The All Candy Expo
More Than Just a Sweet Deal!

Each year I try to attend the numerous conferences, expos and conventions that take place at McCormick Place in Chicago but are closed to the public. This year was no exception. While attending the All Candy Expo, put on by the National Confectioners Association, I learned a lot about the billion dollar industry. For one, women are the number one consumers of purchases at retail candy shops and stores, (as if that was a surprise). But what did enlighten me was the way candy and other goodies are positioned.  Just like real estate, location, location, location is the biggest contributor to getting those sweets and other goodies to be purchased. 

Although women are the major contributors of this lucrative industry, our purchases are planned; meaning while others may be impulsive (which is why the grocery stores and other convenient locations place their items close to the register) women, know what they want and go after it no matter where it is located in the store.  However, it does pay to have our favorites in a place of familiarity or close to other items we may be so inclined to purchase. 

So what else did I learn? Retailers are constantly looking for new ideas to make profits; finding what works and what doesn't isn't an easy task. Candy is constantly changing and is seasonal. What gives candy an edge over other retail items is the fact that it is profitable, portable and promotable.

The gross margin for candy sales is 30-33 percent. Candy stands out well, and customers respond to it equally well; the more they buy, the more they consume.  One would think that such a sweet commodity would have no problem selling itself, but with an international movement against obesity and more focus being placed on better options in snack foods, well, sweets are starting to look like a bitter enemy! 

Not to worry though, I still have my stash of favorites; after all, who can resist a little Hershey's Kiss?  Stay tuned for more!

And that's the WRIGHT WREPORT!

Don't forget to watch Cable television talk show called ALL ABOUT CHICAGO!