THE PERFECT SNACKING P L K A YB O O
A GUIDE TO HELP YOU SUCCEED IN NON-COMMERCIAL FOODSERVICE THE PERFECT SNACKING P L K A YB O O MAKE A PLAY FOR MAJOR SNACK SALES
To score more snack sales, you need a better game plan. With snacks accounting for 50% of all eating occasions,1 you need to bring your A game to the snacking business plan. Success in this crowded arena starts with determining what drives purchase.
Time of day. Type of treat. What’s in reach. All of these variables factor into the purchase decision. Staying in tune with the trends and planning ahead can help you set your operation up to win the snack segment with the right product mix.
WHAT CONSUMERS WANT FROM A SNACK
78% 66% 48%
HEALTHFUL OPTIONS WILL PAY MORE FOR BRANDS THEY TRUST2 PROVIDE SUSTENANCE2 HEALTHIER SNACKS2 WHERE
USE THIS PLAYBOOK TO REALIZE YOUR VISION TO WIN IN 2016
2 TODAY’S SNACK TRENDS
45% OF PEOPLE REPLACE WHENONE OR TWO MEALS WITH A SNACK3
60% 57% 31% 51%
EAT SNACKS EAT SNACKS EAT SNACKS EAT SNACKS FOR LUNCH4 FOR BREAKFAST4 FOR DINNER4 2+ TIMES A DAY3
41% OF PEOPLE VIEW SNACKS AS AN IMPORTANT PART OF A HEALTHY60% EATING OF PLAN CONSUMERS THROUGHOUT THE SAY DAY6 HOW PORTABILITY IS IN SNACK SELECTION 3 BREAKFASTUP FROM IS A 55% IN 2012 BIG OPPORTUNITY, ON THE GO IMPORTANT NON-COMMERCIAL ACCOUNTING FOR OF OVERALL FOODSERVICE TRAFFIC5 WHERE27% 28% OF PEOPLE ARE MORE LIKELY TO TRY NEW SNACKS AWAY FROM HOME5
41% OF PEOPLE VIEW SNACKS AS AN IMPORTANT PART OF A HEALTHY EATING PLAN THROUGHOUT THE DAY6
1. The Hartman Group, Modern Eating: Cultural Roots, Daily Behaviors, 2013. 2. IRI, State of the Snack Industry, 2014. 3. Technomic, The Snacking Occasion Consumer Trend Report, 2014. 4. NPD Group, Snacking in America, 2012. 5. Mintel, The Snacking Occasion—US, February 2014. BREAKFAST IS A 3 6. IRI, State of the Snack Industry Including Beverage Connections, August 18, 2015. BIG OPPORTUNITY, NON-COMMERCIAL ACCOUNTING FOR OF OVERALL FOODSERVICE 27%TRAFFIC5
28% OF PEOPLE ARE MORE LIKELY TO TRY NEW SNACKS AWAY FROM HOME5 THE PERFECT SNACKING P CATEGORY MANAGEMENT GAME PLAN L K A YB O O
SIMPLE STEPS TO EASY CATEGORY MANAGEMENT When it comes to making the sale, where you place your products makes all the difference. Follow the plan in these pages to discover proven ways to help promote sales in your segments.
1 IDENTIFY YOUR PLAYERS Study your operation’s traffic to pinpoint:
Demographics Dietary Habits Purchase Motivators • Age • Health-consciousness • Taste • Gender • Allergies • Convenience • Income • Habit
2 REVIEW YOUR PERFORMANCE
C Study your: SANDWICHES MEALS O F F E BUY-WITH LOCATIONS E
B • Operation layout A R PRIME ZONE HOT ZONE • Traffic flow REGISTER • Product offerings SALAD BAR
PRIME ZONE B E
• Business hours V E
R
A
G BUY-WITH LOCATIONS E
• Product and category gaps S GRILLS DESSERTS
See what improvements you can make to better service your customers.
3 TAILOR SNACK CHOICES Offer the top-selling snacks in each segment. Customers look for the brands they enjoy at home. Edit your products to weed out slow movers in favor of the #1-selling snacks they want.7
7. Nielsen, xAOC plus Convenience, 52 weeks ending 12/26/15. 4 CATEGORY MANAGEMENT GAME PLAN
4 MAXIMIZE PROFITABILITY Organized displays make it easy for customers to find what they want. Having the right product in the right place is critical to capturing more snack sales.
• ROTATE products based on daypart • KEEP all items forward-facing and restock throughout the day to ensure the display remains plentiful • REPLACE slow-moving products with new products to increase impulse sales • DISPLAY products in strategic places around your operation to maximize visibility
5 PROMOTE! PROMOTE! PROMOTE! Eye-catching displays, custom merchandising and promotions let customers easily see the great brands you’re selling.
