Better-for-you confectionery product positioning

The last 12 months were filled with increased levels of uncertainty, which does not show signs of slowing. In fact, 16% of the global population believes COVID-19 will continue to impact daily life for several years. This suggests some consumers are skeptical whether an end to the virus is in sight, even with vaccine plans being rolled out.

Eating habits have been a major area of impact. Nearly half (47%) of consumers surveyed globally said they have increased their consumption of confectionery in the past year. Similarly, 57% of consumers indicated they bought more mood-boosting food in general.

Realistically speaking, many consumers will continue to turn to sweets—but those positioned as better-for-you may have an advantage. In the confectionery space, this can mean carrying “free-from” claims, as opposed to products packed with functional ingredients yet completely void of the thrill of treating oneself.

Three-fifths (61%) of consumers believe the fewer ingredients in a food product, the better. The confectionery industry can take inspiration and engage in strategies such as ingredient streamlining and making nutritional labeling as simple as possible. This will appeal to consumers seeking maximum transparency.

To read this article in its entirety, check out the Permissible indulgence: Strategies for better-for-you confectionery – digital magazine.

Will Cowling is the marketing manager at FMCG Gurus.