>>suppliers must pull slower sellers to avoid overcrowding...products most likely to succeed are those with a clear message...
trading manager, Morrisons
There’s a lot more mileage to be explored in speciality teas, particularly in green teas and fruit and herb. The more publicised the health benefits, endorsements, and so on, of green tea and fruit and herb, the greater the interest and the increase in sales. But suppliers need to be proactive and pull slower sellers as they launch new varieties to avoid overcrowding.
Running multisave promotions rewards ‘bulk’ purchase and ties in the customer, helping to ensure they don’t run out.
Instant coffee is always going to be everyone’s staple coffee and has wide appeal. Within Morrisons, the areas that are strong and have shown the greatest growth are speciality and roast and ground, with a slower uplift in premium instant.
category buyer, core grocery, Somerfield
Speciality teas are a fascinating part of the category. The products most likely to succeed are those that have a clear message and benefit to the customers, with statements such as ‘this tea makes you relaxed’, ‘this tea makes you feel better during a cold’, ‘this tea revitalises you’.
But there’s a danger of overcrowding as there are a huge number of new products. Retailers need to see clear brand plans.
Instant speciality coffees are likely to continue to grow as consumers want to trade up and treat themselves.
New product development needs to focus around continual product improvements and less sugar to reflect ongoing customer demand for healthy eating.
Steve Micklethwaite
David Williams
trading manager, Morrisons
There’s a lot more mileage to be explored in speciality teas, particularly in green teas and fruit and herb. The more publicised the health benefits, endorsements, and so on, of green tea and fruit and herb, the greater the interest and the increase in sales. But suppliers need to be proactive and pull slower sellers as they launch new varieties to avoid overcrowding.
Running multisave promotions rewards ‘bulk’ purchase and ties in the customer, helping to ensure they don’t run out.
Instant coffee is always going to be everyone’s staple coffee and has wide appeal. Within Morrisons, the areas that are strong and have shown the greatest growth are speciality and roast and ground, with a slower uplift in premium instant.
category buyer, core grocery, Somerfield
Speciality teas are a fascinating part of the category. The products most likely to succeed are those that have a clear message and benefit to the customers, with statements such as ‘this tea makes you relaxed’, ‘this tea makes you feel better during a cold’, ‘this tea revitalises you’.
But there’s a danger of overcrowding as there are a huge number of new products. Retailers need to see clear brand plans.
Instant speciality coffees are likely to continue to grow as consumers want to trade up and treat themselves.
New product development needs to focus around continual product improvements and less sugar to reflect ongoing customer demand for healthy eating.
Steve Micklethwaite
David Williams
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