Talking Retail Grocery and product news for independent retailers
New data from Edge by Ascential reveals that in the week commencing 25 October, the number of skus in the sweets category declined by around 5% with all five featured multiple retailers reducing their ranges.
The decline was most noticeable in Tesco outlets where the number of skus fell 10%.
The only sweets brand that bucked the trend was Haribo which had 11.5% more skus than in the same period last year.
In the chocolate category, the number of skus increased by almost 1% across all retailers but growth was not consistent.
Morrisons’ chocolate ranges increased 7% whilst Waitrose reduced its chocolate listings by almost 5%.
Morrisons increased its range by 60% by offering a much greater number of Christmas products this year than last time around.
Waitrose reduced its range by 80% but boosted its luxury chocolate offering with 23% more space for Lindt brands – driven by more listings for its festive products.
Chris Elliott, head of market insights at Edge by Ascential, said: “Halloween is the starting gun for a six-month sprint for confectionery manufacturers.
“Our data shows that chocolate is the better bet, particularly since supermarkets are already rolling out their festive chocolate ranges.
“We’re anticipating a more ‘normal’ Christmas compared to last year, with shoppers more likely to be on the hunt for confectionary treats for gift-giving purposes as families come together once again providing there is no lockdown.
“In order to drive further sales, retailers should invest further in exclusive ranges and partnerships to stand out from the crowd, offering the kind of variety that cater to ever increasing consumer demand for a range of trends such as plant-based alternatives.”
The supermarkets featured in the analysis were Asda, Morrisons, Tesco, Waitrose and Sainsbury’s.
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