4 Retail Strategies to Match Consumers’ Candy Lifestyles

To engage consumers in candy purchasing, we need to listen to their values and merchandise accordingly, said Anne-Marie Roerink, president of San Antonio, Texas-based market research firm 210 Analytics, at the Sweets & Snacks Expo in Chicago.

In 2022, non-chocolate candy increased 13.8% in dollar sales and 0.3% in unit sales in multi outlet channels plus convenience, according to Circana data. At the same time, chocolate candy increased 9.1% in dollar sales but decreased 4.2% in unit sales.

With nonchocolate on the rise, read on to find out what retailers can do to up their candy game …

With variety packs, consumers can bring home more than one offering to their family. “Variety is our superpower,” said Roerink, so draw customers to variety packs through merchandising.

According to Circana data…

• 48% of consumers state they look for multi/variety packs for more snacking options
• 40% of consumers buy multi/variety packs so family members get the snack they want
• 39% of consumers purchase them for more affordable options
• 32% of consumers purchase them because they provide portion control options
• 32% of consumers buy them because they are more convenient than large packages
• 29% of consumers state multi/variety packs help control food waste

Cross merchandising can also be a retailer’s friend. Combining items on displays that make up a recipe allows consumers to visualize how the product can be used. It is also less time consuming and takes less brain power compared to walking across the store to find items for a recipe.

Generations purchase candy with different mindsets, so tailor merchandising to more than one age group, Roerink said.

Boomers are more likely to arrive at a store with a list and stick to it. Their purchases are more planned, and they stick to what they know, but they are the majority spender, said Roerink.

Younger generations like Gen Z are more adventurous with flavors, brands and the country that it comes from. Their purchase habits are everchanging because they are more likely to ask themselves what they are in the mood for day-to-day rather than staying loyal to brands.

Finally, offering in-app ordering has many benefits, but when a consumer can see their past purchase history, it sparks ideas for purchases and grows the online basket when they are not seeing products in front of them at the store.

Currently almost half (46%) of convenience consumers are part of a loyalty program, leaving room for growth, according to Circana. Of those who are part of a loyalty program, 40% are exclusive to that retailer, and 35% buy something additional when they redeem rewards.