Insights

We identify common themes shaping Easter’s retail execution this year.

Driving trade up

IGD ShopperVista Research unveiled that 26% shoppers that have bought, or intend to buy Easter eggs, plan to buy luxury Easter eggs.

This year, retailers invested heavily in premium private label ranges, driving trade up amongst these shoppers.

M&S stood out for its private label luxury Easter eggs, priced at £15. Gold packaging and innovative designed helped the line feel more premium.

Aldi launched its private label Giant Ostrich Easter egg. The egg weighed in at 800g and is available to purchase for £14.99.

Source: IGD Research

Catering for those with dietary requirements

According to IGD ShopperVista Research, 1 in 4 British shoppers are catering for special dietary requirements over the Easter weekend.

Nestle launched a sugar-free egg in 100% recyclable packaging, available for shoppers in Brazil. According to Nestle, the launch is a direct response to growing consumer demand in the market for more healthier solutions.

M&S launched vegan hot cross buns, catering for the growing proportion of shoppers following a plant-based lifestyle. According to IGD Shopper Vista, 1/6 of British shoppers are following or interested in following a vegan lifestyle.

Source: IGD Research

Adopting engagement-led strategies

Retailers were working hard to ensure shoppers buy into the event, adopting strategies designed to boost engagement.

Sainsbury’s adopted in-store gamification with its AR-led app, April’s Easter Adventure, challenging children to track down animals in-store via Smartphone. The app is designed to entertain children accompanying their parents on the weekly shop over the school holidays.

Source: IGD Research

Albert Heijn challenged its online shoppers with the task of finding five blue bunnies on its site. Those that located the bunnies could enter a competition to be in with a chance of winning €25 discount on their Easter shop.

Want to know more?

Retail Analysis subscribers can read and download the full report on Easter 2019 here.

We identify common trends shaping Valentine’s retail execution this year.

Dine-in inspiration

Meal deal for two mechanics continue to be a popular option at Valentine’s, with a wide range of choice across the market.

Among those celebrating Valentine’s Day this year, the majority of UK shoppers (68%) are planning to eat at home, according to new Shopper Vista research. This enables retailers to drive trade-up with premium meal deals.

While Asda and Morrisons are offering £15 deals, other retailers are positioned at £20, representing excellent value for money compared to dining out. These include a three course dinner, plus drinks, and in some cases, extra treats such chocolates too.

Source: IGD Research

Whilst we continue to see lots of traditional menu choices such as steak and chocolates, there are some new additions. M&S stood out for its range of vegetarian options included in its meal deal, such as ricotta stacks and sweet potato falafels (also vegan).

Broadening the event’s appeal

A number of retailers and brands are working hard to broaden the appeal of the event and attract a wider audience.

Selfridges embraced the theme of self-love with its I Heart You, I Heart Me campaign. As well as traditional gifting for loved ones, the campaign encouraged individuals to treat themselves and their bodies to a range of healthy products.

Colgate launched an instagram-friendly Valentine’s themed toothpaste in a number of markets, a great example of innovation in a less traditional category.

Source: Redmart

Emphasising value

Our ShopperVista research has found that 47% of shoppers look out for promotions during seasonal events. Communicating discounts and offers can help increase purchases.

Lidl UK enhanced its value credentials by comparing the price of a full Valentine’s Day meal, with a bottle of champagne at Morrisons. This is a tactic that Lidl often uses to demonstrate its price competitiveness.

In Northern Ireland, the retailer is also offering buy-one-get-one-free on prosecco on 14th February only.

Aldi offered a Valentine’s bundle deal, for £9.97 shoppers could pick up a packaged rose, cupcake, bottle of Cava and a card.

The strategy helps to save shoppers money as well as encourage shoppers to pick up all their Valentine’s gifts at Aldi.

 

Want to know more?

Retail Analysis subscribers can read and download our Valentine’s Day 2019 presentation here.

Reflecting on Veganuary, we round up our favourite initiatives this year.

M&S: private label investment

M&S invested in its first line of vegan food, ‘Plant Kitchen’. The 60-product range includes meals, snacks and ingredients.

Investment in plant-based private label ranges is a great way to create a point of differentiation.

M&S encouraged its loyal shoppers to try the range, offering Sparks members 10% discount and coupons across Plant Kitchen products, helping to support the launch and create a ‘buzz' around it.

Source: IGD Research

Sainsbury’s: in-store positioning

On 4th February, Sainsbury’s will become the first UK supermarket set to trial a new meat-alternative section in its meat, fish and poultry aisle across 20 stores within its estate.

Plant-based alternatives that will sit amongst the meat options include Sainsbury’s Love Veg! Vegan Chorizo Shroomdogs and Vivera Veggie Fish Burgers.

The move follows the success of its expanded vegan range earlier this month and shopper’s increasing interest in flexitarianism. The retailer has seen an 82% increase in customers searching for vegan products online, and 65% growth in plant-based sales year-on-year.

Rosie Bambaji, plant-based buyer at Sainsbury’s, said “We hope that this trial will make our customer’s shopping experience even more seamless, and we’re looking forward to hearing their feedback.”

Source: IGD: Research

Holland & Barrett: seizing the influencer opportunity

UK-based health chain Holland & Barrett launched a WhatsApp group, ‘Vegan Your Way’, for those interested in taking up veganism.

Those that decide to join can access plant-based information, recipes and tips from health professionals and experts, including plant-based, fitness blogger Grace Fit.

This is a great way to seize the influencer opportunity, providing accessible information and motivation to those partaking in Veganuary.

The retailer is set to develop its vegan offer further with plans to roll out a chain of new vegan stores.

Greggs: stand out marketing campaign

Food-to-go outlet famous for its sausage rolls, Greggs, launched a vegan alternative in 950 of its stores at the beginning of January.

The product is made with vegetable oil and contains a bespoke Quorn filling.

The launch was extremely popular on social media through Gregg’s official launch video and over 1,500 instagram users posting using the hashtag #greggsvegansausageroll.

Source: Greggs

Waitrose: help & advice

Waitrose used its online channel to offer a four-week meal plan to help provide inspiration for those trying Veganuary.

The retailer provided a range of different options for each eating occasion, providing calorie information and preparation times helping to cater for all health concerns and lifestyles.

Source: Waitrose

Want to know more?

Retail Analysis subscribers can read and download our 'Veganuary UK 2019' report here.