Confectionery remains one of the strongest impulse categories in convenience, with growth being driven by a combination of innovation, premiumisation and seasonal engagement. Consumers continue to seek exciting taste experiences and formats that suit different shopping missions, from on-the-go singles to gifting and sharing occasions (Mondelez BRCR).
One of the clearest trends shaping the category is the continued appetite for innovation. Retailers are seeing strong engagement from shoppers looking for new products and flavours, particularly when supported by advertising and in-store activation. According to recent surveys, 72% of retailers said NPD drives incremental sales, while 56% said shoppers actively look for products they have seen advertised, rising to 90% when including those who answered “sometimes” (Mondelez BRCR). In addition, 71% of retailers said consumers regularly mention products they have seen on social media (Mondelez BRCR).
Susan Nash, Trade Communications Manager at Mondelez International, comments: “At Mondelez International, we continue to respond to this demand through flavour-led and seasonal innovation. Following the successful launch of Cadbury Dairy Milk Biscoff in 2025, the range has expanded into larger sharing formats and Easter products, including Cadbury Dairy Milk Biscoff Filled Egg and Cadbury Dairy Milk Biscoff Ultimate Shell Egg. Since launching, Cadbury Dairy Milk Biscoff is now worth £19.7m RSV and over-indexes with shoppers aged under 28 years old (Nielsen).”
Premium sharing chocolate is continuing to grow in popularity as shoppers look for affordable indulgence and products suited to gifting and sharing occasions. Seasonal events remain hugely important for retailers, with 72% saying seasonal sales are either quite or very important to their business (Mondelez BRCR). Christmas remains the biggest seasonal opportunity, followed by Easter, while larger stores increasingly see Easter performing on a par with Christmas (Mondelez BRCR).
This trend is reflected in the performance of premium seasonal products such as Cadbury Dairy Milk Biscoff Ultimate Shell Egg, which was specifically designed for premium gifting occasions. The product combines a large Cadbury Dairy Milk shell with crunchy Lotus Biscoff biscuit pieces and individually wrapped chunks, helping retailers trade shoppers up during key seasonal moments.
Within sugar confectionery, sour flavours continue to be a major growth driver as consumers seek bold, playful taste experiences. Sour Patch Kids is currently growing by +26.9% and is the fastest-growing candy brand over the last five years (Nielsen).
Mondelez is continuing to build excitement in the category through innovation, with new launches including Sour Patch Kids Peach, Paradise Twist and a Winter Limited Edition planned for 2026. These launches are designed to appeal to shoppers looking for new and adventurous flavours, while also driving impulse purchases through standout packaging and seasonal relevance.
“Retailers can maximise confectionery sales by focusing on strong visibility, seasonal activation and clear merchandising,” advises Nash. “Recent surveys show that deals and offers are the single biggest driver of seasonal sales for retailers, followed by new products (Mondelez BRCR). Shelf barkers and counter-top units were identified as the most effective forms of POS, while digital screens are increasingly being used to highlight offers, trending products and launches (Mondelez BRCR).”
Research also shows that when retailers stock NPD alongside core ranges, the majority see a rise in sales, demonstrating the importance of maintaining a balance between trusted favourites and innovation-led products (Mondelez BRCR).
To support wholesalers and retailers throughout 2026, Mondelez International is investing in a broad programme of consumer campaigns, shopper activation and in-store support. This includes the return of Cadbury Made To Share, featuring 12 new limited-edition designs and an in-store competition, alongside the return of Cadbury Big Win-Win, which gives shoppers and retailers the opportunity to win cash prizes across the six-month campaign period.
Retailers are also being supported through eye-catching POS, social and influencer activity, clip strips, dedicated SRPs and seasonal activation campaigns designed to help maximise impulse purchases and category growth (Mondelez BRCR).
Lauren George, External Communications Manager, Mars Wrigley, comments: “The line between indulgence and health is blurring and being replaced by ‘permissible indulgence’, products that deliver genuine pleasure without the guilt traditionally associated with confectionery. Today’s self-treating consumer wants the sensory satisfaction and mood-lifting benefits that confectionery provides, but they’re unwilling to compromise their health ambitions or values to get it.
“Variety in flavour and pack format is key to increasing consumer appeal. Consumers have diverse preferences, so it is important to cater to different tastes and occasions. By providing a wide range of Mars Wrigley products, retailers can appeal to a broader customer base and increase the chances of impulse purchases.”
