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Snacking and an increasing demand for value products are driving sales in the impulse category more than ever before.

The impulse category provides a wealth of opportunity for retailers to explore, especially with the upcoming seasonal occasions and the ability to offer products in the hugely popular price-marked pack (PMP) format.

Impulse buys represent a critical part of any convenience store’s offering, driving bigger baskets and increased shopper spend, with bagged snacks the number one fastest-growing impulse category, according to Kantar.

PMP value

There is no denying that the inflationary pressures felt by shoppers across the UK has shone a bigger light on the value PMPs can offer, with impulse buys being one of the top categories to take advantage of the opportunity.

Within crisps, snacks and nuts, 57% of impulse shoppers buy PMPs, according to Lumina, making the format hugely significant, worth over £350.3m, as Nielsen data has revealed. “PMP formats have seen significant growth in recent years and will stay increasingly relevant as the cost of living remains high and consumers continue to be more price conscious,” Matt Collins, Trading Director at KP Snacks, explains.

“KP Snacks is delivering the fastest growth in PMPs at +41.9% with an extensive PMP portfolio, offering a range of tasty snacks at a variety of prices to suit all budgets and occasions. Our smaller-format PMPs include the UK’s number one best value brand, Space Raiders, in a 40p PMP, alongside classic heritage brands like Discos, Skips and Wheat Crunchies at 50p, and family favourites including Hula Hoops core range and Pom Bear at 65p.”

Indulgent snacking

The impulse category is also primed with segments ideal for shoppers who like to indulge, such as snacks, crisps or nuts. According to Kantar, 73% of consumers purchase premium crisp options when snacking, with the number one reason for snacking in the evening being to indulge in treats. What’s more, 89% of the over-55 age demographic also prefers classic crisp flavours.

“We know that consumers continue to look for premium products to treat themselves with, despite the current economic challenges,” Wayne Newton, Senior Marketing Director of Walkers Snacks at PepsiCo, says. As part of its own NPD, Walker’s has launched two new classic flavours with a modern twist, Mature Cheddar & Chilli Chutney and Crushed Sea Salt & Black Peppercorn.

“With the launch of these new products, we wanted to tap into those classic favourite flavours of cheese and salt and add in a bit of a modern twist through the addition of chilli chutney and black peppercorn to offer something a little different,” he explains. “Not only will this allow us to recruit a wider demographic to the brand, but our NPD will also support retailers in maximising sales around sharing occasions, offering well-loved flavours that are sure to be a hit with shoppers.”

Healthy eating

Meanwhile, the healthier snacking segment is growing by 22.3% year-on-year, according to Nielsen, representing a great opportunity for retailers to drive sales.

“Our iconic KP Nuts brand is an important part of our Healthier Snacking offering with nuts exempt from HFSS legislation because of the nutritional benefits they offer,” Colins adds. The brand has also committed to generating 55% of its sales through non-HFSS products or products with 100 calories or less per pack by 2030.

“Our extensive non-HFSS range delivers against our mission of providing ‘something for everyone,’ with the entire popchips and Hula Hoops Puft ranges reformulated, alongside some Tyrrells and Penn State SKUs,” he notes.