What was most successful for you in 2024 in terms of best products as well as best merchandising techniques?
In 2024, the focus was on products catering to families, especially mothers and Generation Z (kids), as they hold significant buying power. The trend emphasized "better for you" options, including high-protein, clean nutrients and plant-based foods. The strategy involved incorporating these products not just in the center store but across all categories, aiming to build baskets that appeal to different consumer segments. Combos were designed to cater to various consumer bases, including a "Kids Korner" to engage younger shoppers.

Our best merchandising techniques were pairing products for maximum impact, as well as store layout to guide customers to make complementary purchases. Here are some examples: 

  • Sweets with soft drinks 
    • Salty snacks with beer
    • Alternative snacks by energy and hydration drinks
    • Peg candy and kids’ toys 
  • Essential items in low-traffic zones 

 

What’s a key goal you’ve set for this year?
We aim to expand our consumer base by offering a diverse product mix that caters to various consumer groups.  This year, we’re introducing a “Lifestyle and Fitness Korner” in stores, offering a wide range of high-protein, non-GMO, gluten-free and plant-based snacks, alongside other functional products for health-conscious consumers at certain locations but still continuing to focus on our core consumer as well.

 

What new product/s have you added and what attracted you to them?
To increase shelf space and attract a wider range of customers, I am focusing on expanding both the high-protein shakes and functional, clean energy drinks. Additionally, I plan to introduce a Latino protein energy drink called Cypher, which tastes great and will cater specifically to the Hispanic market, helping us tap into that growing demographic.

Alongside these energy products, I’m also enhancing the alternative snacks category. I’m also adding a selection of non-GMO meat snacks and venison meat sticks to cater to consumers seeking protein-packed, clean snack options.

 

What’s the biggest category challenge this year?
This year, I believe consumers will remain price sensitive as they continue to manage and pay off debt. The key challenge will revolve around balancing gross profit and volume. Our approach will be focused on increasing volume, reducing margin per category but driving up unit sales. To achieve this, we’ll lean heavily on our rewards program to drive value for the customer. 

 

Just for fun, what’s your personal preference, sweet or salty?
Definitely salty!  My favorite is Skinny Pop.