“Valued at £4.9 billion and growing at 5.3%, the confectionery market offers excellent sales opportunities for retailers if executed well in-store. We don’t have a one-size-fits-all approach to category management at Mars Chocolate and are committed to working closely with our retailers, helping them to better understand their customers’ shopping needs and tailor their ranges accordingly. There are however some key tips that every retailer can follow to drive return…” – Bep Dhaliwal, Mars Chocolate Trade Communications Manager
Key Points
Display space is at a premium, which makes it imperative for retailers to stock a range that drives sales every day. Shoppers have higher expectations than ever and there are some products that they always expect to be available, these are often the brands they know and trust.
Profit growth is about having the right core display of confectionery; retailers should continuously evaluate which of the lines they stock add value every day and delist poor performers as a matter of course. This will automatically create more shelf space for stronger lines.
There are six simple steps that retailers can follow to boost sales:
- Select the right range
- Locate the bestsellers in the best sites
- Multi-face the bestsellers
- Group lines by product category
- Allocate space according to sales achieved
- Site confectionery in areas of high traffic flow
Simply implementing these steps could generate a sales uplift of up to 12%!
Once the main display is optimised, retailers can then look to implement secondary sites throughout the store, for example, siting exciting NPD such as Galaxy Bites at the till-point to create an additional point of interest and capitalise on impulse sales opportunities.
What to stock
[tab name=”Countlines”]
| Rank | Product |
|---|---|
| 1 | Mars Standard Singles |
| 2 | Cadbury Twirl Standard Singles |
| 3 | Nestlé Kit Kat Standard Singles |
| 4 | Snickers Standard Singles |
| 5 | Cadbury Wispa Standard Singles |
| 6 | Twix Original Standard Singles |
| 7 | Cadbury Dairy Milk Standard Singles |
| 8 | Cadbury Double Decker Standard Singles |
| 9 | Cadbury Crunchie Standard Singles |
| 10 | Mars Duo Kingsize Singles |
| 11 | Snickers Duo Kingsize Singles |
| 12 | Cadbury Boost Glucose Standard Singles |
| 13 | Maltesers Standard Singles |
| 14 | Cadbury Dairy Milk Caramel Standard Singles |
| 15 | Nestlé Kit Kat Chunky Standard Singles |
| 16 | Nestlé Yorkie Standard Singles |
| 17 | Cadbury Flake Standard Singles |
| 18 | Galaxy Standard Singles |
| 19 | Nestlé Aero Peppermint Standard Singles |
| 20 | Galaxy Ripple Standard Singles |
| 21 | Bounty Standard Singles |
| 22 | Twix Xtra Kingsize Singles |
| 23 | Cadbury Star Bar Standard Singles |
| 24 | Frys Turkish Delight Standard Singles |
| 25 | Cadbury Picnic Standard Singles |
| 26 | Nestlé Toffee Crisp Standard Singles |
| 27 | Galaxy Caramel Standard Singles |
| 28 | Kinder Bueno Standard Singles |
| 29 | Nestlé Milkybar Standard Singles |
| 30 | Nestlé Smarties Standard Singles |
| 31 | Cadbury Dairy Milk Fruit & Nut Standard Singles |
| 32 | Galaxy Minstrels Standard Singles |
| 33 | Cadbury Dairy Milk Buttons Standard Singles |
| 34 | Nestlé Munchies Standard Singles |
| 35 | Nestlé Lion Bar Standard Singles |
| 36 | Milky Way Magic Stars Standard Singles |
| 37 | Nestlé Kit Kat Chunky Caramel Standard Singles |
| 38 | Kinder Surprise Milk & Whit Choc Eg Small Singles |
| 39 | Nestlé Rolo Standard Singles |
| 40 | Cadbury Dairy Milk Wholenut Standard Singles |
| 41 | Topic Standard Singles |
| 42 | Nestlé Drifter Standard Singles |
| 43 | Nestlé Milkybar Buttons Small Singles |
