Mars 2010 Market Review: UK confectionery market shows growth for third consecutive year
Mars’ 2010 Market Review reveals that the UK confectionery market has shown solid growth for the third year running, emerging as one of the success stories of the recession.
Currently valued at £4.9 billion and showing growth of 2.6%, confectionery remains the biggest category in the Snacking market and represents a solid investment opportunity for retailers.
Mars’ 2010 Market Review looks back at the last 12 months in the confectionery market, examining shifting and emerging consumer and market trends. It provides vital shopper insight and invaluable advice for retailers looking to drive profitability through the confectionery category.
Mars identifies 4 key consumer trends that will be driving the market throughout 2010:
• Consumers are uncertain about the state of the economy.
• Consumers like the changes they have made during the recession and are not likely to return to their pre-recessionary shopping behaviours.
• Consumers don’t know who or what to trust: bankers and governments have disappointed them and consumers will look to trusted brands to meet their needs.
• Consumers will still be driven by value for money but a low price alone will not be enough to secure sales. Consumers will expect products to fulfil a series of taste, sustainability and health criteria before they are convinced of their value.
Fiona Dawson, MD, Mars Chocolate said: “Our Market Review highlights just how important the confectionery category is to retailers. Armed with our market insight and our iconic brands, retailers will be well placed to tailor their offering to meet the needs of this post-recessionary consumer.
“Mars is committed to working closely with our retailers to help them maximise the sales opportunities that the confectionery category has to offer.”
This year’s Market Review also sees Mars share an evolution of its successful Capital display principles and adopt a ‘total store approach’ – The Arc of Ease.
The Arc of Ease prepares independent retailers to respond to the needs of the post-recessionary consumer, helping them to capitalise on the impulse sales opportunities that this best-performing category can offer.
The model encourages retailers to implement a series of display and range initiatives based on their specific requirements in-store. The range and display advice is broadly segmented into four areas:
• Engage your Shoppers – Identify what’s important to your consumers and tailor your offering to meet their needs
• Accelerate Range & Display – Stock an optimum range to drive cash flow from your confectionery category
• Significance of Confectionery – Play to the impulsive nature of confectionery through multi-siting this category around your store.
• Execute Excellently – Use POS/support from manufacturers to engage your shopper
Each of these segments consists of a series of recommendations which will help retailers to develop a tailored display, responding to the unique characteristics of their consumer demographic.
Bep Sandhu, Trade Relations Manager, Mars Chocolate said: “The Arc Of Ease is the result of a number of years spent working closely with our retailers and we are excited to be unveiling this today.
“75% of purchase decisions are made in-store. This model enables independent retailers to better understand their shopper and we are confident that they will welcome this flexible and tailored approach to having an optimised range in-store that really drives sales.”
