Page 52 - Demo

CONFECTIONERY OPPORTUNITIES ABOUND AMID THE VOLATILITY In supermarkets, the diverse category of confectionery has been affected by volatility, with consumers stockpiling at the beginning of the COVID-19 outbreak and then easing up as supply issue fears around the pandemic stabilised. ABy Nerine Zoio. ccording to major players, price, as always, has been a driver of confectionery sales, especially with financial constraints coming to the fore during the pandemic crisis. But that’s not to say there isn’t opportunity for price to be bypassed in the interests of ‘premiumisation’, innovation, nostalgia, a sense of normality, and sustainability. Opportunity, they say, can be increased through innovation in products and in-store, meeting trend and taking advantage of social media and online opportunities. However, also of importance is that brands show their care and support of communities. According to IRI Food and Grocery Consultant Brooke Olliver-Burnside, chocolate blocks have been a clear winner in supermarkets, whereas sales in total sugar confectionery have slowed. She tells Retail World there was initial stockpiling in supermarkets, with growth numbers in February and March outgrowing what is normally seen in confectionery over the year. However, as supply fears around coronavirus stabilised, so too did confectionery purchases. This coincided with Easter, with confectionery manufacturers and retailers “concerned around Easter performance”. “This led to some discounting behaviour from retailers, as it’s assumed they feared they wouldn’t move stock, and with total confectionery seeing growth in sales,” Ms Olliver-Burnside said. “But it’s difficult to know how inflated the sales figures are, as yet.” She adds that supermarket retailers TO PAGE 52 50 RETAIL WORLD AUG, 2020