The Hershey Company has announced that it will share its global shopper research findings and its latest category vision and strategy at the TFWA World Exhibition in Cannes (stand number: Green Village M53).
Working with independent retail development consultancy Counter Intelligence Retail, The Hershey Company recently completed a global research study covering 15 airport locations around the world. Featuring nearly 20,000 interviews in total, the study is said to be the third and most comprehensive global study undertaken by Counter Intelligence Retail.
“We are proud to be on the cutting edge of shopper insights for the confectionery category in this channel. The report underscores Hershey’s commitment to having a deep understanding of the channel and bringing that knowledge to all of our retail partnerships,” said The Hershey Company Category Strategist Amy Wilson.
The findings from the report (summarised in the infographic below) will be shared with customers during the TFWA Cannes show later this month. It brings together feedback from more than 50 different nations covering a range of key subjects such as motivations and reason for purchase as well as the latest penetration and conversion figures and understanding of barriers to buying.
In terms of strategy, The Hershey Company is focused on driving total category growth. “Confectionery represents an amazing opportunity for growth and our focus on building strong brand connections to create exciting snacking and gifting opportunities is at the heart of our strategy,” added Wilson.
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