Description

“Chocolate and non-chocolate candy remain immensely popular with Canadians, although according to consumer feedback, forward-looking growth appears challenged. The question this invites is, what can the confections industry do to support growth? While innovation will continue to be important for the category, focusing on how chocolate and candy contribute to individuals’ needs on an emotional level remains critical to connecting with consumers. This is all the truer in times of uncertainty.”
– Joel Gregoire, Associate Director for Food & Drink

Key issues covered in this Report

  • The impact of inflation and rising food prices on perceived purchase behaviours related to confections.
  • What types of chocolate and candy are Canadians more likely to eat, and what are they eating more or less of and why.
  • At which occasions do Canadians turn to confections, and in their estimation, how often.
  • What options are of greater and lesser interest to consumers when it comes to confections?

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Figure 1: Category outlook for chocolate and candy, 2022-27
              • Key consumer insights
                • The pandemic’s waning influence means upcoming holidays will feel more ‘normal’
                  • Inflation is a headwind for chocolate/candy
                    • While few Canadians have nut allergies, its impact on chocolate is far-reaching
                      • Consumers express most interest in convenient packaging
                        • Young adults are more engaged with chocolate and candy
                          • Focusing on occasion matters as much as focusing on ‘the product’
                          • Market Factors

                            • Concern over inflation persists, but confections can thrive as a cost-effective treat
                              • Figure 2: Financial-related concerns over the next six months (any rank), March-October, 2022
                              • Figure 3: Outlook for perceived financial situation over the next 12 months, September/October, 2022
                            • Canadians’ attitudes toward COVID-19 are becoming more lax
                              • Figure 4: Attitudes toward COVID-10, March-October, 2022
                            • It may not be the most important consideration, but ethics do matter to Canadians
                              • Figure 5: Importance of ethics in food and drink, 2021
                            • Immigration continues to drive Canada’s population growth…
                              • Figure 6: Overall actual/planned permanent resident admissions, 2021-25
                            • …with Asia and India more specifically as the primary source
                              • Figure 7: Permanent residents admitted to Canada, by country (top 10), 2021
                          • Competitive Strategies and Market Opportunities

                            • Confections own indulgence, but launches demonstrate how products are providing added value in other ways
                              • Figure 8: Nightfood Sleep Friendly Cold Brew Decaf Ice Cream (US), June 2022
                              • Figure 9: Moodibars Sleep Lavender Blackcurrant Dark Chocolate (US), May 2022
                              • Figure 10: Nestlé Kit Kat Mini Milk Chocolate for Coffee Break (Japan), December 2021
                              • Figure 11: Nichoa Workout Buddy Chocolate (Indonesia), April 2021
                              • Figure 12: Brach’s Late Night Taco Truck Jelly Beans (US), February 2022
                              • Figure 13: The Ginger People Crystallized Ginger (US), July 2022
                              • Figure 14: KitKat Thins Crisp Wafers in Hazelnut Flavoured Milk Chocolate (US), September 2022
                            • There is opportunity to make confections less ‘unhealthy’
                              • Figure 15: Antidote Lavender Flowers + Red Salt Chocolate (US), August 2019
                              • Figure 16: Jojo’s Goes Hawaiian Guilt-Free Chocolate (US), July 2022
                              • Figure 17: Kétolat Collection Barres Energy Keto Chocolate Bar (Canada), January 2022
                              • Figure 18: Kuli Kuli Super Bark Raspberry Chia Dark Chocolate Superfood Snack (US), August 2021
                              • Figure 19: Trü Frü Dark Chocolate Nature’s Bananas (US), December 2021
                              • Figure 20: Wiley Wallaby 1g Sugar Very Berry Licorice (US), August 2022
                              • Figure 21: SmartSweets Lollipops (Canada), August 2022
                              • Figure 22: Hershey’s Special Dark Mildly Sweet Chocolate (US), May 2022
                            • Bridging categories brings an added layer of fun to confections
                              • Figure 23: Tic Tac Coca-Cola Mints (Canada), July 2022
                              • Figure 24: Reese’s Big Cup Peanut Butter Cups with Potato Chips (Canada), July 2022
                              • Figure 25: Kit Kat Crisp Wafers in Fruity Cereal (US), August 2021
                              • Figure 26: Jell-O Milk Chocolate Pudding Cup (US), August 2022
                              • Figure 27: Aplenty Dark Chocolate S’mores Bites (US), February 2022
                            • Unique formats add to the fun
                              • Figure 28: Beyond Good Madagascar Single Origin Chocolate Bars (US), September 2022
                              • Figure 29: Delve Chocolate Mascarpone Chocolate Truffles (US), October 2022
                              • Figure 30: Choceur Assorted Belgian Chocolate Pumpkins (US), October 2022
                              • Figure 31: Funables Tic-Tac-Toe Fruit Flavored Snacks (US), May 2022
                              • Figure 32: Raindrops Gummy Sushi (US), August 2022
                          • The Chocolate and Non-Chocolate Confectionery Consumer – Fast Facts

