Post-Pandemic Era: Snack & Candy Category
According to Euromonitor International and the National Confectioners Association research, despite all changes in consumption in 2020, candy is still a strong and important category, with annual sales of 36.7 billion US dollars in all channels. All aspects of candy consumption have changed significantly with the epidemic, including candy categories, sales channels, consumer consumption behavior and changes in their emotions toward candy. Among them, the way people consume sweets and snacks is particularly affected by the epidemic. In 2020, online sweets sales increased sharply, reaching 76%; in addition, the epidemic also has a considerable impact on consumer psychology. 81% of consumers agree that it’s okay to treat themselves with chocolate or candy occasionally. 77% of consumers believe that physical health and emotional health are closely related. The epidemic has made people more cherish life and love the earth: 40% of shoppers attach importance to environmental sustainability when making purchase decisions. All-natural, non-artificial colors and flavors, non-GMO, and high-fructose corn syrup-free confectionery snacks are becoming more and more popular among consumers.
Fancy flavor, cross-category flavor
In terms of flavor, diversified flavored candies based on beverages have gradually become a trend, among which soda, cocktails, coffee and cola are the most dazzling flavors. American Licorice, located in Indiana, has launched Sour Punch small-quantity candies, available in three flavors: cherry, lime and cola, which can also be mixed and matched to get new combinations. In addition, the company also brought a small portion of candies with beer flavor and orange juice, cream and licorice flavor. Mondelez, based in Maryland, also introduced for the first time a small fish-shaped chewable candy flavored with orange soda.
Candy Industry
In addition, more and more brands are also playing new tricks in the combination of coffee, tea and wine. Kopper’s Chocolate from New Jersey boldly combines chocolate and liqueur, inspired by vodka and tequila. It is understood that this non-alcoholic product is dark chocolate on the outside and has a variety of fillings inside, such as Moscow mule, cold brew coffee, whiskey and strawberry margarita, etc., and can be packaged in small quantities.
Brewbound
Create wow moment, let consumers share spontaneously
This is an era where social media and traffic are king. Whoever can win the attention of consumers can seize market opportunities. Take the recently released Michelle Ice City as an example. With a magical theme song, online and offline consumers are triggered by interactive communication and play. Such captivating skills are actually worth learning for every brand. In Candy & Snacks, the industry also needs this kind of thinking. From product design and development, it should consider injecting such explosive genes to make consumers produce an unforgettable wow moment. For example, Mother’s recently launched Sparkling Mythical Creature Cookies. There are four mythical creature-shaped biscuits: unicorn, sea snake, mermaid and dragon, covered in lavender and white icing, and decorated with sparkling sequins. The concept of this kind of biscuits is actually very much in line with the more popular fantasy food trend on North American social media. It is similar to the popular unicorn theme on INS. It is easy for consumers to take photos and share spontaneously, thus forming a spread and topic.
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