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.