What Retail Buyers Want: Easter & Valentine’s Day Candy  4/12/2017


As part of their preparation for ECRM’s 60+ EPPS meetings, retail buyers complete a form on the EPPS prep site, indicating the subcategories they are buying for, and on what areas they are focusing their buying efforts.

Based on this information, collected from buyers and category managers of more than 70 retail chains, here are a few key areas of interest around Easter and Valentine’s Day Candy:

Innovation: Whether it’s nostalgic snacks and confections, classy candies, or novelty items, candy buyers are looking for unique holiday items that will set their store apart from the pack. Consider fun and impactful packaging, and candy that is available in holiday- or seasonal-shapes. And this theme must be consistent throughout the product. If your product contains individually-packaged items inside a holiday-themed box, make sure their art is consistent throughout.

Less Holiday, More Seasonal:
Products that can do double duty as both holiday items and seasonal items help retailers extend the shelf life. As one buyer noted, “Less Easter bunnies and more Spring items.” One quick-and-dirty way to accomplish this is by developing holiday- or seasonal-themed sleeves that wrap around your everyday candy packaging, and can be pulled off post-holiday, enabling your product to stay on the shelf.

Gifting: Single-serve portion packs that are suitable for adding to gift baskets. Also, candies and chocolates packaged in decorative tins.

Premium: High-end chocolate and confectionery products make great standalone gifts.

Better-for-You: Healthier snacks and confections aimed at wellness-minded consumers and their kids.

EDLP and Closeouts: Some value retailers, particularly those that switch up their merchandise regularly to drive traffic, are always on the lookout for opportunity buys to keep their assortments constantly rotating.

Shippers, In and Out Displays, and Clip-Strips: Wholesalers that supply independent grocers are particularly looking for these items, which can be quickly and easily added to a store’s seasonal mix.

CLICK HERE TO MEET WITH THESE BUYERS IN PERSON AT ECRM’S CANDY PLANNING: EASTER & VALENTINE’S DAY EPPS

Joseph Tarnowski

VP Content
ECRM

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