Impulse continues to drive sales

SLR’s ongoing project with Ferrero and Musselburgh retailer Dan Brown has demonstrated that impulse confectionery remains dynamic and full of opportunity.

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

As shoppers 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.

However, products such as confectionery retain strong appeal for impulse purchases, meaning there were new opportunities to grow this category once again when restrictions eased.

To evaluate this, SLR worked with Ferrero and Musselburgh retailer Dan Brown of Nisa Pinkie Farm to explore opportunities to boost the impulse confectionery once again, particularly when it is stimulated by new product development. As part of the project, 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 and Duplo, and new licensed Kinder Egg lines.

The new lines proved to be successful introductions into the confectionery category at Pinkies Farm. Dan says: “Th e standout performers from the new lines we brought in were Duplo and the Kinder Cards, and they are now consistent sellers for us. We found that the Kinder Cards were good lines to push at the till point: people hadn’t seen them before so there was lots of interest, and they really went well.

“Impulse confectionery is picking up again. During the lockdown we saw a big move to multipacks but it has been moving back more towards impulse lines recently.

“Anything with the Ferrero brand really stands out to the customer, and whenever the brand brings out something different it really helps to liven up the category.”

Levi Boorer, Customer Development Director at Ferrero, maintains that the future remains bright for treat products purchased on-the-go. He says: “The pandemic prompted a shift in shopper behaviour towards multipacks in place of single serves, offering better value to shoppers.

“The future looks positive for the confectionery category, with a raft of opportunities for retailers to drive sales, particularly when it comes to seasonal events. Even with the changes seen to store footfall and impulse purchases, the category has remained resilient as consumers have found ways to incorporate their favourite products into treats at home.”