mars presentation - for the fec balppa meeting at legoland may 2014

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FECA Presentation May 22 nd 2014 Presented by Alicia Clarke, Account Manager Mars UK [email protected] 07807 150 291 Mars Chocolate UK is a registered trademark © 2013. Strictly Confidential

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Alicia Allen from Mars presents on the confectionery market spend in relation to the leisure sector as part of the RPG session at the BALPPA FEC meeting at Legoland - May 2014

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Page 1: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

FECA PresentationMay 22nd 2014

Presented by Alicia Clarke, Account ManagerMars UK

[email protected] 150 291

Mars Chocolate UK is a registered trademark © 2013.

Strictly Confidential

Page 2: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

• Why is confectionery an important category?

• What is driving confectionery growth?

• What range should I be stocking?

• Additional opportunities in confectionery

• What support is available to help

Today's Meeting

Page 3: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

25% of confectionery shoppers also buy crisps, snacks and soft drinks at the same time

61% of confectionery buyers are ‘open to influence at the point of purchase

70% of confectionery is bought on impulse.

Confectionery is #1 impulse category, crucial to your business

1. Confectionery is a destination category

2. Confectionery compliments other

categories

3. Confectionery offers incremental sales

opportunities

Source: TNS Flamingo Land 2012, CTP April 2012 * Total confectionery 2013. Mars data.

Why is confectionery important to your business?

Page 4: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

The 5 key drivers of confectionery growth

Ignite the Ignite the Magic of Magic of GiftingGifting

Ignite the Ignite the Magic of Magic of GiftingGifting

Transform Transform Together-timeTogether-time

Transform Transform Together-timeTogether-time

PleasurablePleasurableRefuel Refuel

PleasurablePleasurableRefuel Refuel Treat MeTreat MeTreat MeTreat Me Feel Confident Feel Confident

& Invigorated& InvigoratedFeel Confident Feel Confident & Invigorated& Invigorated

Make time with family & friends

more special

The heart of all gifting occasions

Keeping me going

Most desirable individual treat

Building confidence and refreshing

invigoration

Page 5: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

Importance of range in leisureImportance of range in leisureVisitors have a higher

demand for ‘treat me’ and sharing confectionery

products

38% 38% of visitors bought confectionery for the ‘treat

me’ occasion

38% 38% of visitors bought confectionery for the ‘treat

me’ occasion

Over 50% 50% say they would not buy if their favourite brand

was not available

Over 50% 50% say they would not buy if their favourite brand

was not available

Ensure best sellers are stocked in your core range

Stock sharing bags as they fulfil the usage occasion of consumption with others

53% 53% of confectionery moments are consumption

with others

53% 53% of confectionery moments are consumption

with others

Ensure a range of treat me products are stocked alongside your pleasurable refuel products

Source: TNS PDH Research 2012, , Kantar Usage & Wrigley Big Brother shopper research 2011/2012

Importance of Range

Page 7: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

46% of confectionery is consumed with a hot drink – are you maximising your sales?

Page 8: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

• “self-eat” category in massive growth +32% in 2013

• Incremental sales at busier times of the year e.g Easter & Christmas holidays

• Boxes are easily displayed – no need for additional point of sale

• Highly impulsive – site at till

• Merryteaser available end October 2014, Voted Product of the year 2014

Page 9: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

Support for your site – Display Equipment from Mars

Page 10: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014
Page 11: Mars presentation - for the FEC BALPPA Meeting at Legoland May 2014

• Confectionery is an important category – highly incremental

• Treat Me, & together time are driving consumer growth

• A confectionery range must include best sellers, with brands that meet the needs of your customers

• Focusing on simple promotions and seasonal lines can drive additional sales & increase spend

• Displaying this range through the right equipment will increase sales

Summary