Over half of confectionary purchases are in-store
Mars Wrigley Confectionery U.S. announced their 2019 confection aisle shelving guidelines for c-store retailers, based on consumer research, to increase total category growth of confectionary.
Together, these insights and strategic new product launches are designed to drive c-store sales and total category growth. The updated shelving guidelines incorporate key findings from this research and the end result is a comprehensive set of recommendations that deliver proven solutions for retailers.
“Over 50 per cent of all confectionery purchases are decided in stores,” said Jim Dodge, VP C-Store Channel at Mars Wrigley Confectionery in the same press release. “But only 30 per cent of shoppers walk down the confectionery aisle, and when they do, they only stop for a short time. With this in mind, Mars Wrigley Confectionery has made key updates to the shelving principles focused on attracting c-store visitors to the confections aisle and ensure they can easily find what they want.”
“In 2016, we unveiled our best-in-class planogram based on intensive shopper research, and it consistently delivered an average of 4-6 percent growth compared to control store test or competitive test set,” said Tiffany Menyhart, VP of U.S. Category Leadership at Mars Wrigley Confectionery in a press release. “Since then, we’ve updated our recommendations based on new insights and we’re excited to see this new version continue to deliver positive category growth.”
Over the past year, Mars Wrigley Confectionery has invested in research to ensure its best-in-class planogram incorporated the most recent shopper behavior data. The extensive shopper-based research study met the customer in various stages of their journey to understand what influences their c-store purchases.
Mars Wrigley Confectionery is embarking on a strategic multi-store test to revamp the full confectionery aisle in partnership with a large national c-store retailer. Early results indicate positive category growth with the full results being delivered in 2019.