ENTHUSIASM for sharing helped the value of chocolate sales grow by 0.9% to £3.9bn in 2015 says Mars Chocolate.
Trade communications manager Bep Dhaliwal said: “A rise in consumption trends like sharing, which has seen consumers move away from larger formats in favour of treat bags and pouches, as well as boxed chocolates, has contributed to category sales – with increases of 6.3% and 1.9% respectively.”
Quoting research by Nielsen, Mars says its own pouch and block lines performed strongly seeing 6.6% sales growth, while sales of its boxed chocolates rose 4.1%.
Dhaliwal stressed that new product development remains an important area for Mars.p Last year it added several lines to its main brand ranges.
Those included the launch of Galaxy Duet. And the company plans to add to the sub-brand in 2016 as well as launching new products into its Galaxy, Mars and M&M’s brands this year.
Price-marked packs are increasingly important in c-stores, the firm suggests, and Mars Chocolate has extended its range of price-marked products.
Dhaliwal said: “There is no doubt that PMPs reassure shoppers they are getting the best value for money, so it is a great way to grow sales.”
And she added: “In-store theatre and a tactical use of POS materials can drive additional sales, especially in high-footfall areas. And as more and more consumers are buying chocolate confectionery on impulse, retailers should maximise on this opportunity.
“Ensure you use all POS available, such as dump bins and counter units.”
