Grade A results
The average cost for a child entering secondary school has now risen to €815. Parents are subsequently looking for nutritious, convenient, value options
12 August 2010
At a glance: BACK TO SCHOOL
- Kellogg’s states the right displays and promotional offers in place during the back-to-school period can deliver a 400 – 500% sales uplift – as seen during Kellogg’s 2009 Sorted 4 School campaign
- Snack is the number four chocolate brand in Ireland worth over €13 million a year. (Source: AC Nielsen Marketrack w/e 18/04/10)
- Snack is the number one chocolate biscuit countline (CBCL) brand with 26.4% share
- Three out of the top five CBCL products in terms of sales value are Snack products
- Snack’s three variants are in the top 40 selling products within impulse
- Robinsons Fruit Shoot enjoys 15% value share of the ready-to-drink (RTD) market; a growth of eight share points versus the same period last year. (Source: AC Nielsen Total Scan 12 June 2010)
- Avonmore Grated continues to be the number one branded player in the grated natural cheese market (Source: MAT Nielsen July 2010)
- Kid’s water is the largest segment within the growing water multi-pack market and kids multi-packs have grown +4.4% versus last year (AC Nielsen Scantrack MAT May 10)
- Ballygowan is Ireland’s number one water
- Launched in 2003 and available in a 10 pack or singles, Tipperary Kidz continues to lead the way in the kid’s water category
- The lunchbox occasion is a key growth opportunity for the bakery category. With 12% of all sliced bread eaten during this time, it is the third largest bread consumption occasion behind breakfast and lunch
- 28% of food choices for lunchboxes are made with health benefits front of mind (TNS Worldpanel Usage – in Home/Lunchbox 12 m/e Aug 09 – % servings)
- Since launching seven price marked packs, Burton’s Biscuits has generated retail sales of almost €1.2million
- Burton’s Biscuits has increased its value share by approximately 30% and has grown faster than any other rival brand in the Republic of Ireland across both spend and packs sold (TNS)
Parents are eager to give children nutritious, convenient and varied options; and are looking for choices free from artificial colouring and flavouring, that will provide children with sustained energy to help get the most out of their day. According to a recent study conducted by analyst Mintel; just 10% of parents say that their children are not eating the healthy lunch they pack for them.
Peter Duggan, Strategic Information Services, Bord Bia, also states a report released by the US foodservice specialists, Technomic, shows children are well aware of which foods are healthy. It emerged from the study that nine out of every 10 children surveyed knew that fresh vegetables and fresh whole fruits are healthy. The five a day fruit/vegetable campaign has also helped increase awareness amongst children and young teenagers towards healthier eating.
The Snack brand was first launched in the Irish market in the mid 1950s and has since grown to be the number four chocolate brand in Ireland worth over €13 million a year. (Source: AC Nielsen Marketrack w/e 18/04/10)
Snack Wafer, Shortcake and Sandwich have long been Irish favourites and are often accompanied by tea or coffee or consumed as a delicious on the go snack.
Snack is the number one chocolate biscuit countline (CBCL) brand with 26.4% share which is far ahead of its nearest rival – Kit Kat (19.1%). Three out of the top five CBCL products in terms of sales value are Snack products.
The three Snack variants are also in the top 40 selling products within impulse.
Snack has undergone its first major packaging revamp since 2004, now boasting a vibrant eye-catching design which will achieve even greater stand out on shelf and bring the brand personality alive on pack.
The new designs will also bring Snack’s Irish heritage alive on pack using brand taglines and through display of the Team Ireland logo; Cadbury is the official treat provider to Team Ireland for the 2012 Olympics. The three taglines are “ah go on…” ( Snack Shortcake), “tis lovely” ( Snack Sandwich), and “Sure why not” ( Snack Wafer).
Complementing the new design, a new multipack offering with shelf ready packaging will have even greater stand-out on shelf.
Snack Shots is an exciting new format for the Snack brand which will see it enter the bitesize category. This new treat offers Shortcake balls covered in the unique taste of Cadbury Milk Chocolate and comes in two great offers meeting different consumer needs. A pouch bag perfect for sharing occasions and an impulse pack for on the go consumption.
The bitesize category is worth €38.9 million a year and accounts for 12% of the total chocolate confectionery sales with Cadbury posting a healthy year on year growth of 7.2%.
This August, Snack Sandwich, Shortcake and Wafer impulse will have a two for €1 value offer giving the retailer the opportunity to offer the shopper even greater value than before.
Sorted for school
The importance of the back to school period in the grocery retail calendar can sometimes be underestimated. However, in terms of opportunity, it can be as important as Christmas. Consumer research shows that the back to school shopping period starts about two to three weeks before schools return from the summer holidays and stretches out a further two to three weeks “back at school”. The main spike in sales are generally seen during the last week in August.
