As far as seasonal confectionery trends go, in the west there have traditionally been four big times of the year when the sweet brands’ sales soar: Valentine’s Day, Easter, Halloween and Christmas.
Manufacturers often launch related seasonal products and marketing campaigns to capitalise on these calendar moments and consumers respond in kind – indeed the US-based National Confectioners Association (NCA) suggests that 62% of US candy sales occur during the big four holidays with last year’s sales the highest yet at $5.5bn.
Now, there’s a fifth season that confectioners are paying attention to: summer. Recent new product developments have seen global brands in the chocolate, candy, liquorice and gum segments release innovative campaigns, limited editions, exciting flavours, and summer-inspired designs. So, what do you need to know to make the most of the summer season?
1. ‘Summarize’ your SKUs
According to data from the NCA, 84% of consumers view confectionery as a fun part of special celebrations with almost four-fifths of consumers (78%) saying that sharing and gifting seasonal confectionery is a hallmark of seasonal celebrations.
The arrival of summer therefore can be enough on its own to drive sales. Flavours such as watermelon, cherry, and strawberry tap into the trend with The Sour Patch Kids’ launch of its latest strawberry-flavoured sweet a great example of ‘summarizing’ SKUs for summer.
Summer sales have also been boosted by the NCA’s commitment to national candy month which runs every year in June. Almost half of US consumers (47%) have been given chocolate or candy or gifted it to someone else during this month as a result of the campaign.
2. Celebrate local holidays
In the US summer holidays such as memorial day, July 4th and labour day have also become key moments for confectionery launches. Ahead of memorial day, for example, Hershey launched sweet-based milkshakes and a dessert for the summer. The global confectioner released its KitKat Pink Lemonade Milkshake, Hershey’s Popping Candy Milkshake, Hershey’s S’mores Milkshake and Hershey’s Popping Candy S’more at Hershey’s Chocolate World in the US.
3. Think like a consumer
There are other annual moments of celebration that can become gifting opportunities too. Oreo, for example has launched personalised graduation gifts, while back-to-school and teacher gifts are another call to action for confectioners – indeed according to NCA research, 29% of consumers give or receive sweet treats around the end of one school year and the start of the next. Sporting events can also inspire sales. In the UK, Haribo leveraged the tennis championship Wimbledon to promote a limited edition line of candy – launching Strawbs & Cream, to capture the spirit of the sporting event, which famously sells strawberries and cream to tennis fans.
4. Build emotional connections
Seasonal confectionery can tap into emotions, helping to create positive memories. A huge 95% of US consumers believe emotional wellbeing is as important as physical health. Confectionery can form part of this, with 94% of consumers agreeing that seasonal chocolate and candy are part of their great memories.
Nostalgic memories are at the core of Nestle’s latest marketing strategy. The confectionery giant has brought two sweets brands together in a new-for-summer sharing bag by launching its Milkybar Rowntree’s Jelly & Ice Cream.
Boomers are the demographic that most connect confectionery with making great memories, with almost two-thirds (64%) of 60-69-year-olds agreeing that these seasonal treats are part of some of their great memories, compared to 52% of Gen Z shoppers.
Brands can focus on creating confectionery-centric memories for younger generations to grow an emotional connection. For example, Perfetti Van Melle, the parent company of Mentos, has released its ‘Summer of Mentos Discovery’ marketing campaign to promote its mint brand. The campaign will feature four different fruit flavours in one roll, ranging from classic strawberry to exotic passion fruit.
5. Plan your POS and packaging
Shopping for seasonal confectionery is fun, too, with consumers opting for experiences over convenience. NCA research showed that more than three-quarters (75%) of shoppers like browsing around for new seasonal sweet treats while 87% prefer seasonal confectionery packaging.
6. Appeal to shoppers’ impulses
When it comes to seasonal buying, almost half of all consumers (45%) make both spontaneous and organised chocolate and candy purchases. When it comes to unplanned purchases, a good price will prompt 72% of consumers to make an impulsive buy. Going big on seasonal marketing campaigns spurs impulsive confectionery selections. For 59% of consumers, seeing their favourite seasonal candy prompts an unplanned buy. Discounts can also drive engagement – an attractive promotion or coupon is important for 43% of consumers.
