Page 165 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
CONFECTIONERY – MAIN ITEM BUYERS
PURCHASE REASON – MAIN ITEM
Over 4 in 5 purchase Confectionery for themselves. Increase gifting within the category by providing gifting pack formats and dedicated
Gift / Request 19%
vs. average self: 72%, average gift / request: 28%
Self Confectionery gift displays. 81% Opportunity to also offer
cross-category gifting bundles.
PURCHASE PLANNING – MAIN ITEM
Impulse 35%
Over 3 in 5 Confectionery main item purchases were planned. However, with over a third of Confectionery main item purchases being made impulsively, there is opportunity to drive sales through more impulse oriented product lines.
Planned 65%
vs. average planned: 66%, average impulse: 34%
MAIN ITEM PURCHASE DRIVERS
Goodquality
Cheaperprice
Well known brand
As a treat/reward
Friends/family recommended
25% 24%
vs. 11%
40% vs.31% 32% vs.24%
vs. 19% vs. 22%
The top driver of Confectionery main item purchasing is product quality. Price is also a leading driver, especially among shoppers over 40. Friends/ Family recommendation is a significant driver, especially among males and under 40’s. Increase purchasing in the category through enhancing quality and price perceptions; potential to do this via promotional activity on well- known brands.
16%
Base: Confectionery Main Item Buyers (26: Caution Low Base)
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