Aussies adore chocolate but are tuning out complicated promotions and marketing gimmicks, with new research showing simple discounts are the clearest way to drive purchase decisions.
The Future of Confectionery Activation, a new joint report from Shop! ANZ and Vypr, found confectionery remains one of retail’s most promotion-responsive categories, with 85% of shoppers influenced by promotions when deciding what to buy.
But not all deals land the same way.
The report found simple price discounts are by far the most effective promotional mechanic, influencing 67% of shoppers and outperforming multi-buy offers, loyalty rewards and competitions.
Simple wins at shelf
The findings suggest confectionery shoppers are becoming more selective about what cuts through in-store, particularly as grocery budgets remain under pressure.
Shop! ANZ General Manager Carla Bridge said the path to purchase in confectionery has become much faster.
“Our research shows how dramatically the path to purchase has compressed in confectionery. Australians are making rapid decisions in increasingly crowded retail environments, which means promotions need to be obvious and communicate value instantly,” Bridge said.
“Brands investing heavily in layered promotional incentives or delayed rewards may be overestimating how much attention consumers are willing to give them in this particular aisle.”
Chocolate still dominates
Chocolate remains the powerhouse of Australia’s confectionery category.
Chocolate bars are the most frequently purchased format at 59%, followed by chocolate blocks at 55%. Chocolate bars peak at 75% among 25 to 34-year-olds, reinforcing their role as an accessible everyday treat.
Boxed chocolates are purchased by 34% of shoppers, pointing to ongoing relevance for gifting and sharing occasions.
Lolly bags and fun-size or mini packs each account for 31%, while premium or specialty chocolates reach 24% overall, rising to 32% among 18- to 24-year-olds.
Supermarkets remain the main channel, with 93% of shoppers most often buying confectionery through supermarket channels.
Promotions still need visibility
In-store visibility remains a key factor in driving confectionery conversion.
Promotional signage was identified as the most effective format at 43%, followed by end-of-aisle displays at 31%.
The report also found shoppers remain open to novelty, with 79% likely to try a new product or limited-edition flavour.
Vypr Chief Revenue Officer Sam Gilding said the category sits at the intersection of habit and impulse.
“Confectionery sits in a unique space where purchases are often both habitual and impulsive. Price visibility is driving attention, but innovation is driving excitement,” Gilding said.
“The brands performing best are those that can balance clear promotional communication with continued novelty and flavour exploration.”