Limited edition innovations play a key role in keeping the category fresh and exciting. One of our most popular examples was last year’s Bounty-only CELEBRATIONS® Centrepiece and is an example of how we use flavour and format to keep things exciting for the CELEBRATIONS® brand.
White chocolate also is proving to be a strong driver of growth in Europe, and currently over-indexes in this region by 25% (NIQ), as we have seen with the success of our MALTESERS® white launch.
“In a category obsessed with the next big trend, we are betting on something bigger: timelessness,” adds George. “We of course tap into cultural moments and trends, but we remain grounded in our heritage. The opportunity here lies in balancing modernity with heritage, meeting evolving needs while staying true to what makes our brands iconic and timeless.”
Ingredient transparency has become paramount. Consumers scrutinise labels, seeking recognisable components and avoiding artificial additives. Products with ‘free-from’ credentials, whether that’s palm oil, artificial colours or added sugar, are enjoyed as healthier choices, even when they remain firmly in the indulgent category.
Consumers are also seeking out products that support individual dietary preferences and lifestyles. Personalisation remains popular, but not just in the form of customised packaging for special occasions. Vegan options, reduced-sugar variants, and even functional confectionery with added benefits are all popular. Consumers want to feel that products are designed for their specific needs and values.
“The brands that will thrive aren’t those that resist change, but those that anticipate consumer needs and work constructively with retailers and industry partners,” says George. “We’re committed to being part of the solution – proving that confectionery can evolve whilst remaining a cherished part of British life, enjoyed responsibly across all demographics.”
BNI occasions offer significant sales driver opportunities for wholesalers. Consumers are also increasingly creating their own immersive entertainment experiences that transform everyday moments into meaningful, shared occasions. There is a growing emphasis on shared consumption rather than solo snacking, highlighting the importance of products that support group enjoyment.
While value remains a driving force, indulgence and emotional satisfaction are just as important to today’s Big Night In shoppers. Consumers are not scaling back during these occasions; they want to elevate them and make the most of at-home events.
As a result, shoppers are looking for affordable indulgence, with bold flavours, fun formats, and products that feel special. Taste is a critical element of sharing occasions, and flavour-packed products that enable consumers to level up their offering to friends and family have the greatest appeal.
Single bars are typically an impulsive purchase, often bought to satisfy hunger or provide a boost, and over-index in convenience. Blocks and sharing bags perform well as they are at the heart of shared experiences, particularly with more occasions taking place at home. In grocery, more consumers are planning ahead and buying multipacks to take out and about. Wholesalers can cater to demand by offering a mix of formats, from singles to sharing and gifting options.
Daniel Shemoon, Marketing Manager, pladis UK&I, comments: “The Confectionery category continues to benefit from the ‘lipstick effect’, as shoppers look for small ways to treat themselves even as they continue to carefully manage their overall spend. Core snacking categories, like Confectionery, are seen as a permissible indulgence, meaning that while familiar favourites continue to do a lot of the heavy lifting in the category, shoppers are also willing to spend a little more on products that feel like an affordable luxury.
“Premium ranges such as McVitie’s Signature bars are well placed to support this, offering an indulgent, chocolate-led experience. Designed to elevate everyday moments, the range combines multi-textural formats with rich, chocolatey recipes – from crisp wafer layered with creamy hazelnut and coated in thick milk chocolate, to smooth chocolate truffle-style bars with indulgent fillings and biscuit centres. This higher end offering gives retailers a clear opportunity to drive incremental value by encouraging shoppers to upgrade within the fixture.”
Innovation continues to keep the Confectionery category exciting. Seasonal moments such as Easter, Halloween and Christmas are among the biggest drivers of incremental growth in the category, creating valuable opportunities for wholesalers and retailers to capitalise on increased demand. These occasions encourage shoppers to trade up or try something new, and limited-edition launches from well-known brands can help increase footfall and basket spend.
At the same time, the core range remains essential. Shoppers continue to rely on their favourite brands and flavours, and retailers rely on wholesalers to provide consistent availability of the bestsellers. The most successful depots, however, balance exciting NPD with strong core lines to help retailers meet everyday demand, while also offering the innovation that keeps the category fresh and drives incremental sales.
