TWC Group has revealed the key trends from 2024 for independent convenience stores, based on data from its SmartView Convenience (SVC) market read.
SVC takes EPoS sales data from a sample of 5,000 stores reflective of the market structure including both unaffiliated independents and wholesaler-supplier symbol fascias. Data is extrapolated to represent the entire GB independent market (excluding Spar) of around 30,000 stores and is also geographically representative.
After reviewing SVC data representing over 10 billion purchases through 2024, TWC identified the following key convenience trends from last year:
- Value sales were down -6% through 2024 (52 w/e 29.12.24) but this was driven by declines in tobacco/tobacco alternatives and commission – when these departments are removed, sales fell -2% across the sector.
- Three categories were in value growth in the sector – confectionery, soft drinks and food-to-go.
- Average spend per unit only increased by 1% in 2024.
- Alcohol sales underperformed at Christmas (versus the performance over the rest of the year).
- Branded products outperformed own-label sales in the sector.
- The leading suppliers are winning share. In eight key convenience categories, three-quarters of the top two suppliers in each category are growing their share of sales in the channel.
The data also revealed the top 30 growth brands in the sector through 2024, which collectively brought in 104 million additional unit sales in 2024. Red Bull saw the biggest actual unit sales increase in the year, followed by Monster Energy. These 30 brands contributed 46% of total volume sales growth in the sector last year. (Note: this ranking excludes tobacco and tobacco related products, news and magazines and commission).
TWC identified six core drivers behind brand growth in the channel:
- High stimulation beverages
- Spicy and sour products
- Treats for kids (especially ‘Gen Alpha’)
- Good-value products (e.g. PMPs)
- New product development
- Regionality (e.g. products relevant to specific regions)
Regarding NPD, SVC data reports that new products from these 30 brands accounted for 12% of all volume sales in the channel in 2024.