Gum Rack Wire Rack with Fruit Stand Rack Stand-Up Woven Basket Basket Rack
MERCHANDISING TIPS • BRAND SECTIONS CREATE STOPPING POWER Vertical brand blocking lets shoppers visually navigate your space • HELP DRIVE IMPULSE SALES WITH ATTRACTIVE DISPLAYS Let shoppers access product easily • DIGITAL SIGNAGE DEMANDS ATTENTION Use to draw in customers and inform them about new products and promotions • OFFER MULTIPLE SIZES AND FLAVORS OF SNACK FAVORITES Rotate products to offer the best option for every daypart
5 THE PERFECT SNACKING P MUST-HAVE SNACKS L K A YB O O
Help drive traffic and score more sales with the brands your customers desire. Mondelēz 56% International is your best snacking OF COOKIE team, offering 8 of the 11 top- CATEGORY selling cookie and cracker brands.7 7 GROWTH And with customers seeking high-quality, better-for-you and premium items, you can be sure PROVIDES 43% OF ALL NEW ITEMS SALES IN THE COOKIE & CRACKER CATEGORY 7 that you’re giving them the best brands for the best sales. CHECK OUT OUR PLEASING SNACK PORTFOLIO
#1 #1 #1 COOKIE IN AMERICA7 #1 7 PEANUTBREAKFAST BUTTER BISCUIT 7 COOKIE55% IN repeatAMERICA average— Big variety for the highest repeat rate morning upsell in Nielsen history8 opportunities Nearly 4x the cookie category’s 4 Hours of Nutritious growth rate in 20157 #1 Steady Energy CHOCOLATE CHIP WHEAT CRACKER 7 7 COOKIE IN AMERICA IN AMERICA 79% share of the total breakfast biscuit category7
#1 More than 50% of the total chocolate 7 COOKIEchip IN cookie AMERICA category #1 7 PEANUT BUTTER #1 in 2015 COOKIE IN AMERICA7 COOKIE IN AMERICA7 #1 #1 Almost 1/3 of U.S. PEANUT BUTTER households purchase COOKIE IN AMERICA7 CHIPS AHOY!9 #1 CHOCOLATE CHIP WHEATExperienced CRACKER 7 double-digit 7 COOKIE IN AMERICA IN AMERICA 7 #1 growth in 2015 CHOCOLATE7. Nielsen, xAOC plus Convenience, CHIP 52 weeks ending 12/26/15. WHEAT CRACKER 8. Nielsen, NPFF, 2003–2012. Biscuits/all categories/all launch7 years. Note: Tracking 7 COOKIE period is the first IN 2 years AMERICA of launch; 2003–2008 data is FDM; 2009–2012 is xAOC. IN AMERICA 9. Nielsen Multi-Outlet Household Panel, 52 weeks ending November 21, 2015. 6
Breakfast Biscuit #1 COOKIE IN AMERICA7 #1 PEANUT BUTTER COOKIE IN AMERICA7 #1* #1 #1 CRACKER #1 CHOCOLATE CHIP WHEAT CRACKER SOUR CONFECTION 7 #17 IN AMERICA 7 COOKIE IN AMERICA IN AMERICAGRAHAM CRACKER (FILLED & UNFILLED)7 BRAND *WHEAT THINS and TRISCUIT, both Mondelēz International products, 7 are tied for #1 in the wheat cracker categoryIN AMERICA #1 IN BUTTER FLAVORED #1 CRACKERSALTINE CRACKERS SEGMENT6 SOUR CONFECTION BRAND6 #1 #1 #1 #1 7 GRAHAM CRACKER SALTINE CRACKER GUM BRAND 7 #1 7 IN AMERICA IN BUTTERIN AMERICA FLAVORED #120% share of gum market7 6 SOUR95% CONFECTION brand awareness10 CRACKER SEGMENT 6 #1 BRAND73% BREATH-FRESHENING #1 OF SWEDISH FISH BRAND AMONG CONSUMPTION7 IS 13+4.9% Non GUM BRAND 11 MAJORBRANDS Chocolate FROM ADULTS 18+ Chewy Candy growth rate, outpacing the #1#1#1 category7 73% #1 Sour Patch ID | 02.22.13 | 41692 CRACKER #1BREATH-FRESHENINGSALTINE CRACKER OF SWEDISH FISH SOURBRANDIN CONFECTION AMERICA AMONG7 CONSUMPTION IS IN AMERICA 7 13 11 (FILLED & UNFILLED)7 BRANDMAJORBRANDS FROM ADULTS 18+ Category leader with more than 36% share7 SWEDISH FISH sales grew 12% vs. YAGO7
10. Ipsos, Q4 2014 gum study, 2014. 11. NPD Group, SnackTrack 2.1 consumption database, 2 years ending Dec. 2014.
7 THE PERFECT SNACKING NON-COMMERCIAL FOODSERVICE P L K A YB O O
MAKE YOUR HIGH-TRAFFIC CAFETERIA WORK HARDER Arrange specific snacks in strategic locations. Increase brand variety, use attractive displays and place the RIGHT SNACK at the RIGHT TIME—you can encourage impulse purchases and move more products.
