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confectionery customers. They generally buy when
they are entering the store for a purpose, such as to
buy lunch or pay for fuel.
It ’s not always easy for convenience store operators
to know how to deal with sugar-free confectionery
Given the limited space at front of store where many
of these segments for sugar-free products exist,
treating them differently in-store is difficult. Stuart
Alexander says that no convenience store in Australia
has taken the plunge and placed sugar-free brands in
high visibility areas in order to become ‘known’ for
having ‘better for you’ confectionery. If current trends
continue, that could just be a matter of time.
Sales figures dictate that sugar-free products are well
displayed in gums and mint, and stores owners and
managers should continue to accept and embrace
sugar-free innovation in other areas of confectionery.
Like all confectionery, sugar-free confectionery is
highly impulsive and therefore shelf position is critical.
There are numerous case studies which clearly
demonstrate that the sale of the sugar-free range
from the cash register key site is entirely incremental.
These are purchases made by customers who would
otherwise have bought nothing. Ultimately, if people
can’t see it, they won’t buy it.
One tactic that many retailers consider employing
to lift sugar-free confectionery profile and sales is
to bundle products with other ‘better for you’ offers.
Opinion is divided on whether bundling sugar-free
confectionery with a sugar-free drink, for example,
will generate additional sales as they appeal to two
totally different consumer groups.
Offering ‘health only’ bundles could also limit uptake of
promotions. For example, groups of shoppers who are
travelling in a car together may be looking for bundles
that offer both full sugar and sugar-free options to deliver
to the needs of the whole group. Individual retailers need
then to look to their transactional data to understand
what products work well together, and to develop a better
understanding of their shoppers and consumers.
Of course, it is absolutely vital that every store makes
the most of the excitement surrounding the launch
of innovative new sugar-free confectionery products.
Big companies who may be extending popular brands
from full sugar into sugar-free offerings are able
to offer strong marketing support in store for their
new products. Stuart Alexander says brands such
as Fisherman’s Friend and Werther’s also have the
advantage of already being recognised and trusted by
consumers, meaning there is a greater willingness to
try new offerings in the ‘better for you’ space.
In terms of packaging, smaller packs than traditional
full sugar ranges have been a trend amongst
sugar-free confectionery for some time. Convenient,
portion controlled, and ‘mini’ packs for those
who are watching what they consume have been
considerations in product development for the
sugar-free confectionery ranges on the market.
Many of the sugar-free products come in re-closeable
or re-sealable packaging for portion control, making
them ideal for the convenience channel. For example,
Stuart Alexander says Mentos Pure Fresh gum comes
in tins, Fisherman’s Friend’s sugar-free mints in zip
lock sachets, and Werther’s Original Cream Candies
in a travel friendly cardboard flip top box. Similarly,
Ferndale’s Jols, Jila, Licorette, and Kopiko are all
packed in convenient click shut packs, perfect for the
car, pocket and handbag.
Pushed along by public expectations, manufacturers
are innovating in the sugar-free confectionery space
both in terms of flavour, ingredients and packaging.
While confectionery as a whole has been suffering
for a while, sugar-free lines represent important sales
opportunities in convenience. It is an opportunity
that the convenience retailer needs to be ready
for. The growing number of health conscious
customers who are looking beyond traditional
sugar confectionery lines for their sweet indulgence
demand that it be so.
Convenience and Impulse Retailing would
like to thank Stuart Alexander and Ferndale
FAL Healthy Beverage has signed on as the
newest Partner in The Distributors Advantage
From 1 July 2014, Advantage members are
earning Advantage Points for every $1 spent
on FAL product purchases along with existing
Partner’s products; Arnott’s, Mars, Mondolez,
Smith’s and Wrigley.
“FAL Healthy Beverages is a new supplier with
The Distributors and it is exciting to have them on
board in the Advantage program,” said Alessandro
Garofalo, General Manager, The Distributors.
FAL array of healthy beverages are all natural,
contain NO added sugar and NO added artificial
colours or flavours. Brands include Juiced Up,
Coco Joy, Coco Joy Kids and AquaBall. Their
licensed beverages feature a range of popular
Disney, Marvel and Lucas Film characters.
For more information on The Distributors
Advantage program or to join, visit
FAL Healthy Beverages
joins The Distributors
Advantage Rewards Program
Like all confectionery,
sugar-free is highly
position is critical
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25/07/2014 10:54 am
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