SLR p22-31 Awards Jun09.qxp 01/06/2009 10:22 Page 24
inside business
MASTERPLAN FOR PROFIT 2009
MT83MT76MT82MT65MT87MT65MT82MT68MT83MT50MT48MT48MT57
CONFECTIONERY
Sugar confectionery
sales remain sweet
As the company responsible for the biggest sugar confectionery brand in the UK,
Wrigley is well-placed to advise retailers how they can make the most from the
sector; whether it be in gum, mints, or chews.
THE SUGAR
STORY
With Total Sugar
Confectionery worth
£771m* there is currently worth over £170m in traffic flow areas,
huge capacity for Scottish inde- sales (£89m in impulse – AC grouped by product categories
pendent retailers to capitalise on Nielsen Scantrack 52 week MAT with best sellers allotted more
Sugar Confectionery products 21.02.09). Extra chewing gum space
such as chewing gum, mints and sales alone are worth over £161m lUse best sellers, like Extra –
fruit chews. Effective ranging with almost 61% value share of the No.1 chewing gum brand,
and the implementation of the gum category and over 15% or Starburst, the No.1 Fruit
strong merchandising best share of the sugar confectionery Chew as signposts for gum or
practices remains the key category. Fruity Sugar Confec- confectionery displays
to retailers maximising tionery is also performing well,
their sales. The intro- in particular, the Fruit Chews MERCHANDISE DISPLAYS
duction of timely well segment which is up 5% YOY**. EFFECTIVELY
supported NPD also Skittles and Starburst continue to lIndependent retailers can
plays a part in be the lead brands in the Fruity improve chewing gum sales by
engaging with Chews Category*. up to 12% by simply stocking
consumers. Most the best selling lines and
recent NPD from THE 5 EXPERIENCE supporting them with in-store
Wrigley include 5, Extra Available now, this sense-stimu- POS***.
Ice Mints and Starburst Smooth- lating gum is the category’s most lOrganised, attractive displays
ies. premium gum brand to date. The that communicate prices confi-
5 range is available in three excit- dently are more likely to make
STOCK STAR ing flavours: Cobalt – Cooling a positive impact on
PERFORMERS! Peppermint; Electro – Tingling consumers
Extra is the number one sugar Spearmint and Pulse – Crisp
confectionery brand in the UK, Tropical and all have an RRP of KEEP STOCKED UP
97p. Complete with stylish lEnsure that well supported
TOTAL IMPULSE (AC NIELSON SCANTRACK 21.02.09)
embossed black gloss packaging NPD is available early to
SUGAR CONFECTIONERY TOP BRANDS (BY VALUE)
and sharp eye catching bursts of maximise initial excitement
MATTY
colour, the new premium range and pick up
Value Sales (‘000) Share
will add real excitement to the lEnsure minimum out-of-
587,885 100.0
chewing gum category and to stocks so not to lose out on
Extra 89,326 15.2
retailer till points across the UK sales and profit opportunities.
Rowntree 38,526 6.6
Maynards 33,723 5.7
STOCKING FOR
Haribo Gums & Jellies 31,264 5.3
PROFIT
Trebor Softmints 20,021 3.4
Airwaves 18,337 3.1
KEEP BEST-SELLERS
Private Label 18,301 3.1
HIGHLY VISIBLE
Starburst 18,142 3.1
lSugar confectionery
Polo 16,997 2.9
should be sited in high
All others (calc) 303,249 51.6
Sources: AC Nielsen MAT to w/e 27.12.08 unless stated otherwise. *IRI Everyday
NB. The Impulse Channel accounts for 49% of all Sugar Confectionery
Sugar Value Sales, All outlets, MAT to Dec 9th 2008. **IRI Everyday Sugar Value
Sales (AC Nielsen Scantrack 52 week MAT 21.02.09)
Sales, All outlets, MAT to Dec 1st 2008. ***Wrigley Research.
24 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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