Customers are looking for candy with functional benefits as well as classic favorites.
By Howard Riell |
Chocolate looks to trend for 2024, along with novelty candy and health-forward options.
Price increases and decreases are largely swaying customer purchase decisions, as evidenced by Circana data, which shows chocolate unit sales dipping slightly due to a 12.1% price hike. However, this has allowed dollar sales to increase 7.9%.
Among chocolate unit sales, snack-sized candy and novelty items are the only two segments to see a boost, and these are also the only two segments with price per unit decreases.
Despite inflation, many customers still like to purchase their favorite piece of candy at c-stores.
One surefire prediction for the balance of 2024 is that the perennial favorites will remain at the top of consumers’ want lists. They include such famous names as Reese’s Peanut Butter Cups, M&Ms, Skittles, Sour Patch Kids, Starburst and Hershey’s Kisses.
However, novelty candy is popular among non-chocolate candy, as well. It rose by 67.6% in dollar sales and 32.6% in unit sales, per Circana. Even with a 26.4% price increase, customers are flocking to novelty items, which bodes well for the segment in 2024.
Another guarantee for the rest of this year is the oxymoronic-sounding healthier indulgence category. American consumers want sweet treats, but they also want to guard their health. The response from manufacturers has been to roll out guilt-free candy that contains ingredients such as natural sweeteners.
As an addendum, more Americans are thinking about what their food, including candy, is made of and giving preference to brands that offer natural ingredients. Candy with functional ingredients also garners interest. In a similar vein, eco-friendly packaging will also help to lure consumers in the months to come.
Shoppers will also continue to react positively to candy with plant-based ingredients. These candies appeal not only to those with specific plant-based diets, but also to those who are looking to find ways to incorporate plant-based options into their snacks in general.
Another good bet is that the influx of more adventurous flavors will continue to infiltrate the candy category.
