International Supermarket News

When asked what have been the main achievements of the SWEETS & SNACKS EXPO over the years, Michael cited the breadth of exposure the Expo brings to buyers and sellers alike: The SWEETS & SNACKS EXPO continues to be the single most important venue in the America’s for manufacturers, retailers and wholesalers to convene in one place, he said. Retailers especially are given the opportunity to see the broadest range of new, existing and seasonal products. During the past year or so, the scope of the Expo has been expanded to include salty snacks and other categories which are more analogous with the global definition of ‘sweets and snacks’. This increased range of products gives buyers the chance to see more products in one place, thus using their time more efficiently. There is designated floor space for gourmet, organic and natural products, just one way in which buyers can use their time more wisely to target the products they are interested in.

There are challenges in the industry, however. Michael noted the attacks which the confectionery industry are subjected to from special interest groups who feel a responsibility to act as watchdogs for the consuming public. He believes candy should be enjoyed in moderation and in line with consumers’ evolving tastes and preferences, which is why the SWEETS & SNACKS EXPO offers the buyer the experience of an almost unlimited variety of product types to meet every whim and fancy, including non-candy based snacks.

The SWEETS & SNACKS EXPO has evolved over the years, not least in its growth to include a higher quantity of products in a larger range of categories. Perhaps one of the most innovative changes has been the emphasis on education and learning. Buyers and sellers are able to come to the Expo and gain insights into merchandising, marketing and trends. One of the latest features that the Expo provides is a function called ‘Go to Market’ whereby manufacturers are given the unique opportunity to spend an hour with major retailers, in order to learn how to sell to those particular retailers. This exclusive experience gives the manufacturers first hand knowledge of the major players’ idiosyncrasies, valuable information which will allow them to make their products genuinely attractive to buyers at the very top of the chain.

There will also be a special emphasis on merchandising, a really critical component of selling, said Michael. The SWEETS & SNACKS EXPO will provide opportunities for both retailers and manufacturers to learn how to showcase their products to their best advantage. A large number of display producers have been invited to the event to demonstrate all the different vehicles which are used to help manufacturers and retailers sell more confectionery and snacks.

A brand new innovation at the SWEETS & SNACKS EXPO 2010 is the introduction of a competition in which retailers can vote for the new products and concepts they find most exciting. Several awards will be given out to the winners. This will be a good opportunity for both retailers and manufacturers, said Michael.

The head of Saatchi and Saatchi, Kevin Roberts, will be a featured speaker at the SWEETS & SNACKS EXPO 2010, with other key speakers in the process of being confirmed. The aim, Michael says, is to give visitors educational sessions that will provide them with insights into topics of interest to them, which they can then take back to their companies and put to work in selling more products.

The Expo is also increasingly focusing on grocery, as the importance of this supply line to manufacturers becomes clear. There will be a big focus on grocery at the Expo 2010.