HFSS: The Rise of Alcoholic Drinks Displays in UK Supermarkets

There are new limitations on displaying high in fat, salt, or sugar products in supermarkets.

This means more display space for other products…

Restrictions on advertising foods that are high in fat, salt or sugar, also known as the HFSS Advertising Ban, has led to a change in how off-fixture displays are typically stocked in supermarkets.

Products like crisps, sweets and chocolate have been banned from being displayed at gondola ends, store entrances, and at checkouts. While they’re still being displayed on in-fixture displays as well as off-fixtures elsewhere in stores, they’re no longer allowed in key locations with best-in-store consumer visibility.

Now, space that was once used to showcase popular junk food products is increasingly being used for alcoholic drinks.

As a result, off-fixture displays featuring alcoholic drinks, for example popular aperitifs like Aperol and champagnes like Laurent-Perrier, have increased by 57%.

This has created an exciting new opportunity for drinks brands and the retailers that stock their products…

A major shift

A popular choice with consumers, HFSS products have long been a go-to for prime off-fixture spots in supermarkets and convenience stores.

With the introduction of the new restrictions, which came into force on the 1^st of October, retailers were left to decide what products would be best to replace the high in fat, salt or sugar items on their displays.

In supermarkets across the country, alcoholic drinks were quickly adopted as a substitute. It’s hardly surprising, given their enduring popularity in the UK market.

This turn to alcohol drinks has been described by CHEP UK&I store solutions category manager, Sean Field, as “the most dramatic shift I have ever seen in four years of surveying store layouts in the UK’s most renowned supermarkets”.

It is certainly a positive move for relevant brands in the run-up to Christmas. As such, we’ll be keeping an eye on the sales data in as we head towards the end of the year…

This could also be good news for brands in the low-and-no-alcohol spirit, beer, and wine market. Currently experiencing protracted growth, the low-and-no market grew by 180% last year – and it’s only expected to continue.

What does this mean for your brand?

When given greater prominence, featured products can expect to enjoy an uplift in sales. Or, at the very least, better insulate themselves from customer’s cost-cutting plans heading into winter.

According to a survey by Accenture, due to the ongoing cost of living crisis, more than two-thirds of Brits are set to cut back on spending through the festive season. Products with greater visibility are less likely to feel the brunt of this major market shift.

But new opportunities create competition. So, if you want to increase your chances of getting featured in prime off-fixture spots, then promotions and eye-catching off-trade marketing are going to be essential.

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