According to the data, over the past year, additional convenience meals, single serve drinks, milk, and sliced bread were the top 5 products commonly purchased with a Rustlers, demonstrating the brand’s versatility in meeting various shopper needs, from on-the-go food to meal options for the evening and quick top-up shopping trips.
Moreover, the results indicate that the average basket containing a Rustlers amounts to £13.26, representing an 82% increase compared to the convenience store average of £7.27 (ACS Local Shop Report 2022). This insight emphasizes how retailers can leverage the Rustlers brand to encourage larger purchases and drive higher revenue.
Interestingly, only 3.6% of transactions including a Rustlers Best Seller (Quarter Pounder, BBQ Rib, Breakfast Muffin, Southern Fried Chicken Sub, Twin pack Cheese) consisted of single item baskets. This finding suggests that customers tend to buy additional items alongside their Rustlers purchase, indicating an opportunity for retailers to promote complementary products.
A visual representation of the top-selling Rustlers products can be seen in the image below:
[](https://d2td6mzj4f4e1e.cloudfront.net/wp-content/uploads/sites/9/2023/07/5x-best-sellers.png)
Further analysis of the data reveals that the most frequently purchased item alongside a Rustlers is a 500ml drink. Among the top 20 items, six single serve drinks, five meat/dairy-based snacks, and three bread and milk products are listed. To maximize additional sales, the brand recommends that retailers stock multiple varieties of its best-selling products. Interestingly, four of the top 20 items commonly bought with a Rustlers are other Rustlers products, underscoring the brand’s popularity and potential for cross-selling opportunities.
Moreover, the report highlights that the peak sales period for Rustlers occurs on Fridays between 12-2pm. During this time, shoppers treat themselves to lunch or stock up on burgers, snacks, and groceries for the weekend ahead.
Ross Davison, the head of convenience at Kepak (foods division), commented on the data, stating, “It is really encouraging to see the value stocking Rustlers can bring to convenience retailers and the real potential to boost their profits.” By sharing this data, we aim to inspire retailers to implement minor changes, such as increasing product facings or including Rustlers in cross-category deals, to enhance basket size and drive greater spending.
In conclusion, the data indicates the diverse appeal of Rustlers products across different shopper missions. Retailers can capitalize on this by leveraging the brand to prompt larger purchases and improve their overall profitability. The insights provided offer specific suggestions for retailers to align their product offerings and promotional strategies accordingly.
