Keeping customers sweet
5 May 2014
, From Scottish Local Retailer
Confectionery is most impulsive category in convenience, with 29% of shoppers picking up an item they weren't intending on buying. That alone highlights how important it is for retailers to get their confectionery fixture right, get products in the faces of customers wherever they are in the shop, and get on top of the category trends that are driving sales. Confectionery customers are valuable too: him! research indicates that convenience shoppers spend an average of £6.61 per visit, while one in four will buy a soft drink along with confectionery, so there's scope for increasing sales by cross promoting the two.
Overall, the sugar confectionary category is in value growth (+4%) but volume is flat indicating customers are paying nore or getting less for their money.