Nostalgia a driver in confectionery, claims Canadean

Six out of 10 consumers go for confectionery that reminds them of their childhood.

According to a global survey by Canadean, 60% of respondents find nostalgic products appealing, with claims that they can help consumers relax and alleviate stress.

Canadean said confectionery manufacturers should capture the attention of these consumers. Joanne Hardman, analyst at Canadean, said: “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.”

The survey shows that 44% of respondents thought private-label and branded food and drinks were produced in the same factory, and then simply packaged differently.

Hardman said: “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.”

“[Manufacturers] should concentrate on more contemporary themes, mixing nostalgia with experimentation to stand out on the shelves,” she advised.

By Michelle Perrett

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