Candy and treats that celebrate Easter target older demographics
Trend - The Easter holiday is typically marketed to children and parents, but some brands are choosing to also prioritize adults that are looking to indulge. Brands in this space are using more refined flavors and branding than their child-targeted counterparts to target a new audience.
Insight - As North American consumers break out of some of the more traditional aspects of longstanding rituals, many are reinventing what it means to celebrate religious or cultural holidays. With fewer Millennials having children or striving to attain a nuclear family, many have redefined traditions so that they better suit their lifestyle preferences, and the preferences of their loved ones.
Insight - As North American consumers break out of some of the more traditional aspects of longstanding rituals, many are reinventing what it means to celebrate religious or cultural holidays. With fewer Millennials having children or striving to attain a nuclear family, many have redefined traditions so that they better suit their lifestyle preferences, and the preferences of their loved ones.
Workshop Question - How could your brand shift its prioritizes to market to a new consumer group?
Trend Themes
1. Adult-targeted Easter Products - As North American consumers redefine traditions to better suit their lifestyle preferences and the preferences of their loved ones, brands are prioritizing adults looking to indulge by using refined flavors and branding for Easter products.
2. Alternative Chocolate Shapes - Innovative and quirky chocolate shapes such as diamond and flat-pack bunnies are gaining popularity, adding an element of surprise and fun to traditional Easter treats.
3. Vegan and Cruelty-free Candies - As consumers become more diet-conscious and environmentally friendly, plant-based and cruelty-free candies are gaining popularity, attracting audiences adhering to strict vegan food plans.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage these trends to create innovative products that cater to adult tastes, incorporate alternative shapes, and meet diet-conscious and environmentally-friendly demands.
2. Retail - Retailers can take advantage of these trends by partnering with brands that offer products specific to these trends to capture consumers who are breaking out of traditional Easter conventions.
3. Marketing and Advertising - Marketers and Advertisers can help brands utilize these trends to create campaigns with refined flavors, alternative shapes, and diet-friendly products, and effectively target audiences that are looking for Easter products that go beyond traditional offerings.
