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:
- Focus on the top-selling SKUs and ensure they’re in stock at all times.
- Adhere to the planogram and keep singles in a high-traffic area, such as near the cash.
- Set up multiple displays and points of interruption throughout the store to provide easy combo solutions.
- 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 Rank||Chocolate Single||$ Volume||$ Share|
|1||KIT KAT 4 FINGER MILK CHOCOLATE 45GM|
|2||CARAMILK REGULAR 52GM|
|3||MARS BAR SINGLE 52GM|
|4||SNICKERS REGULAR 59 GM|
|5||REESES P BTR CPS3 CUPS REGULAR 51 GM|
|6||AERO CHOC REGULAR|
|7||COFFEE CRISP REGULAR 50GM|
|8||OH HENRY REGULAR 62.5GM|
|9||MR BIG REGULAR 60GM|
|10||KINDER SURPRISE 1S 20GM|
|11||WUNDERBAR REGULAR 58GM|
|12||TWIX SINGLE 50GM|
|13||COOKIES N CREME REGULAR 43 GM|
|14||CRUNCHIE REGULAR 44GM|
|15||AERO PEPPERMINT REGULAR 41GM|
|16||SMARTIES REGULAR 50GM|
|17||KIT KAT CHUNKY REGULAR 50GM|
|18||KINDER BUENO REGULAR 43 GM|
|19||CRISPY CRUNCH REGULAR 48GM|
|20||M&MS PEANUTS REGULAR 49GM|