Licensed & Tobacco 2020/21

• Grow category sales in your store • Benefit from expert advice & insights on niche categories • View best sellers lists and the most up to date planograms for each Focus On category Energy drinks are big business. Time to take advantage with Sales Supercharged. The exciting new retailer support initiative from Monster. Learn which products are really driving sales. How to give your chiller more merchandising muscle. And get the low down on all the latest consumer trends. You’ll even get the chance to grab some free stock. Follow our advice now and supercharge your sales. Source: 1 in 3 soft drinks sold are energy drinks – Nielsen: IC Energy drinks, Units Sold in Symbols and Indies YTD w.e 03.10.20 Source: Monster is driving 77% of energy category growth – Nielsen Symbols and Indies, % value growth YTD w.e 03.10.20 © 2020 Monster Energy Company. All rights Reserved. MONSTER ENERGY ® , ® , MONSTER ENERGY ULTRA ® are all registered trademarks of Monster Energy Company VISIT SALESSUPERCHARGED.CO.UK AND YOU COULD WIN 10 FREE CASES OF MONSTER OR RELENTLESS COC1271_EC_DPS_Total_Energy_AW1.indd 3 15/12/2020 12:18 www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Focus On Energy Drinks Energy drinks account for 39.2% of total drink now soft drinks value sales and are expected to grow at +7.5% in 2021. Ensure you allocate the right amount of space in-store. (Source Nielsen Indies & Symbols MAT w.e. 31.01.21) In 2020 value sales of the total *‘energy stimulation’ category increased by 12.4%. Make sure you stock the core energy SKUs. *products that contain caffeine such as Monster, Relentless and Red Bull) (Source: Nielsen Scantrack w/e 26/12/20) Impulse sales (£62.8M) accounted for 72% of the overall growth of energy stimulation in Great Britain excluding discounters. Dedicate sufficient space in your chiller to energy drinks. (Source: HIM CTP 2020) ® Reg. Trademark of Société des Produits Nestlé S.A NESCAFÉ AZERA Price marked Packs www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Focus On Growing the coffee category Coffee value sales increased by 10.1% in 2020 vs 2019 (Source: IRI Independent Grocers Coffee Value sales %change vs year ago 52W/e 2nd Jan 2021 ) 86.6% of UK households purchase coffee for in-home consumption (Source: Kantar WorldPanel Coffee Penetration 52 W/e 27th Dec 2020) Approximately 95 million cups of coffee are consumed daily in the UK (Source: The British Coffee association, “Coffee Facts”) On average, coffee consumers buy coffee 15 times a year with an annual spend of £66.84 (Source: Kantar WorldPanel Coffee Spend per buyer and frequency 52 W/e 27th Dec 2020 ) Focus On Hard Seltzers UK consumers are already demanding hard seltzers (Source: 52 w/e Kantar data to 27/12/20) Hard seltzer penetration is already higher than lead ready to drink (RTD)/ craft beer brands (Source: 52 w/e Kantar data to 27/12/20) 76% of UK beer drinkers would seriously consider or choose hard seltzers as a first choice drink (Source: 52 w/e Kantar data to 27/12/20) www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Hard seltzers are worth over £4.3m in the UK market (Source: Treasury Wines 2020) NEW! Launch April 21 WITH A KICK SELTZER? IT’S FRUITY FIZZY WATER THE KICK IS ALCOHOL – 4% ABV © 2021 AB InBev UK Limited. All rights reserved. Alcohol. Sparkling Water. 100 Calories. Real Fruit Flavours. Refreshingly obvious. Brand #3 in the market by share Source: Nielsen Scantrack, Dec 20 Please drink responsibly. 18+. NEW! Launch April 21 WITH A KICK SELTZER? IT’S FRUITY FIZZY WATER THE KICK IS ALCOHOL – 4% ABV © 2021 AB InBev UK Limited. All rights reserved. Alcoho . Sp rkling W ter. 100 Calories. Real Fruit Flavours. Refreshingly obvious. Brand #3 in the market by share Source: Nielsen Scantrack, Dec 20 Please drink responsibly. 