Second Half 2016 THE PERFECT SNACKING P L K A YB O O A GUIDE TO HELP YOU SUCCEED IN MICRO MARKETS & VENDING 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 USE THIS PLAYBOOK TO REALIZE YOUR VISION TO WIN IN 2016 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 60% OF CONSUMERS SAY PORTABILITY IS IN SNACK SELECTION UP FROMHOW 55% IN 20123 ON THE GO IMPORTANT VENDING NON-COMM VENDING NON-COMMGREW 2.4% IN 2014 BREAKFAST{ IS A GREW 2.4% IN 2014 TO REVENUEBREAKFAST OF 2014 IS A TO REVENUE OF ? BIG OPPORTUNITY 5 $BIG20.2 OPPOBILLIONRTUNITY ACCOUNTING FOR SALES TOTALED MORE THAN 20.2 BILLION WHEREACCOUNTING FOR $ CANDY OF OVERALL OF OVERALL 27%TRAFFIC GROWTH7 5 35% TRAFFIC GROWTH7 TOTAL SALES 27%CONFECTION $7.2 BILLON BY CATEGORY5 { SNACKS MICRO MARKETS ARE A FAST-GROWING MICRO MARKETS SEGMENT, ARE THE FASTEST DRIVING 8.9% OF SOME OPERATORS’ GROWING SEGMENT TOTAL REVENUE5 DRIVING 8.9% OF SOME OPERATORS’ TOTAL REVENUE6 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. Refermat, Emily (ed.). Automatic Merchandiser, “Vending Operators Punch Through Last Year’s Revenue” (state of the vending industry annual report), June 2015. 3 THE PERFECT SNACKING CATEGORY MANAGEMENT GAME PLAN P 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 R SNACKS BEVERAGE COOLER Study your: A B E BUY-WITH LOCATIONS E • Operation layout F F O • Traffic flow C • Product offerings KIOSK • Business hours CHECKOUT HOT ZONE HOT • Product and category gaps 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. Monitor your products to weed out slow movers in favor of the #1-selling snacks they want.6 6. Nielsen, xAOC plus Convenience, 52 weeks ending April 15, 2016. 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. COFFEE ISN’T IT’S TIME COMPLETE WITHOUT FOR YOUR NEXT BIG BREAK TRY BOTH TODAY! Enjoy belVita as part of a balanced breakfast paired with a serving of fruit and yogurt. ©Mondelēz International group ©Mondelēz International group Gum Rack Countertop Rack Custom Feature Sheets & Digital Signage 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 MUST-HAVE SNACKS P 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.6 GROWTH6 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 6 that you’re giving them the best brands for the best sales. CHECK OUT OUR PLEASING SNACK PORTFOLIO #1 #1 #1 COOKIE IN AMERICA6 #1 6 PEANUTBREAKFAST BUTTER BISCUIT COOKIE55% IN repeatAMERICA average—the6 highest repeat rate in Big variety for Nielsen history7 morning upsell opportunities Nearly 4x the cookie 4 Hours of Nutritious 6 category’s growth rate in 2015 #1 Steady Energy CHOCOLATE CHIP WHEAT CRACKER 6 6 COOKIE IN AMERICA IN AMERICA 79% share of the total breakfast biscuit category6 More than 50% of #1 the total chocolate COOKIEchip IN cookie AMERICA 6 #1 #1 category in 20156 PEANUT BUTTER COOKIE IN AMERICA6 #1COOKIE IN AMERICA6 ALMOST 1/3 of U.S. PEANUT BUTTER households purchase COOKIE IN AMERICA6 #1 CHIPS AHOY!8 #1Experienced CHOCOLATE CHIP WHEATdouble-digit CRACKER COOKIE IN AMERICA6 #1INgrowth AMERICA in 20156 6 CHOCOLATE CHIP WHEAT CRACKER 6. Nielsen, xAOC plus Convenience, 52 weeks ending April6 15, 2016. 8. Nielsen, Multi-Outlet Household6 Panel, 52 weeks ending November 21, 2015. COOKIE7. Nielsen, NPFF, 2003-2012. IN AMERICABiscuits/all categories/all launch years. Note: Tracking IN AMERICA9. Ipsos, Q4 2014 gum study, 2014. period is the first 2 years of launch; 2003-2008 data is FDM; 2009-2012 is xAOC. 10. NPD Group, SnackTrack 2.1 consumption database, 2 years ending Dec. 2014. 