The breakfast cereal category is the most shopped category during the back to school period. As consumers return to their routines, and focus once again on healthier eating habits, breakfast cereals are at the very top of their shopping lists. The cereal snack category also offers a significant opportunity during this period as parents stock up on permissible school lunchbox fillers.
In 2009, Kellogg’s launched one of its most successful ever back to school campaigns – Sorted 4 School – a massive through the line consumer campaign that consisted of TV, radio and outdoor advertising, in-store POS and a substantial trade promotional plan that delivered added-value on the core range of Kellogg’s cereals and snack bars.
This year, Sorted 4 School is back and aims to capitalise on some key learnings from the 2009 campaign to make it even bigger and better. Where the right displays and promotional offers are in place during this key period, a 400 – 500% uplift in sales is very much achievable – as seen during the 2009 Sorted 4 School campaign with Kellogg’s cereal snacks. Having the right sales displays in place is therefore crucial to capitalise on this key profit opportunity. For more information on how your business can become Sorted 4 School, talk to the Kellogg’s account team on (01) 8429100.
Tipperary Kidz water is the perfect water for packed lunches and for quick re-hydration throughout the day. Designed especially for kids, Tipperary Kidz water comes in an easy to hold bottle with a fun sports cap for instant refreshment. Not only is it fun for kids but parents can be happy too in the knowledge that water is the healthiest option.
Launched in 2003 and available in a 10 pack or singles, Tipperary Kidz continues to lead the way in the kid’s water category.
ipperary Kidz will be supported on television this autumn for the back to school period, with in-store consumer promotions planned also.
With product developments and marketing plans for the remainder of 2010, Tipperary Kidz will continue to be the water of choice for Ireland’s kids.
Sales shoot up
The latest four week AC Nielsen period shows Robinsons Fruit Shoot enjoys 15% value share of the ready-to-drink (RTD) market, an all time share high, which is a fantastic growth of eight share points versus the same period last year. (Source: AC Nielsen Total Scan 12 June 2010).
Robinsons Fruit Shoots are the original kids’ on-the-go drink specially designed for kids. Robinsons has developed the market every year and will do so again in 2010. The core Fruit Shoot range are all no added sugar varieties offering mums a great way to keep kids hydrated on-the-go and its loved by children, with its great flavour and packaging. Robinsons Fruit Shoot is a crucial brand for the back to school period when kids are on-the-go, running to and from school and after school activities and need a product that can keep up with their busy lives.
A key part of the Fruit Shoot range is Robinsons Fruit Shoot H2O – ideal for kids’ lunchboxes. Robinsons Fruit Shoot H2O is a still spring water with natural fruit flavours. Fruit Shoot H2O Spring Waters are sugar free and free from artificial colours and flavours. Available in three flavours – Orange, Blackcurrant & Apple – they’re an easy and tasty way to ensure kids enjoy drinking water and keep hydrated. And because they’re handily packaged in an easy-squeezy sports bottle, they’re ideal for helping to keep active kids hydrated after sport, play and when they’re out and about. New packaging is now in stores and Fruit Shoot is planning to bring seasonal packs and innovation to market in the very near future.
Watering delivers growth
Ballygowan is excited to be extending its kids water offering by launching a new promotional 15 pack just in time for the busy ‘back to school period’. The pack offers great value to customers with five extra bottles free and it also comes in a new pack which is visually enticing and is a big opportunity for retailers to drive sales and growth in this segment of their business.
Kid’s water is the largest segment within the growing water multi-pack market and kids multi-packs have grown +4.4% versus last year (AC Nielsen Scantrack MAT May 10). As Ireland’s number one water, Ballygowan is constantly working to reinvent the bottled water market and that is why it is upping the anti with this ideal lunchbox solution – pure Irish still water in a conveniently sized sports cap bottle. The 15 pack will be launched in store with innovative display solutions, where kids can interact, take photos and have fun with the POS. As part of a Britvic portfolio offering for the lunchbox occasion; Ballygowan Kids will be merchandised next to Robinsons Fruit Shoot in-store, delivering a variety of options for kids’ hydration in one place. This promises to be a successful product launch and Ballygowan believes the pack is guaranteed to appeal to mums and kids alike.
Stopping lunches going flat
Made with the finest French wheat from the Paris basin, the Cuisine de France Petit Pain uses the best quality ingredients with no added preservatives.
Supported by a strong consumer campaign across radio and consumer press, the brand believes Cuisine de France Petit Pain is a must stock item for all stores during the back to school period.
There will also be in-store support with strong point of sale including a multi purpose secondary display unit and support for multi-buy options.
As the leading French bread supplier in Ireland, Cuisine de France has been baking for Irish Families for over 20 years. Retailers can maximise their offer, by stocking the Cuisine de France Petit Pain to stop customers lunches going flat.
