Pricewatch: 18 January, 2018 – Protein
Protein is a key trend for retailers and, judging by the amount of investment in this area, it’s here to stay. Find out how your store compares on pricing.
Protein is a key trend for retailers and, judging by the amount of investment in this area, it’s here to stay.
The good news for independents is that the multiples have yet to drive down the price and commoditise these lines, with Grenade bars still commanding a price above £2 in the supermarkets.
This means that the shoppers these lines attract are likely to be more affluent, and spend more overall. It also helps you increase your margin, compared with core confectionery and cereal bars.
The second opportunity is that many multiples are missing the breadth of range that you can offer.
Whether your customers are millennials or the elderly, the awareness of the importance of protein is high on the agenda.
Retailers that can make it relevant to their shoppers will succeed.
|Product||Average||Booker RRP||MIDLANDS UNIVERSITY CAMPUS SHOP||PRECINCT SHOP IN MODERN EAST ANGLIAN RESIDENTIAL DEVELOPMEN||HIGH STREET C-STORE IN NORTH MANCHESTER DUBURB||HIGH STREET C-STORE IN WEST WALES TOWN||HGIH STREET SHOP IN EAST END OF LONDON||C STORE IN BUSINESS AREA OF SWINDON|
|MARS PROTEIN BAR 57G||£1.92||£1.89||£1.89||£1.90||£1.89||£1.99||£1.89||£1.89|
|GRENADE CARB KILLA PROTEIN SHAKE FUDGE BROWNIE 330ML||£2.41||£2.49||£2.10||£2.50||£2.49||£2.49||£2.49||£2.49|
|SNICKERS PROTEIN BAR 51G||£1.90||£1.49||£1.89||–||£1.89||£1.99||£1.89||£1.89|
|GRENADE CARB KILLA PROTEIN SHAKE COOKIES & CREAM 330ML||£2.38||£2.49||£2.10||£2.50||£2.49||£2.49||–||£2.49|
|GRENADE CARB KILLA PROTEIN SHAKE CHOCOLATE MINT 330ML||£2.36||£2.49||£2.10||–||£2.49||£2.49||–||£2.49|
|NATURE VALLEY PROTEIN PEANUT BUTTER & CHOCOLATE 40G||£84.00||£85.00||£85.00||£85.00||£85.00||£85.00||£85.00||£85.00|
|EAT NATURAL PROTEIN PACK 45G||£1.01||£89.00||£1.19||–||£0.89||–||£0.89||£0.89|
|NATURE VALUE PROTEIN SALTED CARAMEL 40G||£84.00||£85.00||£85.00||£85.00||£85.00||£20.00||£85.00||£85.00|
|BOOST PROTEIN 310ML||£1.28||£1.29||–||£1.29||£1.29||£1.29||£1.29||£1.29|
|GRENADE CARB KILLA HIGH PROTEIN BAR DARK CHOC MINT 60G||£2.20||£2.49||£1.99||–||–||–||–||–|
|WEETABIX PROTEIN DRINK CHOCOLATE 275ML||£1.52||£1.99||–||–||£1.50||–||–||–|
|TREK PROTEIN BAR 55G||£1.12||£95.00||–||£1.20||£1.15||£1.05||£1.15||–|
EDFM is a specialist in helping leading suppliers to the UK’s independent convenience channel get value, insights and business benefits from EPoS data. To find out how they could help you call 07976 295094
Location: Bethnal Green, London
Size: 1,700sq ft
Type: city centre
Top Tip: Make the most of events and campaigns such as Veganuary and create your own displays
Protein is big at the moment because people want to make healthier choices, and it’s attracting every kind of health-conscious customer. It might well die down in a month or two, though. We’ve got a promotion on Pulsin 1kg whey powders at the moment – we have got a 20% saving from the supplier and we have passed that onto customers. Our bestsellers are 1kg tubs of Meridian peanut butter, and Rude Health milks, which we currently have at 20%-off the usual £2.49 or £2.99 prices. We look for a 30% margin across the category.
Jules Convenience Store Location: Thames Ditton, Surrey
Size: 1,500sq ft
Top Tip: Make your range more accessible with pricemarked packs
Nurishment has been selling well for us for a long time and they’ve got an established position between milkshakes and protein drinks. The £1 pricemark on cans really helps them sell. We’ve just started stocking the Euro Shopper protein drink at 89p, which is selling twice as well already as the Protein Boost bottles at £1.20. For 89p, customers also get 21g of protein compared with the 20g in Protein Boost. Grenade bars are another great seller – we stock them year-round at £2.49, but we’ve currently got them on promotion from Booker for £1.79. We get good margins across the protein category.
Location: Weston-super-Mare, Somerset
Size: 600sq ft
Top Tip: Don’t be afraid to have a go and look for small outers to minimise risk
We’ve tried protein bars and they’ve not sold well, but then we are not in the area for it, and have a lot of elderly customers. A Mars or a Snickers at £1.79 doesn’t compare well with one for 69p for my customers. Protein drinks do quite well, however. Booker’s new protein drink for 89p is popular because it’s only a few pence more than most of our drinks and is cheaper than a bottle of Coca-Cola or even a normal milkshake. If we were in an area with more gym-goers, I’m sure this category would be more important.
Premier Mossgreen Convenience Location: Mossgreen, Fife
Size: 800sq ft
Top Tip: Try new products to find out what is right for your shoppers
MaxiMuscle bars and shakes do very well for us and we can make as much as 40% margin when they’re on promotion. They’re bought by everyone these days, but we do particularly well because we are on a cycle route – sales go up a lot during the summer. We’ve tried Grenade bars, but they didn’t quite work. Nature Valley and Eat Natural bars at around 85p can be more of an everyday purchase for our shoppers. We’re also doing well with Euro Shopper – we have a couple of customers who are buying whole cases of 24 at a time.
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