Cloetta continuously monitors market trends at macro and micro levels through market research, category and trend reports, social listening and various trackers. Keeping track of trends provides valuable information for us to feed into the development of new ideas and concepts.
Responsibility for the environment and human rights
One of the key trends is the interest in the impact of food production on the environment and the social conditions of the producer. Suppliers have responded to consumer demand for information; above all in terms of the origins of raw materials, the farmers’ working conditions, quality and farming methods, by introducing different types of labelling and certification.
Consumers are increasingly looking for natural raw materials with positive health benefits. Additives of various types and artificially produced substances are being questioned in favour of natural ingredients. E-numbers are being replaced with the name of the additive in plain language. Natural sugar and natural sweeteners like xylitol and stevia are preferred to artificial sweeteners. Less sugar and fewer calories is another important aspect that consumers are demanding.
E-commerce and digital channels increasingly important
E-commerce is growing rapidly across all sectors, including the grocery retail trade, and growth has been fueled further by the Covid-19 pandemic. Alongside the growth of e-commerce, direct communication with consumers via social media is emerging as one of the most important channels for feedback. Online sales in confectionery are still lower than for other consumer product categories, but have more than doubled in Cloetta’s core markets compared to before the pandemic.
Superior sensory experiences
With the increased exposure to social media platforms where consumers share consumption experiences, and the need for affordable escapism, consumers are seeking heightened sensory experiences from their food. This is driving companies to regularly launch exciting new flavours and textures.
Local, genuine and transparent brands
Local brands with a strong history are favoured by consumers. This became even more apparent during the pandemic, when consumers reverted far more to traditional and familiar brands. Authenticity and transparency are key for brands to deliver in order to earn consumer trust.