European shoppers spend more on confectionery, says Hershey

Hershey World Travel Retail will present the latest confectionery insights, based on research conducted by Counter Intelligence Retail (CiR), at the upcoming TFWA World Exhibition (Green Village, M53).

According to findings, confectionery shoppers in Europe spend an average of US$36 on the category, compared to an average spend of US$34 globally. Findings also suggest that European shoppers put more items in the basket.

koreatablesmallThe latest study, based on interviews with almost 8,000 confectionery shoppers in 15 airport locations globally, also reveals that the confectionery category in Europe enjoys a higher conversion rate (45%) compared to a global conversion rate of 42%.

According to Hershey, gifting is a primary motivation for buyers in Europe with more than half of all purchases being intended as a gift, followed by purchases for self and snacking.

The Hershey Company Regional Director Europe & Strategy World Travel Retail Amy Wilson said: “Hershey is committed to investing in valuable insights to share with our partners, with the intention of growing the confection category in the duty free and travel retail channel. We are activating against our category growth pillars and insights from the new study will help us to further develop these pillars along with creating more successful engagement at retail for the category.”

The global report from CiR covers a spectrum of visitor and shopper behaviour and investigates a range of subjects from store footfall and conversion to purchase motivation, drivers and planning levels.

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