TWC launches new services as 2024 trends are revealed
Wholesalers and suppliers can now access location-specific data as an extension to the wholesale data and insight specialists’ SmartView Convenience market read
SmartView Convenience (SVC), a market read for the independent convenience sector, comprises EPOS sales data from a sample of 5,000 stores reflective of the market structure including both unaffiliated independents and wholesaler-supplier symbol fascias, including Booker’s Premier and Londis; Bestway’s Best One and Costcutter; Nisa; and the Unitas fascias. Data is extrapolated to represent the entire GB independent market (excluding Spar) of around 30k stores and is also geographically representative.
TWC has announced that wholesalers and suppliers can now access location-specific data as an extension to SVC. Sarah Coleman, product director at TWC Group, says that “this is potentially a game-changer for the sector – TWC is the only data agency offering location-specific data for up to 12,500 independent convenience stores and SmartView Convenience (SVC) market read, allowing subscribers to understand both total market performance and to plan targeted activity in the channel from a single source of data.”
In addition, TWC is launching a consumer, shopper and retailer research proposition to complement the SVC data. Coleman points out that: “Our SmartView Convenience market read reports what is bought, meanwhile consumer/shopper/retailer research will provide compelling ‘why’ insights, to understand the motives behind why products are purchased, or not. As such, TWC really is becoming the ‘one stop shop’ for data combined with insights – ‘the what and the why’ – and we look forward to extending our services further in 2025.”
The new service announcements came as TWC revealed the key 2024 trends in independent convenience stores, with data from its SVC market read representing more than ten billion purchases across the year. Headlines included the following:
- Value sales were down -6% through 2024 (52 w/e 29.12.24) but this was driven by declines in tobacco/tobacco alternatives and commission – when these departments are removed, sales fell -2% across the sector.
- Three categories were in value growth in the sector – confectionery, soft drinks and food-to-go.
- Average spend per unit has only increased by 1% in 2024.
- Alcohol sales under-performed at Christmas (versus the performance over the rest of the year). We believe this reflects the deep promotions offered by other operators (e.g. retail multiples) during December; as well as changing consumer habits and the fact that the comparative period in 2023 included two less trading days on the run up to New Year’s Eve (4 w/e 29.12.23).
- Branded products outperformed own-label sales in the sector.
- The leading suppliers are winning share. In eight key convenience categories, three quarters of the top two suppliers in each category are growing their share of sales in the channel.
TWC Group also revealed the top thirty growth brands in the sector through 2024, which have collectively brought in 104 million additional unit sales in 2024. Red Bull saw the biggest actual unit sales increase in the year, followed by Monster Energy. These thirty brands contributed 46% of total volume sales growth in the sector in 2024. (Note – this ranking excludes tobacco and tobacco related products, news and magazines and commission).
TWC has identified six core drivers behind brand growth in the channel:
- High stimulation beverages
- Spicy and sour products
- Treats for kids (especially ‘Gen Alpha’)
- Good value products (e.g. PMPs)
- New product development
- Regionality (e.g. products relevant to specific regions)
Regarding NPD, SVC data reports that new products from these 30 brands accounted for 12% of all volume sales in the channel in 2024.
Sarah Coleman, Product Director at TWC Group, says there are still plenty of reasons to be positive in this sector: “Firstly, the number of convenience stores has grown in the last 12 months, to over 50,000 outlets. The share of total outlets that are independently owned/run is holding firm, which means the number of indie outlets is in growth (by 1200 year on year), according to the Association of Convenience Stores (ACS).”
Coleman continued: “Consumer research previously conducted by TWC Group revealed many untapped opportunities – for example, 40% of consumers who buy beer, lager or cider do not buy these products from their independent convenience store. Similar findings were discovered in other categories too. If suppliers and wholesalers can work together and find solutions to appeal to c-store shoppers, there is still plenty of growth to be had in this important route to market channel, as proven by our top 30 growth brands ranking.”
convenience NPD Sarah Coleman SmartView TWC TWC Trends
