"Unwrapping the Sweetest Trends: What’s Driving Chocolate and Confectionery Choices This Festive Season"
As the festive season approaches, chocolates and confectionery remain staples for gifting, sharing, and indulging in special treats. The appeal of these products is undeniable, but what’s really driving shoppers' decisions in 2024??
Our study last year confirmed that the majority of Shoppers choose what to buy at the fixture.
?Lindt had the greatest impact because it got all the basics right and uniquely inspired an emotional connection with their “Gift of Bliss” campaign.?
The only way to gather critical seasonal trends is through insights from in-store behaviour. With these insights, brands can fine-tune their offerings and maximise their impact on shelves.
Are Shoppers Being Mindful of Costs?
Price sensitivity has undoubtedly become more pronounced in the current economic climate, but that doesn’t mean consumers are turning away from treats. Instead, we’re seeing more thoughtful purchasing, where shoppers balance quality, indulgence, and cost. While value is key, shoppers continue to make room for premium experiences, particularly during the festive season.
Does Luxury Still Remain a Priority at Christmas?
Luxury remains synonymous with the holiday season. Brands like Lindt, Ferrero Rocher, and Hotel Chocolat are seen as the pinnacle of indulgence, and shoppers are still willing to pay more for the right product. However, it's important to note that gifting in the confectionery space has evolved beyond just the price tag—it's about the experience. Beautiful packaging, seasonal flavours, and the sense of giving something special all play a role in luxury purchases.
Are Shoppers Switching to Own-Brand Premium?
A growing trend in the chocolate and sweets category is the rise of premium products from their own brands. Retailers like Tesco, Sainsbury’s, and Waitrose offer high-quality, competitively priced premium chocolates under their own labels. These products may appeal to budget-conscious consumers who want a touch of luxury without the high price, providing a middle ground between indulgence and cost-effectiveness.
Gifting: An Experience at Any Price Point
One thing that has become clear from in-store shopper insights is that gifting, at any price point, is about the experience. Whether it’s a mid-range box of Thornton's Classic Collection or a Cadbury Selection Box for kids, giving chocolate or sweets has an emotional resonance beyond the product itself. Shoppers are looking for items that evoke that special holiday feeling—whether through festive packaging, seasonal flavours, or the notion of sharing something sweet.
2024 Flavour Trends: What’s New on the Shelves?
The confectionery market is evolving, and new flavours are making their mark. This year, we’re seeing a surge in exciting combinations:
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The Role of In-Store Insights: Why Understanding Shopper Behavior Matters
While online shopping continues to grow, in-store purchasing remains the dominant method for chocolate and confectionery purchases—especially during the holiday season. Over half of shoppers find products they will likely buy from promotional displays, where big boxes and festive tubs draw the most attention.
Flavours, packaging, and price remain key drivers for these purchasing decisions. But what’s equally important is understanding how shoppers navigate the store, what catches their eye, and how seasonal displays can influence their final choices. For brands, having in-store insights is crucial to staying competitive in an evolving retail landscape.
Balancing Indulgence with Regulations: HFSS and Beyond
Despite the increasing presence of HFSS (High in Fat, Sugar, and Salt) regulations, which limit where indulgent products can be displayed, shoppers continue to seek chocolates for sharing and gifting. Brands like Cadbury, Lindt, Ferrero Rocher, and Thorntons remain top choices, proving that when positioned correctly, indulgence can still thrive.
To navigate these restrictions, chocolate brands are introducing sugar-reduced or portion-controlled versions of their products, allowing them to stay visible while aligning with health-conscious trends. Brands such as Montezuma’s Absolute Black and Cadbury’s Dairy Milk 30% Less Sugar are examples of this shift towards a more balanced offering.
What Shoppers Want: Key Insights
In conclusion, 2024 brings a mix of traditional favourites and emerging trends. Shoppers are more mindful of spending but still desire a luxurious holiday experience. Whether through innovative flavours like gingerbread or premium own-brand options, the confectionery market continues to evolve, offering something for every consumer.
For brands, understanding seasonal trends and getting fast in-store insights will be vital to knowing what is capturing shoppers' attention. And increasing sales by focusing on what truly resonates with consumers—flavour, packaging, or promotional displays—brands can ensure their products remain top of mind, no matter the economic climate.
Shoppers Insight Study for this Christmas?
We plan to rerun our shopper insight study, which covers over 150 stores across the UK, this year.?
?If you'd like to see the topics being covered and add some of your own free of charge, please email [email protected]