Data for the last 12 weeks shows the total chocolate market to be in growth by 0.5% versus last year. The latest four-week data highlights a continued positive performance, with growth in the chocolate market driven by tablets and large bags. Mondelez International is the No.1 player in the category, leading market value growth by 21.3%.
Confectionery is not only the most valuable category in your store, it is also the most impulsive category.
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CHOCOLATE – CATEGORY OVERVIEW
Data for the last 12 weeks shows the total chocolate market to be in growth by 0.5% versus last year. The latest four-week data highlights a continued positive performance, with growth in the chocolate market driven by tablets and large bags. Mondelez International is the No.1 player in the category, leading market value growth by 21.3%.
Confectionery is not only the most valuable category in your store, it is also the most impulsive category. This means it can help you unlock more sales in your store and therefore it is worth spending your time planning what to stock and where.
TOP 10 SKUS
- Cadbury Twirl 43g
- Kinder Surprise Milk Chocolate Egg 20g
- Mars 58g
- Snickers 58g
- Cadbury Wispa 39g
- Mars Duo 85g
- Twix Xtra 85g
- Cadbury Crunchie 40g
- Cadbury Double Decker 54.5g
- Kit Kat Original four-finger 45g
CONSUMER TRENDS
Sharing continues to be a key opportunity, and we expect this trend to continue. This is about tablets as well as sharing bags and this year Cadbury innovations such as Cadbury Dairy Milk Marvellous Creations and Cadbury Dairy Milk with Oreo have been instrumental in driving greater growth.
TOP TIPS
- Focus on best-selling lines.
- Understand where the ‘central point of vision’ is on your main fixture.
- Place bestsellers in the best-selling area.
- Have displays in-store when consumer awareness is high due to media investment.
- Keep a fully stocked, tidy display to help consumers scan the fixture.
Main fixture:
- Place bestsellers in the best-selling areas (central point of vision).
- Group products by product format and then group products by segment.
- Within product formats and segments, and without moving best-sellers away from the best-selling locations, group brands together.
- Have clear prices in position.
- Ensure shelve edges are clean so product looks at its best.
- Where possible take product out of its case.
RANGE ADVICE
In addition to a confectionery main fixture, have secondary sites featuring confectionery and include a range in high-traffic areas. Only dual-face the very top sellers, and only where space allows, and use manufacturers’ point-of-sale material for a high-impact display.
Make sure your range covers all ‘need states’ – including self-eat, sharing and gifting confectionery – and group products with similar attributes next to each other (for example, those ‘containing nuts’).
PLANOGRAM
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SPONSOR’S COMMENT
Category management is important across all categories, but it’s even more important for confectionery. Sixty-eight percent of shoppers don’t see confectionery in-store. However, of those that do see it, 80% will buy it, so giving every customer a chance to see confectionery will help drive your sales.
Susan Nash,
Trade communications manager, Mondelez International
FOR FURTHER INFORMATION
Call 0870 191 7343
Email [email protected]
Visit www.deliciousdisplay.co.uk
