Warburtons bread tips

category
management
Warburtons
bread tips
Range – While 54.5% of bakery unit sales are
within wrapped bread according to Nielsen,
it’s important to remember that a full bakery
range is likely to drive both traffic and spend.
During BBQ season, the weather has a strong
impact on driving impulse purchases in the
convenience sector so to avoid disappointing
shoppers in the lead up to weekends and to
capitalise on any sudden increases in demand,
retailers should ensure they stock up on a core
range of wrapped bakery products.
The weather also has a strong impact on
driving impulse purchases in the convenience
sector, so there’s even more reason for retailers
to stock up on a core range of wrapped bakery
products to avoid disappointed shoppers.
Maintaining Freshness – Warburtons delivers over two million loaves of fresh bread to
over 18,000 stores across the UK 362 days a
year. To maintain the freshness of bread and
bakery products, retailers should keep these
away from cold or chilly areas and instead
display them in a place where the temperature
is around 22ºC/72ºF.
POS – It’s important to help customers find
your bakery section so make sure it’s clearly
signposted. To drive visibility of the bakery
category in store, a range of POS options
– from standard four tier shippers to small
dump bins – can be sourced from Warburtons trade website. Extra POS and in-store
theatre around display should also be used
to maximise opportunities around seasonal
trends such as BBQ, Picnic season and Back
to School.
Him! data revealing bakery shoppers spending
more per basket than the average convenience
shopper - £8.47 vs £6.39.
Named the UK’s most chosen FMCG brand,
with its products picked an average of 25 times a
year by 86% of the population according to Kantar
Worldpanel, Warburtons – the UK’s number one
wrapped bakery brand (Nielsen) – remains in a
good position to help drive convenience sales of
wrapped bakery.
Core baked goods such as wrapped white
bread continue to be a household staple.
Warburtons White Bread - which makes up
73% of the brand’s wrapped bread unit sales
- has seen an increase in unit sales and this
has been driven by growth from Warburtons
Toastie loaf which remains the UK’s most popular
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branded loaf, selling over 115m units in the last
12 months (Nielsen).
Demand for traditional breakfast products also
remains strong, and with most bakery purchases
made before 9am, it is essential for retailers to
capitalise on this with a solid range of best-selling
products, Warburtons says. In addition to Warburtons best-selling Toastie loaf, the brand also
produces the number one traditional breakfast
product, Warburtons 6pk standard crumpets
(Nielsen).
Warburtons Giant Crumpets also continue
to get bigger in their popularity with consumers
and with further activity set to take place in store
over the coming months, retailers are advised to
maximise opportunity around increased awareness
by sign posting displays and ensuring availability.
As consumers continue to look for products
which offer both greater variety and a perceived
lighter choice to other foods, sandwich alternatives
also remain a must stock for retailers.
Warburtons Thin Bagels, which launched last
April with three SKUs to choose from, one of which
is the fourth most popular product in the bagel
market (Nielsen). Thin Bagels have sold 6 million
units since launch.
Looking at seasonal opportunities on the horizon
over the summer months, rolls are an essential
product for any good summer BBQ or picnic and
as the number one brand in wrapped rolls, with
a 22.9% market share and over 50 million units
sold in the last 12 months (Nielsen), Warburtons
is a must stock for any retailer looking to boost
sales during the warmer months.
Warburtons 8 pack white rolls are the number
one selling branded product in this category, making them a top favourite with consumers.
Warburtons Portfolio Lead, Emma Billinge,
says: “As the UK’s number one bakery brand
and with 140 years of expertise, Warburtons
is in a strong position to provide retailers not
only with the highest quality wrapped bakery
products, but also a range of advice to help
drive sales in store.
“Simple measures like ensuring availability
of a core range of wrapped bakery products,
coupled with a display which makes it easier to
shop, can have a big effect on a store’s wrapped
bakery sales. As we head into summer, there’s
also plenty of opportunity to capitalise on increased footfall as UK consumers prepare for
BBQ and picnic season.”
make sure they’re visible - Lindor is the number
two boxed chocolate brand (IRI) so a must stock
all year round.
When it comes to sharing bars, Lindt suggests
stores should lead from the left with premium dark,
then dark and ingredients (e.g. dark sea salt) then
premium milk and into mainstream milk.
If you have more than one shelf place premium
bars above mainstream, Lindt recommends.
When merchandising boxed and sharing bars
together have boxed at the top with bars underneath.
To grow the company says sales stock Lindt
Excellence which is up 29% in value sales within
convenience (IRI).
Lindt says premium is leading the growth in
all year round boxed chocolate, excluding tubs,
and is becoming a much bigger part of both the
total boxed category (premium now represents
48% versus mainstream at 47%).
Premium bars are also driving growth in the
category at 4.1%, adding £4m in the last year.
Dark chocolate in particular is growing ahead
of the market at +5.9%, adding £5.3m in the latest
year with dark chocolate bars up £2.5m.
Older shoppers are driving 75% of category
growth and over index with dark chocolate.
Total count lines (self eat bars) are an important
part of the market, worth £763m (20% of total
confectionery) but are in long term decline (-16.0%
versus 2YA).
Mainstream snacking is the driver of decline
while premium snacking grows at +19% versus
two years ago.
Premium snacking is a great way to add value
back into the category with an average unit price
of 75p versus mainstream at 58p.
Lindor Treat Bar is the UK’s number one premium chocolate count line and is growing at +23%
versus a year ago.
Chocolate
Premium chocolate manufacturer Lindt has
passed on to Asian Trader its merchandising
advice for the boxed chocolate category.
To encourage shoppers to trade up, if products are all on one shelf they should flow left to
right from mainstream gifting brands (such as
Cadbury Milk Tray/Nestle Quality Street) in to
premium gifting brands (Lindt/Ferrero).
If there is more than one shelf site place
premium on the top shelf with mainstream
below, trying to site premium products at eye
level where possible.
Stock the best sellers to maximise sales and
ASIAN TRADER
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4/7/2016 11:08:00 AM