over the Festive period and rethink your mix of displays and catalogue ads to achieve a higher share of premium brands.

According to a study conducted by Snooper in 2021** during Christmas, 60% shoppers will upgrade to premium snacks to impress their guests.

However, when looking at in-store off-location space, mainstream potato share of off-location is increasing by 50% at the detriment of premium potato over the 3 weeks leading up to Christmas. There is thus room to push a more premium offering of snacks on displays to better answer shoppers’ needs.

According to one of our study conducted over the Christmas period, 60% of shoppers are likely or highly likely (Rating 4 or 5) to upgrade to premium over mainstream snacks in order to impress their guests.**

Premium potato chips (Red Rock Deli) is under represented, with a 25% share of this Gondola End at Coles Moonee Ponds.

Sources:

*https://www.betterretailing.com/product-news/kp-snacks-tyrrells-limited-edition-christmas-packaging/

** Study conducted by Snooper in December 2021, 400 unique respondents

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Our Share of visibility data series tracks your off-location and promotional activities outside the aisle on a weekly basis at different levels (Categories, Subcategories, Manufacturers, Brands, Pack types and Promo mechanics).

Our Share of Voice (catalogue & retailer media) data series tracks your share of voice in catalogue and retailer media at different levels (SKU, brand, manufacturer…).

Contact us to learn more about these game changing reports and build the right strategy to win the battle in store and in catalogues while maximizing the ROI on your activations. Get the best of it by getting a bundle offer!