Nostalgia Reigns
as Confectionery’s
Comeback Queen
Nostalgia Reigns
as Confectionery’s
Comeback Queen
Even before the pandemic,
85% of Americans agreed that managing their emotional wellbeing is important to them. In the wake of the coronavirus, consumers are concerned for their mental wellbeing, not just their physical wellbeing.
This is where confectionery steps in. An age-old bringer of smiles, consumers are seeking their favorite confections that remind them of carefree times, and connect them to the people and places they love. 34% of US chocolate eaters say that eating chocolate improves their emotional wellbeing.* Once again, as consumers navigate tough times, confectionery has a role to play as an affordable luxury to share, give, and enjoy.
From old classics to new retro: Two ways consumers experience nostalgia
Sentimentality
There are consumers who feel sentimental when they look back and remember a particular time in their lives, or a special place that they have experienced before. In fact, 71% of Americans enjoy things that remind them of their past.** These fond memories of the past can evoke strong positive emotions, so we actively seek out experiences that recreate those feelings.
"I want to relive the past"
Confectionery is particularly powerful at connecting consumers to happy childhood memories. A simple treat can transport us back to more innocent times, such as a family vacation or holiday occasion. Familiar aromas, distinctive flavors, and the anticipation and excitement of unwrapping and tasting our favorite treat all help to relive that experience. We know that 63% of chocolate eaters agree that they like the same type of chocolate now that they did when they were kids.***
Sentimentality is most common in older generations, as the tendency to look back at the past with rose-tinted glasses grows over time. Whilst the ageing population is fueling this trend, all consumer groups can experience this phenomenon. For example, as Gen Z consumers are making the difficult transition from teen to adult, they often return to candy that reminds them of being a kid, to escape from the pressures of growing up.
Jo’s Candies Dark Chocolate Covered Honey Graham Minis with Sea Salt
Sarris Candies Pittsburgh Skyline Assortment
Curiosity
There are consumers who crave experiences rooted in curiosity for a period or place that they did not experience the first time round. 45% of North American consumers agree that products from the past are better than the ones available now.* These consumers are willing to experiment and view "old" products as something "new" and exciting to try. This is where heritage brands can recruit new consumers in addition to their loyalists, as 39% NA consumers agree that the older the brand, the better the quality.**
"I want to experiment with products from before my time"
When it comes to Confectionery, time-honored favorites are standing the test of time, and ranges are extending to create new twists on their heritage counterparts. We’re seeing a dash of salt, bourbon, or higher cacao chocolate being paired with sweet centers, and assortment classics being re-packaged in more contemporary sharing bag formats. 39% of North American consumers prefer traditional flavors in chocolate confections,*** so now is the time to take the opportunity to celebrate and expand these gems in your range.
Hawaiian Host Founders Collection Dark Chocolate
Madelaine’s Duets Double-filled Milk Chocolate Truffles with Raspberry & Peanut Butter
What are consumers looking for in nostalgic chocolate?
- Simplicity - Daily life keeps changing and the world seems increasingly complex, so consumers yearn for life BC (before Covid) when life was simpler. Simple recipes, simple pleasures, and simple messaging are all resonating right now.
- Familiarity - With so much uncertainty in the future, consumers under societal stress are seeking comfort in safe indulgence. Give chocolate lovers a taste of what they know they enjoy, without having to take too much risk.
- Trust - At a time when it is hard for consumers to know who they can trust, being transparent is important. While the whimsical will always have its place in the wonderful world of chocolate, now is the time to root your brand story in authenticity.
- Rituals - Help consumers escape the world around them by extending the chocolate experience. Think about the entire multi-sensorial journey from opening the wrapping through to the last morsel, which now may also include the customer journey online to home delivery.
Are you a chocolate maker for the sentimental or curious?
Sources
*Mintel/Lightspeed. Internet users 18+ and consumers who have eaten chocolate or candy in the past 3 months (2020, 2018).
**Datassential report on Nostalgia (2017).
***Global Data report (Q4 2019).
