What ‘unlikely’ social factors are shaping the candy market?
From raw material costs to flavour combinations, ingredient preferences and allergen requirements, numerous factors influence confectionery brands and the products they make.
These shape manufacturers’ sales, strategies and subsequently their formulations. But research and reports reveal there are other, perhaps more ‘unlikely’ social factors that are also changing how we consume candy worldwide. Here we examine three of them.
1. Fewer marriages mean fewer sweet treats
Weddings and weaker candy sales may seem unrelated, but fewer marriages are seeing the number of candy purchases decline. In China, in particular, falling marriage rates have seen dwindling confectionery sales for brands and manufacturers.
Over the past decade, the number of couples choosing to marry in China has decreased from approximately 9.9 marriages per 1,000 inhabitants in 2013 to 4.8 marriages in 2022, Statista finds. In 2024, these numbers are going up again but still remain lower than those seen a decade ago.
Various factors influence the relationship between marriages and confectionery sales. In China, sweets and candies are often given to consumers during major celebrations like Chinese weddings. With fewer couples walking down the aisle, these typical opportunities to buy and share confectionery are simply not there.
Home-grown brands are rising in popularity in China. A 2024 research study finds that Chinese consumers’ preferences for the types of brands they favour have changed in recent years, from strongly preferring foreign brands to sourcing these locally. Driven by rising patriotism in China, researchers say that with shoppers opting for patriotic brands, confectionery brands can frame their marketing strategies around these to appeal more to sweet shoppers.
Furthermore, health and wellness is driving new launches and reformulations in the global confectionery industry. Sweet treats traditionally given to wedding guests now feature alternatives to candies and sweets. As consumers worldwide opt for better-for-you products, manufacturers are redesigning their sweet products to provide new flavours, attractive health-conscious designs, and reduced-sugar candy goods to appeal to consumers.
2. Changing working patterns and moving into retirement
Leaving the work environment and entering retirement can have a big impact on confectionery sales. Ageing populations are increasing around the world. The United Nations says that most countries worldwide are growing in terms of the number and proportion of older people in their respective populations.
Many consumers in the over-55 demographic are making practical changes to their lifestyles, either continuing to work, seeking ongoing but alternative working arrangements, adjusting their spending habits or enjoying extra disposable income.
Financial wellness is at the forefront of their minds. Additional time and money to spend can give consumers who are reducing their hours, changing the way they work, or moving into retirement extra opportunities to find, try, and buy confectionery products.
These create ample opportunities for brands to launch products for the over-55 demographics. There’s also an emphasis on items that promote wellness in older adults and address physical health issues. Taste and health are two of the top factors that consistently win senior brand fans. Between 61 and 70 are the peak ages when consumers prioritise their health, market research insights provider Mintel says, with 80% of this demographic considering this as most important to them.
In Mintel research exploring trends in Thailand, researchers found that older consumers in are looking for products customised for their age group. In fact, 61% of them wish for more food and drink options specifically designed for seniors. With many of them suffering from physical health issues – with the top complaints being hypertension (64%), joint pain (56%), and low energy (47%) – functional confectionery that incorporates sweet proteins, prebiotics, probiotics, additional fibre and plant-based products are therefore well-suited to appeal to these consumers.
3. Experience travel favourites, at-home
For many consumers sampling new flavours, ingredients and cuisine favourites while enjoying travel adventures serves as an introduction to new confectionery brands and flavours. Travel retail is one way to capitalise on this mindset.
Recent launches in this space include Nestlé’s International Travel Range and The Jelly Bean Factory’s collaboration with WHSmith which is set to enter the global travel retail market.
Similarly, brands can look to popular flavours in foreign markets for R&D inspiration.
For example, popular Indian flavours Mithai and Desi are making it big in chocolate confectionery, while Japanese matcha flavours and mochi formats are also appealing to consumers looking for a global twist on their sweet treats.
