Confectionery can shine without sugar
FOR all the talk of quinoa, buckwheat and superfood salads, sugar confectionery continues to be a big hitter in convenience, although that doesn’t mean health trends aren’t affecting the market.
Quoting figures sourced from IRI UK, Mark Roberts, trade marketing manager at Perfetti Van Melle, revealed confectionery is one of the top four purchases within the convenience channel, with only bread, milk and soft drinks ranking higher.
But, with consumers becoming increasingly health-conscious and looking to reduce their sugar intake, Roberts suggested retailers focusing on reduced and sugar-free confectionery stand to gain.
The trade marketing manager said ‘better for you’ (BFY) confectionery products are showing good growth and may be bringing new consumers to the category for the first time.
“Research is already showing that 73% of sales in better for you are incremental to the category, implying people who previously may not have considered confectionery are entering the category.
“We are pleased with the performance of our sugar reduced and sugar free ranges this year , and as a total better for you SKUs have helped to deliver an incremental £3m to the category.”
The sugar may be reduced or gone entirely, but that hasn’t affected confectionery’s position as a highly impulsive category according to Roberts, meaning merchandising is as important as ever.
“Signposting is key for confectionery. Displaying the range of sugar free and sugar reduced products amongst the classic sugar, clearly signposted, helps consumers make a conscious choice when selecting their purchase.
“Additionally as consumer demands change, be sure to align to different shopper missions, targeting different offerings such as bagged confectionery with big night in to capture home sharing, or mints near coffee and food to go,” he said.
