Premium chocolate is no longer just for special occasions. Today’s shoppers are increasingly choosing smaller, more indulgent treats as part of their everyday shop.
For retailers, this is a clear opportunity to drive higher-value sales with premium chocolate.
Premium is now everyday
Customer behaviour has clearly shifted. Premium chocolate demand is continuing to grow, driven by shoppers seeking more meaningful, indulgent moments. In fact, 61% now see premium chocolate as an “affordable luxury”, something they can justify more regularly.
For independent retailers, this presents a clear opportunity.
Many shopkeepers are already seeing this trend in-store. Shoppers are trading up, but availability doesn’t always match demand, especially in impulse locations or front-of-store displays. That gap means missed sales. That's why we've created the Lindt Treat Range; it’s designed to help you capture every premium purchase opportunity.
Introducing the Lindt Treat Range
The Lindt Treat Range brings together Lindt’s No.1* premium bars and snacking products. When merchandised together in a strong, shopper-friendly planogram, it can boost purchases, increase margins and strengthen performance in this fast growing category.
It includes:
- LINDOR Milk Treat bar – part of the UK’s 4th largest confectionery brand, bought by 1 in 3 people. A trusted choice for everyday indulgence
- LINDOR Pistachio Treat Bar – tapping into one of the fastest-growing flavour trends
- EXCELLENCE bars – ideal for shoppers seeking richer, high-cocoa chocolate
- NOCCIOLATTE – a nut-based option delivering texture with premium chocolate
Together, these products create a complete premium offer that appeals to a wide range of shoppers, from those looking for a quick treat to those seeking something more refined.
“Stocking the full Lindt treat range allows retailers have a premium snacking offering that meets multiple shopper missions and consumption occasions, which ultimately drives stronger overall sales.” Alex Hillhouse, Lindt Convenience & Wholesale Controller.
Why planogram matters
While stocking the full Lindt Treat Range is important, how you display it is just as critical.
Without a complete premium range and a clear planogram, retailers risk losing sales as shoppers looking for premium options look elsewhere.
A strong planogram brings the Lindt Treat Range to life.
Grouping LINDOR Milk Treat bar, the LINDOR Pistachio Treat Bar and NOCCIOLATTE together creates a clear, premium block that stands out and makes it easier for shoppers to browse. EXCELLENCE should sit alongside similar-sized bars to maintain flow and clarity.
Simple principles still apply: eye level is buy level. Keeping the range visible, well-stocked and clearly grouped helps shoppers quickly understand the offer and encourages them to spend more.
Unlocking more sales opportunities
There’s also a strong case for thinking beyond the confectionery aisle.
Research shows 1 in 3 shoppers avoid the confectionery aisle altogether, meaning premium chocolate should also be placed in high-traffic areas. Cross-merchandising alongside coffee, gifting or alcohol can also deliver strong uplifts.
For example:
- Chocolate placed near wine can drive sales uplift of up to +25%
- Up to 8 in 10 shoppers in these areas may be new to the category
- Shoppers frequently purchase chocolate alongside alcohol (42 times per year)
Meeting shoppers where they already browse increases visibility and boosts impulse purchases.
A clear opportunity for retailers
Don’t miss out on the demand for premium chocolate. Your shoppers are willing to spend more but only if the right products are available and easy to find.
Retailers who consistently stock a complete premium range and deliver a strong planogram outperform those with a limited or disjointed offer.
By combining the full Lindt Treat Range with smart merchandising and strong in-store positioning, you can:
- Increase basket spend
- Drive repeat purchases
- Improve margins
- Strengthen your overall confectionery performance
As Alex Hillhouse highlights:
“Retailers are seeing a clear shift towards premium chocolate as shoppers look for smaller, more meaningful treats. It’s a trend that continues to drive value growth across the category.”
Premium chocolate snacking is hitting a sweet spot for customers right now, it’s an opportunity not to be missed. Make sure your store is ready to capture it.
Stock more Lindt. Sell more Lindt.
Sources: Mintel UK Flowers & Houseplants Report (2021); Kantar WPO Total Boxed MM Frequency (52 w/e Dec 2023); UK Polaris (2021); Card Factory investor data (2021).This article is paid content. It has been reviewed and edited by the Asian Trader editorial team to meet our content standards.