Category advice

Confectionery icon
Confectionery

Market Insight

Confectionery is a key category to drive incremental sales –

make sure you maximise visibility and availability with secondary display near till points or main fixture

In Convenience; 67% of Confectionery value is sold via Symbol or Independent operators

and the biggest mission is 'Treat Yourself'

IRI One System Total IC data to 24/04/2018 / Him!

CTP Tracker 2018

In Independents and Symbols, Candy is the category where shoppers are buying more often and spending more

– the key driver is Hanging Bags

Kantar Worldpanel 26.03.17,

IRI One System Total IC data to 22/04/2018

Chocolate Singles is the biggest segment (32% of category value), but Chocolate Block is the fastest growing (4.5 % YOY)

IRI One System Total IC data to 22/04/2018

Premium is driving the value growth of Total Chocolate in Total Market and Lindt is out performing mainstream manufacturers in Convenience

Maximise impulsivity –

Use a mixture of PMP to demonstrate value for money on fixture and off shelf display to prompt trial

Dairy Milk

The greatest population growth will come from the over 65's. Use products such as CDM Block to target these shoppers.

'Treating' is growing +9%

(Source: Kantar World Panel in Home Occasions, Sept 2016).

Make sure Chocolate Blocks and Hanging Bags formats are available on main fixture to appeal to the growth in 'top up' shoppers.

LindorPremium is driving the value growth of chocolate in total market. Adding premium to your range appeals to an older and growing market.

Whilst Chocolate Singles is the core format within Convenience, shoppers are buying into the Duo format more often. Stock a core range of Duo formats i.e. Mars Duo and Wispa Duo to upweight purchase in your singles category.

Focus on range and space using category planograms to guide Mars and Wispa Duo fair share to big categories like Chocolate Singles but also to expand on faster growing segments such as Chocolate Hanging Bags and Blocks

More shoppers are opting for 'better for you' Grenade bar choices more frequently. Stock a balance range of sugar free, protein and portion control formats.

Confectionery

Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock linesMust stock lines
Confectionery

Planograms

We suggest you stock the following range:

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2mx6 Confectionery Shelf 1
View Shelf 1 Products
2mx6 Confectionery Shelf 2
View Shelf 2 Products
2mx6 Confectionery Shelf 3
View Shelf 3 Products
2mx6 Confectionery Shelf 4
View Shelf 4 Products
2mx6 Confectionery Shelf 5
View Shelf 5 Products
2mx6 Confectionery Shelf 6
View Shelf 6 Products

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