The Peak Of Confection

Attendees can expect plenty of "new and exciting" features at NCA's upcoming Sweets & Snacks Expo.

Jenn Ellek, director of trade marketing and communications at the National Confectioners Association in Washington, D.C., can hardly wait for the next Sweets & Snacks Expo, scheduled this year for May 21-23 at Chicago's McCormick Place.

Perhaps that has something to do with the fact that there's a wealth of "new and exciting" offerings at the annual industry event, prominent among them the Shopper Solutions Theater — a rebranded, interactive version of the show's venerable Merchandising Gallery — which now provides more information in the form of case studies detailing the featured displays' successful implementations, so retailers can get a good idea of which fixtures would work in their own stores. "We really think our attendees will get a lot of value out of this," enthuses Ellek.

Further, since buyers at the show often aren't up on all things merchandising, they'll be able to take part in Learning Labs, 20-minute educational briefings held live in a mini theater located right on the show floor, as well as consult with experts on the latest trends in merchandising candy off-shelf. As an added incentive, Learning Labs attendees will be entered to win an iPad mini.

Another enhanced show feature, according to Ellek, is the "reinvented" Most Innovative New Product Awards program, for which NCA brings in a tasting panel — this year's contingent includes confectionery/snack buyers from Safeway, Sam's Club, Meijer and Walgreens — which will taste and then nominate entries in eight categories, including chocolate, non-chocolate, seasonal and gourmet/premium. Last year, Ellek notes, the then newly rebranded program received close to 200 product submissions, and is on track this year to garner at least that many.

Award recipients will be revealed during the keynote address on the second day of the show, following votes cast by all retail and wholesale trade customers to select one winner in each category.

Not only does the awards program bring well-earned publicity to deserving products, Ellek points out, but it can also serve as a handy guide for first-time attendees overwhelmed by the expo's three-and-a-half football fields' worth of products. Ellek's advice to newcomers is to check out the New Products Showcase, particularly its Most Innovative New Product Awards showcase of panel-chosen award nominees, as the displayed items are "sure to add value to the bottom line."

Another way attendees can find their way around is through the 2013 Sweets & Snacks Expo Mobile App, which offers the ability to receive and use industry information before, during and after the show. App features include map-your-route floor plans and interactive exhibitor/product searches, downloadable exhibitor brochures and product information, a complete listing of the show schedule and events, and social media interaction via live Twitter feed.

The Hershey-sponsored app, available at www.sweetsandsnacks.com, will remain active for a year after the expo, enabling users to engage with each other, track product introductions, receive updates and view industry-relevant interactive content.

Business is Booming

Despite the backdrop of a recessionary economy, the past three years have been the best in the Sweets & Snacks Expo's 16-year history, as the event has continued to grow in scope and attendance, Ellek observes, attributing this success to a "multifaceted approach to getting things done."

Put more plainly, the show delivers value for the money, imparting practical ideas attendees can put in place to enhance their bottom lines. Besides the show features already mentioned, one way the event does this is by providing insight into the category through partners such as Kantar Retail, which will hold a presentation at the expo, on the future of retail, with implications for confectionery and snacks.

Sweets & Snacks Expo also gives buyers the opportunity to interact with each other as well as with manufacturers, Ellek says, noting that this year's show will feature an Industry Buzz Networking Reception, during which retailers can forge all-important contacts with others in the industry.

As a result of such efforts, adds Ellek, the show sold out six weeks from opening, and while the event "maxed out" at 571 booths in 2012, this year it reached an unprecedented 605 — with "no more room" available, she affirms.

Finally, what's NCA's secret to putting on a superior show, year after year? Ellek's reply is simple: "We never stop."

In 2012, total U.S sale of confections increased almost 3 percent to $32.77 billion. Chocolate candy has a 61 percent market share, up 3.8 percent from 2011.

Source: NCA