Retailers have been told to invest in larger bag and box formats of confectionery following a growth of £9m across the category in the past year, against a £10m decline in single formats during the same period.

Mark Roberts, trade marketing manager at Perfetti Van Melle, which owns brands including Fruittella and Mentos, said it is imperative retailers adhere to market trends and stock accordingly, prioritising larger, sharing formats over single portions.  

“Confectionery remains in the top four purchases within the convenience channel, ranking behind everyday essentials like bread, milk and soft drinks. Retailers therefore should ensure they’re stocking a solid range of popular formats, which at the moment is bags and boxes,” he said.

Narendra Singh Jadeja, who runs a Londis in London, said sharing formats are on the way to replacing single portions all together, and this can be attributed to the decreasing price difference.

“The price difference between single and sharing formats is closing, therefore for shoppers, it makes sense to pay a few pence more for a larger bag and get more for their money,” he added.

In addition, Dan Newell, confections marketing director at Mars Wrigley Confectionery, said typically, shoppers purchasing for Big Night In will be looking for larger packs, so offering products such as Starburst Tear and Share can help drive sales.

Mark Walker, sales director at Swizzels, reiterated this: “People who are relaxing or entertaining at home still want to treat themselves and this is when sharing bags are the perfect option. Furthermore, pricemarked packs are becoming more popular for cash-conscious consumers. The £1 pricemarked price point of the Squashies, Choos and Loadsa ranges make them a good option for these shoppers.”

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