KP Snacks: 25 to thrive

As KP Snacks relaunches its category ranging advice, we spoke to Matt Collins, Trading Director, to find out why the crisps, snacks and nuts category is such a key one to get right

Tell us about your recently relaunched category ranging advice

We remain committed to helping independent convenience retailers thrive and prosper in the bagged snacks category – 25 to Thrive is our simple, holistic and impartial ranging advice to unlock this.

This advice delivers the optimum balance of breadth and depth for retailers to bag their share of growth to meet today’s convenience shopper needs in the crisps, snacks and nuts (CSN) category, which we estimate will be £4bn+ this year. The advice is simple and easy to action, incorporating bestsellers while tapping into key demand spaces. By stocking our recommended 25 products, retailers can benefit from this growth category.

How did you develop this approach and how were the 25 lines selected?

Given the extraordinary and unprecedented past three years, we wanted to take a step back and make sure our category advice remained fit for purpose and relevant, reflecting these changing times and shopping behaviours. This advice has been developed in consultation with our KP (SnacKPartners) retail ambassadors and using all our other data, insights, trends and trials.

We have taken the time to look at what shoppers want in today’s world and analysed purchasing data, price points and consumer insights to inform 25 to Thrive.

What consumption trends are driving category growth?

On-the-go snacking and meal deals remain in strong growth as consumers look for value reassurance. PMPs are particularly important in this context.

The format has seen significant growth and will stay increasingly relevant as the cost of living remains high and consumers remain price-conscious.

Nostalgia is more important, with shoppers becoming less experimental, turning to familiar brands they trust. Another growing occasion is big night in, with shoppers looking for less-expensive ways to entertain themselves or socialise with friends.

Snacking is the second biggest sector to see growth in Healthier Choices1 and our 25 to Thrive is underpinned by a wide range of non-HFSS products in all formats.

What do you hope wholesalers will do to support the initiative?

We want wholesalers to engage with our advice and help retailers grow their share of bagged snack sales. CSN category penetration is back to its highest-ever level at 98%, and wholesalers have a key role to play in supporting the category by stocking the right range for retailers to shop and, ultimately, succeed in this essential and scalable category. In these challenging times, consumers want an affordable tasty treat and there’s a huge opportunity for wholesalers to double down on CSN as an important and thriving category.

Source: [1] Kantar Take Home Purchase Panel 12 w/e 07.08.22 vs PY. Healthier = Non HFSS

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