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CONFECTIONERY FROM PAGE 39 “Over the next five years, when demand shifts back to a normal product mix, confectionery product share of revenue is expected to recover.” Mr Barry highlights that one way to increase brand awareness is for brands in collaboration with convenience stores to offer exclusive products. An example is Skittles, which teamed up with 7-Eleven to offer unique Skittle flavoured Slurpees, which boosted brand awareness and attracted customers to stores. Diversity the way of confectionery Georgia Bruton, Managing Partner and Director of Shopper at Wunderman Thompson, tells Convenience World that sales have decreased for the more impulse-driven choices such as gum, smaller lollies and snack-sized chocolate bars. This has been caused by people minimising or avoiding visits to convenience stores because of their perceived high foot traffic and consequent difficulty in social distancing, while many people have opted to stay home, which has reduced in-store foot traffic. On the other hand, she says, sales of chocolate bars have been spiking across the lockdown period. “Sharing a family block at home in front of the telly is a simple pleasure that in this time of isolation is going to be more highly valued by many," Ms Bruton said. “And we know that from a physiological perspective, chocolate’s impact on the brain’s ‘pleasure pathway’ results in a ‘feel-good’ effect that probably doesn’t hurt right now.” Ms Bruton highlights that chocolate’s role in providing a “familiar, affordable and reassuring moment in an otherwise uncertain and mundane day” is apparent across social media, with comments such as “thank goodness for chocolate” and “my coping mechanisms have been stuffing my face with chocolate”, and hashtags such as #isolation, #chocolate, and #spreadthejoy all featured together. The role of corporations and brands, she says, is to step up and show consumers how they can play a role in their lives and society. “From a consumer perspective, brands need to find a way of being a ‘good lockdown partner’ and switch from selling to consumers to supporting them,” she said. “Ongoing reassurance through communications that talk to the steps being taken to protect customers and team members – as well as prompt solutions to address consumer concerns – is required. “From a community perspective, we’ve seen how corporations and brands have found ways to show how much they care about communities and people.” This, Ms Bruton says, has been evident in Mars, as an example, donating thank- you packs to frontline workers. Cadbury, too, is showing its care and appreciation by acknowledging its own 1,800 team members across Australia who the company says have worked tirelessly throughout the lockdown period to ensure Australians have access to its chocolates. Cadbury says it has also surprised and delighted more than 60 community groups and businesses with chocolate deliveries as a small token of gratitude. Some of the groups include Deliveroo rider partners, The Royal Children’s Hospital in Melbourne, Disability Services Australia, and Kimberly-Clark. It doesn’t stop there, with Cadbury having delivered chocolates to thousands of promotion winners to share with friends, colleagues or family members that they nominated for “going the extra mile”. Cadbury ANZ Director of Marketing Paul Chatfield says recent events demonstrate that “there really is a glass and a half in all of us”. “It’s not about grand gestures, but about the small acts of kindness which so many Australians have shown,” he said. “True to this spirit, we hope to shine a light on some of the unsung heroes who go the extra mile each day.” Cadbury and Deliveroo deliver treats In late June for a week, Cadbury partnered with Deliveroo to give away thousands of chocolate products. Australians who ordered food from Deliveroo Editions restaurants were treated to some Cadbury chocolates while stocks lasted. Mr Chatfield says the ‘Generous Aussies’ campaign involved one million Cadbury products being gifted as a small gesture from the confectionery company, applauding all Australians who have been looking out for one another and continue to do so. IRI Client Consultant Food and Grocery Brooke Olliver-Burnside, who works closely with impulse manufacturers, confirms that chocolate has continued to be a clear winner in convenience stores, whereas sales in total sugar confectionery have slackened during the coronavirus lockdown. As she tells Convenience World, price is always a driver of sales, in and out of a pandemic, especially in impulse categories where the objective is to get people to pick confectionery off a shelf on impulse. “Price is a keen motivator, no doubt,” she said. “However, there’s a relaxing \\\\\\\\\\\\\\\[of attitudes\\\\\\\\\\\\\\\] here when it comes to more flavourful formats and nostalgia around certain products. “The nostalgia sees people reaching for old favourites, or revamped versions of old favourites, especially when feeling vulnerable or in times of crisis, such as now.” Coronavirus aside, she says emerging trends evident in wider snacking and confectionery include health, sustainability and premiumisation. TO PAGE 44 "Sharing a family block at home in front of the telly is a simple pleasure that in this time of isolation is ... more highly valued by many." 42 CONVENIENCE WORLD JUL/AUG, 2020