Wobbling into lunchboxes
Jelly Legs is a brand new product from the Gleeson Group.
Each take home box of Jelly Legs contains 20 individual tubes of pre set jelly. The Jelly Legs come in five flavours: Strawberry, Tropical, Mango, Sour Apple and Blackcurrant, so there is an option for everyone.
Jelly Legs are ideal for popping in lunchboxes as a tasty treat for kids. As well as being convenient they contain no artificial colours, flavours, or preservatives and there is no need to refrigerate the product, which will keep mums happy too.
As more and more schools apply a healthy eating policy for lunchtime these convenient jelly tubes are an ideal lunch box filler.
With a consumer RRP of just €2.49 for a box of 20 Jelly Legs, and much positive feedback from schools and parents, the Gleeson Group believes this new product will prove popular across the country.
Spreading some fun
Panda chocolate spread has always been a real favourite with Irish households, but now the range has been updated with a brand new look and a new recipe. This range includes Superb Chocolate Spread, Hazelnutty Chocolate Spread and Tongue Twisting Two Tone Spread, with eye catching packaging sure to appeal to children.
The new look also features on the Panda Peanut Butter range. Panda Peanut Butter comes in two flavours, smooth and crunchy. Panda peanut butter has a special recipe to give an authentic American style taste.
Panda Dippers are a brand new addition to the Panda range. These little pots include mini crunchy breadsticks and hazelnut and vanilla dip. Available in a four pack – the brand believes Panda Dippers are sure to be a hit for school lunchboxes, picnics and handy treats.
Avonmore cheese is the number one grated cheese brand in Ireland and is the perfect choice for the back to school season. A long standing family favourite among Irish consumers, Avonmore sliced and grated cheese is convenient for everyday usage occasions and is available in a wide range of variants.
Avonmore Cheese Slices taste great in sandwiches for school lunch boxes, on ciabattas at work, or melted in tasty toasties in the evening. Avonmore Grated packs are ideal for quick and tasty meals when the kids come in from school; especially on pasta, baked potatoes and fajitas. All packs include recipe ideas so rustling up a healthy nutritious meal for all the family is easy with Avonmore cheese.
All SKUs in the Avonmore range are re-sealable for convenience and freshness.
(Source: MAT Nielsen July 2010).
King of the Mill
The lunchbox occasion is a key growth opportunity for the bakery category. With 12% of all sliced bread eaten during this time, it is the third largest bread consumption occasion behind breakfast and lunch and therefore a key opportunity to increase retailer sales. (TNS Worldpanel Usage – in Home/Lunchbox 12 m/e Aug 09 – % servings).
There are currently four billion lunchbox occasions each year (versus 3.75 billion during ’08). This growth has led to family bread brand Kingsmill commissioning research into the factors contributing to this consumption trend. Category research highlights a growing demand for healthier lunchbox options, with 28% of food choices made with health benefits front of mind (TNS Worldpanel Usage – Lunchbox 12 m/e Aug 2009.) This, combined with the current economic climate and consumers’ desire for great tasting lunchbox products, has led to a resurgence in the lunchbox market.
Kingsmill’s bakery portfolio, currently worth £392m and growing at a rate of 7% year-on-year, is well positioned to take advantage of this growth.
Accounting for 14% of the total Bakery market and currently worth £258m, the rolls category is heavily skewed to seasonal sales (Nielsen MAT WE 22.05.10). The back to school period is a key time of year when retailers should expect demand to rise.
Kingsmill’s pre-sliced six pack rolls, including Great Everyday White, 50/50 and Tasty Wholemeal, cater to this annual peak. Kingsmill rolls are currently growing 26% year-on-year in volume and 13% in value.
Kingsmill rolls offer consumers a unique combination of taste, health benefits, value-for-money and above all, convenience. Kingsmill is also in a unique position, because just like its popular Kingsmill 50/50 loaf, the Kingsmill 50/50 Sliced Rolls in a six pack are the only branded white rolls on the market that are baked with 50% wholemeal flour, providing consumers with 40% of their daily wholegrain in just one roll (Based on 2005 US dietary guidelines of 48g of wholegrain a day).
Meeting the growing demand for tastier and healthier lunchbox options, Kingsmill 50/50 is unique in the healthier white segment as it is the only white bread brand which provides half of consumer’s daily wholegrain in two slices. Worth £71m and growing at 4% year-on-year, Kingsmill 50/50 is currently driving the lunchbox occasion by offering the great white bread taste that kids love, making it an easy way for parents to get goodness into their families (Nielsen MAT WE 22.05.10).
Kingsmill 50/50 is also available in 50/50 with Omega 3, providing consumers with the wholegrain goodness of 50/50 with the additional benefit of being an easy way to top up their Omega 3 levels.
