Sweets that soothe market hits £105m as firms get set for medicated confectionery’s hottest months of the year
OFFERING comfort to those afflicted by winter ailments can bring in significant revenue and convenience outlets look well-placed to benefit in a product category where they are already strong – confectionery.
Quoting Nielsen and IRI statistics Susan Nash, trade communications manager at Mondelez International, said medicated confectionery sales are now worth over £105m a year in the UK and that it leads the market with 28.9% sales share, thanks largely to its Halls brand which has a total brand value of £30.5m.
Halls Soothers offers a range of flavours and variants to retailers, including: Halls Soothers Blackcurrant, its best seller, said to have sales worth £9.5m; Halls Soothers Cherry; Halls Soothers Honey and Lemon; Halls Soothers Peach And Raspberry; and Halls Soothers Strawberry.
“Retailers should merchandise products in a counter-top unit to help drive awareness and visibility.”
“It’s important that these categories are merchandised in prime position to maximise exposure and sales,” said Nash.
“Ideally retailers should also merchandise products in a counter-top unit to help drive awareness and visibility.”
At confectionery firm Wrigley confections marketing manager Dan Newell said most adults experience two to four colds a year and that Nielsen research from earlier this year showed winter remedies’ sales value increasing.
In response, and in time for cold and flu season, Wrigley has created a dedicated range of point-of-sale materials intended to help retailers make the most of winter remedies and encourage customers to buy on impulse. Having a fully stocked display will help maximise profit potential and guarantee repeat visits from customers, Newell said.
Wrigley’s lozenge confectionery portfolio, which includes Lockets, is said currently to be worth £9.6m and to take a 10.2% share of its category’s sales. The range includes three flavours – Honey & Lemon, Extra Strong and Cranberry & Blueberry.
“Lockets is a trusted brand which helps many people get through the day, easing colds and coughs so families can get on with what’s important,” said Newell.
“With this in mind, our great range of POS will support retailers and help boost their sales during the winter season.”
The POS items include three-tiered counter top units, clipstrips, wobblers, and parasite units.
And Elizabeth Hughes-Gapper, brand manager for the LanesHealth-owned Jakemans brand of medicated confectionery, is another who stresses the importance of good use of POS materials at key times of the year.
“Placing seasonal stock at the till point will drive impulse purchase across the winter season,” she said.
Jakemans is running a TV advertising campaign from November until mid-January as well as a national press advertising campaign.
The campaign for Jakemans in the 2016-2017 winter period will see total spending of £1.4m in a bid, said the brand owner, to increase brand awareness among consumers and increase sales.
