A return to impulse

Stores across Scotland are welcoming back shoppers on the school run and on work journeys in increasing numbers post–lockdown, and impulse confectionery is set to benefit as a result. SLR is working with Ferrero and Musselburgh retailer Dan Brown to highlight how retailers can cash in on the return to impulse.

One of the most significant changes to shopping patterns experienced by retailers during the past 18 months has been a switch from on-the-go purchases to larger take-home packs in traditionally impulse-driven categories such as confectionery.

As circumstances have forced shoppers to spend more time at home, many have opted for multipacks and larger formats of confectionery to share with loved ones or to enjoy their treats throughout the week instead of their usual impulse items. Furthermore, changes in purchasing patterns such as the growth of online shopping have seen a reduction in off-shelf display opportunities and promotions on confectionery lines.

However, products such as confectionery retain strong appeal for impulse purchases, meaning there is a big opportunity to grow this category once again now that lockdown restrictions are easing.

To evaluate this, SLR is working with Ferrero and Musselburgh retailer Dan Brown of Nisa Pinkie Farm to explore opportunities to boost the impulse confectionery category once again, particularly when it is stimulated by new product development.

Levi Boorer, Customer Development Director at Ferrero, comments: “Now that people are beginning to return to routines of old – commuting to work, seeking out quick meal deal solutions and little treats for occasional enjoyment – retailers should aim to re-engage shoppers with the confectionery category by stocking the brands they know and love in single formats which are ideal for on-the-go occasions.”

He continues: “The overall trend during lockdown within confectionery was shoppers’ desire to treat themselves and buy more premium lines. Products from brands such as Kinder and Duplo offer exactly that, as they are ideal for those shoppers who are looking for treats to enjoy occasionally whilst on the go. In fact, when buying chocolate in convenience stores, shoppers are most likely to be buying for themselves (Toluna Surveys), so it is especially important to stock brands which cater for these self-treating occasions.”

Boorer adds: “We’re looking forward to working closely with Dan on this project, as well as further supporting retailers in Scotland by sharing insight and key learnings for their confectionery fixtures. We want to encourage the revival of the impulse sector, which in turn will drive confectionery sales as a whole, by recommending key product and merchandising opportunities.”

To kick the project off, Dan and the store team merchandised key Ferrero lines within the impulse confectionery section at Pinkie Farm, including some new products such as Kinder Cards, Duplo and Kinder Surprise Natoons lines.

The initial reaction from shoppers was really positive, Dan reports.

“There was definitely a lot of interest,” he says. “The new lines went particularly well, especially the new Kinder Cards and some of the Duplo lines that we hadn’t stocked before.

“The stock sold through really quickly – within a week or so of it going out. We are reordering them and are going to keep the new lines in stock going forward as a permanent line.

“Impulse sales are picking up for sure. The school run and work run missions had been a bit lost before but you can definitely see them coming back now. We are seeing a lot more people in the store now.”

Keep an eye out for a further update in future issues of SLR.