Canadian Vending

Features Consumer Behaviour Trends
Nostalgia a strong factor in confectionery sales


August 6, 2015
By Canadian Vending

Topics

London, U.K. – According to a global survey conducted by Canadean in 2015, six out of 10 respondents find products that remind them of their childhood and simpler times either very appealing or appealing. Due to its indulgent nature, confectionery – a global market worth US$174,738.55 million in 2014 – 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. “Consumers can be targeted with limited editions of popular confectionery that remind them of their childhood,” says Canadean analyst Joanne Hardman. “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.

“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,” Hardman says.

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However, not all private label brands will be able to replicate the same level of heritage and emotion that consumers associate with some national brands. Instead, Hardman adds, “they should concentrate on more contemporary themes, mixing nostalgia with experimentation to stand out on the shelves.”