With two years of muted celebrations behind us, Christmas 2022 is promising to be bigger and better than ever, as shoppers turn up the party dial and make merry with an array of gatherings with friends and family. We reveal the key categories and new products set to help fire up the festive season.
By Gaelle Walker
Novelty gifts
Novelty gifts can provide a tasty way for local retailers to drive excitement and impulse sales among shoppers on a gifting mission.
New from pladis for Christmas 2022 is the McVitie’s Jaffa Cakes Jaffa Hamper – which has been updated this year to include the brand’s innovative McVitie’s Jaffa Jonut.
Also making its return for another year is the Jaffa Cakes Christmas Pole. Containing 40 Original Jaffa Cakes, the “classic stocking filler” perfectly meets demand for novel gifting formats – “boosting higher frequency sales in the run up to Christmas,” says pladis UK&I Chief Marketing Officer Aslı Özen Turhan.
Limited-edition confectionery
Flavour and variety remain key drivers for shoppers when making their festive confectionery purchases and Christmas 2022 is promising no shortage of innovative formats and on-trend flavours. With orange, mint and white chocolate expected to lead sales this year, Mars Wrigley has launched an array of new limited-edition offerings from some of its biggest brands.
Responding to the 73% growth in White Chocolate seen last year, Mars Wrigley has launched Maltesers White for Christmas 2022 in a bid to bring younger shoppers to the category.
The Galaxy brand meanwhile has also launched a new limited-edition Truffles Assortment featuring new and on-trend caramel and salted caramel truffles.
Responding to growth in mint-flavoured chocolates, Mars Wrigley has also launched a limited-edition Maltesers Mint Reindeer in self-eat and Mini Reindeer packs.
RTDs
With the Ready To Drink (RTD) market expected to deliver strong growth over the festive season, Gordon’s Gin has expanded its portfolio with the launch of a premium Pink Gin and Lemonade can (5% ABV). Available in a 250ml format, Diageo GB said the innovation tapped into the current trend towards sweeter taste profiles. Jessica Lace, Head of Gordon’s, Diageo GB says: “Following the success of Gordon’s Premium Pink and knowing the huge opportunity within the RTD category, we were keen to replicate the popular Gordon’s Premium Pink & Lemonade in an accessible format for more consumers to enjoy. The launch of Gordon’s Premium Pink Gin & Lemonade ready-to-drink RTD does exactly that and places the brand at the forefront of emerging trends. We’re excited to be offering the high-quality, vibrant liquid in a convenient format that shoppers can enjoy and that retailers can capitalise on.”
Premium lagers
With many shoppers looking to indulge in premium quality drinks at home during the festive season, the premium lager category is hotly tipped for success this year. As Kevin Fawell, Off-Trade Sales Director at Molson Coors Beverage Company explains: “The premiumisation trend has been growing for some time now, and that momentum shows no sign of stopping.
“The World Beer category is increasing sales ahead of the core category in the off-trade in Great Britain, appealing to those looking for a more premium option or something a bit different. Molson Coors recently launched European-style lager Madrí Excepcional in the off-trade that features a “crisp, refreshing taste and distinctive branding”.
Heineken is also hoping to answer demand for more premium largers with new Heineken Silver this festive season. Made using an ice-cold brewing process, the brand delivers a crisp flavour and more “subtle finish” which has also been designed to appeal to younger adult drinkers.
“We know that innovation is a large sales driver in the beer category, especially among younger adult drinkers who are constantly on the lookout for new products and styles to try,” Heineken Category & Commercial Strategy Director Alexander Wilson says.
Flavoured spirits
With flavoured vodka currently the fastest growing segment within spirits, the run-up to the festive season has also witnessed several new flavour innovations from some of the UK’s biggest vodka brands.
Super-premium brand Cîroc recently unveiled Cîroc Passion in a bid to “help shoppers maximise on celebratory moments.” Inspired by the tropics, Cîroc Passion features subtle notes of pineapple, mango, citrus and hibiscus.
Meanwhile, tapping into the growing trend towards cherry flavours, Smirnoff is also gearing up for the launch of new Smirnoff Cherry Drop this festive season. The launch follows the success of Smirnoff Raspberry Crush, Smirnoff Mango & Passionfruit and Smirnoff Berry Burst.
Premium crisps
Crisps, Nuts and Snacks is a “critical category” for retailers to back at Christmas, with a value of £328m in December 2021, up from £300m the year before.
Worth £1.4bn, Sharing is the largest segment in CSN, and sharing packs see a 74% increase in purchase over the Christmas period versus the rest of the year as shoppers prepare for celebrations with family and friends, according to KP Snacks.
With shoppers “willing” to tap into higher-quality products and seasonal flavours over the Christmas period, local retailers would do well to “broaden their offering with premium options alongside familiar favourites,” Tyrrells Marketing Manager Amy Heap says.
The Tyrrells brand has just unveiled new limited-edition Christmas packaging across sharing bags of the top five Tyrrells flavours: Lightly Sea Salted, Mature Cheddar & Chive, Sea Salt & Cider Vinegar, Sweet Chilli & Red Pepper, and Veg Crisps with Sea Salt.
Reduced risk products
With shoppers looking to enjoy more indoor gatherings with friends and family, the festive season can also provide local retailers with a great opportunity to grow their sales of reduced risk products as adult smokers seek to quit or cut back on tobacco.
Leading disposable vape manufacturer Elfbar recently announced the launch of Cigalike, a new product that just looks like a conventional cigarette.
Providing adult smokers and vapers with around 400 puffs, Cigalike features an ultra-compact design with a diameter of just 9mm and an upgraded coil.
Elfbar Chief Executive Victor Xiao said: “According to the NHS, vaping is one of the best ways to quit smoking. Brands and the retail sector have an important role to play in getting this message out there to adult smokers by working closer together.”
