Brimming with innovation and a wealth of well-trusted and sought-after brands, confectionery is still a category retailers can count on.
Confectionery remains one of the strongest categories for independent retailers, especially around seasonal occasions but also on impulse.
In fact, the category is in the top five purchased on impulse in convenience stores, according to Lumina Intelligence. What’s more, the total UK sugar confectionery market is worth £1.6bn, according to IRI Unify, remaining an affordable treat for shoppers and a big growth driver for retailers.
NPD wins
In a category with such a vast range of choice, brand innovation becomes key to helping retailers maximise sales from shopper demand for high quality and great value.
Fruit-tella is one example of interactive NPD that has helped Perfetti van Melle differentiate its offering; Fruit-tella Curiosities comes in themed packs allowing shoppers to explore one of four far-flung and fantastic worlds, including By the Sea, In the Snow, Out in Space, and On a Safari.
Meanwhile, Mentos Pure Fresh Gum is now available in a paper bottle across the full flavour range of Cherry, Tropical and Fresh Mint. “This is the first paper bottle in the confectionery industry and represents a significant step in the right direction towards Perfetti Van Melle’s wider sustainability goals – this innovation alone will reduce the plastic in Mentos Gum packaging by 93%,” Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, explains.
Another big sales driver for sugar confectionery is kids’ novelty, according to World of Sweets. “The growing category appeals to a wide audience, and at World of Sweets we are proud to stock innovative lines with tasty treats at pocket money-friendly prices,” Chris Smith, Brand Partnerships Manager at World of Sweets, says.
“Crazy Candy Factory is a popular novelty range with fun treats for little ones. Among their 2024 product launches will be Fruity Gummy Noodles, Candy Gel and Candy Chopsticks. Other new confectionery treats include Gummy Dippers Gels and Squeezie Hot Dog Pop.”
The company is also introducing the Pez Star Wars Mandalorian 1+2. Impulse packs RSP at £2 and come with one dispenser and two candies in each pack.
Retro sweets are also increasing their share of sales, according to Swizzels.
“Nostalgic sweets are making a comeback, with more people than ever before admitting they love eating sweets that transport them back to childhood and that they seek out familiar favourites,” Swizzels Trade Marketing Manager Clare Newton says.
Confectionery wholesaler Hancocks is offering weekly in-store exclusive deals on big brands across its 14 depots.
The deals, which are on offer every Thursday, have previously included special prices on top-selling lines like Cadbury Creme eggs and Cadbury Timeout 6-pack. Each store manager is curating their own clearance deals and special offers for their in-store customers, which are tailored for each region based on what local customers are buying.
Kathryn Hague, Head of Marketing at Hancocks, said: “Offering clearance lines is a great opportunity for retailers to stock up on brand names, offer lines their customers may not have seen before and meet consumer demand for affordable treats.
“Clearance stock can also create a positive economic ripple from wholesaler to community. Sourcing clearance confectionery means you can offer products at affordable prices to local consumers and build loyalty with the community, whether providing budget-friendly treats to family’s or enabling small businesses to thrive, the savings generated through clearance stock can create a more vibrant and inclusive local economy.”
