With as many as 80% of purchasing decisions made at the POS, the impulse driven confectionery category becomes key in grocery retailing. Confectionery items are hardly in consumers’ shopping lists; therefore, both retailers and brands must ensure shoppers are constantly reminded of the category throughout their shopping trip and encouraged to add confectionery items in their shopping baskets.
Moreover, the broad spectrum of choices shoppers face in-store for the confectionery category (large variety of flavours, pack sizes, and price points) means that catching shopper attention and standing out at the shelf is becoming increasingly challenging.
Both brands and retailers need to constantly innovate in the execution in-store, with effective shelf management that will motivate shoppers to browse the confectionery aisle. In addition, the versatility and flexibility of the category lends itself for cross merchandising and for promotional activity in various hot spots of the store. Lastly, generating excitement around the category is essential to drive footfall and encourage impulse purchasing.
This report provides the latest innovations around category management for the confectionery category, with the aim to assist you in taking your category to the next level, thus driving footfall, engaging shoppers, enhancing shopping experience, and ultimately, increasing sales and shopper loyalty.
This report is the result of extensive in-store analysis derived from a mix of both developed and emerging markets, as well as from a variety of store formats, both big and small box retailing.
In-store analysis focuses on six key topics in order to identify global best practices for the confectionery category: aisle innovations, displays, cross merchandising, promotions, checkout, and private label vs. brands.
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