New consumer research from KP Snacks has revealed how nostalgia is a growing and powerful driver of sales in convenience, with 85% of shoppers buying nostalgic food or drink brands - and nearly two-thirds doing so monthly.
Nostalgia brands are seeing a resurgence, driven by both the influence of social media and the trend of consumers gravitating towards familiar brands they know and love in difficult financial times, KP said.
More than half of consumers see these brands on their social media feeds, with 52% of these consumers influenced to buy them as a result. Meanwhile, one in five (22%) buy nostalgia brands more often during periods of economic uncertainty, citing they offer an affordable luxury and emotional comfort.
Convenience stores are well-positioned to capitalise on this, the snack supplier added, with nearly a quarter of shoppers saying they’re most likely to buy a nostalgia brand in their local corner shop or independent convenience store.
Bagged snacks rank as one of the top five impulse categories where nostalgia influences purchases, alongside chocolate, sweets, biscuits and soft drinks, with over half of shoppers saying they’re more likely to buy a bagged snack product from a nostalgia brand compared to other brands.
To support this, KP Snacks has launched its Now That’s What I Call Snacking Sales! page, with advice for retailers to boost sales. The initiative is part of the recent KP Snacks’ Heritage portfolio and Now That’s What I Call Music campaign.
Stuart Graham, head of impulse and value channels at KP Snacks, said: “Nostalgia is a growing opportunity in convenience and independents, and we want to help retailers capitalise on this. Our top tips give retailers simple, practical advice that’s easy to implement to drive sales in Bagged Snacks where nostalgia has a major influence.”
A full copy of the top tips paper is available for retailers to view and download on KP Snacks’ SnacKPartners retailer hub.
No comments yet