Dedicated display areas to classic Big Night In products and catch the customer’s eye
EVENING snacking in the UK is worth £5.2bn and growing and chocolate is still the number one category, says Mondelez International.
Bagged confectionery sales are said to be worth £701m and Mondelez values its Maynards Bassets brands at more than £126m.
Trade communications manager Susan Nash said: “Maynards and Bassetts joined forces in February, with a total packaging redesign and the launch of new Bertie’s Jelly Mix to cement the relationship.”
Nash quoted Nielsen figures to say that Mondelez share bags are currently growing at 26.3% in value and 20.5% in volume.
Cadbury introduced a £1 promotional price-marked Boost Bites 80g bag in February. Boost Bites, launched in 2015, is now worth £5.9m and has the sixth fastest unit rate of sale in the chocolate bag category.
To get the most out of Big Night In sales, Mondelez recommends that retailers should position cross category products on the same display or within easy reach of each other.
Nash said: “Create a Big Night In feature in store by stocking a range of the top evening snacking categories: chocolate, sweet biscuits, crisps and candy and accommodating both sweet and savoury sharing options.”
Displays should be arranged to encourage impulse purchases.
Best sellers should be positioned 1m to 1.4m high. Hanging bags should be used to catch shoppers’ attentions.
Using secondary sites in high-traffic areas will help ensure most shoppers see confectionery displays.
“The biggest Big Nights In are usually at the weekend, so make sure your displays are prominent and well stocked towards the end of the week,” Nash said.