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Confectionery: Opportunities to explore the seasonal segment and increase the sales

Consumers are interested in exciting flavours in the confectionery market. There is a particular opportunity to innovate around 'unexplored' seasons such as Veganuary or Movember.

Seasonal flavours in sugar confectionery excite consumers and offer a novel reason to purchase in-store. Brands can explore new flavour blends (eg mandarin and cinnamon) or add a twist to old favourites to stand out in the market.

As seen in the Easter egg segment, brands can add value to seasonal chocolates by innovating around luxury attributes (eg sophisticated flavours, premium ingredients or aesthetics). Brands can also stay relevant by tapping into 'hot trends' (eg vegan). As consumers increasingly experiment with plant-based diets, vegan chocolates will attract a wider audience, although there are consumer concerns around taste and texture to address.

Confectionery brands continue to innovate extensively within the seasonal segment. This can be reflected by recent launch activity as 12% of all sugar and gum confectionery were positioned for the seasonal occasion in the 12 months to February 2021.

However, there is still room to expand the seasonal segment considering that consumers tend to be more willing to spend a little extra on such celebratory occasions.

Malaco's Moustache Shaped Liquorice Marshmallows were launched to support 'The Moustache Fight' or 'Movember'. ‘Movember’ is an annual global campaign which takes place in November, which men are sponsored to grow a moustache until the end of the month. The aim is to raise money for men’s health charities such as The Prostate Cancer Charity and The Institute of Cancer Research.

According to the Swedish company, Cloetta, the palm-oil free marshmallows not only taste good, but 20% of its sales profits are donated to the Prostate Cancer Association, which aims to research, improve care and spread awareness of the cancer disease.

Source: Mintel GNPD

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