SUGAR CONFECTIONERY: OVERVIEW Sugar gets tactical in total confectionery game


Versatile approaches to retail execution in the sugar and gum segments are paving the way to increased listings and improved conversion among traditional confectionery shoppers. This is pivoting the total category into pastures new, as Jessica Mason discovers.


T


he sugar confectionery category, which encompasses products such as toffees,


caramels, boiled sweets, gums, jellies and mints, has expanded of late to include biscuit selections and candied dried fruits. Perhaps more importantly, it is a sub-section of the segment that shows real growth potential, with products continuing to appeal to gifting and impulse purchasers of all ages.This is notable at a time when the total confectionery and fine foods category requires a healthy stimulus. Flat sales (0.2%) in the first quarter of 2017 to $1.31bn were reported in preliminary figures from Generation Research and TRBusiness understands from a source that this has risen by approximately 3% to $3.7bn in the first nine months of 2017.


Differentiation unlocks sales Mars International Travel Retail (MITR) Corporate Affairs Director Global Travel Retail Maud Geerbex reiterates to TRBusiness that the firm offers non-chocolate brands within its portfolio, including Skittles and Extra. Within this segment, MITR has recently launched Skittles gift tins to complement its existing ranges. Haribo, the German confectionery


company established in 1920, is recognised worldwide for its fruit gums, jellies, marshmallows and liquorice. In global travel retail, it has established a reputation for adapting its format to offer uniqueness to travelling consumers. “Haribo has developed a travel


exclusive range of products which differentiates the offer in airports and ferry lines from that available in domestic markets,” comments Elisa Fontana, Marketing Manager Travel Retail at Rigo Trading (Haribo). “This includes the collectable


bear-shaped Haribo Candy Tins, the cute Haribo Travel Bag and the


JUNE 2018


hugely successful range of resealable pouches of flavoured jellies, the latest variants of which are Haribo Phantasia, Tropifrutti and Peaches.” Known for its date confectionery


– and possessing a rich heritage to match – Bateel reminds consumers of its historical beginnings and works hard to give the brand provenance and a sense of place within the travel retail aisles. “Bateel’s story starts in Al Ghat, a


town in Central Arabia, favoured by nature with sweet water, rich soil and a climate ideal for date production,” describes Jacob Haarup, Head of Travel Retail, Bateel. “Here is where Bateel’s premium


dates were first nurtured and the idea of gourmet dates was born. We have achieved double-digit growth in all airports the last two years and keep expanding.” Similiarly, Fontana has witnessed


success and further traction within Haribo travel retail. “We are very pleased with


the growth in travel retail of the Haribo brand over the last decade, particularly in the last five years, as we have rolled out our travel exclusive snacking and gifting items,” she says. “The Haribo range appeals to all


ages, both sexes and all nationalities with halal and FDA-compliant items as required and special assortments to suit different markets such as liquorice for Scandinavia.” Sweet confectionery assumes


a position of versatility to suit the needs of particular travelling audiences and this continues to play through in its retail execution. “It pays off to focus on our best-


selling products in store as it makes them grow even harder,” notes Geerbex, who identifies that MITR has started to see “some very successful new checkouts with some of our fruity confections and gum and mint portfolio along with travel items”.


The majority of these are listed


globally with airports and onboard airlines, says Geerbex.


Testing the market However, when it comes to markets offering the best net returns for non- chocolate confectionery, results can be a mixed bag. For Bateel, Haarup says the Middle


East remains its stronghold market. However, he admits the company is “still considered a destination product, but slowly being accepted and understood as a global brand and product”. Nonetheless, Bateel can be found


across the GCC, plus Mumbai, Jakarta and Malaysia, with listings onboard Emirates and Qatar


Sweet confectionery assumes a position of versatility to suit the needs of particular travelling audiences and this continues to play through in its retail execution.


TRBusiness TRBUSINESS 59


Above: Popular Haribo selections.


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