                            • Chocolate and Candy Usage

                              • Chocolate is clearly more popular than candy
                                • Figure 33: Chocolate and candy eaten in the past three months, 2022
                              • Candy is far more popular with young adults
                                • Figure 34: Chocolate and candy eaten in the past three months, by age, 2022
                                • Figure 35: Chocolate and candy eaten in the past three months, South Asians vs overall population, 2022
                                • Figure 36: Chocolate and candy eaten in the past three months, Quebec vs overall population, 2021
                            • Change in Chocolate and Candy Consumption

                              • Chocolate is stickier than candy in terms of growth
                                • Figure 37: Change in chocolate and candy consumption, 2022
                              • Candy’s challenges extend beyond one age group
                                • Figure 38: Change in chocolate and candy consumption, by age, 2022
                                • Figure 39: Eating more chocolate and candy, by perception of how individuals think their financial situation will change over the next 12 months, 2022
                                • Figure 40: Change in chocolate and candy consumption, dads vs moms, 2022
                            • Reasons for Eating More Chocolate/Candy

                              • Snacking at home is the top reason for eating more chocolate/candy
                                • Figure 41: Reasons for eating more chocolate or candy, 2022
                              • Young adults cite a greater variety of reasons for why they eat more chocolate/candy
                                • Figure 42: Reasons for eating more chocolate or candy, by age, 2022
                                • Figure 43: Reasons for eating more chocolate or candy, by work location, 2022
                                • Figure 44: Reasons for eating more chocolate or candy, mothers vs fathers, 2022
                            • Reasons for Eating Less Chocolate/Candy

                              • Sugar remains the top concern for Canadians
                                • Figure 45: Reasons for eating less chocolate or candy, 2022
                              • Sugar remains the biggest concern for Canadians regardless of age
                                • Figure 46: Reasons for eating less chocolate or candy, by age, 2022
                            • Chocolate/Candy Usage by Occasion

                              • Eating confections is, first and foremost, about enjoyment
                                • Figure 47: Chocolate/candy usage occasions (net any frequency), 2022
                                • Figure 48: Frequency of chocolate/candy usage occasions, 2022
                              • Younger adults are more engaged with confections across occasions
                                  • Figure 49: Chocolate/candy usage occasions (net any frequency), by age, 2022
                                  • Figure 50: Chocolate/candy usage occasions (net any frequency), by parental status, 2022
                                  • Figure 51: Chocolate/candy usage occasions (net any frequency), by work location, 2022
                                  • Figure 52: Chocolate/candy usage occasions, South Asians vs Chinese Canadians vs overall population, 2022
                                  • Figure 53: Chocolate/candy usage occasions (net any frequency), Overall vs Quebec, 2022
                                  • Figure 54: Awake Caffeinated Chocolate (US), May 2022
                              • Areas of Interest in Chocolate/Candy

                                • Packaging that promotes freshness and potential savings resonates
                                  • Figure 55: Areas of interest in chocolate/candy, 2022
                                • Young adults express interest in a wider variety of areas
                                  • Figure 56: Areas of interest in chocolate/candy, by age, 2022
                                  • Figure 57: Areas of interest in chocolate/candy, by parental status, 2022
                                  • Figure 58: Areas of interest in chocolate/candy, Chinese Canadian vs South Asians vs overall, 2022
                                  • Figure 59: Nestlé Kit Kat Chocolate with Soybean Powder Flavour (Canada), October 2015
                              • Attitudes Toward Chocolate/Candy

                                • Consumers point to a return to ‘normalcy’
                                  • Figure 60: Attitudes toward chocolate/candy and the pandemic, 2022
                                  • Figure 61: ‘I anticipate holidays will fee more ‘normal’ this year versus the past couple of years’ (% agree), by parental status, 2022
                                • High inflation is leading many consumers to adjust their shopping habits
                                  • Figure 62: Attitudes toward chocolate/candy and higher prices, 2022
                                  • Figure 63: Meteor Milk Chocolate Coated Candy Bar with Caramel and Nougat (Guatemala), December 2020
                                  • Figure 64: Attitudes toward chocolate/candy and higher prices (% agree), by household income, 2022
                                  • Figure 65: Attitudes toward chocolate/candy and higher prices (% agree), by parental status, 2022
                                  • Figure 66: Attitudes toward chocolate/candy and higher prices (% agree), by age, 2022
                                • Chocolate and candy may not be good for the belly, but it can help soothe the soul
                                  • Figure 67: Attitudes toward chocolate/candy and health, 2022
                                  • Figure 68: Attitudes toward chocolate/candy and health (% agree), by parental status, 2022
                                  • Figure 69: Attitudes toward chocolate/candy and health (% agree), by age, 2022
                                • Nostalgia resonates
                                  • Figure 70: Attitudes toward chocolate/candy and familiarity vs novelty, 2022
                                  • Figure 71: Attitudes toward chocolate/candy and familiarity vs novelty (% agree), by age, 2022
                                  • Figure 72: Attitudes toward chocolate/candy and familiarity vs novelty (% agree), South Asians vs Chinese Canadians vs overall, 2022
                              • Appendix – Data Sources and Abbreviations

                                • Data sources
                                  • Consumer survey data
                                    • Abbreviations and terms
                                      • Abbreviations

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