RIGHT PLACE RIGHT PRODUCT Help bag bigger sales with top-selling Offer customers a variety of products/formats brands displayed in exactly the right place. during different dayparts and they will reach for their favorites every time. • Place belVita near your coffee kiosk/ yogurt cooler • Bring out belVita at breakfast • Put big-bag snacks near your cooler, • Corner lunchtime sales with crackers and stand-up racks and prepared sandwiches salty snacks • Arrange single-serve snacks near • Serve up indulgent snacks like cookies and beverage cooler and coffee kiosk candy for an afternoon pick-me-up
RIGHT RACK Presenting product on appealing displays with eye-catching merchandising allows you to draw attention to ALL the spaces within your cafeteria.
COUNTERTOP RACK SELF-MERCHANDISER COUNTERTOP MODULAR RACK Compact and high impact; Place near coffee kiosk Place in visible, put next to your coffee and yogurt cooler high-impact areas kiosk or register
8”H x 8”W x 11.75”D 19”H x 8”W x 11.75”D
8 DON’T FORGET: • Rotate products throughout the day to fuel impulse purchases • Highlight new products and replace low-performing items
STAND-UP BASKET RACK FRUIT STAND RACK GUM RACK Place near the Place near deli counter, Place next to your coffee deli counter and beverage cooler and grill kiosk or registers beverage cooler
57”H x 16”W 46”H x 20.5”W x 18”D 9.75”H x 9”W x 7”D
C SANDWICHES MEALS O F F E BUY-WITH LOCATIONS E
B LOOK AT YOUR A R FLOOR LAYOUT: PRIME ZONE HOT ZONE
REGISTER ENTRANCE
SALAD BAR HOT ZONE
PRIME ZONE B PRIME ZONE E
V
E
R
A
G
BUY-WITH LOCATIONS E BUY-WITH LOCATIONS S GRILLS DESSERTS
To build your own snack rack, visit www.foodservice-snacks-desserts.com/snackrackbuilder THE PERFECT SNACKING NON-COMMERCIAL FOODSERVICE P L K A YB O O MUST-HAVE MONDELĒZ PRODUCTS
Product Units UPC Case Code GTIN OREO Single Serve 48/2 oz 6ct 48 440000374200 10044000037427
NUTTER BUTTER Single Serve 48/1.9 oz 48 440000374500 10044000037458
CHIPS AHOY! Single Serve 48/1.4 oz 48 440000374300 10044000037434
NEWTONS Fig Fat Free Single Serve 48/2.1 oz 48 440000014500 10044000001459
LORNA DOONE Single Serve 120/1.5 oz 120 193200154400 10019320015448 COOKIES
SINGLE SERVE SINGLE SERVE OREO 100 CALORIE PACKS 72/0.81 oz 72 193200093800 00019320009389
CHIPS AHOY! 100 CALORIE PACKS 72/0.81 oz 72 193200093700 00019320009372
RITZ BITS Cheese 48/1 oz 48 193200009100 00019320000911
RITZ BITS Peanut Butter 48/1 oz 48 193200009200 00019320000928
WHEAT THINS Popped Sea Salt 36/0.8 oz 36 193200018600 10019320001861
WHEAT THINS Popped Sour Cream & Onion 36/0.8 oz 36 193200018700 10019320001878
HONEY MAID LIL’ SQUARES 72/1.06 oz 72 193200016600 10019320001663
CRACKERS WHEAT THINS Toasted Chips Veggie 60/1.75 oz 60 193200008000 10019320000802 SINGLE SERVE SINGLE SERVE RITZ Toasted Chips Sour Cream & Onion 60/1.75 oz 60 193201119100 10019320111911
WHEAT THINS 72/1.75 oz 72 193200079800 10019320007986
OREO Mini Go-Paks! 12/3.5 oz 12 440000444000 10044000044401
CHIPS AHOY! Mini Go-Paks! 12/3.5 oz 12 440000446000 10044000044609
NUTTER BUTTER Mini Go-Paks! 12/3.5 oz 12 440000445700 10044000044579
RITZ BITS Cheese Go-Paks! 12/3.0 oz 12 440000445900 10044000044593 GO-PAKS! TEDDY GRAHAMS Honey Go-Paks! 12/2.75 oz 12 440000445800 10044000044586
belVita Breakfast Biscuits Blueberry 64/1.76 oz 64 440000290800 10044000029088
belVIta Soft Baked Banana Bread 64/1.76 oz 64 440000393200 10044000039322
belVita Breakfast Biscuits Golden Oat 64/1.76 oz 64 440000294600 10044000029460
belVIta Bites Chocolate 64/1.76 oz 64 440000439500 10044000043954 BREAKFAST
TRIDENT Spearmint and TRIDENT Original Envelope Mixed Case 6x12 72 125466768600 12546676861
GUM STRIDE Spearmint and TRIDENT Tropical Twist Mixed Case 6x12 72 125466828000 12546682800
10 MAKE #1 BRANDS WORK FOR YOU
Follow the game plan laid out in this playbook to help you score more Non-Commercial Foodservice sales.
Contact your Mondelēz International representative to ensure you’ve got the best mix of brands to boost sales in your segment. GRAB GREATNESS 1-855-202-3913 fs-snacks-desserts.com
©Mondelēz International group KMO150259