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Tuesday, 09 December 2008 |
 2008 has been an innovative year for the confectionery category, also with a focus on the environment.
2009 promises more activity from one of the most exciting impulse categories, with further new products and continued investment into core range. Here, Kate Harding, Trade Communications Manager takes a look back at 2008 and what 2009 could hold.
Keeping the Category Sweet
The UK confectionery market is worth over £4bn and Cadbury is the UK's number one confectionery manufacturer with a 27.6% share of the total confectionery category.
All sectors are in growth, with the main drivers being chocolate singles (+7%), bags (choc +13.5% and sugar +7.5%) and block (+11.2%). The top six countlines from Cadbury are Cadbury Dairy Milk, Cadbury Twirl, Cadbury Flake, Cadbury Crunchie, Cadbury Double Decker and Cadbury Boost.
Innovating to Drive Growth in Chocolate Singles
As the UK's leading confectionery manufacturer, Cadbury is bringing more moments of pleasure to consumers by introducing some great innovations to the category and continuing to invest in the core range.
That Friday Feeling
2008 has seen huge investment for Cadbury Crunchie with the iconic Rollercoaster advert returning to screens throughout February. The Crunchie bar is one of the top ten selling chocolate bars in the UK and is currently in 19% growth.
Bringing back the popular ‘Friday Feeling' campaign helped to reignite the interest of former Crunchie fans and attract new shoppers to purchase the brand.
With five Fridays in February, it was the perfect time to support the new campaign and encourage consumers to get excited about Crunchie again.
Crunchie will be front of mind for consumers, so should be double faced alongside Boost, Double Decker and Cadbury Creme Egg Twisted to avoid out of stock situations.
Cadbury Creme Egg Twisted Keeps ‘Gooing'
In addition, Cadbury Creme Egg Twisted has become hugely popular with consumers since its launch on 19th May this year.
It is already worth £12.2m and continues to be supported by TV advertising and in-store display with POS leading to prompted awareness of 68% after only three weeks.
You've heard the Wispa...
Cadbury recently announced that Wispa is permanently returning to shelves by popular demand both from customers and consumers.
Wispa was one of the most successful chocolate bar launches of the 1980s and was brought back as a limited edition last October. When Wispa came back for a short time last year, 20 million bars flew off the shelves in only seven weeks.
Since it's re-launch on 6th October, it has been supported by ATL activity including its own website www.fortheloveofwispa.com and over 15 million bars have already been sold. Wispa is expected to be a key confectionery line for 2009 and should be double faced for maximum on shelf standout.
POS that enhances the shopping experience can also be introduced to the confectionery unit to drive impulse sales further and add excitement to the shop.
In addition, new products in the market typically have a large amount of media support, meaning shoppers will be keen to try them, so make the most of this opportunity using effective POS material.
Plans for 2009
Cadbury is the number one confectionery brand at Easter and Spring Occasions confectionery will be a primary focus for early 2009.
This will include; a continued focus on reducing packaging to deliver the company's Purple Goes Green objectives. The unboxed rollout of 2008 will be continued into 2009, as will an on-going boxed packaging reduction.
Cadbury Creme Egg is an iconic signpost for Easter and is the bestselling chocolate product during the spring season every year, far outselling its competitors.
Last year saw a 77% value share for Cadbury Creme Egg of Total Filled and Mini. Cadbury will be investing £4.9m in the brand this Easter and up weighting the ‘Here today, goo tomorrow' campaign.
To help retailers and consumers during this key time for gifting, Cadbury will be investing in new products, advertising support for Cadbury Creme Egg and bespoke PoS for independent retailers to make the most of the Easter opportunity in store.
For more information about Cadbury, or on any of the products mentioned above, please call the Cadbury hotline on 0870 191 7343.
Source: Cadbury
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© Metropolis International Group Ltd 2009