Boosting sweet snack sales in convenience stores shouldn’t be difficult for one very simple reason: customers are more than happy to help.
Among consumers responding to a recent snacking survey by Food Insight, the information hub created and curated by nutrition and food safety experts at the International Food Information Council (IFIC), nearly four in 10 (38%) said they prefer sweeter choices that c-stores carry, including candy, chocolate and other treats, later in the day when most snacks are consumed. Another 37% said they opt for cookies, cake or ice cream. More, research firm Circana reported that 36% of consumers reached for chocolate snacks for their mental wellbeing, more than any other snack foods.
The takeaway for c-store operators is that efforts to increase sales of sweet snacks are all but guaranteed to be effective.
Retailers should begin by noting the flavors and brands that customers gravitate toward the most. If one brand seems to be flying off the shelves, don’t hesitate to stock limited-time offers and new flavors from that same brand, as brand loyalty may be enough to get customers to try the new item.
Or, for instance, if customers are snagging the chocolate-flavored snacks more than any other, experiment with new vendors who offer products in the same flavor. Those items could become new favorites.
Don’t be afraid to offer new sweet snacks while still carrying a large amount of the tried-and-true top sellers.
Additionally, consult a calendar. A new report from the National Confectioners Association found that 64% of total chocolate and candy sales are attributed to the big four seasons: Valentine’s Day, Easter, Halloween and the winter holidays. This creates merchandising opportunities to which consumers will react positively.
And for events such as Valentine’s Day or the winter holidays in particular, customers will look for not just chocolate candy, but for holiday snack cakes and similar items, as well. Don’t focus so much on candy that the sweet snack opportunity is left behind.
Category managers need to know that even for customers who talk about health, they remain reluctant to give up their love of indulgence. Although stocking low-sugar snacks will appeal to many, keeping the full-flavor items nearby will still draw a crowd.
Research firm Datassential reported that when it comes to snack cakes, brownies and cookies, flavors including triple chocolate, chocolate chunk, red velvet, snickerdoodle, Oreo, s’mores and birthday cake continue to prove popular.
Finally, as with other categories, the retail basics apply: good product selection, smart merchandising that maximizes impulse sales, gas-island marketing, lots of promotional activity, well-stocked and orderly shelves, freestanding displays and suggestive selling will all help build sweet snack business.
