The nation’s favourite chocolate[i] is helping retailers drive sales in the singles category with the launch of the popular Cadbury Dairy Milk Caramel bar in a new 60P price-marked pack (PMP)*, available now.
More than a third[ii] of all bars in independent and symbol stores are Cadbury bars, and they sell at a rate of two per second[iii] in this channel, putting the brand in a prime position to deliver growth for the singles category with the new addition. As well as this, Caramel is the best-selling Cadbury Dairy Milk flavour[iv] – and the PMP* format aims to build on this success.
Research shows that PMPs* offer a number of advantages for shoppers and retailers alike, and therefore are an important part of a store’s offering, generating a perception of improved value, convenience and trust from their shoppers. In fact – Cadbury Dairy Milk singles PMP packs achieve a better unit rate of sale than the non-price marked packs[v].
Retailers should stock new Cadbury Dairy Milk Caramel PMP, as well as a wider range of price-marked formats within confectionery, to help show shoppers they are getting good value for money and therefore encourage trade-up and impulse purchases.
* Prices are recommended only. Retailers are free to set their own prices.
[i] Nielsen Total coverage including discounters, Value, MAT 16.05.20
[ii] Nielsen data, Independent & Symbol stores, MAT to April 2019
[iii] Nielsen data, Independent & Symbol stores, MAT to April 2019
[iv] Nielsen Total coverage including discounters, Value, MAT 30.01.21
[v] Nielsen data, Independent & Symbol stores, latest four weeks w/e 6th March