Taste remains the most important factor for shoppers when choosing a sweet snack, and while we’re seeing healthier options gaining prominence on shelf, indulgent treats continue to drive the majority of sales. “There is a growing demand for balance. More shoppers are treating themselves, alongside making some lighter choices. This is driving interest in reduced-sugar options and snacks that offer more permissible indulgence,” adds Shemoon.
“For wholesalers, the key is to reflect this balance in depot ranges. Core indulgent favourites will always drive the lion’s share of sales, but offering some better-for-you options alongside these helps ensure retailers can meet evolving shopper expectations and cater to a wider range of missions.”
Chocolate singles are performing particularly well, driven by increasing demand for convenient, on-the-go treats. Single-serve formats are ideally suited to impulse-led missions, so it’s key that wholesalers are stocking products like McVitie’s Club Layers Orange to support retailers in driving incremental sales.
Products like McVitie’s Gold Billions Wafer have also performed particularly well in this space.
pladis’ bestselling products in the category include McVitie’s Gold Billions Wafer, which builds on the success of McVitie’s Gold Bar by bringing it into a new format for Confectionery, as well as McVitie’s Club Layers Orange, which taps into the enduring popularity of both McVitie’s Club and the chocolate and orange flavour combination in one convenient single-serve bar.
“These products deliver a strong rate of sale as they combine the familiarity of well-loved brands with formats that are tailored to impulse and on-the-go occasions,” says Shemoon. “For wholesalers, stocking these trusted lines alongside newer launches ensures retailers can meet demand while also driving incremental value within the category.”
Ethan Duffey, Brand Manager at Baileys Chocolate, comments: “The sugar and chocolate confectionery category is seeing shoppers become more selective about indulgence, choosing fewer treats but prioritising products that feel special and worthwhile (Statista). For wholesalers, this supports growth through premiumisation as shoppers trade up for recognisable brands and flavour-led treats.”
This selective indulgence plays directly to Baileys Chocolate’s strengths, with its premium offerings performing well as occasional, justified treats that deliver indulgence, quality and a sense of affordable luxury. Social media is also shaping purchase decisions, with 30% of users having bought HFSS products via these platforms (Mintel), particularly among 18-34s, highlighting the opportunity to stock products that already have strong online inspiration driving footfall.
Flavour experimentation continues to drive growth for Baileys Chocolate, with consumers drawn to familiar favourites with a twist (Mintel), such as mint, caramel, nut and popcorn-style profiles. This is reinforced by the fact that 35% of chocolate eaters say a unique flavour is a key differentiator (Mintel), highlighting the importance of innovation in taste profiles. Products such as the Baileys Assorted Truffles offer a range of flavours including Strawberries & Cream, Mint and Salted Caramel, demonstrating how the brand delivers exciting flavour variations that encourage trial while remaining within trusted taste profiles. This balance between novelty and familiarity helps sustain consumer interest and reinforces the brand’s premium, indulgent positioning.
The performance of premium sharing chocolate is being shaped by changing consumer behaviours in a challenging economic climate (Mintel). Despite this, boxed chocolates and sharing formats continue to perform well, particularly for gifting and treat occasions. Selection boxes and multipacks remain popular as they offer a sense of indulgence that feels justifiable, even as consumers tighten their spending. This creates an opportunity for premium brands to position themselves as affordable luxury, offering high-quality, flavour-led experiences in formats that still feel accessible.
“Brands like Baileys Chocolate are well placed in this space, delivering indulgent, premium flavours in shareable formats that align with both gifting and everyday treating,” adds Duffey. “Meanwhile, retailers are supporting the category by dedicating more shelf space to premium and innovative ranges, particularly those that emphasise flavour, quality, and evolving pack formats.”
“Chocolate is the most trend-responsive confectionery sub-category, and this is where Baileys Chocolate continues to see the greatest impact. Shoppers are far more open to experimentation within chocolate, particularly when it comes to new flavours, formats and premium cues. This is underpinned by the fact that 61% of chocolate users view premium chocolate as an affordable luxury, even among those under financial pressure, reinforcing why brands that deliver indulgence and quality continue to resonate (Mintel). As a brand rooted in flavour and indulgence, Baileys Chocolate is well placed to respond to evolving trends through innovative flavour twists and premium seasonal launches that feel both exciting and familiar.”
Declan Hassett, Licensing Manager at Diageo, comments: “Despite well-publicised supply challenges, UK consumers continue to seek treating products, as well as options for sharing with family and friends, with 81% purchasing chocolate as a personal treat or indulgence (Nielsen IQ) and 62% buying it for others (Nielsen IQ) as a gift.”
