SF-Confectionery-2020

on-the-go and convenience sales have changed, what’s the best way to market confectionery in the last quarter of 2020? Our ‘all bets are off’ year “It’s definitely fair to say the impact on shopping behaviour since March has been unprecedented,” says Rachel Cacioppo, consumer insight director at Kantar. “We’ve seen shoppers consistently changing where they shop, what they buy and that’s happeningmonth onmonth. We’re always excited to see new data O ver in the USA, a nation harder hit by Covid-19 thanmost, the National Confectioners Association has hailed chocolate and candy’s ‘uncanny ability to boost mood and lighten perspectives’. They’re undoubtedly onto something –who hasn’t found comfort in a silky salted caramel when the headlines are bad?! – but could Covid-19 really have triggered a change in consumer tastes, and what does that mean for the winter of uncertainty ahead? As as it comes in. We’ve seen different phases, and trends in consumer behaviour definitely have been evolving as time has gone on.” Kantar has been looking back at data from 2008/09 to see how recession impacted on discretionary spending. “I think what’s different in 2020 is that it’s not just an economic recession but a pandemic at the same time,” says Rachel. “Those factors are going to affect shopper behaviours but in different ways, so we’ll be working with a combination we haven’t seen before.” @specialityfood 18 It’s created huge winners and losers in food and drink, so what effect has coronavirus had on confectionery? We investigate... CONFECTIONERY: THE COVID EFFECT We see people using their grocery shopping as a way to treat themselves and bring a bit of excitement into the home