Impulse purchase is a huge opportunity in food and drink. By definition this is an unplanned purchase. Therefore, it is incremental spend, which is often at full value and full margin.
The category is becoming increasingly important as shoppers have less time and are looking for more interesting and premium products. We are constantly seeking improvements to displays to allow our shoppers maximum visibility of the impulse ranges.
Innovation is the main driver of sales in impulse. The first six weeks of any new product launch deliver the highest sales, so maximising availability and visibility at this stage is crucial.
Lack of time is driving impulse trade as people look to snacking products to bridge the hunger gap while on the move. Confectionery and crisp products have dominated this sector, but as consumers look to achieve a balanced diet,
many are turning to lighter savoury options.
Kraft has launched the Cote d& 'Or range of premium chocolate, as research shows that more consumers are trading up from mainstream confectionery products to those that offer a premium treat. This pattern is expected to continue over the next five years, driven by more sophisticated taste preferences and the search for a better quality of life.
Category Manager for Impulse,
Musgrave Budgens Londis
channel and communications manager,