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Brand strength Ferrero brands continue to perform strongly in the P&C category. Ms Juchau says increased product visibility and strong promotional support have helped the Kinder Bueno range outperform category trends, recording double-digit growth (19.9 per cent) over the 12 months to March 2021 (IRI Scan Data; Convenience; Everyday Confectionery; MAT to 28/3/21). “Ferrero’s Kinder Bueno range continues to resonate among consumers,” she said. “The classic Kinder Bueno variant is the second most popular medium chocolate bar in the P&C category, while Kinder Bueno White sits within the top 10 (IRI Australian Convenience Medium Choc Bars; Dollars, MAT to 14/2/21). “This strong consumer affiliation translated into significant results for the limited-edition Kinder Bueno Coconut bar, which delivered 13 per cent value share of total Kinder Bueno results in 2020 (IRI Scan Data; Convenience; Everyday Confectionery; MAT to 28/3/21).” The recent successful launch of the Nutella B-ready bar also highlights the role trust can play in differentiating NPD for consumers, combining excitement of the ‘new’ with a loved brand. “Early performance indicates Nutella B-ready will be a successful addition that retailers should keep within easy reach for shoppers – just eight weeks into launch, Nutella B-ready is the best-selling new medium bar across three of our key P&C partners (IRI Scan sales data 8 weeks to the 14/3/21),” Ms Juchau said. Category recovery After a challenged 2020 when confectionery declined 1.4 per cent in the channel (Nielsen Scan Australia Convenience 2020, supplied by Nestlé), momentum is being restored, with the category returning to growth (up 4.1 per cent) in the quarter to March (Nielsen Scan Australia Convenience QTR to 28/3/21, supplied by Nestlé). This has been driven by strong growth in lollies (up 7.8 per cent), especially medium bags (up 25.9 per cent) (Nielsen Scan Australia Convenience QTR to 28/3/21, supplied by Nestlé). As the heartland of sales, the chocolate category continues to also perform well (up 2.1 per cent) (Nielsen Scan Australia Convenience QTR to 28/3/21, supplied by Nestlé) as foot traffic in stores increases, alongside growth in higher AWOP offers such as chocolate blocks and bags. Nestlé says buying and supporting local brands has remained a key factor in consumers’ shopping behaviour. Communities supporting one another, the importance of Australian made, and the role of trusted brands that deliver to expectations have accelerated in importance beyond the significant impacts 2020 had on consumers. TO PAGE 32 CONFECTIONERY MAY/JUN, 2021 CONVENIENCE WORLD 31