18+. NEW! Launch April 21 WITH A KICK SELTZER? IT’S FRUITY FIZZY WATER THE KICK IS ALCOHOL – 4% ABV © 2021 AB InBev UK Limited. All rights reserved. Alcoho l. Sparkling Water. 100 Calories. Real Fruit Flavours. Refreshingly obvious. Brand #3 in the market by share Source: Nielsen Scantrack, Dec 20 Please drink responsibly. 18+. Focus On Hard Seltzers v11.indd 1 07/04/2021 10:34 Visit www.planforprofit.co.uk or download the Plan for Profit app to view and download the Focus On series of mini category guides today! Focus On Mini Category Guides Available NOW! A one stop shop dedicated to the independent retailer www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Page 6 Hard seltzers Hard seltzers could be the UK’s next favourite drink. (Source: Nielsen Data Range: Dec ’16 – Mar ’20, Kantar) Early indications show that hard seltzers are attracting new BWS shoppers & are appealing to younger households, a segment which has traditionally proved difficult to attract to the category. (Source: Treasury Wines 2020) What is the potential opportunity for hard seltzers in the UK? • Taps into the trend for healthier and lower ABV drinks & attracts a younger demographic. • Hard seltzer brands can help recruit new customers into the beers, wines & spirits (BWS) category as a whole via the RTD category and new buying occasions. • Scope to keep innovating and keep consumers interested through eye catching in-store promotional displays and merchandising. • Cans are a growing format, delivering on being more sustainable than other packaging options, great for on the go and single serve occasions. (Source: Treasury Wines 2020) Hard seltzers account for a significant proportion of the BWS category in the US, and this trend is expected to translate to the UK market. (Source: Treasury Wines 2020) (Source: Treasury Wines 2020) Hard seltzers account for 43% of all mixed drinks & 2.6% of beverage alcohol. Hard seltzers sales grew by 208% in 2019 vs. 2018.* The category is forecast to treble by 2023. The key selling points of hard seltzers are similar to the product characteristics associated with other refreshing beverages: • Easy to drink • Fizzy • Served with ice • Some sweetness • Lower ABV • Some dryness • Some sourness • Fruity • Cold Hard seltzers Other mixed drinks Focus On Hard Seltzers v11.indd 6 07/04/2021 10:34 Page 7 | Unitas Focus On Healthy Breakfast www.planforprofit.co.uk @PlanforProfitRetail @Plan_for_Profit Page 7 Range and merchandising recommendations In 2020 4 brands delivered over 80% of hard seltzers sales. In 2021 we recommend having a portfolio of 6 brands: 60% of seltzer consumers are new to BWS having added them to their repertoire. 40% of seltzer consumers are switching from other BWS areas. (Source: Global competitive analysis; new Seltzer buyer = purchased in 26 wks 28.06.20 IRI Shopper loyalty 26 wks 28.06.20 ) As an emerging category, securing in-store visibility via facings and strong displays is key to growth. For optimum visibility of the hard seltzer category in your store, we recommend you merchandise a minimum of 2 facings of each brand or 1 of each variant for brand blocking within your fixture. In addition to the core hard seltzer brands; Mike’s and White Claw, it is also key to stock hard seltzer brands that are emerging from established BWS categories. Merchandise in the chiller if space is available for those ‘drink now’ occasions or alternatively through displays using ‘NEW’ POS to interrupt shoppers in your store. Remember to visit www.planforprofit.co.uk to create and print your own POS. 65% of new buyers enter via variety pack brand #3 in market share (Mike’s) (Source: AbinBev 2020) Don’t forget Beer Cider Wine Spirit Established BWS category Core hard seltzer brands Focus On Hard Seltzers v11.indd 7 07/04/2021 10:34