Mars chocolate and Wrigley, the Chicago-based company bought by Mars Inc. in 2008, have joined forces to tackle the fickle shopping habits of the American consumer — and to make sure that the fleeting urge to grab a piece of candy at the grocery store never goes unanswered.
The two candy units have teamed up to study the way that candy is displayed in supermarkets and drugstores, as well as on the Internet, with the goal of redesigning and expanding them so that candy is even more appealing to shoppers. Wrigley’s brands include Skittles, Juicy Fruit, Altoids, Starburst, and Life Savers, while Mars owns 3 Musketeers, M&Ms, Dove, Twix, Milky Way, and Snickers.
According to the Chicago Tribune, Wrigley and Mars are concerned that stores that don’t offer candy right next to the register represent a “missed opportunity.”
Although it’s not clear how and when changes to candy racks will be implemented, the project reportedly focuses on three “transaction zones,” or the areas where impulse buys are most common.
“It's no secret that people don’t shop like they used to, and the traditional mix of impulse items in transaction zones needs to better meet consumer needs,” Kurt Laufer, vice president of U.S. sales for Wrigley, said in a statement. “By tapping into our deep understanding of the shopper and taking a hard look at what items are performing and why, we believe our strategies can help our retail partners capture valuable impulse sales.”