Keeping all those moving parts straight is a growing challenge for retailers, says Kelley Gutierrez, category manager of center store at MAPCO Express, a chain of 300-plus stores based in Franklin, Tenn.

“I may have a [merchandising mix] for this store or group of stores that sees a high demand for standard-size bars or share-size bags. In another group of stores, it might be king-sizes. It’s all based on your store shoppers, and it’s not one-size-fits-all decision-making,” she says.

Larger pack sizes became extremely popular during the pandemic. In the past year, larger sizes have made a positive difference in many product categories as consumers look to stock up, according to IRI. Larger formats of dried meat snacks, for example, grew unit sales 11.8% in all channels, driving a 22.3% jump in dollar sales during the 52-week period ending April 17, according to IRI. Non-chocolate candy grew 14.6% in dollars and 7.5% in units.

“Single sizes are doing quite well, and it’s been sparked by consumer mobility.” 

Wyatt of IRI strikes a tone of caution when discussing investing too heavily in the large-pack trend, however. “I think it’s wise to not put all of your eggs into one basket,” she says. “Single sizes are doing quite well, and it’s been sparked by consumer mobility. A single serving has affordability, and affordability means different things to different people. C-stores should plan to accommodate both types of consumers.”

Tim Jones, director of category management and customer development for Kent, Wash.-based Oberto Brands, adds that retailers also need to recognize the varying product lines a manufacturer offers and how they each appeal to a different consumer base.

Four of Oberto’s meat-snack brands, he says, each target a different customer: the flagship Oberto Specialty Meats products draw consumers seeking better-for-you qualities; Cattleman’s Cut resonates with a blue-collar, male audience; Caveman Meat Snacks direct marketing to those seeking keto-friendly ingredients, and the new, cobranded Takis Meat Stick is targeted to Gen Z.