In today’s marketplace, consumers path to purchase is evolving quickly. In response to COVID, consumers now make fewer trips to the grocery store, fill larger baskets, seek less contact and are forcing a massive shift to digital.
While experts argue this evolution was happening pre-pandemic, what should have taken five years happened in five months – leaving candy manufacturers scrambling to keep up and improve manufacturing practices to match new consumer purchasing patterns. The shift to online grocery significantly impacts one of the ways confectioneries has traditionally been sold — as an impulse product at the checkout.