Have a cracking Christmas with Mondelēz International

Shoppers are getting more and more excited about Christmas every year, with UK Christmas retail sales topping £44bn[1] in 2017. Confectionery is synonymous with the gift-giving traditions of Christmas, and Mondelēz International leads the Christmas chocolate category, with a 23 per cent[2] share of the market, driving £174m value sales[3] last year alone.

As one of the highest penetration categories, seasonal chocolate and gifting present a fantastic opportunity for retailers to drive sales from October and through November and December. From advent calendars to selection boxes, the Christmas category is versatile, highly incremental, and brings friends and family together across the nation.

Mondelēz has a much-loved range that caters to a wide variety of needs and occasions, with a portfolio that is split into subcategories to help maximise sales, with ranges ‘for me’, ‘for us’, ‘for them’ and ‘giving & sharing’.

THE CHIRSTMAS COUNTDOWN:

For me

Mondelēz’s self-treat range kick-starts the season with festive novelties that help build excitement – designed for shoppers who are looking to buy a treat for themselves while on-the-go, or to take home for their family.

What to stock…

  • Cadbury Dairy Milk Mousse Snowman 30g – £0.65 RRP – 33 per case
  • Cadbury Dairy Milk Snow Bites carton 43g – £0.60 RRP – 24 per case

For us

The sharing occasion plays a significant role in households at Christmas, as families and friends come together to celebrate throughout the season. Bags, tablets and sharing novelties are perfectly suited to this and add a sparkle of seasonal excitement to these sharing moments.

Mondelēz is a key player in the novelty market, holding the number one gifting novelty (Cadbury Crackers, worth £1m[4]) and number one sharing novelty (Cadbury Snow Bites, worth £2m)[5] within its portfolio – as well as exciting NPD for 2018…

New for 2018:

Maynards Bassetts Frosted Wine Gums – made with natural colours, Frosted Wine Gums are a new and exciting take on the classic Wine Gum flavours topped with tasty frosted coating and shaped like your favourite festive characters, including a star, cracker, stocking, snowman, father Christmas and Christmas tree.

165g – £1.32 RRP – 12 per case

Returning for the season:

  • Cadbury Snow Bites 90g – £1.15 RRP – 24 per case
  • Cadbury Dairy Milk Winter Edition 100g – £1.42 RRP – 20 per case
  • Cadbury Dairy Milk Snow Balls 112g – £2.99 RRP – 8 per case
  • Cadbury Heroes Cracker 123g – £2.99 RRP – 9 per case
  • Cadbury Snow Bites Cracker 126g – £2.99 RRP – 9 per case
  • Maynards Bassetts Jelly Babies Snowmen 165g – £1.32 RRP – 12 per case – the number one candy sharing novelty in 2017[6]

THE MAGIC OF CHRISTMAS

Gifting for them

Gifting goes hand-in-hand with the festive season. Whether purchasing an advent calendar, gifting a selection box of favourites, or topping up the stockings, shoppers are looking for inspiration and excitement for their friends and family.

Mondelēz leads the advent category with the number one advent calendar, Cadbury Dairy Milk 90g within its portfolio, as well as a whole host of gifting favourites and NPD… 

New for 2018:

Cadbury Premier League Advent Calendar – Cadbury is bringing together two number one brands, Cadbury Dairy Milk and Premier League[7] with an exciting new advent product, that comes complete with an on-pack activation with daily Premier League games and goals – which aims to excite young adults with immersive, engaging experiences.

200g – £4.00 RRP – 16 per case

Green & Blacks Advent Calendar – Mondelēz is pleased to launch Green & Black’s first ever advent calendar, filled with sumptuously smooth dark, milk and praline chocolates, this NPD will have strong standout on shelf and aims to drive excitement in the adult advent category.

238g – £10.99 RRP – 8 per case

Maynards Bassetts Mixups – from the number one manufacturer of Candy Cartons[8], Mixups incorporate much loved Sports Mix, Wine Gums and Midget Gems into one festive carton.

400g – £3.29 RRP- 6 per case

Maynards Bassetts Juicy Chews Jar – available in a Christmas themed novelty sized penguin jar, which is filled with deliciously fruity Juicy Chews, which launched to market in 2017.

495g – £5.15 RRP – 4 per case

Maynards Bassets Wine Gums Frosted Jar – available in a festive snowman design, this novelty sized jar is filled with 2018 NPD Frosted Wine Gums.

495g – £5.15 RRP – 4 per case 

Cadbury Christmas Selection Box Plush Toy – available with either a festive Cadbury Freddo or Cadbury Dairy Milk Monkey cuddly toy, this selection box is filled with Cadbury Curly Wurly, Cadbury Freddo, Cadbury Fudge and Cadbury Dairy Milk Buttons.