| 44 | Cadbury Time Out Standard Singles |
| 45 | M&Ms Peanut Standard Singles |
| 46 | Galaxy Bubbles Standard Singles |
| 47 | Nestlé Aero Milk Chocolate Standard Singles |
| 48 | Cadbury Freddo Milk Chocolate Small Singles |
| 49 | Nestlé Kit Kat Dark Standard Singles |
| 50 | Cadburyland Fudge Standard Singles |
| 51 | Frys Chocolate Cream Standard Singles |
| 52 | Galaxy Cookie Crumble Standard Singles |
| 53 | Galaxy Kingsize Singles |
| 54 | Cadbury Bournville Standard Singles |
| 55 | Bounty Dark Standard Singles |
| 56 | Revels Standard Singles |
| 57 | Milky Way Twin Standard Singles |
| 58 | Frys Peppermint Cream Standard Singles |
| 59 | Cadbury Freddo Caramel Small Singles |
| 60 | Terrys Chocolate Orange Mlk Chc Bar Standard Singles |
| 61 | Milky Way Small Singles |
| 62 | Milky Way Crispy Rolls Standard Singles |
| 63 | Nestlé Yorkie Raisin & Biscuit Standard Singles |
| 64 | Dime Standard Singles |
| 65 | Nestlé Milkybar Raisin & Biscuit Standard Singles |
| 66 | Cadbury Giant Buttons Standard Singles |
| 67 | Nestlé Munchies Mint Standard Singles |
| 68 | Maltesers Big Bag Kingsize Singles |
| 69 | Nestlé Aero Bubbles Peppermint Standard Singles |
| 70 | Cadburyland Chomp Original Small Singles |
| 71 | Nestlé Caramac Standard Singles |
| 72 | Twix Fino Standard Singles |
| 73 | Kinder Bueno White Standard Singles |
| 74 | Cadbury Buttons Creamy White Standard Singles |
| 75 | Cadbury Curly Wurly Standard Singles |
| 76 | Bounty Triple 3 Kingsize Singles |
| 77 | Frys Orange Cream Standard Singles |
| 78 | Cadburys Dairy Milk Caramel Nibbles Standard Singles |
| 79 | Toblerone Standard Singles |
| 80 | Cadbury Dairy Milk 8 Chunk Kingsize Singles |
| 81 | Cadbury Dairy Milk Bliss Standard Singles |
| 82 | M&Ms Crispy Standard Singles |
| 83 | Cadbury Dairy Milk Small Singles |
| 84 | Cadbury Dairy Milk Spots V Stripes Standard Singles |
| 85 | Nestlé Aero Bubbles Milk Chocolate Standard Singles |
| 86 | Nestlé Milkybar Small Singles |
| 87 | Cadbury Dairy Milk Turkish Standard Singles |
| 88 | M&Ms Chocolate Standard Singles |
| 89 | Mars Planets Standard Singles |
| 90 | Cadbury Wispa Duo Kingsize Singles |
| 91 | Milka Alpine Standard Singles |
| 92 | Cadbury Creme Egg Twisted Bar Standard Singles |
| 93 | Nestlé Kit Kat Senses Standard Singles |
| 94 | Cadbury Flake Dipped Standard Singles |
| 95 | Nestlé Kit Kat Senses Caramel Cream Standard Singles |
| 96 | Milka Alpine Daim Standard Singles |
| 97 | Cadbury Boost Glucose Duo Kingsize Singles |
| 98 | Nestlé Kit Kat Chunky Kingsize Singles |
| 99 | Nestlé Lion Bar Kingsize Singles |
| 100 | Nestlé Walnut Whip Standard Singles |
[tab name=”Sharing bags”]
| Rank | Prodiuct |
|---|---|
| 1 | Maltesers Large Sharing Bags |
| 2 | Galaxy Minstrels Large Sharing Bags |
| 3 | Cadbury Giant Buttons Handy Sharing Bags |
| 4 | M&M’s Peanut Large Sharing Bags |
| 5 | Revels Large Sharing Bags |
| 6 | Galaxy Counters Large Sharing Bags |
| 7 | Cadbury Giant Buttons Large Sharing Bags |
| 8 | Milky Way Magic Stars Large Sharing Bags |
| 9 | Cadburys Dairy Milk Caramel Nibbles Large Sharing Bags |
| 10 | Maltesers Handy Sharing Bags |
| 11 | Nestle Aero Bubbles Peppermint Handy Sharing Bags |
| 12 | M&M’s Chocolate Large Sharing Bags |
| 13 | Galaxy Minstrels Handy Sharing Bags |
| 14 | Cadbury Crunchie Rocks Large Sharing Bags |
| 15 | M&M’s Peanut Handy Sharing Bags |
| 16 | Werthers Original Milk Chocolate Handy Sharing Bags |
| 17 | Mars Planets Large Sharing Bags |
| 18 | Revels Handy Sharing Bags |
| 19 | Nestle Aero Bubbles Milk Chocolate Handy Sharing Bags |
| 20 | M&M’s Crispy Large Sharing Bags |
