With more than 80% of confectionery sales in convenience stores coming from the main fixture – it is vitally important that retailers take a shopper based approach to merchandising this category.
Key Points
Retailers can increase total confectionery sales by 8% by following these three easy steps:
1. Group similar products together
The first decision a shopper makes when buying confectionery is what type of product they want. Nestlé Confectionery terms this ‘need states’.
Retailers should merchandise by need state to make it easier for shoppers to find what they are looking for on fixture.
2. Place best sellers in best positions
The best selling products within each need state should be placed in ‘hot spots’ on the main fixture.
These products will act as beacon brands for the need states, guiding shoppers to the right area of the fixture.
3. Allocate space according to sales
Retailers should multi-face the best sellers in each need state. This helps ensure the availability of these products, as well as their visibility so shoppers can easily find what they are looking for.
Stock best-selling products within each need state in order to provide maximum choice for shoppers.
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What to stock
| Rank | Product | Annual sales total (£) | Change on previous year (%) | Avg. Weekly Sales Per Store (£) |
|---|---|---|---|---|
| 01 | CADBURY WISPA BAR 36G | 4,420,000 | -31.6 | 8.24 |
| 02 | CADBURY DAIRY MILK 140G | 4,200,000 | 41.4 | 11.32 |
| 03 | CADBURY TWIRL 43G | 3,980,000 | -1 | 8.48 |
| 04 | MARS BAR 52G | 3,520,000 | -13.9 | 6.91 |
| 05 | NESTLE KIT KAT CHOCOLATE 4 FINGER 49G | 3,340,000 | -2.6 | 7.81 |
| 06 | MARS SNICKERS BAR 58G | 3,050,000 | -4.4 | 6.28 |
| 07 | CADBURY WISPA GOLD BAR 52G | 2,930,000 | - | 3.18 |
| 08 | CADBURY DAIRY MILK 49G | 2,720,000 | -1.9 | 6.99 |
| 09 | MARS GALAXY MINSTRELS 170G | 2,710,000 | 14 | 8.85 |
| 10 | MARS SNICKERS DUO BAR 94.5G | 2,530,000 | -0.5 | 6.40 |
| 11 | CADBURY DAIRY MILK 230G | 2,520,000 | -0.7 | 16.86 |
| 12 | CADBURY CRUNCHIE BAR 40G | 2,460,000 | -6.6 | 6.15 |
| 13 | CADBURY DOUBLE DECKER BAR 60G | 2,450,000 | -11.5 | 5.80 |
| 14 | MARS GALAXY CARAMEL BAR 48G | 2,440,000 | -4.4 | 5.75 |
| 15 | MARS TWIX TWIN BAR 58G | 2,440,000 | 1 | 5.07 |
| 16 | MARS MALTESERS 37G | 2,420,000 | -7.4 | 5.67 |
| 17 | MARS GALAXY 125G | 2,420,000 | 8.5 | 7.66 |
| 18 | MARS GALAXY BAR 46.8G | 2,400,000 | -12.8 | 5.10 |
| 19 | MARS DUO BAR 85G | 2,370,000 | -4.6 | 5.48 |
| 20 | KINDER SURPRISE STANDARD 20G | 2,330,000 | 24.3 | 8.44 |
| 21 | CADBURY CREME EGG 39G | 2,220,000 | 1.5 | 5.78 |
| 22 | KINDER BUENO CHOCOLATE 43G | 2,210,000 | 2.9 | 5.21 |
| 23 | MARS GALAXY RIPPLE 33G | 2,160,000 | -4.1 | 4.80 |
| 24 | NESTLE AERO PEPPERMINT 42G | 2,060,000 | 1.9 | 5.10 |
| 25 | MARS MALTESERS POUCH 175G | 2,050,000 | 10.6 | 15.37 |
| One to Watch | NESTLE KIT KAT CARAMEL CHUNKY BAR 50G | 1,710,000 | - | 4.60 |
| One to Watch | NESTLE AERO MILK 120G | 1,700,000 | 47.2 | 6.29 |
| One to Watch | MARS GALAXY COOKIE CRUMBLE 45G | 1,540,000 | 229.3 | 4.94 |
| One to Watch | CADBURY FREDDO CARAMEL BAR 20G | 1,140,000 | 40.6 | 3.23 |
| One to Watch | CADBURY GIANT BUTTONS 175G | 1,080,000 | 43.1 | 6.00 |
Source: SalesOut Data July 2010
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Retailer Testimonials
Abdul Jabar from Waller Stores, Luton says:
“This year, along with our local Nestlé Confectionery representative, Ilse Evans, we remerchandised our main fixture by consumer need states. We’re delighted with the results as total confectionery sales have grown by over 15%! Since we implemented the changes our sales have grown significantly, which ultimately means there’s more money in the till.”
Mr Mirza from Parkgate Supermarket, Glasgow says:
“Nestlé has made a real difference to our confectionery category, our local rep, Jamie has helped us to grow our total confectionery sales by 33%. We’re really happy with the results and look forward to working with Nestlé in the future!”
Mr Sharma from Lakers Supermarket and Off Licence, Milton Keynes says:
“Nestlé has made a real difference to our confectionery category, our local rep, Maggie, has helped us to grow our total confectionery sales by 17%. We’re delighted with the results and the service Nestlé provides by identifying and delivering extra sales and profit opportunities!”
