Mars Wrigley Offers 2019 C-Store Shelving Guidelines
By Brett Dworski on Sep. 28, 2018CHICAGO -- Candy is a top basket builder in convenience stores; the category makes up 70% of add-on purchases, according to Mars Wrigley Confectionery’s 2019 C-Store Shelving Guidelines. But despite candy’s basket building capabilities, the category hasn’t become a primary reason for visitation. Only 30% of consumers actually stroll the confection aisle in c-stores, Mars Wrigley said.
Mars Wrigley’s 2019 C-Store Shelving Guidelines report explores new shopping trends to help retailers attract patrons into their candy sections and increase sales. The Chicago-based confectioner recently tested its guidelines with a national c-store retailer and found that these steps drove 4% to 6% growth in candy sales.
“Mars Wrigley Confectionery is committed to improving the in-store experience for our partners,” said Tiffany Menyhart, vice president of U.S. category leadership for Mars Wrigley. “Our updated shelving recommendations give c-store retailers guidelines to seamlessly connect with today’s shopper behavior.”
Here are four ways to drive in-aisle candy shopping, according to Mars Wrigley …
Photograph courtesy of Mars Wrigley Confectionery
1. Highlight chocolate and gum
Chocolate and gum are the largest and most appealing confectionery segments for consumers, making it crucial to focus on these sections to draw customers to candy aisles, according to Mars Wrigley. The company advises retailers to highlight bulk-sized packaging and novelty brands for chocolate, while showcasing power brands and place share-sizes for gum.
Photograph courtesy of Mars Wrigley Confectionary.
2. Use flavor zones
Although confectionery items are designated basket builders, shoppers only spend 14 seconds on average in candy aisles, according to Mars Wrigley. The company suggests c-store retailers use “flavor zones”—vertically organizing all segments by flavor—to help consumers easily navigate the confectionery section of c-stores. Each flavor zone can be shelved in different ways to make the confectionery aisle easier to shop, said Mars Wrigley.
Photograph courtesy of Mars Wrigley Confectionary.
3. Leverage power brands
Consumers seek their favorite brands when shopping for candy, and highlighting these on shelves can increase engagement, according to the confectionery. Mars Wrigley's power brands include M&M’s, Skittles, Snickers and Starbursts.
Photo: Shutterstock
4. Variety is key
Carrying an array of chocolate, gum, mint and fruity options will drive sales, according to Mars Wrigley. The company suggests organizing minty and fruity candies horizontally by brand for peak engagement, as well as using share-size packages compared to singles for fruity concoctions.
Photograph courtesy of Mars Wrigley Confectionary.