This week, the savi team was on the ground at the National Convenience Show and Food & Drink Expo in Birmingham — two of the most important events in the UK FMCG calendar. Here are the themes that stood out, and what we think they mean for brands operating in the convenience channel.
Protein, Energy & the Health Shift
Protein was the buzzword of the show — but it sits within a much bigger picture. GLP-1 medications and weight management are reshaping what shoppers reach for, energy drinks had a dominant presence across the floor, and growing scrutiny around HFSS reformulation and ultra-processed foods (UPF) is accelerating product development across categories.
The challenge for brands in this space isn’t innovation — it’s cut-through. When every brand is shouting about protein or clean ingredients, a well-timed, targeted coupon or reward can be the difference between a shopper trying your product or walking past it.
Retailer Loyalty Is Having Its Moment
How brands build loyalty with convenience store owners — encouraging them to range products, reorder consistently, and prioritise one brand over another — was a clear and recurring theme across the show.
It’s an area savi is already active in. Our simple-to-use rewards app, built specifically for the convenience sector, makes it straightforward for brands to incentivise and retain their retailer base – driving ranging and reordering without complexity.
Gen Z and Millennials Are Reshaping Convenience
Value-led purchasing, social media influence, and a growing preference for convenience retail — younger shoppers are changing the channel in meaningful ways. Our Savi Shopper research backs this up, showing increased usage of convenience stores among Gen Z and millennial demographics.
Brands that understand this shift — and can engage these shoppers with the right offer, at the right moment — are in a strong position to build lasting loyalty in the channel.
Championing Women in Convenience
One of the highlights of the show was a Diet Coke Women in Convenience & Allies breakfast, celebrating their new partnership with The Devil Wears Prada 2. An incredible panel of women from across the convenience sector shared their journeys, challenges, and what progression in this industry really looks like.
The session was honest, inspiring, and a reminder of how important these conversations are. The event also debuted a gift with purchase mechanic for retailers — a brilliant example of how brand partnerships and in-store activation can work together to create real shopper engagement.
See You at the FMCG Summit – 14th May, London
If the themes above are on your agenda, the FMCG Summit is the place to continue the conversation. savi is sponsoring the event once again, which this year is part of the Commerce Media Festival 2026 – connecting in-store impact with ecommerce growth.
One free Meeting Pass gets you into the FMCG Summit, Retail Media X Europe and the CTV Summit. We’ll be speaking on the morning panel and at our stand – if you’re planning to attend, drop us a message so we can arrange time for a catch-up.
Grab your free Meeting Pass here or get in touch for a chat.
