Self-treating is pushing the confectioner category forward despite cost-of-living challenges.
By Elena Dimama
Confectionery continues to deliver solid sales for independent retail, despite the challenging circumstances of the past year.
The segment grew by 2.9% compared to the year before, with own-label products having lost share in the chocolate and candy categories, as consumers gravitate towards brands, according to Nielsen.
The vegan way
Offering plant-based choices has never been more important and innovation within brands helps sales soar.
“Providing the right snack for the right moment forms part of our Snacking Made Right agenda, and therefore being able to provide delicious treats for all snacking needs and requirements is of great importance to us,” Susan Nash, Trade Communications Manager at Mondelez International, explains.
“Maynards Bassetts’ Fizzy Fish and Sour Patch Kids in Watermelon flavour have both received vegan certification by the Vegan Society. We’re proud that these innovations allow retailers to cater to this growing consumer appetite and offer their shoppers even more choices.”
Over 700,000 people participated in the Veganuary challenge this year, as more people are becoming conscious of their eating habits and switching to a vegan diet. “Innovation within the vegan sugar confectionery category is a strong driver to entice consumers to try out vegan products and keep them coming back for more,” Clare Newton, Trade Marketing Executive at Swizzels, adds.
Multipacks for convenience
The challenging economic circumstances mean that multipacks are on the rise, as shoppers look for a cost-effective way to purchase their treats in advance. “They’re most often bought as part of a scheduled shopping trip by consumers looking ahead, rather than buying on impulse when out and about,” Nash notes.
“Additionally, we’ve seen that shoppers are increasingly looking to enjoy evenings at home as a more cost-effective way to spend time together. This subsequent increase in the Big Night In occasion can be catered to with our gifting and sharing formats.”
PMPs are another way of driving sales, especially in the confectionery category which seems to have been more or less insulated from the cost-of-living crisis.
“We’ve found that stocking PMPs influences consumers’ willingness to make an impulse purchase within the category,” Newton explains. “PMPs help to give customers an enhanced feeling of control over their spending and the knowledge that the price that they see on pack will be the price that they pay at the checkout.