78g – £5.99 RRP – 8 per case 

Cadbury Plush Stocking – also available in festive Cadbury Freddo and Cadbury Dairy Milk Monkey design, this NPD is designed to create excitement on Christmas morning and is filled with Cadbury Curly Wurly, Cadbury Freddo, Cadbury Fudge and Cadbury Dairy Milk Buttons.

197g – £5.99 RRP – 8 per case

Returning for the season:

Advent Calendars:

  • Cadbury Dairy Milk Advent Calendar 90g – £2.19 RRP – 12 per case – the number one advent calendar[9]

Selection boxes – Mondelēz leads this category with a 63% share of category value sales[10]:

  • Cadbury Small Selection Pack 95g – £1.09 RRP – 24 per case
  • Cadbury Medium Freddo Selection Box 139g – £2.99 RRP – 8 per case
  • Cadbury Medium Santa Selection Box 169g – £2.99 RRP – 8 per case – Number one best-selling SKU[11]
  • Cadbury Stocking Selection Box 195g – £3.99 RRP – 8 per case – Number two best-selling SKU[12]

Tubes – Cadbury tubes are worth £3m RSV[13]:

  • Cadbury Fudge Minis Tube 72g – £1.42 RRP – 12 per case – Fudge is now worth £13m[14] with a 37% repeat purchase[15]
  • Cadbury Dairy Milk Freddo Faces Tube 72g – £1.42 RRP -12 per case
  • Cadbury Dairy Milk Buttons Tube 72g – £1.42 RRP -12 per case – The Cadbury Dairy Milk Buttons brand is worth £30m[16]

Cartons & Jars – Mondelēz is the number one manufacturer in candy cartons[17] (which have a new look for 2018):

  • Cadbury Eclairs Carton 420g – £3.89 RRP – 6 per case
  • Maynards Bassetts Wine Gums Carton 400g – £3.29 RRP – 6 per case
  • Maynards Bassetts Sports Mix Carton 400g – £3.29 RRP – 6 per case
  • Maynards Bassetts Jelly Babies Carton 400g – £3.29 RRP – 6 per case
  • Maynards Bassetts Liquorice Allsorts Carton 400g – £3.29 RRP – 6 per case
  • Maynards Bassetts Jelly Babies Jar (available in green or yellow) 495g – £5.19 RRP – 4 per case
  • Maynards Bassets Liquorice Allsorts Jar 495g – £5.19 RRP – 4 per case

Tree decorations and novelties:

  • Cadbury Dairy Milk Mini Hollow Santas 75g – £2.99 RRP – 9 per case
  • Cadbury Dairy Milk Hollow Santa 50g – £1.49 RRP – 15 per case – 24% YOY growth[18]
  • Cadbury Dairy Milk Hollow Santa 100g – £2.99 RRP – 8 per case
  • Cadbury Mixed Tree Decorations with Oreo pieces 136g – £3.46 RRP – 10 per case
  • Cadbury Tree Decorations 84g – £2.13 RRP – 12 per case

GIVING & SHARING

As nights draw in from September the sharing opportunity grows. In the UK we have a ‘peak’ in Birthday’s in September, which kicks off the gifting opportunity, then from October ‘themed gatherings’ build, offering more opportunities for retailers to drive sales, with tubs and sharing bags playing a significant role in households at this time.

Mondelēz’s ‘giving and sharing’ range includes the number one ‘Thank You’ brand, Cadbury Roses[19] – which turns 80 this year and is available in carton, tub and ‘flower tub’ formats. As well as Cadbury Heroes, which, after securing 11 per cent growth last year[20] is launching an exciting NPD in partnership with the Premier League, which aims to drive higher value sales with sharing size tub that’s ideal for the festive night in occasion. Other NPD includes…

New to 2018:

Sweet Shop Pouch with Cadbury and Maynards Bassetts – with a mix of Cadbury Dairy Milk, Cadbury Dairy Milk Caramel, Fudge, Eclairs and Lemon Sherbet, the Sweet Shop pouch has been designed to tap into the retro confectionery trend, ideal for the adult sharing occasion.

350g – £6.29 RRP – 8 per case

Cadbury Heroes Premier League Tin – Not only does this tin include all the Heroes favourites, the packaging comes with a ‘GAME ON’ QR code, which, when scanned, takes consumers to a digital platform with games and prizes for all the family.

