Store Brands - May 2018 - 70

CATEGORY INTELLIGENCE CHOCOLATE AND CANDY
"This is leading not only to exciting confectionery innovations, but greater disclosure of product
information and the marketing of differentiating
qualities," she notes. Such qualities include betterfor-you elements and smaller pack sizes with lower
calorie counts, she states.
The greater shopper focus on ingredients is making
it critical for private brand merchandisers to be transparent in their product merchandising and messaging,
Sconza Angers says.
"Consumers continue to challenge retailers to offer
store brand confections that keep the category fresh,
interesting and on trend," she states, adding that retailers can follow the lead of the national brands and build
interest through variety, quality and product value.
Private brand merchandisers also should be willing
to take risks in creating new options, which can include
the use of unique recipes and packaging, says José
Antonio Camúñez, sales director/America for Natra, a
Madrid, Spain-based chocolates supplier.
"The packaging and story behind the chocolate is
what first attracts the consumer, but after that taste is
key," he states. "But there also is growing demand from
millennials and Generation Z shoppers to consume
healthier alternatives. They seek to combine 'pleasure'
with sustainable, low calorie and clean ingredients."
He notes that many shoppers also purchase private
brands because of the typically lower price and a grow-

Total Chocolate Candy
Private Brands

All Brands

Dollar Sales (in millions)

$163.5

$11,053.7

Change vs. Year Ago

-0.1%

+1.8%

Dollar Share

1.5%

100%

Unit Sales (in millions)

56.3%

4,926.0

Change vs. Year Ago

-1.8%

+1.6%

Avg. Price Per Unit

$2.91

$2.24

Total Non-Chocolate Candy
Private Brands

All Brands

Dollar Sales (in millions)

$368.5

$5,769.5

Change vs. Year Ago

-5.1%

+2.9%

Dollar Share

6.4%

100%

Unit Sales (in millions)

270.3

3,191.4

Change vs. Year Ago

-4.4%

+1.9%

Avg. Price Per Unit

$1.36

$1.81

Source: InfoScan Reviews, IRI, a Chicago-based market research firm. Total U.S. multioutlet (grocery, drug, mass market, military and select club and dollar retailers) for the
52 weeks ending Feb. 25, 2018.

70

Store Brands / May 2018 / www.storebrands.com

ing perception that the quality of such items is at least
equivalent and often superior to the national brands.

LOCATION, LOCATION, LOCATION

Retailers can further spur sales of private brand chocolates and candy, which usually are impulse purchases,
by situating selections in high-traffic areas, including
near the front of stores, at the checkout and within a perimeter department, says Barry Rosenbaum, president
of Hicksville, N.Y.-based Nassau Candy.
He notes that though chocolates and candy appeal
to all demographic groups, it is important that retailers
gear selections such as specialty or value-oriented items
to the specific shopper bases of each location.
"There is no retailer challenge in merchandising
private label chocolates as long as the product selection is correct; the packaging, graphics and messaging
are right; and items are in the proper display areas,"
Rosenbaum says. "The items will sell if retailers offer
great quality products at competitive prices and have a
credible private brand image."
Messaging can include the listing of attractive
product attributes on packages such as being kosher
or non-GMO project verified and having fair trade
and Roundtable on Sustainable Palm Oil (RSPO)
certifications, he notes.
"They are all important and the consumer will give
credit for those elements," Rosenbaum says. "The shopper is looking for quality and value."
Packaging options, meanwhile, can include stackable
tubs, which typically offer superior product visibility,
and stand-up resealable bags that prominently display
the brand and graphics, he states.
Choosing the optimal packaging is vital as appearance also plays a crucial role in triggering sales, says
Annette Warrell-Jones, marketing manager for Warrell
Corp., a Camp Hill, Pa.-based candy supplier.
She notes that chocolates which are visible in a
clear bag should be free of scuff marks and highquality photography is critical for enabling the image of a product to "jump off the bag."
The incorporation of attractive and unique ingredients such as fruits, tree nuts and ancient grains
also are strong attention-getters and differentiators,
Warrell-Jones says.
"That is what catches the interest of millennials,
younger baby boomers, Generation X and Generation
Y, shoppers," she says. "They are more label-conscious,
and retailers that provide an indulgent reward that
has great health benefits is talking their language. The
healthy elements make them feel better about indulging. But without a great tasting product, there will be no
repeat business."SB
Mitchell is a freelance writer from Wilmette, Ill.


http://www.storebrands.com

Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
Store Brands - May 2018 - 8
Store Brands - May 2018 - 9
Store Brands - May 2018 - 10
Store Brands - May 2018 - 11
Store Brands - May 2018 - 12
Store Brands - May 2018 - 13
Store Brands - May 2018 - 14
Store Brands - May 2018 - 15
Store Brands - May 2018 - 16
Store Brands - May 2018 - 17
Store Brands - May 2018 - 18
Store Brands - May 2018 - 19
Store Brands - May 2018 - 20
Store Brands - May 2018 - 21
Store Brands - May 2018 - 22
Store Brands - May 2018 - 23
Store Brands - May 2018 - 24
Store Brands - May 2018 - 25
Store Brands - May 2018 - 26
Store Brands - May 2018 - 27
Store Brands - May 2018 - 28
Store Brands - May 2018 - 29
Store Brands - May 2018 - 30
Store Brands - May 2018 - 31
Store Brands - May 2018 - 32
Store Brands - May 2018 - 33
Store Brands - May 2018 - 34
Store Brands - May 2018 - 35
Store Brands - May 2018 - 36
Store Brands - May 2018 - 37
Store Brands - May 2018 - 38
Store Brands - May 2018 - 39
Store Brands - May 2018 - 40
Store Brands - May 2018 - 41
Store Brands - May 2018 - 42
Store Brands - May 2018 - 43
Store Brands - May 2018 - 44
Store Brands - May 2018 - 45
Store Brands - May 2018 - 46
Store Brands - May 2018 - 47
Store Brands - May 2018 - 48
Store Brands - May 2018 - 49
Store Brands - May 2018 - 50
Store Brands - May 2018 - 51
Store Brands - May 2018 - 52
Store Brands - May 2018 - 53
Store Brands - May 2018 - 54
Store Brands - May 2018 - 55
Store Brands - May 2018 - 56
Store Brands - May 2018 - 57
Store Brands - May 2018 - 58
Store Brands - May 2018 - 59
Store Brands - May 2018 - 60
Store Brands - May 2018 - 61
Store Brands - May 2018 - 62
Store Brands - May 2018 - 63
Store Brands - May 2018 - 64
Store Brands - May 2018 - 65
Store Brands - May 2018 - 66
Store Brands - May 2018 - 67
Store Brands - May 2018 - 68
Store Brands - May 2018 - 69
Store Brands - May 2018 - 70
Store Brands - May 2018 - 71
Store Brands - May 2018 - 72
Store Brands - May 2018 - 73
Store Brands - May 2018 - 74
Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
https://www.nxtbookmedia.com