6 Breakfast Biscuit #1 COOKIE IN AMERICA6 #1 PEANUT BUTTER COOKIE IN AMERICA6 * #1 #1 #1 #1 CRACKERCRACKER IN AMERICA IN AMERICA#1 #1 CHOCOLATE CHIP WHEAT CRACKER 6 SOUR6 CONFECTION 6 6 (FILLED &(FILLED UNFILLED) & UNFILLED) SOUR6 CONFECTION COOKIE IN AMERICA IN AMERICA BRANDBRAND6 *WHEAT THINS and TRISCUIT, both Mondelez International products, are tied for #1 in the wheat cracker category #1 #1 6 #1 GUM BRANDGUM BRAND6 CRACKER IN AMERICA #1 6 SOUR CONFECTION (FILLED & UNFILLED) 6 #1 BRAND #1 73% #1 BREATH-FRESHENING 73%OF SWEDISH FISH BREATH-FRESHENINGBRAND AMONG OF SWEDISHCONSUMPTION FISH IS #1 BRAND AMONGMAJOR BRANDS9 CONSUMPTIONFROM ADULTS IS 18+10 6 61% of consumers9 would use this 10 GUM BRAND MAJOR BRANDSproduct to freshen breath9 FROM ADULTS 18+ #16 20% share of gum marketCRACKER IN AMERICA #1 6 76% brandSOUR awareness CONFECTION9 (FILLED9 & UNFILLED) 95% brand awareness BRAND6 #1 73% BREATH-FRESHENING OF SWEDISH FISH #1 6 BRAND AMONG CONSUMPTION IS +4.9% Non GUM BRAND 9 10 Chocolate MAJOR BRANDS FROM ADULTS 18+ Chewy Candy growth rate, outpacing the #1#1 category6 73% #1 Sour Patch ID | 02.22.13 | 41692 CRACKER IN AMERICA #1BREATH-FRESHENING OF SWEDISH FISH (FILLED & UNFILLED)6 SOURBRAND CONFECTION AMONG CONSUMPTION IS BRANDMAJOR6 BRANDS9 FROM ADULTS 18+10 Category leader with more than 36% share6 SWEDISH FISH sales grew 12% vs. YAGO6 #1 6 GUM BRAND 7 #1 73% BREATH-FRESHENING OF SWEDISH FISH BRAND AMONG CONSUMPTION IS MAJOR BRANDS9 FROM ADULTS 18+10 THE PERFECT SNACKING MICRO MARKETS P L K A YB O O HELP MAKE YOUR MICRO MARKET DELIVER MIGHTY SALES Push more traffic to your micro market with a range of offerings throughout your floor plan. Well-placed and neatly organized beverage coolers, coffee kiosks, snack racks and a standout checkout area—all with desirable name-brand products—can help to drive traffic and boost sales. RIGHT PLACE • Bagged snacks • Fresh fruit • Place belVita near your coffee • Single-serve snacks • Bagged snacks kiosk/yogurt cooler • Candy • Single-serve snacks • Put big-bag snacks near your cooler, stand-up racks and prepared sandwiches • Arrange single-serve snacks near beverage cooler and coffee kiosk for an easy afternoon pick-me-up COUNTERTOP FRUIT STAND MODULAR RACK RACK 19”H x 8”W x 11.75”D 46”H x 20.5”W x 18”D LOOK AT YOUR R SNACKS BEVERAGE COOLER A B FLOOR LAYOUT: E BUY-WITH LOCATIONS E F F O ENTRANCE C HOT ZONE KIOSK CHECKOUT BUY-WITH LOCATIONS ZONE HOT GUM RACK COUNTERTOP RACK SELF-MERCHANDISER 9.75”H x 9”W x 7”D 8”H x 8”W x 11.75”D • Place near coffee kiosk • Bagged cookies and yogurt cooler • Candy 8 Product Units UPC Case Code GTIN OREO Single Serve 120/2.4 oz 6ct 120 193200020070 10019320002004 OREO Single Serve 48/2.4 oz 6ct 48 440000469890 10044000047006 OREO Thins 48/1.02 oz 48 440000442990 10044000044746 NUTTER BUTTER Single Serve 48/1.9 oz 48 440000374500 10044000037458 CHIPS AHOY! Single Serve 48/1.4 oz 48 440000374300 10044000037434 COOKIES OREO Mini Big Bag 36/3.0 oz 36 193200004200 10019320000420 SINGLE SERVE SINGLE SERVE NUTTER BUTTER Bites Big Bag 36/3.0 oz 36 193200007200 10019320000727 CHIPS AHOY! Mini Big Bag 36/3.0 oz 36 193200004300 10019320000437 WHEAT THINS Toasted Chips Veggie 60/1.75 oz 60 193200008000 10019320000802 RITZ Toasted Chips Sour Cream & Onion