Countlines - single bars - are struggling, although better merchandising could work wonders, say suppliers
Countlines are the biggest sector of chocolate confectionery, accounting for over half of the market, but the sector is struggling and sales are in decline.
Suppliers believe retailers could do more to increase sales of countlines - or singles - with better merchandising and greater availability and presence in store.
Purchases of confectionery singles account for 72% of confectionery occasions in multiples [TNS] and 16% of shoppers say they want more singles to be available when they are shopping in supermarkets [Mars Formats & Mission Research 04].
"Retailers could take advantage of an additional £43m sales opportunity by ensuring enough space in store is allocated to confectionery singles," says Andrea Taylor, Mars trade relations manager. "Trials show that by allocating more space to confectionery singles, they could represent 19% of total confectionery sales."
Graeme Walker, trade communications manager at Nestlé, agrees that there is still a big opportunity for retailers in terms of display.
"Seventy per cent of all confectionery is bought on impulse - whenever anyone is stood for more than a couple of seconds, you have a potential opportunity to sell some confectionery," he says. "Supermarket forecourt shops do well with impulse confectionery because they site them on the way to the till. There must be lessons for us all in terms of what is done so well in that environment and how it can be applied within the main body of the store."
Mars says to grow sales, grocery retailers should focus on increasing footfall by ensuring categories such as confectionery are located in high traffic-flow areas, maximising sales by maintaining full availability of lines.
"To cater for all shopping occasions retailers should multi-site their confectionery displays," says Taylor. "For example, stock products such as boxed chocolates and sharing pouches with 'night in' categories such as savoury snacks and wine.
"Confectionery singles should be placed at the front of store, creating a convenience outlet for those shoppers wanting to pop in to buy a snack or lunch."
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