1. Key range optimisation advice
  2. Planograms
  3. What to stock
  4. Retailer testimonials

Bep Dhailwal, Mars Trade Communications Manager“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:

  1. Select the right range
  2. Locate the bestsellers in the best sites
  3. Multi-face the bestsellers
  4. Group lines by product category
  5. Allocate space according to sales achieved
  6. 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”]

RankProduct
1Mars Standard Singles
2Cadbury Twirl Standard Singles
3Nestlé Kit Kat Standard Singles
4Snickers Standard Singles
5Cadbury Wispa Standard Singles
6Twix Original Standard Singles
7Cadbury Dairy Milk Standard Singles
8Cadbury Double Decker Standard Singles
9Cadbury Crunchie Standard Singles
10Mars Duo Kingsize Singles
11Snickers Duo Kingsize Singles
12Cadbury Boost Glucose Standard Singles
13Maltesers Standard Singles
14Cadbury Dairy Milk Caramel Standard Singles
15Nestlé Kit Kat Chunky Standard Singles
16Nestlé Yorkie Standard Singles
17Cadbury Flake Standard Singles
18Galaxy Standard Singles
19Nestlé Aero Peppermint Standard Singles
20Galaxy Ripple Standard Singles
21Bounty Standard Singles
22Twix Xtra Kingsize Singles
23Cadbury Star Bar Standard Singles
24Frys Turkish Delight Standard Singles
25Cadbury Picnic Standard Singles
26Nestlé Toffee Crisp Standard Singles
27Galaxy Caramel Standard Singles
28Kinder Bueno Standard Singles
29Nestlé Milkybar Standard Singles
30Nestlé Smarties Standard Singles
31Cadbury Dairy Milk Fruit & Nut Standard Singles
32Galaxy Minstrels Standard Singles
33Cadbury Dairy Milk Buttons Standard Singles
34Nestlé Munchies Standard Singles
35Nestlé Lion Bar Standard Singles
36Milky Way Magic Stars Standard Singles
37Nestlé Kit Kat Chunky Caramel Standard Singles
38Kinder Surprise Milk & Whit Choc Eg Small Singles
39Nestlé Rolo Standard Singles
40Cadbury Dairy Milk Wholenut Standard Singles
41Topic Standard Singles
42Nestlé Drifter Standard Singles
43Nestlé Milkybar Buttons Small Singles
44Cadbury Time Out Standard Singles
45M&Ms Peanut Standard Singles
46Galaxy Bubbles Standard Singles
47Nestlé Aero Milk Chocolate Standard Singles
48Cadbury Freddo Milk Chocolate Small Singles
49Nestlé Kit Kat Dark Standard Singles
50Cadburyland Fudge Standard Singles
51Frys Chocolate Cream Standard Singles
52Galaxy Cookie Crumble Standard Singles
53Galaxy Kingsize Singles
54Cadbury Bournville Standard Singles
55Bounty Dark Standard Singles
56Revels Standard Singles
57Milky Way Twin Standard Singles
58Frys Peppermint Cream Standard Singles
59Cadbury Freddo Caramel Small Singles
60Terrys Chocolate Orange Mlk Chc Bar Standard Singles
61Milky Way Small Singles
62Milky Way Crispy Rolls Standard Singles
63Nestlé Yorkie Raisin & Biscuit Standard Singles
64Dime Standard Singles
65Nestlé Milkybar Raisin & Biscuit Standard Singles
66Cadbury Giant Buttons Standard Singles
67Nestlé Munchies Mint Standard Singles
68Maltesers Big Bag Kingsize Singles
69Nestlé Aero Bubbles Peppermint Standard Singles
70Cadburyland Chomp Original Small Singles
71Nestlé Caramac Standard Singles
72Twix Fino Standard Singles
73Kinder Bueno White Standard Singles
74Cadbury Buttons Creamy White Standard Singles
75Cadbury Curly Wurly Standard Singles
76Bounty Triple 3 Kingsize Singles
77Frys Orange Cream Standard Singles
78Cadburys Dairy Milk Caramel Nibbles Standard Singles
79Toblerone Standard Singles
80Cadbury Dairy Milk 8 Chunk Kingsize Singles
81Cadbury Dairy Milk Bliss Standard Singles
82M&Ms Crispy Standard Singles
83Cadbury Dairy Milk Small Singles
84Cadbury Dairy Milk Spots V Stripes Standard Singles
85Nestlé Aero Bubbles Milk Chocolate Standard Singles
86Nestlé Milkybar Small Singles
87Cadbury Dairy Milk Turkish Standard Singles
88M&Ms Chocolate Standard Singles
89Mars Planets Standard Singles
90Cadbury Wispa Duo Kingsize Singles
91Milka Alpine Standard Singles
92Cadbury Creme Egg Twisted Bar Standard Singles
93Nestlé Kit Kat Senses Standard Singles
94Cadbury Flake Dipped Standard Singles
95Nestlé Kit Kat Senses Caramel Cream Standard Singles
96Milka Alpine Daim Standard Singles
97Cadbury Boost Glucose Duo Kingsize Singles
98Nestlé Kit Kat Chunky Kingsize Singles
99Nestlé Lion Bar Kingsize Singles
100Nestlé Walnut Whip Standard Singles

