SymphonyIRI has some good news for the confectionery industry. According to the researcher, sweets and snacks
sales remained strong throughout the recession and are projected to
grow at a healthy pace over the next six months.
This spring, a research group of 500 consumers had the following to say about their habits over the past six months:
• 23% increased their purchases of chewing gum
• 21% increased their purchases of chocolate candy
• 19% increased their purchases of mints, breath fresheners and non-chocolate candy
SymphonyIRI also reported what retailers can expect over the next months:
• 28% increase in confection purchases at mass merchandisers
• 13% increase in confection purchases at dollar stores
• 12% increase in confection purchases at supermarkets
• 12% increase in confection purchases at club stores
Although
consumers aren’t cutting back on buying candy, they are becoming more
conscious of their purchases before leaving their homes. Nearly 75% of
candy shoppers are planning their store trips in advance, making
shopping lists, browsing store flyers and collecting coupons prior to
visiting retailers. Brand loyalty also is important to 68% of shoppers
who say they always purchase the same brand.
Chocolate, along
with salty snacks and crackers, was rated among the most affordable and
essential items by shoppers. However, SymphonyIRI noted a spike in the
purchase of luxury products, including luxury chocolate, during the
recession. This could be attributed to shoppers suffering “frugal
fatigue” and attempting to maintain normalcy at home by continuing to
buy items they have traditionally purchased.
Dark chocolate
continues to be a favorite, particularly among families with health
concerns. Among families with high cholesterol sufferers, 31% include
dark chocolate in their diets, as do 30% of families with heart problem
sufferers.
“Confections marketers to date have successfully
navigated the waters of a rapidly transforming economy,” says Thom
Blischok, global president of innovation and strategy for SymphonyIRI
Group. Blischok stressed the importance of understanding shoppers’
habits in order to anticipate and meet their changing demands.
For more information about this study visit
www.symphonyiri.com or email Chelsea Irwin at
cirwin@stearnsjohnson.com.
