Six out of ten consumers find confectionery products, which remind them of their childhood and simpler times, either very appealing or appealing, according to a global survey conducted by Canadean.
Due to its indulgent nature, confectionery is one of the go-to products that help consumers relax and alleviate feelings of stress.
Confectionery manufacturers should capture the attention of these stressed consumers via their ever-growing desire for nostalgia. Joanne Hardman, analyst at Canadean, says: “Consumers can be targeted with limited editions of popular confectionery that remind them of their childhood. This allows brands to charge a premium price for the product, as shoppers are willing to pay more for an exclusive experience and the chance to elicit happy memories.”
Canadean’s global survey shows that 44 per cent of respondents think private label and branded foods and drinks are produced in the same factory, and then simply packaged differently. Hardman says: “Consumers think more highly of private labels, creating a huge competition for customers, as store-own brands expand their portfolios to include more premium products." However, not all private label brands will be able to replicate the same level of heritage and emotion that consumer associate with some national brands. Instead, "they should concentrate on more contemporary themes, mixing nostalgia with experimentation to stand out on the shelves," adds Hardman.
Chocolate manufacturer Sweetdreams offers a nostalgic private-label range of confectionary for wholesalers and retailers. The manufacturer's Choc Nibbles range is available to wholesalers and retailers in large-sized jars and for bulk supply while Jammie Choc Nibbles are available in jars and bulk format for repackaging. Matthew Stephenson, managing director of Sweetdreams, told ESM: "Our quirky, nostalgic range has the added bonus of being able to support above-average profit to our customers; we feel this, along with its uniqueness, offers something of interest to this retail channel."
Established in 1928 when Alfred and Maurice Matlow launched Matlow Bros. Ltd making jelly sweets in a small factory in London, Swizzels Matlow produces Love Hearts, Drumsticks, Refreshers, Fruity Pops and more. A childhood favourite of many, Love Hearts launched in 1954. Initially they were a gift in a cracker and read "I LOVE YOU". Today the company employs over 550 employees.
As fans of homemade marshmallows, Amy Nelson and Ross O'Brien set up The London Marshmallow Company brand. The company now make batches of marshmallows with tastes and flavours from exotic spices to Sicilian Lemons. Speaking on how shoppers find sweets that remind them of their childhood appealing, Nelson and O'Brien told ESM: "We believe it is something to do with living in a more complicated tech-saturated world. Customers want to purchase and eat treats that remind them of a simpler time." To Some opt to choose premium, natural alternatives to their childhood favourites, they said. "In our case, they want to eat marshmallows - they are choosing to purchase a small selection of delicious hand-crafted marshmallows made with real ingredients to savour and enjoy."
The global confectionery market was worth US$174,738.55 million in 2014.
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