Branded licensed products represent a growing opportunity for incremental revenue, worth £58bn (Licensing International), licensed food and beverage products are one of the fastest-growing sectors in brand licensing and can offer a powerful way to drive impulse purchases and encourage cross-category exploration.
Stocking licensed ranges with strong relevance and equity is one way to spark excitement and exploration in store. These products not only elevate the fixture but also deliver added emotional resonance and trust, helping retailers create a more compelling shopper experience.
Diageo is the world’s leading alcohol licensor, with a portfolio of more than 5,000 distinctive licensed products. Despite the popularity of top alcohol brands, 80% of consumers don’t regularly visit the BWS aisle (Kantar) which can leave a gap in potential sales. There is an opportunity to harness the reputation of renowned brands, such as Guinness and Baileys, to not only boost sales within the alcohol aisle, but also across different categories, engaging with a broader range of shoppers in-store through licensed products. This goes both ways, a shopper may enter a store intending to buy a bottle of Baileys for example, only to discover a licensed product counterpart, such as Baileys Original Truffles or Baileys Salted Caramel biscuits. Overall, when it comes to the UK’s attitude to chocolate 81% of people buy chocolate as a personal treat of indulgence (Nielsen IQ), with 62% viewing chocolate as a gift and buying it for others (Nielsen IQ).
As retailers seek new ways to better engage customers, collaborating with brands and suppliers to bring added excitement to the shopper journey is a powerful approach. Incorporating branded licensed products is an effective way to achieve this. When supported by impactful in-store execution, such as end-of-plinth signage, retailers can bring aisles to life, spark inspiration and create a more seamless browsing experience. By delivering a cohesive branded presence across multiple touchpoints, retailers can boost awareness of iconic brands like Baileys and Guinness, encourage cross-category shopping, and drive footfall to key areas such as the BWS aisle.
Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, comments: “Confectionery is one of the top five categories purchased on impulse in convenience stores (Lumina), and Perfetti Van Melle is committed to helping retailers make the most of the opportunity, with its bestselling products and category expertise.
“Sugar Confectionery is a resilient category as it delivers lifts and treats for its consumers. As we continue into a challenging economic landscape, confectionery remains an affordable treat giving retailers a compelling sales generator. Perfetti Van Melle’s eye-catching price marked packs, offering delicious treats at great price points, help drive choice and signpost within the category, allowing consumers to easily find a treat for any occasion. As we further develop our product portfolio, we continue to bring a wide range of products to consumers with new flavours, packaging, and textures.”
Get-togethers and big nights in during the colder winter months are prime opportunities for sharing, and Perfetti Van Melle offers various delicious options for enjoying a treat alongside loved ones. Chupa Chups The Best Of Lollipop Bag targets sharing occasions with 10 lollipops in fan-favourite flavours Cola, Strawberry, Orange, Apple and Cherry launching in time to add some sweetness and variety to upcoming summer parties and holidays. Using only natural colourings, infused with Vitamin C, featuring a recyclable paper stick and individually wrapped to promote hygiene and portion control, these vegetarian-friendly tasty treats make an inclusive and sustainable addition to any Big Night In offering.
Chupa Chups leads the market, currently valued at £17.7m and growing +14% year-on-year (Circana), and aims to diversify its lollipop and candy portfolio, bringing new and exciting products to the category. It is targeting existing consumers who know and trust the quality of its products but want to experiment with new candy formats. Having forayed into the jellies space this year, the brand extended its sell-out range with new Chupa Chups Bites and Tubes. Bites are rainbow-coloured sour delights and Tubes promise a fizzy treat with a sour core, both in sour, mixed fruity flavours and covered in sour dusting for extra oomph. New Bites and Tubes are available in 120g PMPs, for the affordable price of £1.25, attracting Chupa Chups’ target audience of teens seeking affordable treats.
Mentos has proven its commitment to surprising its target market of adventurous, naturally experimental young consumers with the innovation of Mentos Discovery, which offers a category first 14 different flavour sweets in one roll. Mixed fruit flavours dominate the Hard Chews Sweets category, worth £71m in L52w, with consumer research proving there is a burgeoning appetite among sweet eaters for exotic flavours (Innova & Mintel). Mentos Discovery has broken new ground in the category with 14 flavours including passion fruit, lychee, blueberry, blackcurrant, lime, strawberry, raspberry, orange, lemon, watermelon, banana, grape, cherry & pineapple.
