With the third-highest basket penetration [1], confectionery is a key category in any convenience store and chocolate accounts for over 75% of this value [2]. Confectionery is also one of the most impulsive categories in your store [3], meaning there’s a great opportunity to inspire the shopper

There are two key questions to consider here. Firstly, does your store make it easy for shoppers to find and select what they are looking for? And secondly, does your store inspire purchase if the shopper has come in for another primary mission?

Confectionery shoppers need to be able to find the main fixture easily, so it should be in a high-traffic, visible area of your store. The fixture itself needs to follow some key principles highlighted on the planogram.

To maximise the category opportunity, confectionery should be sited in a secondary location. Sometimes shoppers need reminding or prompting to buy into the category when they are on a primary mission.

By inspiring shoppers you can remind them of their additional purchase requirements while in your store.

Source: 1 Retail Data Partnership – convenience reports June 1-15 2020. 2 Nielsen Total coverage including discounters, Value, MAT 16.5.20. 3 HIM! CTP 2020.

 

The top products that really should fill your shelves

Cadbury Twirl - Cadbury’s number one single bar

Duos - Growing at 2.9%, with Cadbury Wispa Duo as the Cadbury top-seller

Cadbury Dairy Milk - The best-selling variant in chocolate tablets

Source: Nielsen total coverage, exc. Discounters, Value, MAT 13.06.20.

 

Key numbers you need to know

76% of confectionery sales are from chocolate products [2]

1 - Cadbury is the number one chocolate brand [2]

out of 10 of the top-selling singles products are Cadbury [Nielsen Indies and Symbols SKU Combined Rankings, May 2020]

 

elderly woman food delivery

Delivery services have become crucial for many convenience stores

  • Growing importance of brands. In uncertain times, consumers look for reassurance and brands they know and love. Consumers can trust in brands to deliver on familiarity and taste.
  • Value. Consumers are looking for the best value possible. Price-marked packs (PMPs) provide reassurance of value through clear pricing.
  • Duos. Sales of Duos are increasing and Cadbury is outperforming the market [4], so be sure to stock up on the best-sellers. Duos are particularly important when it comes to shoppers’ on-the-go mission.
  • Mini seasons and sharing occasions. We have all spent more time at home recently, so those small sharing occasions are becoming even more important. Be prepared with a strong range of tablets and sharing formats for nights in with family. 
  • Who’s shopping in your store? While the 55+ age group – typically crucial to the convenience channel – has adapted more to grocery delivery, c-stores are seeing a greater proportion of visits from younger shoppers. Now is an important time to build loyalty among this new target group, engaging with initiatives such as packaging reduction. It’s important to keep these young shoppers and increase loyalty.
  • Delivery. Delivery services have become crucial for many convenience stores, so do apply the category management principles to your ordering process whether that be via phone, website or app. Remind shoppers what you stock and what’s new to help prompt orders. A permanent shift to increased use of delivery is expected, with 54% [5] of shoppers open to ordering from their local store.

Source: 4 Nielsen total coverage, exc. discounters, Value, MAT 13.06.20. 5 HIM UK Convenience Market Report 2020.

 

Plan your shelf the right way to increase sales

Mondelez chocolate planogram

Source: Mondelez International

  • The fixture needs to be clean, tidy and ordered, with clear pricing – don’t forget PMPs.
  • The range should cover all the different need-states: singles, duos, tablets, bags and gifting.
  • Group product formats together and group brands together within those formats.
  • Place best-sellers in the most visible locations and ensure you double-face the very best-sellers.
 

Your top tips and takeaways from Mondelēz

Magazines__Simply Fresh Shottery

Confectionery can placed in secondary sites like near newspapers and magazines

  1. Locate secondary sites in front of store and near other relevant products, such as ‘food on the go’ and magazines.
  2. Make the most of impactful POS (point-of-sale) from manufacturers.
  3. Highlight products when brand marketing and media investment is in place. You should also make the most of the season.
  4. Don’t forget the basics on your secondary displays and keep products well-ordered and clearly priced. Visit deliciousdisplay.co.uk for more details.

*Retailers are free to set their own prices. Non pricemarked packs are available.

Category management: time to get back on track after lockdown