Category
Lifestyle
Assisted Choices
Trend cluster
Category
Confectionery
Targeting
Chocolates are being marketed specifically to Millennials and Gen Zs.
4.8
Trend score
Trend
What is the Confectionery Targeting trend?
Confectionery Targeting: Chocolate brands are beginning to target their products specifically to Millennial and Gen Z demographics by combining their offerings with the various fads and trends that these generations are drawn to. This shift serves to cater to the desire of these consumer groups to engage with brands on another level – whether that be through social channels, or simply an enhanced interest in their more dynamic products. As brands seek to create better connections with consumers, doing so by tapping into their niche interests takes their products and services to the next level.
Trend themes
Themes within the Confectionery Targeting trend
Three behaviours holding the trend together01
Targeting Niche Demographics
Chocolate brands are targeting specific generations by tapping into their interests, catering to the desire of these consumer groups to engage with brands on another level.
02
Artful Creations
Chocolate brands are creating Instagram-worthy, artistic chocolate truffles, bars, and donuts that appeal to the new generation of foodies who are eager to fill their social media feeds with artistic creations.
03
Personalized Gifts
Customizable chocolate bars and festive chocolate bars that include special messages celebrating friendship are gaining popularity with Millennials.
Industry implications
What the Confectionery Targeting trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Chocolate brands are evolving their products and services to cater to the changing demands of the Millennial and Gen Z demographics.
For
Art & Design
Chocolate brands are tapping into the new generation's love of art and design by creating beautiful and artistic chocolate creations.
For
E-commerce
Personalized and customizable chocolate bars are becoming popular gift items and may be an opportunity for retailers to expand their e-commerce offerings.
Workshop question
How can your brand tap into the specific generational interests that it can observe in its targeted consumers?
Trend signals
Trend signals for Confectionery Targeting
Trend score 4.8 out of 10, from popularity 65%, activity 72%, freshness 8%.
Popularity65%
Activity72%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Confectionery Targeting trend
7 featured examples from Apr 29, 2016 to Sep 6, 2017CategoryLifestyle
Graffiti Chocolate Bars
Compartes' Art-Inspired Chocolate Bar Has Hand-Sprayed Edible Splashes
Food companies can incorporate art and unique flavors/textures to differentiate themselves and appeal to foodies who crave unique eating experiences.
CategoryLifestyle
Gourmet Emoji Desserts
The Doughnut Parlor's Poop Emoji Treat Targets Social Media Fans
The artisanal bakery industry can infuse fun design elements and pop culture references in their products to attract millennial customers.
CategoryLifestyle
Millennial Pink Chocolates
Barry Callebaut Has Created 'Ruby Chocolate'
The food and beverage industry can explore the use of natural and minimally processed ingredients to cater to health and taste-conscious consumers, including new color and flavor…
CategoryLifestyle
Artistic Chocolate Truffles
Yountville's Kollar Chocolates Serves Up Instagram-Worthy Truffles
Disruptive innovation opportunity: Creating artisanal food products with unique flavors and visually appealing designs for the social media-driven market.
CategoryLifestyle
Revamped Candy Bars
The Take 5 Bar Has Been Rebranded to Appeal to Millennials
Revamping candy bars to attract new generation of consumers.
CategoryLifestyle
Dating App-Inspired Chocolates
This Valentine's Day Chocolate Bar References Tinder
Confectionery companies can tap into the trend of incorporating modern messaging in their products to appeal to younger consumers and stay relevant with the changing times.
CategoryLifestyle
Christmas Friendship Chocolates
Quirky Gift Library's Christmas Chocolate Bars Celebrate Friends
New opportunities for personalized and festive products in the food and beverage industry like personalized menus for celebrations and themed food options.
