1、The Future of Confectionery ActivationINDUSTRY REPORT-JUNE 2026 Promotions,instore visibility,andinnovation all play an important role inshaping confectionery purchasingdecisions.As a category that blendshabitual purchasing with treat-ledbehaviour,confectionery is particularlyresponsive to cues that

2、 signal value,relevance,and novelty.Shoppers mayenter store with a general intention topurchase confectionery,but finaldecisions are often influenced bypromotional messaging,displayprominence,and the appeal of new orlimited-edition products.2IntroductionINDUSTRY REPORT-JUNE 2026Understanding which p

3、romotional mechanics are most effective,how shoppers engage with instore displays,and their willingness totry new products provides valuable guidance for how retailers andsuppliers can optimise activation strategies.The findings highlightthe continued importance of clear price communication,supporte

4、dby strong execution across secondary displays and innovationpipelines that maintain interest in the category.ExecutiveSummary3Promotions and instore execution play a significant role in shapingconfectionery purchasing behaviour,reinforcing the categorys strongresponsiveness to visible value cues.Wi

5、th 85%of shoppers influenced bypromotions,price incentives remain a key lever in driving both switchingbehaviour and incremental purchase.Half of shoppers(50%)saypromotions are very influential,demonstrating the continued importanceof competitive pricing strategy in maintaining relevance at shelf.Am

6、ong promotional formats,straightforward price discounts are by far themost effective,influencing 67%of shoppers and significantlyoutperforming more complex mechanics such as multi-buy offers(9%),loyalty rewards(9%),and competitions(6%).This suggests that shoppersprioritise immediate,easily understoo