Consumers want to be reminded of simpler times, Canadean has claimed. © Canadean
Six out of ten consumers are attracted to confectionery that reminds them of their childhood, according to new research from Canadean.
The market insights provider asked 50,000 consumers in 48 different countries whether confectionery that reminded them of their childhood, or simpler times, was appealing. 60% of respondents said that it was either appealing or very appealing.
Canadean’s global survey also suggested that nearly half of respondents think private label and branded foods and drinks are produced in the same factory and then simply packaged differently, with brands and private labels alike adopting nostalgia as a central theme of their product development.
It was now the time to capitalise on this demand by releasing more nostalgic products to attract consumers’ attention, Canadean added.
Canadean analyst Joanne Hardman said: “Consumers can be targeted with limited editions of popular confectionery that remind them of their childhood. This allows brands to charge a premium price for the product, as shoppers are willing to pay more for an exclusive experience and the chance to elicit happy memories.
“Consumers think more highly of private labels, creating a huge competition for customers, as store-own brands expand their portfolios to include more premium products.”
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