Talking Retail Grocery and product news for independent retailers
The so-called ‘festival of lights’ takes place on 4 November, and is expected to be huge. “Where last year’s celebrations were restricted, this year consumers will be able to celebrate with friends and family again,” says Matt Collins, trading director at KP Snacks.
The importance of Diwali to the Hindu and Sikh communities is hard to overstate, with more than 1.2 million people in the UK taking part every year.
“Like most celebrations, there is no festival without a feast,” says Alec Gladok, marketing manager at Regal Foods. “Whether this is around the table or snacking late into the evening, convenience stores can provide great windows of opportunity for customers to stock up on those essential festival treats.”
Sharing formats
A key category is, of course, crisps, snacks and nuts, with consumers willing to trade up to more-premium and branded products for celebratory occasions and sharing formats taking centre stage.
“Its focus on celebrating and sharing makes Diwali a natural opportunity for retailers to capitalise on the season of traditional get-togethers,” says Jon Roberts, brand manager at Indian snacks specialist Cofresh.
“Diwali shoppers will be looking for great flavours and familiarity of product so they can share food with confidence. Traditional snacks and share-pack formats are a tried and tested way to increase your customers’ basket spend and therefore maximise sales.”
A broad range is also key, including trad-itional favourites such as nuts and popcorn. “Stock the big sellers that are most important to people at Diwali and make sure you offer plenty of choice, as a high proportion of Diwali sales are spontaneous purchases,” says Roberts.
“We all forget something when preparing for a big occasion, so make sure your customers can rely on you to have what they need, when they need it.”
Cofresh has just launched a raft of new snacks and flavours aimed at Diwali shoppers. They include Mango Chutney Grills and Onion Bhaji Corn Crackers (both in 80g packs), as well as Party Mix packs (70g) of potato-based Grills, Spirals and Hoops in three flavours.
Typically tropical
But snacks are not the only must-stocks when it comes to Diwali. A range of tropical juices such as mango, mixed fruit, and lemon and mint is also essential, says Alec Gladok, marketing manager at Regal Foods.
Adrian Troy, marketing director at Barr Soft Drinks, agrees. “Traditional shoppers will be looking for brands they know and trust, while new shoppers use events and celebrations as inspiration to try something new, making it important to stock a wide range of flavours and formats in still and sparkling variants to provide broad appeal.”
He recommends retailers stock a wide range of flavours in two-litre packs. “Having a range of flavours is important– as shoppers will be catering for a number of different tastes among family and friends – but so too is ensuring availability of larger pack formats.”
Stocking up
Further stocking suggestions include essentials such as rice, flours, paneer, spices and lentils, but also a selection of ready-made samosas for the freezer.
“While many people will cook from scratch,” says Roberts at Cofresh, “some just don’t have the time and need the little cheats to make life easier.”
Gladok recommends staples such as dried figs and apricots, as well a good range of cakes and biscuits (in particular egg-free biscuits), cake rusks, and pastries such as sweet bakar khani.
“To drive maximum sales, it is important to offer a diverse selection of treats, ensuring there are options to suit all demographics,” he says. As well as stocking those traditional products, it is just as essential to feature modern classics, such as potato crisps, popcorn and sweets.”
