It’s a fact of winter that no one likes much but the sales opportunity in medicated confectionery undoubtedly rises as the temperature drops and any good retailer will ensure that come the cold days and nights, they have requisite stock.
Total Medicated Confectionery sales in the UK are worth £91.8m, so while they don’t dominate the confectionery fixture there are a number of brands which fall into the must-stock category. Among these is Lockets, which has a 10.3% market share. What’s more, Lockets Honey & Lemon is the best-selling medicated confectionery line in independent stores with over 10 million packets sold last year. “With consumer demand increasing massively during the cold and flu season, it really is a key time to maximise your sales,” says Matt Austin, Wrigley Confections Business Director “Unlike our competitors, Lockets has a medicated license, and contain active ingredients menthol, and eucalyptus. These active ingredients are proven to help clear your nose and soothe your throat, along with a soothing honey centre and vitamin C.
What’s more, they are safe to take with other medication, and as 20% of medicated confectionery is bought alongside another remedy, this provides retailers with a real incremental sales opportunity.” Alongside Lockets sits Halls. Its Soothers brand is currently growing at 7.2% ahead of the overall Medicated Confectionery Market and the brand’s strength has been cemented by the launch of Halls XS. This new mini piece size variant is extending the brand into ‘invigoration’, driving everyday consumption, which has delivered almost double digit growth for the brand. Susan Nash, Trade Communications Manager at Mondelez International, says: “Priced at 75p (rrp), the new XS range features a contemporary design with real shelf standout. Appealing to a younger demographic and bringing a fresh new dimension to the Halls portfolio.” By spending big on media, Mondelez has managed to extend sales of Halls beyond the traditional cold and flu season.
A £1.3m ‘Breathe Deep. Stay Cool’ campaign in autumn reached over 20 million people and a retail trial provided 94% uplift in stores where the new Halls counter display unit featured next to tills. During this period the Halls brand also experienced 11% growth. Last year, Halls introduced the new menthol power meter to help consumers to better understand the Halls range.
From Assorted Citrus at number one to the intense cooling sensation of Extra Strong at number five, there is a Halls flavour for every consumer and every occasion. Nash adds: “Medicated is a high impulsive category and therefore should always be merchandised in a prime position to maximise exposure and sales.
Ideally retailers should also merchandise products in a counter top unit to help drive awareness and visibility.” To help boost sales, Mondelez International has recently introduced the ‘Fresh Stop’ unit. The new unit holds Mondelez International’s best selling mints, gum and medicated confectionery lines and is designed to fit small counter tops with an eye catching design to attract impulse shoppers.
