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%.