This vegan-friendly treat is perfect for a sharing occasion and perhaps guessing the flavour of each fruity treat with friends. Mentos Discovery launches at a fruitful time, with Mentos Candy now a £47.1m brand, with sales up +14% in the past 12 months (Circana).
Since its May 2024 launch, Mentos Discovery has had incredible results, with the single roll accounting for £2.4m of value sales (Circana). Overall, Mentos Discovery has been incremental to both the brand’s growth and the category as singles are now worth £18.6m +22%.
Clare Newton, Trade & Shopper Marketing Manager at Swizzels, comments: “Our variety bags, Scrumptious Sweets, Curious Chews, and Luscious Lollies are one of our best sellers, and are also vegan, appealing to those seeking an alternative to chocolate. Our Sweet Shop Favourites tubs are also popular among shoppers, including all of our most-loved classics, such as Love Hearts, Drumsticks Chews, Refreshers, as well as modern best-seller Squashies. The mix of traditional and contemporary confectionery offers something for everyone to enjoy, appealing to all generations.”
Squashies also continues to be one of Swizzels’ most sought-after products. This range includes a variety of flavours like Squashies Original, Tropical, Sour Shooting Stars, Strawberry and Cream, Squashies Love Hearts, and Cherry Cola. Squashies sit alongside other popular hanging bags, which consist of Refresher Choos, Drumstick Choos, Parma Violets, and Love Hearts.
Swizzels has announced an expansion of its PMP range with two new additions – Squashies Cherry Cola 120g, priced at £1.15, and Squashies Sour Cherry & Apple 60g, priced at £0.69. Both products feature vibrant packaging designed to stand out on-shelf and capture shoppers’ attention. Their budget-friendly price points help retailers drive impulse purchases while building shopper loyalty.
2026 marks 50 years of Double Dip and 80 years of Parma Violets, so it’s a big year of celebrations alongside more NPD coming soon.
“Confectionery continues to perform well, as it is widely viewed as an affordable luxury,” adds Newton. “Whilst chocolate prices are rising, sugar confectionery remains budget-friendly, and as a result, we expect to see an increase in sales in this category. As a brand, Swizzels is performing particularly well, with shoppers looking for consistent value and quality.”
Swizzels offers a versatile range that is well-suited to wholesale, with high demand for sharing formats like variety bags and Sweet Shop Favourites range, as well as single confectionery lines like Refreshers chew bars, which are perfect for retailers aiming to enhance counter displays. Retailers are increasingly looking for trusted, well-established brands that can continue to deliver innovative products that will drive purchases and boost basket spend.
“Wholesalers should offer a broad range of products from well-known brands at different price points, including both PMPs and non-PMPs. By doing so, they help retailers meet consumer demand for popular, reliable brands that deliver quality at fair prices, which in turn attracts more shoppers,” says Newton.
“Providing a wide choice of formats and price points allows retailers to meet different shopper missions, from sharing occasions to self-treating, while maintaining strong margins. Wholesalers should also ensure that retailers have access to a full range of core lines and clearly highlight best-selling products and brands, reassuring retailers that they can source everything they need to drive sales.”
Kathryn Hague, Group Head of Marketing – World of Sweets, Bobby’s & Hancocks, comments: “Innovation is one of the biggest drivers of excitement in confectionery. Shoppers are still motivated by discovery, whether that is a seasonal launch, a limited-edition flavour, a viral format, or a product linked to a major film or entertainment moment.”
Hancocks is seeing strong demand for products that give retailers a reason to refresh their fixture and create talking points in store. This includes launches such as Gumi Yum Surprise Minions, novelty formats like Chicken Legs, a growing range of Japanese and Korean confectionery and snacks, and major licensed launches such as the new PEZ 2026 ranges.
Limited editions and seasonal products also give wholesalers and retailers a reason to create theatre, build urgency and encourage repeat visits.
NPD is a major focus for Hancocks and the company bringing customers a strong pipeline of new products across novelty, licensed confectionery, global snacking, seasonal ranges and trend-led sweets.
Gumi Yum Surprise Minions is a major launch that combines eight layers of fruit-flavoured gummy with a collectable toy inside. It is a strong example of how confectionery is moving beyond taste alone and into experience, surprise and play.
