FRUIT flavours are helping the sugar confectionery category continue to grow, says Dan Newell, confections marketing manager at Wrigley.
Newell reports that fruit confections grew by 0.6% in the past year and says that was down to a combination of marketing, category management advice and the introduction of new products.
He quoted Nielsen figures which show that fruit confectionery is now worth £619m and that Wrigley has a £58m share of that amount.
At the start of 2016, Wrigley added Skittles Tropical to its bagged range.
The new variety is available in single bags, hanging bags, and sharing pouches and flavours include orange, passion fruit, tropical punch, watermelon, and pineapple.
The hanging bags are also available price-marked at £1.
Last year Wrigley extended its range of PMPs by marking Skittles and Starburst packs at £1.
Newell said: “The £1 price point is a key sales driver for the convenience channel, as it provides consumers with the assurance that their purchase is good value.
“We have seen an increase in sales of 49% in our PMP hanging bags since the launch of our latest PMP lines.”
Newell identified consumer demand for confectionery products to enjoy on the go as another growing trend.
He said: “Wrigley’s new bottle format for Skittles Fruits enables consumers to enjoy Skittles whilst on the go and features an easy to open re-sealable lid – perfect to enjoy when on the go or in the car.
“Sales so far are demonstrating Skittles Bottle is 22% incremental to the category.”
Skittles is back on TV this spring and Wrigley says the brand’s digital campaign will reach more than 10m people as part of a £6m promotional programme.
Jon Eatly, customer excellence director at Wrigley, says visibility and availability are key to the successful retailing of confectionery.
He said popular confectionery items should be located at eye level and continued: “Remember to re-stock each morning and prior to peak traffic times.
“A fully stocked display will help maximise profit and guarantee repeat visits.”