| 21 | Cadbury Clusters Handy Sharing Bags |
| 22 | Nestlé Munchies Handy Sharing Bags |
| 23 | Cadbury Chocolate Raisins Large Sharing Bags |
| 24 | Werthers Original Choc Caramels Handy Sharing Bags |
| 25 | Nestle Milkybar Moments Large Sharing Bags |
| 26 | Nestle Toffee Crisp Clusters Handy Sharing Bags |
| 27 | Cadbury Chocolate Peanuts Large Sharing Bags |
| 28 | Maltesers White Large Sharing Bags |
| 29 | Bobbys Chocolate Raisins Handy Sharing Bags |
| 30 | Jamesons Raspberry Ruffles Handy Sharing Bags |
| 31 | Bobbys Chocolate Peanuts Handy Sharing Bags |
| 32 | Jamesons Chocolate Raisins Large Sharing Bags |
| 33 | Cadburys Dairy Milk Caramel Nibbles Handy Sharing Bags |
| 34 | Nestlé Kit Kat Pop Choc Large Sharing Bags |
[tab name=”Large block confectionery”]
| Rank | Product |
|---|---|
| 1 | Cadbury Dairy Milk Medium Single |
| 2 | Cadbury Dairy Milk Fruit & Nut Medium Single |
| 3 | Galaxy Large Single |
| 4 | Cadbury Dairy Milk Caramel Medium Single |
| 5 | Cadbury Dairy Milk Whole Nut Medium Single |
| 6 | Cadbury Dairy Milk Large Single |
| 7 | Nestlé Aero Peppermint Medium Single |
| 8 | Nestlé Aero Milk Chocolate Medium Single |
| 9 | Cadbury Dairy Milk Turkish Medium Single |
| 10 | Cadbury Bournville Large Single Standard Large Block Dark |
| 11 | Cadbury Dairy Milk Fruit & Nut Large Single |
| 12 | Other Own Label Medium Single |
| 13 | Galaxy Caramel Medium Single |
| 14 | Cadbury Dairy Milk Whole Nut Large Single |
| 15 | Nestlé Milkybar Medium Single White |
| 16 | Galaxy Cookie Crumble |
| 17 | Cadbury Dairy Milk Caramel Large Single |
| 18 | Galaxy Bubbles Medium Single |
| 19 | Green & Blacks Organic 70% Dark Medium Single Premium Large Block Dark |
| 20 | Other Own Label Milk Choc Medium Single |
[end_tabset]
Planograms
Select the size of your display: [tab name=”1.5 metres”]
[/tab]
[tab name=”2 metres”][/tab]
[end_tabset]
Retailer Testimonials
Mr and Mrs Thevathas, of Spar Hazelton, Waterlooville, Hampshire have not only seen a significant increase in confectionery sales after introducing Mars’ category advice, but also report that more customers are purchasing chocolate items on impulse now that they have placed the confectionery in their chillers due to warm weather.
Independent retailers Dipak and Dina Gandecha have been in business since 1990 and play a well-established role in the local community. They have recently taken the time to install a number of secondary sitings in-store as consulted by their Mars Sales Representative. They have so far achieved a 225% uplift in their sales of Galaxy Large Block chocolate, achieved by installing branded POS; a 12% average uplift of the confectionery products on sales in their Bambino counter-top unit and have been able to stock 5 new Treat Bag lines, thanks to installing a Slenda Glenda fixture. The couple commented: “Secondary sitings have performed amazingly well in our store…they directly attract the impulse shopper and tempt them into making a purchase. The results speak for themselves!”
Independent retailer John Hothi from Denton Burn, Newcastle recently implemented a number of the Mars confectionery display principles in his shop and achieved a 20% uplift in overall confectionery sales!
Having run Premier Stores in Benwell for over 25 years, Mr Hothi knows most of his customers by name and hopes to help support and promote the local youth football team in the near future.
Following on from his display success, Mr Hothi advises that retailers should delist the slowest selling 10% of their confectionery ranges and fill the new space with the bestsellers.
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