Maltesers is top selling chocolate confectionery in £1bn convenience market, IRI finds


Maltesers, owned by Mars, is the UK’s best-selling chocolate brand in convenience stores with sales of nearly £50m. Chocolate sales are worth £1bn a year to the convenience channel, a decline of 2.1% from the previous year.

IRI Convenience Market Place measures EPOS (Electronic Point of Sales) data from over 20,000 individual convenience stores, high street multiples such as McColls, travel and forecourt retailers, symbol grocers such as SPAR, NISA and One Stop, as well as unaffiliated independent grocers. This analysis was based on a review of data over the two years to 13 Sept 2015.

Maltesers, now in a countline format and with new seasonal lines to grow the brand beyond its sharing heritage, overtook Britain’s favourite chocolate bar Cadbury Dairy Milk and is now the best-selling chocolate brand across convenience outlets. Maltesers sales are particularly strong in the symbol groups, independents and travel outlets, whereas Cadbury Dairy Milk remained the number one in Confectionery, Tobacco, and News retailers (CTNs). However as the manufacturer of Cadbury Dairy Milk and other well-known Cadbury chocolate brands, Mondelez is the number one chocolate manufacturer in the Convenience sector by value sales.