Worth £13m, Kingsmill Crusts Away! is the UK’s only crust-less bread, tapping into the consumer insight that “kids really hate crusts”. Research suggests that 58% of parents remove the crusts ‘often’ or ‘always’ from their kids’ sandwiches (Cambridge Market Research Ltd, 2005), Kingsmill Crusts Away! means no leftovers.
Kingsmill Crusts Away! is available in Crusts Away! 50/50 and Crusts Away! White variants, Kingsmill Crusts Away! 50/50 provides consumers with 30% of their daily wholegrain in just two slices.
Flanagan’s Sales & Marketing is an Irish family-run business which has been operating in Dublin for over 40 years. Flanagan’s market and sell Burton’s Biscuits and recently launched seven price marked packs into the marketplace.
The range includes Viscount Mint Biscuits, Toffypops, Maryland Cookies, Wagon Wheels, Jam Teacakes and Coconut Delights. Toffypops is a recognised brand especially amongst children and Maryland is the nation’s favourite cookie. The variety of the range appeals to both adults and children and is guaranteed to hit the spot.
Irish consumers love receiving value for money and Flanagan’s believes the seven products have delivered excellent value for money retailing at €1 each. Since launch the price marked packs have generated retail sales of almost €1.2million.
Burton’s Biscuits is performing strongly; increasing its value share by approximately 30% and has grown faster than any other rival brand in the Republic of Ireland across both spend and packs sold (TNS). 2010 will continue to be a successful year as Burton’s Biscuits intends to be even more competitive and creative.
The price marked packs will attract new consumers and drive incremental sales and profit so don’t miss out and stock up now. For further information please contact Flanagan’s Sales & Marketing on 01 4506100.
Eileen Leahy, channel marketing manager, Cadbury Ireland, discusses innovative changes in store for the Snack brand
How important is it for Snack to offer consumers value and how has the brand strived to deliver a competitive price point?
Research shows that Snack’s following is driven through great taste, texture and moreishness, in addition to being a brand which is ‘relevant for me’ rather than being solely focused on price. However, given the economic environment, Snack has established value through a mixture of price and consumer promotion so that its loyal consumer base is retained. For example, Snack offered a 50c price, plus the opportunity to win an all expenses paid trip to Florida as part of our Missing UFO promotion which ran in May.
How has Snack emphasized the brand’s Irish heritage? Have you found Irish consumers are keen to support Irish products?
Snack is inherently Irish. Consumers reminded us in January that Snack is a very well known and established part of their snacking landscape. There is a real sense that it’s a local brand and it has great nostalgia because it’s a snack which Irish consumers have grown up with. This has been emphasized further in the redesign by taking consumers’ habits and bringing them to life on the pack – from the straplines on each of the products with messages such as “ah go on” – to the dunking tips on the inside of the shortcake packaging.
Through the Love Irish Food initiative, which Cadbury is a key member of, the support consumers have displayed to Irish brands during the last difficult year has been testament to their level of loyalty which keeps business alive throughout the country.
Where is Snack manufactured?
Snack is manufactured in a number of places in Ireland and the UK.
What investment have you made in a marketing campaign for the newly redesigned Snack brand, and what will the campaign involve?
The level of investment is high; an equivalent level to the Cadbury Dairy Milk campaigns. Details are still being finalised on the campaign but it will deliver all the warmth and entertainment of a Cadbury campaign.
Who is Snack’s main target market?
The key market are guys and girls in their 20s however Snack is bought by all so we won’t be ignoring the rest of the population – there will be something for all.
Will Snack’s new bitesize offering attract more young consumers to the brand?
Yes, this is a key segment for younger consumers. The format allows consumers to share the product with their friends in a number of different environments from watching TV on a Saturday night to snacking on a long car journey.
Cadbury advises on how to achieve the best possible results from your confectionery category
1. Ensure that confectionery is displayed in the best location on counter
Confectionery is highly impulsive, eight out of 10 shoppers make the decision to buy confectionery in store at the fixture. Impulse confectionery is the largest sector within total confectionery accounting for over 60% of value sales. Nine out of 10 shoppers will see confectionery when displayed in this location and this will convert into sales.*
2. Group by brand
Two out of three shoppers stay within the same brand, when their first choice is not available.* As Snack is one of the top 10 preferred brands**, Snack Shortcake, Snack Sandwich and Snack Wafer should be displayed clearly on the counter and be merchandised together.
3. Snack impulse price promotions
Snack impulse promotions, like the August price promotion, should be displayed in a high traffic flow area in store, as all shoppers need is an excuse to buy confectionery due to its impulsive nature. *
4. Display at the tea/coffee area
Consumers love a Snack during a tea break and by displaying the three Snack products clearly at the Tea/Coffee area, this will maximise sales ***
* Cadbury Ireland PoB Research, IRI June 2007
** Hall & Partners March 2010
*** Thinktank January 2010