Summer’s a time to boost shelf space for sauces says c-store advice panel
BARBECUE season is one of the top times for sauce and condiment sales according to the Unilever backed c-store advisory panel Partners for Growth. For such peak times of the year PfG reckons retailers should consider using additional display space to maximise sales. Brands are crucial in the category, with Heinz Tomato Ketchup and Hellmann’s Mayonnaise the “power SKUs’ that shoppers look out for, it says. So stores should always have best sellers in stock and give them the majority of shelf space.
In the summer, when a lot of shoppers are popping in for last minute barbecue or picnic items, it suggests retailers should site complementary products next to each other to prompt purchase – for example tomato ketchup by burgers and sausages, mayonnaise and salad dressings by salad bags. Additionally, non-traditional sauces such as barbecue and hot sauces should be stocked.
“Summer is a very important season for the table sauces, dressings and condiments category because of barbecues and summer parties,” said Nick Widdowson, Partners for Growth and Unilever UK range and merchandising controller.
“With 99% of households buying these products, they are key top-up items in convenience stores. That’s why it is so important to have the top sellers available. If the customer can’t see it or it isn’t available, they will simply shop elsewhere.”
• Brand manager for pickles and condiments brand Branston Victoria Adams says in recent years a number of trends have affected the category including the launch of products branded specifically for barbecues.
And that has even led, she reckons to a trend for bringing barbecue flavours inside to the dinner table. To meet the demand Branston added two new flavours to its sauces range, Rich & Smoky and Rich & Spicy – perfect, the firm claims, for summer barbecues or simply to be used on a bacon sandwich.
• The team behind hot pepper sauce brand Encona suggests British consumers are steadily widening their knowledge of foods and are looking for exciting flavours and hotter products thanks to travel and the rise in scratch cooking. Last year Encona introduced a new range of marinades and refreshed the design of labels on the Encona range.
• World foods brand Santa Maria last year introduced a BBQ & Grill Mesquite grinder, launched as part of its herbs and spices Extra Fine Selection. Native to the South-Western states of the USA, mesquite imparts a rich and smoky aroma to meat dishes and is a key flavour in Texan-style ranch cooking. Since launch, the grinder has seen doubled sales year on year, the firm says.
