NACS Show 2017

Mars Wrigley showcases new M&M’s, Snickers, Skittles and Dove candies

By Douglas Yu contact

- Last updated on GMT

The company’s president of sales, Timothy LeBel, said, “Mars Wrigley Confectionery is more focused than ever on delivering on-trend product innovation, production and packaging that drive sales and grow the total category.”

“We have our pulse on what motivates consumers to make a purchase, including health and wellness preferences, wanting to moderately indulge, or the desire to try a unique flavor,”​ he said.

Mars also shared shopper insights based on its latest omnichannel research at the trade show. “While overall in-store sales are changing, the gum and confections categories consistently contribute to shoppers putting more items in their basket,”​ it said.

The research found that 70% of impulse purchases are driven by visibility or an in-moment craving, “so it is critical for retailers to make it easy for shoppers to find products that meet these needs in the moment,”​ said the company.

Mars pointed out that there is also a major gap in how shoppers feel in the candy aisle. “The enthusiasm shoppers have pre-shopping and joy they find in consuming products afterwards is disconnected from the way shoppers feel in aisle,”​ it said.

“Shoppers today are only willing to spend up to 57 seconds in the candy aisle, and the longer they search, the more frustrated they become,”​ added Mars. “By creating a more intuitive and visually structured experience, retailers can reduce searching time, increase satisfaction in stores and ultimately drive sales.”

Mars said it has previously worked with Jewel-Osco on the omnichannel insights. The retail chain has since remodeled its checkout lanes to be friendlier for single-serve items coupled with confections, and its new lanes increased purchasing rate by 57%.  

Related topics: Manufacturers, Chocolate, Candy, Gum, Mars

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