FOCUS USA
week pandemic period in the study, chocolate sales gained 5.5% and non-chocolate sales are strengthening with a pandemic gain of 1.6%. Another key highlight is that the grocery channel has been the main beneficiary of the pandemic channel shifting and its confectionery gains “are above average”. As a result, confectionery sales in shops have been rising since July and August 2020. However, gum and mint sales have not fared too well. Fewer people have consumed these products during the pandemic (64% each), which the report states is due to the pandemic uprooting many work, school and social routines. Chocolate appears to still be a popular product, with the vast majority of Americans consuming chocolate (92%) during the pandemic. Only 10% of respondents claimed to have reduced their sweet intake, which has been put down to taking fewer shopping trips, trying to eat less and keeping an eye on balance. There has been a big shift in consumer behaviour when it comes to buying sweet treats. For example, the report states that nearly six in 10 shoppers changed sweet purchases during the pandemic. Forty- eight per cent stated they have been buying different pack sizes, 42% noted they have been buying different brands and 46% have been buying different types of products. The report adds that this was driven by
“out-of-stocks, looking for better value, and changed routines, such as working from home, buying for different members of the household and more experimentation”. Channels like the cinema, bookstores and sweet shops were hit the most by the pandemic, according to the National Confectioners Association, due do pandemic purchasing shifts. Across the USA, there has also been a boost in online sales, with 61% of consumers purchasing goods digitally during the pandemic, and 26% purchasing confectionery online.
The report states: “Closing the gap would be an important win for the confectionery industry, but 46% of shoppers agree they are more likely to purchase candy when in-store.” To find out more about the report, visit:
CandyUSA.com/COVIDReports
“Closing the gap would be an important win for the confectionery industry, but 46% of shoppers agree they are more likely to purchase candy when in-store.”
2020 trends
Moving away from the impact that COVID-19 has had on the USA confectionery industry, Innova Market Insights has revealed that within the chocolate confectionery category in the United States, free from claims such as gluten free, GMO free and lactose free are on top.
In addition, several companies are trying to balance the indulgent image of chocolate confectionery by including functional ingredients such as probiotics, antioxidants, omega-3.
Innova also adds that with the legalisation of marijuana across several state legislations, there has been a spike in CBD infused chocolates.
Another trend sees nearly three-quarters of US consumers express interest in discovering new flavours and one-third are attracted by truly crazy tastes. For example, indulgent flavours such as caramel, peanut butter feature among the top flavour inclusions in chocolate confectionery. There have also been several confectionery launches featuring unusual flavour inclusions such as bacon, basil and maca, which is in line with “Discovery: The Adventurous Consumer” – the number one trend identified by Innova Market Insights in 2019. From a consumer standpoint, flavour remains the top factor influencing purchasing decisions, followed closely by cost.
18 Kennedy’s Confection November 2020
KennedysConfection.com
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