CONFECTIONERY TRENDS
the Rainforest Alliance, Cocoa Horizons, and other organisations.” Carol goes on to argue the importance of sustainability needing to run right through a business – from using the most sustainable ingredients; updating equipment to reduce a company’s environment impact and working with suppliers who share the same commitments.
Social media
“Social media also has a big role to play in building excitement around product innovation and creativity,” says Carol. “Growing numbers of confectioners that we supply are using their social platforms to not only tell the story behind their brand and showcase the innovative ideas they are implementing, but also to demonstrate their ongoing commitment to maintaining processes that benefit the planet’s health.” Unfortunately, social media can be a double- edged sword for confectionery producers. While it can offer a wide range of advantages – from building brand awareness and more effectively engaging with consumers – it is too easy to fall prey to false or misleading information. Comments can be shared without vetting, fact-checking, or accountability on social media
36 Kennedy’s Confection April 2024
platforms, which has made it a breeding ground for misinformation and has resulted in many consumers becoming increasingly wary of anything they read on social media. According to GlobalData, a data and analytics company, it is crucial for brands to be more proactive in addressing this misinformation.
Researchers at Deakin University in Australia conducted a national audit of influencer posts, which revealed that nearly half contained inaccurate information. The study looked at nearly 700 Instagram posts by influencers and brands with more than 100,000 followers and found that 45% contained inaccurate nutrition information. Significantly, brand accounts were found to provide the least accurate and lowest quality information, while the most accurate and high-quality information was provided by nutritionists and dietitians. Katrina Diamonon, Principal Consumer Analyst at GlobalData, says: “The study highlights the need for brands to utilise social media thoughtfully and with a degree of humility. Marketers should acknowledge that consumers will not unconditionally trust what brands are saying online. In fact, consumers are often sceptical of brand messaging on social
media, as it can be viewed as promotional and lacking authenticity.
“Building trust on social media is therefore essential if brands wish to establish strong relationships with their audience and foster loyalty. In order to do this, they need to be transparent about their products, services, and business practices,” says Katrina.
Belgian trends
A specialist wholesaler in the confectionery sector, Ameel Candy World has observed some interesting trends that are shaping the Belgian confectionery market. Frans Hellinckx, Sales Manager at Ameel Candy World, reports that traditional jelly and gummy candies continue to dominate sales in the region, with longstanding brands and their signature products maintaining their position as volume drivers. “We have witnessed consistent growth year on year among the top five brands in our bulk candy offerings,” says Frans. “Demand for traditional jelly and gummy candies remains robust, with our bestsellers consistently driving sales.”
Frans has also identified a resurgence of interest in more traditional classical candies,
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