New data from the latest Shopper Intelligence grocery shopper measurement programme has confirmed price is consumers’ most important consideration when it comes to shopping for sugar confectionery, just ahead of quality, stock availability, range, layout and offer.
Over 100,000 responses found that confectionery ranked highly (62%) as a grab and go purchase and low as a browse purchase (20%), indicating that retailers have a small window to drive purchase. Out of this 62%, the main facilitators of a quick purchase were product standout, (43%), ease of shop (43%) and prominent promotional display (23%).
Some 40% of shoppers also said confectionery items were purchased just for them, but a much higher than average proportion of shoppers were buying for their children (11% vs. a 4% average).
Over half (53%) of surveyed shoppers said they planned to buy confectionery prior visiting the store, placing it among the least-planned category in store. A total of 18% of the 53% of shoppers planned to purchase a specific brand, and 15% actually bought the intended brand, indicating a conversion rate of 85% and a high level of brand loyalty among planned shoppers.
Nearly half of confectionery buyers (46%) who bought hadn’t planned to buy prior to visiting the store.
