Category advice

Confectionery icon

Market Insight

Category advice2021


Importance of Confectionery

Confectionery is growing +2.7% in Independent and Symbol stores. Driven by more shoppers shopping local.

(Nielsen, I&S, 52 Weeks, 22.05.2021)

Big Night In

Sharing products are growing the channel sales, with chocolate sharing +8.5% and sugar sharing +5.9%.

(Nielsen, I&S, 52 Weeks, 22.05.2021)

On the Go

Chocolate Singles still have the largest share of Confectionery with a quarter of all sales in Independent and Symbol Stores.

(Nielsen, I&S, 52 Weeks, 22.05.2021)

Seasonal Gifting

Confectionery Gifting is growing +18% and driven by a growth in sales from events like Xmas, Mother’s Day and Valentines.

(Nielsen, I&S, 52 Weeks, 22.05.2021)

The Younger Confectionery Shopper

Younger shoppers over index in confectionery in Independent and Symbol stores and they also spend more so are a key demographic.

(Lumina Intelligence Convenience Tracking Programme data from w/c 11th November 2020 to 26th April 2021)

Importance of Impulse

23% of shoppers in Independent and Symbol Stores buy something on impulse. 17% of these impulse purchases are confectionery. 63% of shoppers purchase on impulse because of visibility and 28% of shoppers purchase because of promotion or PMP.

(Lumina CTP 2020)

Clearly merchandise your main display by pack type (eg singles/duos), brand and best sellers in best locations.

Chocolate bars
Woman eating chocolate

Highlight 'Big Night In'

by grouping sharing products together and try offering Bundle Deals in store and via delivery.

Chocolate gifting

Stock the best selling Gifting range Build exciting displays for Seasonal events and advertise on social media.

With On the Go missions due to bounce back re-focus on Chocolate and Mint Singles especially growing packs like Duos.

Stock the latest branded NPD from launch as this appeals to younger shoppers and display in high footfall areas for impulse purchasing.

Drive impulse purchase with eye catching displays, then highlight high impulse lines like mints at the till point and next to Food/Coffee to Go for the fresh breath mission.


Must Stock Lines

Category advice2021


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


Category advice2021


We suggest you stock the following range:

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