# Confectionery Targeting Chocolates are being marketed specifically to Millennials and Gen Zs. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Sep 7, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/confectionary-targeting ## Key Figures - Trend score: 4.8/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Apr 29, 2016 to Sep 6, 2017 - Published: Sep 7, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Confectionery Targeting trend ### 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. ### 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. ### Personalized Gifts Customizable chocolate bars and festive chocolate bars that include special messages celebrating friendship are gaining popularity with Millennials. ## What the Confectionery Targeting trend means for industry ### For 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 for Confectionery Targeting Trend score 4.8 out of 10, from popularity 65%, activity 72%, freshness 8%. - Popularity: 65% - Activity: 72% - Freshness: 8% ## Examples of the Confectionery Targeting trend 7 featured examples from Apr 29, 2016 to Sep 6, 2017. - [Graffiti Chocolate Bars](https://www.trendhunter.com/trends/graffiti-chocolate): Compartes' Art-Inspired Chocolate Bar Has Hand-Sprayed Edible Splashes (Category: Lifestyle) Implication: Food companies can incorporate art and unique flavors/textures to differentiate themselves and appeal to foodies who crave unique eating experiences. - [Gourmet Emoji Desserts](https://www.trendhunter.com/trends/emoji-dessert): The Doughnut Parlor's Poop Emoji Treat Targets Social Media Fans (Category: Lifestyle) Implication: The artisanal bakery industry can infuse fun design elements and pop culture references in their products to attract millennial customers. - [Millennial Pink Chocolates](https://www.trendhunter.com/trends/ruby-chocolate): Barry Callebaut Has Created 'Ruby Chocolate' (Category: Lifestyle) Implication: 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… - [Artistic Chocolate Truffles](https://www.trendhunter.com/trends/kollar-chocolates): Yountville's Kollar Chocolates Serves Up Instagram-Worthy Truffles (Category: Lifestyle) Implication: Disruptive innovation opportunity: Creating artisanal food products with unique flavors and visually appealing designs for the social media-driven market. - [Revamped Candy Bars](https://www.trendhunter.com/trends/take-5-bar): The Take 5 Bar Has Been Rebranded to Appeal to Millennials (Category: Lifestyle) Implication: Revamping candy bars to attract new generation of consumers. - [Dating App-Inspired Chocolates](https://www.trendhunter.com/trends/valentines-day-chocolate-bar): This Valentine's Day Chocolate Bar References Tinder (Category: Lifestyle) Implication: 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. - [Christmas Friendship Chocolates](https://www.trendhunter.com/trends/christmas-chocolate): Quirky Gift Library's Christmas Chocolate Bars Celebrate Friends (Category: Lifestyle) Implication: New opportunities for personalized and festive products in the food and beverage industry like personalized menus for celebrations and themed food options. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)