Covering numerous topics ranging from purchasing motivations, average spend and gifting/self purchase behaviour, the key stand-out finding was that conversion rates –at 30% - are considerably lower than either South Americans (46%) or the Other World (43%).
While 25% of North American shoppers visit the confectionery section within the retail environment (compared to 27% of South Americans and 28% of Other World), just 7% go on to purchase – compared to 12% of South Americans/Other World. However, of those that do buy, average spend is slightly above the rest of the world at $26 (compared to $25).
“These are insights that we can turn into activation to increase confection category sales,” says Hershey Company Regional Director Europe and Strategy for World Travel Retail Amy Wilson: “It’s clear from the research that good quality (at 43%) is a key purchase driver for North American shoppers yet the percentage who buy is significantly lower than in other parts of the world. “
“There’s clearly an opportunity that we are missing here, both in terms of attracting more shoppers to the confectionery sales area and then converting them into buyers. In Orlando we will be discussing with retailers our strategies on how we can partner to improve these figures through shopper engagement and retail activations supported by the right product offer in terms of brand and gift or self-purchase/snacking mix.”
About The Hershey Company
The Hershey Company, headquartered in Hershey, Pa., is a global confectionery leader known for bringing goodness to the world through its chocolate, sweets, mints and other great-tasting snacks. Hershey has approximately 22,000 employees around the world who work every day to deliver delicious, quality products. The company has more than 80 brands around the world that drive more than $7.4 billion in annual revenues, including such iconic brand names as Hershey's, Reese's, Hershey's Kisses, Jolly Rancher, Ice Breakers and Brookside. Building on its core business, Hershey is expanding its portfolio to include a broader range of delicious snacks. The company remains focused on growing its presence in key international markets while continuing to extend its competitive advantage in North America.
At Hershey, goodness has always been about more than delicious products. For more than 120 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder, Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on giving underserved children the skills and support they need to be successful. Today, the company continues this social purpose through 'Nourishing Minds,' a global initiative that provides basic nutrition to help children learn and grow. From neighborhoods across the United States to the streets of Shanghai and Mumbai and villages of West Africa, our goal is to nourish one million minds by 2020. To learn more -
Visit: www.thehersheycompany.com
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