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01/07/2013

Grow chocolate singles sales with top 20 SKUs

Maximizing the sale of chocolate singles is a smart move for convenience store retailers. While chocolate singles represent 35% of the total everyday chocolate sales...

Boost overall chocolate sales with a focus on top sellers

Maximizing the sale of chocolate singles is a smart move for convenience store retailers. While chocolate singles represent 35% of the total everyday chocolate sales across all channels, in c-stores, they make up 50% of total chocolate sales. With numbers like these, it’s clear that retailers must focus attention on building sales and customer engagement in this category.

This is a fiercely competitive format, and despite its sizable contribution to the overall bottom line, singles sales have dropped 3% (Source: Nielsen Top Line, Latest 52 wks ending Sept 22, 2012). While some consumption is shifting to other formats, such as pieces and tablet bars, total category growth has been low. Singles are still one of the highest margin chocolate segments in the channel, and therefore should remain a key focus for retailers.

In order to boost sales in this category, remember these top tips for selling singles:


  1. Focus on the top-selling SKUs and ensure they’re in stock at all times.

  2. Adhere to the planogram and keep singles in a high-traffic area, such as near the cash.

  3. Set up multiple displays and points of interruption throughout the store to provide easy combo solutions.

  4. Use consumer promotions to keep the category exciting, and to help build incremental sales.


Source: Martin Spencer, Director of Sales, Impulse Channel, Mars Canada

 Top 20 Chocolate Singles, NAT XNFLD C&G – Latest 52 Weeks – Sept. 22, 2012

 


































































































































$ Volume RankChocolate Single$ Volume$ Share
1KIT KAT 4 FINGER MILK CHOCOLATE 45GM

3,964,572



6.9


2CARAMILK REGULAR 52GM

3,377,684



5.9


3MARS BAR SINGLE 52GM

2,926,253



5.1


4SNICKERS REGULAR 59 GM

2,535,142



4.4


5REESES P BTR CPS3 CUPS REGULAR 51 GM

2,418,438



4.2


6AERO CHOC REGULAR

2,327,385



4.0


7COFFEE CRISP REGULAR 50GM

2,319,544



4.0


8OH HENRY REGULAR 62.5GM

1,824,573



3.2


9MR BIG REGULAR 60GM

1,807,246



3.1


10KINDER SURPRISE 1S 20GM

1,781,284



3.1


11WUNDERBAR REGULAR 58GM

1,700,407



2.9


12TWIX SINGLE 50GM

1,675,619



2.9


13COOKIES N CREME REGULAR 43 GM

1,385,824



2.4


14CRUNCHIE REGULAR 44GM

1,351,863



2.3


15AERO PEPPERMINT REGULAR 41GM

1,288,060



2.2


16SMARTIES REGULAR 50GM

1,231,049



2.1


17KIT KAT CHUNKY REGULAR 50GM

1,230,072



2.1


18KINDER BUENO REGULAR 43 GM

1,150,875



2.0


19CRISPY CRUNCH REGULAR 48GM

997,442



1.7


20M&MS PEANUTS REGULAR 49GM

884,628



1.5