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CONFECTIONERY variation Inspired is required While confectionery in supermarkets isn’t shooting the lights out, it’s clear that original envisioning of new products could do much to get sales rolling. BTy Nerine Zoio. he overall confectionery market is flat, according to So Soft Marshmallows General Manager Leigh Edward. “It’s challenging to find growth in existing brands,” he said. Nestlé Head of Marketing for Confectionery Joyce Tan says the total confectionery category was worth about $2.65bn in 2019, with growth of 3.4 per cent (AC Nielsen Scantrack Confectionery, AUS Grocery 2019). “Chocolate remains the heartland at approximately $1.8bn and growth of 3.6 per cent,” she said. “KitKat has been a key contributor to category with growth of 10 per cent in 2019.” The growth is due to successful flavour rotations of KitKat Triple Choc Whirl and KitKat Mint Whirl launching in medium bars and blocks, key NPD launches of KitKat Gold Whirl 45g and 170g, and the continued growth of core SKUs such as KitKat core 45g at 5.1 per cent, Ms Tan says. “KitKat Gold 45g continues to grow and delight consumers, with growth of 63.2 per cent in 2019, whereas total lollies grew 2.5 per cent, with growth continuing to come through premium and indulgent offers,” she said. As to jellies, Allen’s remains prominent, with its value bags growing 10.9 per cent in 2019. Trend toward bite size Chocolate bags continue to be a popular segment. Bite size is also increasingly popular, with Allen’s, KitKat, and Milkybar expanding into this format in 2020 via Allen’s choc coated bananas and raspberries, KitKat Snak’ It and Milkybar Bites. “We’re expanding our range of choc bags to target different consumer needs,” Ms Tan said. “They’ve been available in stores since January and have also been activated in selected customers since then.” The launches have been backed by a social and PR campaign to “drive buzz”, in addition to extensive online support and in-store activations to help increase visibility and drive conversion. “KitKat Snak’ It 130g, with a delicious mix of popcorn, almonds and pretzels all in one bag, is the KitKat that people know and love,” Ms Tan said. “It’s a great consumer offer, as sweet and salty remains a key trend. It captures leakages from the confectionery category and drives penetration to capture consumers looking for healthier options.” Category developments Confectionery developments at Nestlé include expanding its offer in white chocolate with Milkybar Cookie Bites 140g and marrying Allen’s “fan-favourite, mouth-watering” raspberry lollies or bananas with milk chocolate. “Allen’s Mini Chocolate Raspberries 140g and Mini Chocolate Bananas 120g give Allen’s lolly lovers a more indulgent moment,” Ms Tan said. “In mini bite-size form, these raspberry and banana sweets are a great treat for lolly and chocolate lovers everywhere. “With no artificial colours or flavours and 100 per cent gluten free, they’re 38 RETAIL WORLD APR, 2020