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Alicia Allen from Mars presents on the confectionery market spend in relation to the leisure sector as part of the RPG session at the BALPPA FEC meeting at Legoland - May 2014
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FECA PresentationMay 22nd 2014
Presented by Alicia Clarke, Account ManagerMars UK
[email protected] 150 291
Mars Chocolate UK is a registered trademark © 2013.
Strictly Confidential
• Why is confectionery an important category?
• What is driving confectionery growth?
• What range should I be stocking?
• Additional opportunities in confectionery
• What support is available to help
Today's Meeting
25% of confectionery shoppers also buy crisps, snacks and soft drinks at the same time
61% of confectionery buyers are ‘open to influence at the point of purchase
70% of confectionery is bought on impulse.
Confectionery is #1 impulse category, crucial to your business
1. Confectionery is a destination category
2. Confectionery compliments other
categories
3. Confectionery offers incremental sales
opportunities
Source: TNS Flamingo Land 2012, CTP April 2012 * Total confectionery 2013. Mars data.
Why is confectionery important to your business?
The 5 key drivers of confectionery growth
Ignite the Ignite the Magic of Magic of GiftingGifting
Ignite the Ignite the Magic of Magic of GiftingGifting
Transform Transform Together-timeTogether-time
Transform Transform Together-timeTogether-time
PleasurablePleasurableRefuel Refuel
PleasurablePleasurableRefuel Refuel Treat MeTreat MeTreat MeTreat Me Feel Confident Feel Confident
& Invigorated& InvigoratedFeel Confident Feel Confident & Invigorated& Invigorated
Make time with family & friends
more special
The heart of all gifting occasions
Keeping me going
Most desirable individual treat
Building confidence and refreshing
invigoration
Importance of range in leisureImportance of range in leisureVisitors have a higher
demand for ‘treat me’ and sharing confectionery
products
38% 38% of visitors bought confectionery for the ‘treat
me’ occasion
38% 38% of visitors bought confectionery for the ‘treat
me’ occasion
Over 50% 50% say they would not buy if their favourite brand
was not available
Over 50% 50% say they would not buy if their favourite brand
was not available
Ensure best sellers are stocked in your core range
Stock sharing bags as they fulfil the usage occasion of consumption with others
53% 53% of confectionery moments are consumption
with others
53% 53% of confectionery moments are consumption
with others
Ensure a range of treat me products are stocked alongside your pleasurable refuel products
Source: TNS PDH Research 2012, , Kantar Usage & Wrigley Big Brother shopper research 2011/2012
Importance of Range
Core Range considerations
Kids
Non-melting
46% of confectionery is consumed with a hot drink – are you maximising your sales?
• “self-eat” category in massive growth +32% in 2013
• Incremental sales at busier times of the year e.g Easter & Christmas holidays
• Boxes are easily displayed – no need for additional point of sale
• Highly impulsive – site at till
• Merryteaser available end October 2014, Voted Product of the year 2014
Support for your site – Display Equipment from Mars
• Confectionery is an important category – highly incremental
• Treat Me, & together time are driving consumer growth
• A confectionery range must include best sellers, with brands that meet the needs of your customers
• Focusing on simple promotions and seasonal lines can drive additional sales & increase spend
• Displaying this range through the right equipment will increase sales
Summary