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A Q&A with Anne-Marie Roerink, principal of 210 Analytics
2024 Trends: Balancing Value and Indulgence
Q: What were the major trends shaping the retail, candy and snacks landscape in 2024?
The dominant story of 2024 was the “value balancing act,” as consumers skillfully navigated between indulgence and practicality. This year saw a surge in at-home cooking, with many skipping restaurant visits, boosting sales across categories. At the same time, value-conscious shopping was pivotal – consumers sought deals, shopped more frequently and gravitated toward everyday low-price retailers. Meal planning, avoiding food waste and choosing private-label brands became commonplace strategies.
That said, it’s not just about saving money. Consumers are blending price considerations with emotional triggers like mood, convenience, nutrition and sustainability. For candy and snacks, this translated into a mix of frugality and splurges, particularly during holidays, celebrations or moments of self-care. Non-chocolate candy gained popularity, as did snacks that doubled as meal complements.
Celebrating Every Occasion
Q: How important are holidays and celebrations for candy and snack sales?
Holidays and special occasions are prime moments for indulgence. Weekly sales data consistently show spikes around major holidays like Valentine’s Day, Easter, Halloween and the Big Game. Smaller, lesser-known holidays – like National Chocolate Chip Day or National Watermelon Day – also present unique opportunities for engagement.
Independent retailers excel in creating themed displays and unique assortments tailored to local tastes. For example, pairing chips and dips for game day or showcasing watermelon-flavored candies on National Watermelon Day can inspire unplanned purchases and increase basket sizes.
Self-Care Through Treats
Q: How can candy and snacks support consumers’ emotional well-being?
The growing emphasis on self-care has shifted consumer perceptions – physical health and emotional well-being are now seen as interconnected. For many, an affordable treat like a favorite candy or snack offers a simple moment of joy.
This is where independent retailers can shine. By featuring regional favorites or creating fun, one-of-a-kind displays, retailers can connect with their customers emotionally. A store in Utah, for instance, celebrated Veterans Day with candy shaped like airplanes, while a Southeast retailer highlighted Moon Pies. These creative touches not only delight shoppers but also build lasting loyalty.
The Staying Power of Brands
Q: Are brands or private labels more important in candy and snacks?
Despite private-label growth across retail, candy and snacks remain strongholds of brand loyalty. Nostalgia and trust in familiar names drive this connection. Simultaneously, consumers are eager to explore new products, whether it’s a twist on a classic or a bold innovation.
Independent retailers can capitalize on this by balancing recognizable brands with niche, local, or trending items. Seasonal exclusives and new flavors provide excitement, giving shoppers reasons to explore and buy.
Maximizing Candy and Snack Sales
Q: How can small retailers make the most of these high-performing categories?
Candy and snacks are incremental sales drivers. Seasonal confectionery, in particular, offers exceptional returns, as trial purchases during holidays often lead to repeat sales throughout the year. Strategic placement – like endcaps, checkout lanes and secondary displays – can boost visibility and encourage impulse buys.
Independent retailers should focus on high-impact opportunities, such as themed promotions for Halloween or the Big Game. Even small adjustments, like pairing complementary items or featuring trending flavors, can deliver significant sales increases.
The Role of Innovation
Q: With value top-of-mind, how important is innovation in retailer assortments?
Innovation keeps shoppers engaged. The Sweets & Snacks Expo, the industry’s leading trade event, has grown significantly because retailers recognize the value of staying ahead of trends. Candy and snack purchases are often driven by mood, and shoppers love discovering new flavors, textures and global inspirations.
Limited-time offerings and seasonal exclusives are excellent tools for independent retailers. Shoppers enjoy the thrill of finding something new, like tamarind-flavored candy or pickled-flavored snacks, creating a “scavenger hunt” environment in-store.
Looking Ahead to 2025
Q: What trends and opportunities should retailers focus on next year?
The key to 2025 will be conversion – turning foot traffic into purchases. With more frequent shopping trips, there are increasing opportunities to engage customers. Snacks continue to thrive, and while confectionery faces some unit/volume pressure, consumer demand remains strong.
Focus areas for 2025 include:
- Value-driven promotions: Use pack-size variety and strategic pricing to attract shoppers.
- Seasonal and cultural celebrations: Tailor assortments and displays to resonate with local communities.
- Private-brand strategies: Offer affordable alternatives while maintaining a robust branded selection.
Why the Sweets & Snacks Expo is a Must-Attend Event
Q: How can independent retailers stay ahead of trends and innovations?
Attending the Sweets & Snacks Expo is essential for staying ahead in the candy and snack categories. This premier event showcases cutting-edge products, merchandising solutions, and global trends. It’s an opportunity to explore everything from innovative packaging to the latest flavor hits.
The 2025 Sweets & Snacks Expo will be held May 13-15 in Indianapolis, Indiana, with a pre-show day on May 12 featuring the Most Innovative New Product Awards and Supplier Showcase. Independent retailers can find inspiration, connect with manufacturers and discover exclusive items that set their stores apart. Learn more at SweetsAndSnacks.com.
Final Thoughts
Candy and snacks offer small and independent retailers unique opportunities to delight customers, increase sales and differentiate themselves in a competitive market. From regional favorites to global inspirations, these categories are rich with possibilities. Embrace innovation, leverage holidays and attend events like the Sweets & Snacks Expo to keep your store one step ahead.
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