Analysis
Last week, RN looked at how ‘shrinkflation’ was affecting the food and drink market, with exclusive What to Stock data revealing that, between 2016 and 2018, sugar confectionery on average shrank in size, but remained at much the same price.
For example, a Haribo Tangfastic 250g sharing bag cost £1 on average in 2016, compared with a 180g bag of the same variety in 2018 with the same price.
In 2016, a bag of Haribo Starmix 160g had an average price of £1.18, while the cost was only reduced by 2p for a 140g bag in 2018.
Retailers say shrinkflation is damaging customer confidence and is putting pressure on them to stock £1 price-marked packs – but at the cost of losing margin.
However, in terms of availability, indies outshone the multiples this week, stocking Nestlé Rowntree’s Fruit Gums at an average price of 60p, while neither Sainsbury’s, Asda or Tesco had it in stock.
Profit checker
Price checker
| PRODUCT | AVERAGE PRICE | BOOKER RRP | NEWSAGENT IN SUBURBAN SHEFFIELD SHOPPING PRECINCT | SMALL C-STORE IN CENTRE OF ANGELSEY VILLAGE | HIGH STREET NEWSAGENT IN NORTH ESSEX TOWN | C-STORE IN NORTHERN RESIDENTIAL OF NEWCASTLE | NEWSAGENT IN PEDESTRIAN STREET IN LONDONS WEST END | LOCAL NEWSAGENT IN RESIDENTIAL AREA OF KENT COASTAL TOWN |
|---|---|---|---|---|---|---|---|---|
| NESTLE ROWNTREE FRUIT GUMS TUBE 48G | £0.60 | £0.51 | £0.75 | £0.60 | £0.60 | £0.65 | £0.80 | £0.55 |
| VIMTO FIZZY RIP ROLL 38G | £0.49 | £0.42 | – | £0.45 | – | £0.60 | – | £0.60 |
| NESTLE ROWNTREE FRUIT PASTILLES 52G | £0.62 | £0.51 | £0.70 | £0.60 | £0.60 | £0.65 | £0.80 | £0.55 |
| NESTLE ROWNTREE JELLYTOTS BAG 42G | £0.59 | £0.51 | £0.69 | £0.58 | £0.60 | £0.60 | £0.90 | £0.65 |
| MARS SKITTLES 55G | £0.59 | £0.49 | £0.69 | – | £0.60 | £0.70 | £0.90 | £0.60 |
| FRUITTELLA STRAWBERRY 41G | £0.56 | £0.55 | £0.65 | £0.55 | – | – | £0.70 | – |
| STARBURST FRUITY CHEWS 45G | £0.58 | £0.49 | £0.70 | £0.59 | £0.60 | £0.70 | £0.80 | £0.55 |
| MAYNARDS BASSETS CHERRY DROPS ROLL 49G | £0.67 | £0.64 | £0.75 | £0.75 | £0.70 | £0.70 | £0.80 | £0.65 |
| MENTOS CHEWY FRUITS 38G | £0.59 | £0.55 | £0.70 | £0.65 | – | – | £0.80 | £0.55 |
| CHEWITS STRAWBERRY STICK | £0.45 | £0.39 | £0.55 | – | £0.45 | £0.50 | £0.60 | £0.50 |
| MAYNARDS BASSETTS WINE GUMS LONG ROLL 52G | £0.63 | £0.50 | £0.75 | – | £0.60 | £0.70 | £0.80 | – |
| NESTLE POLO FRUITS BIGGER 37G | £0.57 | £0.50 | £0.75 | £0.60 | £0.60 | – | £0.80 | – |
Data supplied by
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Supermarket’s
Drive your profits
Sanmugalingam Pirapakaran
S&M Supermarket
Location: London
Size: 2,000sq ft
Type: Residential Top Tip Stick to the RRP in confectionery, especially since pack sizes are shrinking We recently switched symbol groups from Costcutter to Londis, so they help us set the price. I stick to the RRP on most products, favouring price-marked packs. This is what my customers are used to, and even though I don’t have much competition in the area, I like to offer them the best value for money. We sell around three boxes of Fruittella a week, and stock four flavours. Over the past year, I have noticed the shrinking of confectionery countlines and bags, as have my shoppers, and they aren’t happy about it.
Wendy Boyatt
Premier Morfa Stores
Location: Gwynedd
Size: 2,500sq ft
Type: Residential Top Tip Keep your confectionery display clean and tidy When it comes to sugar confectionery, we always set the price slightly above the RRP. One of our bestsellers is Chupa Chups lollies, and we keep them on the stand by the till. We don’t place confectionery around the store because of theft, being located near a school, but instead keep it beneath the counter. Most students gravitate toward £1 price-marks, and they always sell better overall, especially with shrinking pack sizes – the price difference between a small and large pack isn’t great any more.
Meten Lakhani
St Mary’s Supermarket
Location: Southampton
Size: 2,800sq ft
Type: Town Top Tip Price sharing bags at around £1 if possible We price sugar confectionery just above the RRP by 5p to 10p to cover theft. Sugar confectionery is one of those categories where people will pinch items, especially if it’s under the counter, where you can’t see much if you’re serving. Our bestseller is Fruit Pastilles in sharing bags, because they are price-marked, and compared with the single countlines, the price difference isn’t great – most packs have shrunk in recent years. We have a large area for sharing bags and plan to increase it and use the countline space better.
Naresh Gajri
Cranhill One Stop
Location: Glasgow
Size: 2,900sq ft
Type: Estate Top Tip Always be aware of what promotions your symbol group is offering We’re a One Stop and mainly stick to the RRPs the symbol group advises us for confectionery. Offers in this category include ‘three for £1.20’ on all single confectionery and chocolate lines at the moment, and this is really popular with shoppers – Fruittella and Rowntree’s are our bestsellers. However, the category does tend to attract a lot of theft, especially by younger children who will come in and steal single formats. We tend to keep most confectionery by the till, but also a keep little in the aisles.
