Store Brands - May 2018 - 68

CATEGORY INTELLIGENCE CHOCOLATE AND CANDY

MORE THAN YUMMY NEEDED

DO offer
products that tell
a story, as shoppers
may perceive them
to be premium.

Taste is tops when it comes to purchasing chocolates
and candy.
The satisfaction consumers receive from sweets
is resulting in the merchandising of increasingly
savory alternatives. Yet, changing shopper attitudes
and lifestyles is triggering demand for products that
also carry a healthy halo.
Indeed, while such sensory characteristics as color,
taste, aroma and mouthfeel will always be paramount,
more shoppers also are seeking chocolates and candy
with clean and simple labels and assurances that ingredients are non-GMO, organic or sustainably produced,
says Marret Arfsten, product line and marketing lead
for Wayzata, Minn.-based Cargill Cocoa & Chocolate.
"It is no longer enough for chocolate and candy to
just taste good," she states. "Consumers are also looking
to feel good about what they are eating."
In addition, shoppers are gravitating towards "food
with a story" and chocolate options that they perceive as
more "sophisticated" and "premium," such as artisanmade and single-origin selections, Arfsten notes.
To meet such interests and stand out in the hypercompetitive sector, store brands must be unique and not
just national brand equivalents, notes Darin Ciavarella,
Cargill Cocoa & Chocolate retail channel lead.
"This requires a new way of thinking and being
able bring ideas to market faster than ever," he states.
"Retailers need to determine their brand 'values' and
seek strong supply partners that can help bring those
to life. Staying updated with trends and innovation
techniques will be crucial to navigating changing
consumer demand."

Don't forget
that it's not enough
for chocolate and
candy to just
taste good. Many
consumers want to
feel good about
what they are
eating."
68

Store Brands / May 2018 / www.storebrands.com

Such trends include greater
shopper interest in products that, for
instance, feature fruit or toffee instead of
flavored substitutes, and their eschewing of artificial
flavors and colors, corn syrup, and added sugars,
says Christopher Ratliff, vice president of sales and
marketing for Seattle Gourmet Foods, a Tukwila,
Wash.-based chocolates suppler.
Sellers of store brands, meanwhile, have more
flexibility in developing and marketing newer and
healthier options than national brand merchandisers as their products typically lack the strong
identity of the national selections, he states.
"Communicating changes to a legacy product or
attracting new consumers to it is challenging because
shoppers often believe they know what the item offers," he notes. "Private label gives the chance to tell
the story of a new product that has a brand identity
that many people already know and trust."

BE AN ATTENTION-GETTER

Private brand merchandisers, however, have their own
marketing challenges, including making shoppers
aware of their newer alternatives, Ratliff says.
"The typical shopper has a predetermined notion
of what in-store displays will feature," he states. "They
tend to find the same national brands organized in
basically the same arrangements. Getting a store brand
to stand out in the sea of familiar facings is difficult."
Retailers can respond by having separate displays for
specialty or high-end private brand confections and traditional national brands, and using attractive packaging
on store brands, Ratliff says
"If the packaging doesn't stand out and convince the
consumer to pick the item off the shelf, it doesn't matter
how good the product is," he states.
Indeed, it is vital that the private label alternatives are highly visible as more shoppers are willing to
consider new chocolate and candy brands, says Janet
Sconza Angers, director of marketing for Oakdale,
Calif.-based Sconza Chocolates.
"This shift is creating an enormous opportunity for
private label marketers to gain market share by offering
high quality and innovative products that are not sold
by the national brands," she states.
Sconza Angers says shoppers are paying more attention to where products are made, the sourcing of
ingredients, proprietary formulas and the percent of
cocoa in chocolates.



Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
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Store Brands - May 2018 - 7
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
https://www.nxtbookmedia.com