[tab name=”Sharing bags”]

RankProdiuct
1Maltesers Large Sharing Bags
2Galaxy Minstrels Large Sharing Bags
3Cadbury Giant Buttons Handy Sharing Bags
4M&M’s Peanut Large Sharing Bags
5Revels Large Sharing Bags
6Galaxy Counters Large Sharing Bags
7Cadbury Giant Buttons Large Sharing Bags
8Milky Way Magic Stars Large Sharing Bags
9Cadburys Dairy Milk Caramel Nibbles Large Sharing Bags
10Maltesers Handy Sharing Bags
11Nestle Aero Bubbles Peppermint Handy Sharing Bags
12M&M’s Chocolate Large Sharing Bags
13Galaxy Minstrels Handy Sharing Bags
14Cadbury Crunchie Rocks Large Sharing Bags
15M&M’s Peanut Handy Sharing Bags
16Werthers Original Milk Chocolate Handy Sharing Bags
17Mars Planets Large Sharing Bags
18Revels Handy Sharing Bags
19Nestle Aero Bubbles Milk Chocolate Handy Sharing Bags
20M&M’s Crispy Large Sharing Bags
21Cadbury Clusters Handy Sharing Bags
22Nestlé Munchies Handy Sharing Bags
23Cadbury Chocolate Raisins Large Sharing Bags
24Werthers Original Choc Caramels Handy Sharing Bags
25Nestle Milkybar Moments Large Sharing Bags
26Nestle Toffee Crisp Clusters Handy Sharing Bags
27Cadbury Chocolate Peanuts Large Sharing Bags
28Maltesers White Large Sharing Bags
29Bobbys Chocolate Raisins Handy Sharing Bags
30Jamesons Raspberry Ruffles Handy Sharing Bags
31Bobbys Chocolate Peanuts Handy Sharing Bags
32Jamesons Chocolate Raisins Large Sharing Bags
33Cadburys Dairy Milk Caramel Nibbles Handy Sharing Bags
34Nestlé Kit Kat Pop Choc Large Sharing Bags

[tab name=”Large block confectionery”]

RankProduct
1Cadbury Dairy Milk Medium Single
2Cadbury Dairy Milk Fruit & Nut Medium Single
3Galaxy Large Single
4Cadbury Dairy Milk Caramel Medium Single
5Cadbury Dairy Milk Whole Nut Medium Single
6Cadbury Dairy Milk Large Single
7Nestlé Aero Peppermint Medium Single
8Nestlé Aero Milk Chocolate Medium Single
9Cadbury Dairy Milk Turkish Medium Single
10Cadbury Bournville Large Single Standard Large Block Dark
11Cadbury Dairy Milk Fruit & Nut Large Single
12Other Own Label Medium Single
13Galaxy Caramel Medium Single
14Cadbury Dairy Milk Whole Nut Large Single
15Nestlé Milkybar Medium Single White
16Galaxy Cookie Crumble
17Cadbury Dairy Milk Caramel Large Single
18Galaxy Bubbles Medium Single
19Green & Blacks Organic 70% Dark Medium Single Premium Large Block Dark
20Other 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.