Australian confectionery shoppers are more likely to respond to price discounts than other promotional mechanics, according to research from Shop! ANZ and Vypr.
The Future of Confectionery Activation report found that confectionery remains one of the categories most affected by promotions, with 85 per cent of consumers saying promotions influence their purchasing decisions.
Price discounts influenced 67 per cent of shoppers, compared with 9 per cent for multi-buy offers and loyalty programs, and 6 per cent for competitions.
The findings suggest shoppers are prioritising immediate value as grocery budgets remain under pressure. Carla Bridge, GM of Shop! ANZ, said the path to purchase in confectionery has shortened.
“Australians are making rapid decisions in increasingly crowded retail environments, which means promotions need to be obvious and communicate value instantly,” she said.
Bridge said some brands may overestimate the level of attention consumers are willing to give to promotional mechanics. This is particularly the case for offers involving multiple steps or rewards delivered at a later stage.
Chocolate bars and chocolate blocks were the most frequently purchased confectionery formats. Purchase rates reached 59 per cent and 55 per cent respectively.
Among consumers aged 25 to 34, chocolate bar purchases reached 75 per cent. Premium and specialty chocolate recorded a purchase rate of 24 per cent across the market and 32 per cent among consumers aged 18 to 24.
Supermarkets remain the most common purchase channel, with 93 per cent of shoppers saying they most often buy confectionery through supermarkets. Within stores, promotional signage influenced 43 per cent of shoppers, while end-of-aisle displays influenced 31 per cent.
The research also found that 79 per cent of consumers are likely to try new products or limited-edition flavours. Sam Gilding, CRO at Vypr, said the findings indicate brands need to balance value-focused promotions with innovation.
“Price visibility is driving attention, but innovation is driving excitement. The brands performing best are those that can balance clear promotional communication with continued novelty and flavour exploration,” he said.
- Further reading: Four in five believe supermarkets are price gouging, survey finds.
