Ferrero keeping wholesalers sweet all year round

Levi Boorer, Customer Development Director, Ferrero

Paul Hill speaks to Levi Boorer, customer development director at Ferrero, to find out how the confectionery giant is offering wholesalers market-leading products all year round


How has confectionery been affected by Covid-19?

The impact on confectionery has mainly been on the formats and pack sizes that people are looking for. Customers are looking to create experiences to enjoy while staying at home, so are searching for larger pack formats to store in the house and share.

This popularity has been led somewhat by big-night-in occasions, which shoppers have looked to as a way to ease the pressures that they are facing during the week.

Confectionery is among the categories that can provide a treat during those moments of relaxation and enjoyment.

It’s therefore important that retailers can access products in depots that can add a special feel to an occasion, which will capture the attention of their shoppers.

What advice would you give wholesalers looking to grow sales at Christmas this year?

Despite the recent challenges we have all faced, Christmas remains a time for families to celebrate, and we are continuing to monitor the Covid-19 situation, ensuring our festive plans are in tune with the situation with clear scenario planning.

This year in particular, a strong core range is key during the Christmas period, as many retailers will be looking to stock the Ferrero products their shoppers love all year round.
It’s important for wholesalers to ensure they have a wide range of products that allow retailers to cater for the varied requirements of shoppers. Supporting this with in-depot theatre captures the attention of retailers and supports them with the phasing in of key products during the build up to Christmas.

What other factors are driving the confectionery market?

Prior to the disruption and uncertainty seen over the past few months, we were seeing a number of trends developing in confectionery, including demand for alternative formats, different occasions being celebrated and a move towards premium products helping to drive sales and bring growth to the category.

When looking at boxed chocolates alone, premium options were growing more than five times the rate of the category overall, as shoppers looked for quality over quantity.
To better meet the demand for premium gifting options, we recently revitalised our Thorntons Classic range to give it a premium and contemporary look and feel, as well as offering a range of pack sizes to suit every gifting occasion. The update offers an improved assortment that comprises the UK’s most-loved flavours.

Are you planning any activity of which wholesalers should be aware?

Confectionery as a category has a number of key annual peaks – such as Christmas, Halloween and Diwali – but there are many all-year-round opportunities and occasions that wholesalers can support, too, such as the big night in.

We continue to work closely with our wholesale partners to provide key ranging and pack advice that is aligned to the needs of independent retailers, ensuring that the best products are available at the right times. We are backing up that advice and supporting wholesalers with in-depot activations, as well as online and traditional customer media support.

By helping wholesalers understand these opportunities, and by using our shopper insights to educate retailers in depot, we can help wholesalers with their ranging decisions, supporting the bestsellers with seasonal products as appropriate.
Coronavirus wholesale industry
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Paul Hill
Paul Hill is the Editor of Better Wholesaling. Paul can be found on Twitter on @BW_PaulHill, or can be contacted via paul.hill@newtrade.co.uk and 020 7689 3376.

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