800g tub – £9.99 RRP – also available in a 400g pouch format – £6.29 – 6 per case

Returning for the season:

Cadbury Heroes:

  • Cadbury Heroes Carton 185g – £3.09 RRP – 6 per case
  • Cadbury Heroes Carton 290g – £4.49 RRP – 6 per case
  • Cadbury Heroes Tub 660g – £8.59 RRP – sold individually

Cadbury Roses – a much-loved brand that turns 80 this year:

  • Cadbury Roses Carton 69g – £1.09 RRP – 9 per case
  • Cadbury Roses Carton 187g – £3.09 RRP – 9 per case
  • Cadbury Roses Carton 290g – £4.59 RRP – 6 per case
  • Cadbury Roses Flower 275g – £4.50 RRP – 5 per case
  • Cadbury Roses Tub 660g – £8.59 RRP – sold individually – the number four best-selling tub[21]
  • Cadbury Roses Pouch 400g – £6.29 RRP – 6 per case

Cadbury Milk Tray – enjoyed £17m last year, 2.5 x bigger its closest competitor[22]:

  • Cadbury Milk Tray 180g – £4.25 RRP – 8 per case
  • Cadbury Milk Tray 360g – £8.49 RRP – 6 per case

Terry’s:

  • Terry’s Chocolate Orange Milk 157g – £3.48 RRP – 12 per case
  • Terry’s Chocolate Orange Dark 157g – £3.48 RRP – 12 per case
  • Terry’s Chocolate Orange Segsations Pouch 400g – £6.29 RRP – 6 per case
  • Terry’s Chocolate Orange Segsations Carton 300g – £4.59 RRP – 6 per case
  • Terry’s Chocolate Orange Mini Exploding Candy 125g – £1.99 RRP – 10 per case – Terry’s Chocolate Orange Mini range delivered £2m in 2017[23]
  • Terry’s Chocolate Orange Mini Toffee Crunch 125g – £1.99 RRP – 10 per case
  • Terry’s Twilight Bites 150g – £2.39 RRP – 8 per case
  • Terry’s All Gold Milk 190g/380g – £4.25 / £8.41 RRP – 6 per case
  • Terry’s All Gold Dark 190g/380g – £4.25 / £8.41 RRP – 6 per case

Prices are recommended only. Retailers are free to set their own prices

RETAILER ADVICE

Seasonal ranges in convenience depend on local needs and, crucially, the size of the convenience store in question. Festive ranges require adaptation throughout the season to make the most of the opportunity.

 

Sales can be optimised by getting the timing right:

  1. Be prepared early, starting the countdown in October with self-treats (like the Cadbury Dairy Milk Mousse Snowman)
  2. Continue the countdown into November, with advent calendars and novelty sharing lines
  3. In December make it clear that the ‘magic of Christmas’ has arrived in your store, by stocking selection boxes, Christmas themed gifts, family sharing lines and top-up gifts – these can replace advent products on 1st December

More tips for a successful season:

  • Stock best-selling lines and use our recommended stock list to help drive sales
  • Utilise manufacturers POS and build impactful displays in store to showcase your full seasonal range. Also remember to utilise the impulsive counter space for self-eat treats.
  • Help shoppers manage their Christmas spending by offering a choice of self-eat treats and stocking fillers with products under £1 RRP[24]
  • Make the most of manufacturer promotions in store
  • For further information on how to make the most of Christmas sales, visit www.deliciousdisplay.co.uk

Retailers following Mondelēz International’s seasonal advice said:

Mondelēz’s merchandising principles increased our confectionery sales. By using Cadbury POS in high traffic areas, sales grew by five times.” Mayur and Nilam Patel at Saxon Field Stores

“We had a very good Christmas (increased seasonal confectionery sales by 16%) and the seasonal displays seemed to have an impact on customers.” Sree and Surekha Edukulla, North Camp Londis in Farnborough

“The seasonal display unit made a big impact at Christmas (increased seasonal confectionery sales by 16%).” Rohit and Vita Patel, Ottershaw Londis

“The Cadbury Christmas display unit was a huge success and we have never sold so many advent calendars. We have always had a display but this one went up earlier than normal and generated sales for Bonfire Night and Halloween as well. We sold a tremendous amount of chocolate.” Dean Holborn, Holborn’s South, Nutfield, Surrey

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking company in the world, with 2017 net revenues of approximately $26 billion. Creating more moments of joy in approximately 160 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ.

[1] Mintel December 2017

[2] IRI, Total market. Sales unit 17 W/E 25.12.17

[3] IRI & Kantar 2017 data to 31st Dec 2017 + Marketing Award

[4] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[5] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[6] Nielsen MAT 30.12.17

[7]IRI, Value Sales Data to w/e 24/12/17

[8] Nielsen MAT 20.12.17

[9] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[10] IRI, Value Sales Data to w/e 24/12/17

[11] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[12] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[13] IRI, Value Sales Data to w/e 24/12/17

[14] Nielsen Scantrack data to 13.12.17

[15] Kantar Worldpanel 52 w/e data to December 2017

[16] Nielsen Scantrack data to 13.12.17

[17] Nielsen MAT 30.12.17

[18] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[19] Source – IRI, Unit Sales Data to w/e 24/12/17

[20] IPSOS Brand Health Tracker 2017

[21] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[22] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[23] IRI, Total market incl. discounters. Sales unit 17 W/E 25.12.17

[24] Retailers are free to set their own prices