Research from Chicago-based Mars Wrigley has identified the desire to celebrate seasonal events and special moments as one of the four main reasons that consumers reach for treats and snacks.
During the winter holidays in particular, with their hectic round of parties and feasting opportunities, indulgence becomes permissible, which translates to more shoppers looking to splurge on candy and snacks.
Grocers can capitalize on this greater interest with enticing displays and strategic placement of such items.
“Eighty percent of consumers say that emotional well-being is as important as physical well-being,” notes Carly Schildhaus, public affairs manager at the Washington, D.C.-based National Confectioners Association (NCA). “Seasons and holidays tend to be sharing occasions with family and friends, which is a component of emotional well-being for many.”
Continues Schildhaus: “Seasonal items have continued to grow in importance with shoppers while providing retailers opportunities to drive incremental purchase occasions — and bring shoppers back to their aisles during off-seasonal periods.” See the sidebar on page 73 for NCA’s principles for spurring seasonal candy and snack sales.
“Consumers are looking to create experiences and fun memories with their candy purchases during the holidays,” notes Clark Taylor, SVP of sales/marketing for Louisville, Ky.-based CandyRific, which offers licensed novelty products containing candy. “One of the best ways to do this is with a fun and exciting end cap of color and variety. Customers like to shop for an experience.”
Bu hikaye Progressive Grocer dergisinin January 2020 sayısından alınmıştır.
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Bu hikaye Progressive Grocer dergisinin January 2020 sayısından alınmıştır.
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