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Focus and visibility are key to driving confectionery sales

27 May 2011
Focus and visibility are key to driving confectionery sales

Within food service, confectionery has an estimated value of £651m, so it is a category that food service operators can really benefit from if they get their offer right. However, tapping into this huge opportunity can seem like a bit of a minefield, given the sheer quantity of confectionery products available and the need to balance the space available with other important categories such as crisps and soft drinks.

Confectionery is a highly impulsive purchase as half of consumers buy confectionery purely on impulse, so the stronger the display, the stronger the sales. Operators should first consider top selling lines (see below) that their consumers will know and that they can depend on for quality. Secondly, operators should consider the range they offer and how confectionery can complement this range and help drive incremental sales. For example, if hot beverages are core to the offering then a biscuit-based confectionery product will complement perfectly.

Also, consider your customer profile. Are you catering for business clients and workers who are going back to the office after a break or lunch? If so, consider offering mints and gums. If your customers are using your facility for meetings, a sharing-format bag can help drive incremental purchase. In essence, product should be selected on performance, fit with outlet offering and fit with customer profile.

Fin Coffey, National Account Controller for Out Of Home athttp://www.cadbury.co.uk" target="_blank" rel="noreferrer">Cadbury

Top 10 chocolate singles lines Cadbury Twirl, Cadbury Wispa, Maltesers, Snickers, Kinder Surprise Milk Chocolate Egg, Kit Kat Original 4 Finger, Galaxy Milk, Snickers Duo, Twix Original, Cadbury Crunchie

Source: Nielsen

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