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UK Insights

Valentines Day in the UK – the £43 million opportunity

Kirsty Cooke

UK Editor

Shoppers 13.02.2018 / 08:00

chocolates-valentines

Supermarkets have plenty of scope to grab a share of the Valentine's Day market, says Kantar Worldpanel.

When Kantar Worldpanel analysed the key categories associated with Valentine’s Day (that is, Chilled Ready Meals, Wine, Chilled Desserts and Chocolate Boxes & Gifting), they saw sales increase by £43 million compared to an average non-Valentine’s fortnight. Analyst Ashley Anzie comments: ‘What this means for retailers is that there is plenty of additional opportunity to win with shoppers when they are more likely to be splashing out on that special someone. It also helps that the average price of these items is higher than an everyday ‘top-up’ basket!’

A very competitive landscape

With news that even Greggs wants to help you romance your Valentine, it’s clear that more and more brands are trying to grab a chunk of the Valentines dinner market. The same is true in the supermarkets. ‘Whereas in the past you would have associated M&S as the go-to destination for Valentine’s food purchasing, over the years all retailers have started to muscle in on this territory (more so the discounters who are winning in all aspects of shopper behaviour in food),’ Anzie notes.

‘That said, there are only some parts of the Valentine’s offer where other retailers have started to steal share. We see that M&S is getting squeezed hard in Chocolate Boxes & Gifting, where its share has halved in a year. This is an easy category for competitors to enter as the proposition is much clearer – and, crucially, more comparable too. It’s easy to be competitive on something everyone recognises, like a nice box of branded chocolates.’ Brands will have to compete harder to become the store of choice, and make highly differentiated own-label offerings in order to stand out.

So many meal deals

Last year, 7% of all GB households participated in a Meal Deal offer over the Valentine’s period. Lots of dine-in deals are available to buy over the Valentine’s period. As household spending comes under pressure from wider economical changes, consumers will look to treat themselves at home rather than go out for meals. This provides all retailers with a big opportunity, going into this year, to capitalise on a more active search for good meal deals.

Anzie advises: ‘The key to winning is focusing on all courses – Chilled Desserts grew in its importance to Meal Deals last year and we expect it to maintain its relevance this time round.’

Source : Kantar Worldpanel

Editor's Notes

Data: 4 weeks to 26th February 2017, Kantar Worldpanel

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