Selling to Today’s Consumer

Confectioner presents an in-depth report on marketing candy to our nation’s demographic and ethnic population segments.

A candy purchase is often the first one a child makes, so make sure it’s a good and memorable one!

Teens and tweens are the candy connoisseurs, and while a marketing distinction needs to be made between the two—ultimately—they will be targeted as the Millennial Generation.

While this generation may be the toughest to market to, they’ll be the first of the adults to try a new flavor or confectionery treat.

Who cares if they’re on a diet, consumers of this dominant demographic segment have been known to treat themselves—as well as their loved ones—to premium quality (possibly nostalgic) candy.

Don’t continue to misunderstand this misunderstood group. Yes, they typically limit their sugar intake due to health concerns, but they just love buying sweets for their grandchildren.

Marketers in other categories have identified the potential with this group of smart and well-off consumers, but candy marketers still have the opportunity to make some inroads—before their competition.

The majority of marketers now understand the importance of targeting this large, fast-growing minority segment of the population. But there’s more to it than adding a dash of spice to candy formulations and throwing up some Spanish-language signage in the store.

African Americans represent 13 percent of the population. Are you targeting them as candy consumers?

Sure men buy candy. And if marketers targeted them better, they’d buy even more.

You can’t ignore this group. Not only is more than 50 percent of the population female, but they make most of the purchasing decisions, and they love candy.