Novelty sweets continue to perform strongly because they are visual, fun and highly shareable. Products such as Chicken Legs tap into the demand for playful formats that can stand out in store and online.
The Italian Brain Rot Jelly Gum 25g has just launched at £1 RRP. The latest viral craze in sweet form includes 3 characters in 3 different flavours, Ballerina Cappuccino, Tunglog and Tralaero.
Candy Realms Party Mix Candy Cup (85g £1.99 RRP) is an assortment of fruit flavoured sweets, including Candy Lipsticks, Watches, Whistles, and Necklaces.
PEZ has an exciting 2026 pipeline aligned with major entertainment moments, including Toy Story 5, Minions & Monsters, Star Wars: The Mandalorian and Grogu, and Spider-Man: Brand New Day. These launches give retailers a strong licensed confectionery opportunity with high impulse and collectable appeal.
Elizabeth Hughes-Gapper, Jakemans Senior Brand Manager, comments: “Innovation, including seasonal variants and limited edition releases, continues to be essential in keeping the category fresh and driving ongoing interest. These launches tap into consumers’ appetite for novelty and exclusivity, while also giving retailers an opportunity to refresh ranges and maintain standout visibility throughout the year (Kantar). Increasingly, this innovation is being expressed through flavour profiles, with brands like Jakemans, using seasonal cues to create relevance and drive trial. Enhancing fruity summer flavours such as berries in the warmer months and warming or spiced profiles in the winter.”
These seasonal flavour strategies are particularly effective when aligned with cultural moments. Jakemans’ latest launch, Sugar Free Summer Berries, now part of its permanent collection, is a strong example of this approach. The flavour draws on classic summer fruit profiles, particularly strawberry-led notes, an all-year-round preferred flavour profile but also naturally aligned with key standout seasonal occasions such as Wimbledon, where strawberries and cream are synonymous with the tournament. This association helps strengthen relevance, encourages trial, and enhances consumer engagement during peak summer moments.
“One of the most significant drivers of growth is the shift toward better-for-you options. There is clear and sustained demand for sugar-free and reduced-sugar confectionery, with almost half of UK consumers actively seeking these alternatives. Functional confectionery, such as menthol lozenges that soothe coughs and sore throats, is also increasingly important as shoppers look for products that offer added value as well as taste,” adds Hughes-Gapper.
“At Jakemans, we’ve responded directly to this shift by expanding our Sugar Free range with a more contemporary, fruity flavour profile – Summer Berries. This allows us to appeal to a broader audience, while still delivering the same soothing benefits.”
Steven Greaves, Managing Director UK and Ireland at Fini, comments: “Innovation continues to play a key role in maintaining engagement in the confectionery category. This is increasingly being driven by experience-led trends, with shoppers responding strongly to products that offer a multi-sensory experience – combining taste, texture and visual impact – and that are designed for modern consumption habits, including sharing and social occasions.”
Fini supports this with a range focused on bold flavours and texture-led innovation, including its premium resealable Doy packs across popular lines such as Wonder Mix, Cinema Mix and Watermelon Slices, designed to bring something new and engaging to the fixture. From its bold, visually impactful Fini Tubes range to more distinctive products such as Mini Mochis, the brand offers wholesalers a compelling mix of products that combine strong value with a more premium, ‘treat at home’ appeal.
Global flavours continue to gain traction, alongside the ongoing popularity of sour profiles, nostalgic flavours, texture-led, and novel products. What’s notable is that many of these global trends, particularly Asian-inspired sweets, are no longer niche. Research shows that 78 per cent of UK shoppers now purchase Asian-inspired bagged snacks, while online discussion around Asian sweet and savoury snacks continues to grow year-on-year (Innova). This shift underlines just how mainstream global influence has become within confectionery. At the same time, shoppers remain highly engaged with products that deliver bold flavours and colours as well as distinctive textures.
“For wholesalers, keeping the range fresh does not require constant overhauls. Instead, the focus should be on introducing standout SKUs that offer something genuinely different. New textures, globally inspired designs and eye-catching packs can help refresh the category and give retailers confidence to trial new lines. Importantly, products that work across both impulse and sharing occasions allow retailers to maximise space and drive incremental sales without overcomplicating their range,” adds Greaves.
“Clear signposting, strong category blocking and well-merchandised bays all help drive engagement in depot and encourage increasing basket spend and repeat purchase.”
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