Buying behaviors: “Confectionery sales mixed,” says NCA in pandemic report

04 Nov 2020 --- The National Confectioners Association (NCA) has found mixed sales gains for confectionery in its second pandemic report, analyzing the 26 weeks between March 15 to September 6 in the US.

The new report entitled “Confectionery Sales Amid COVID-19: 2020” focuses on the impact of the pandemic and the new buying behaviors that have emerged as a result.

Grocery stores have been the main beneficiary of consumers shifting purchasing channels amid the health crisis. Supermarket confectionery gains are far above average, according to the NCA.

Gums and mints saw a decline in activity, which the NCA attributes to social distancing. Convenience store confectionery sales have also been rising since July and August.

Chocolate sales see gains
The vast majority of people have consumed chocolate (92 percent) and non-chocolate (80 percent) during the pandemic.

Chocolate sales rose by 5.5 percent. Meanwhile, non-chocolate sales are strengthening as convenience store traffic is rebounding, for a “pandemic” gain of 1.6 percent.

However, around 10 percent of people reduced their candy consumption overall.

They point to taking fewer grocery trips and trying to eat a little less of it with an eye on balance as the key reasons for doing so.

Furthermore, consumers bought confectionery in far fewer outlets due to distancing and closure measures. 

Movie theaters, book stores and candy stores were particularly hard hit by the pandemic’s purchasing shifts. 

Setbacks for fresh breath?
The Association flagged that the confectionery category suffering the most setbacks was the gum and mint sector. 

These were challenged as the pandemic uprooted work, school and social activities. 

Fewer people consumed gum or mints during the measured period (64 percent, each), with social distancing lowering engagement. 

The top reason for consuming less gums and mints was “being around people less,” including working from home, followed by “eating out less.”

E-commerce leaped forward with 26 percent of consumers having purchased confectionery online during the period.“More likely to purchase in-store”
E-commerce leaped forward with 61 percent of consumers having purchased groceries online during the pandemic and 26 percent having purchased confectionery products online.

Closing the gap would be an important win for the confectionery industry, according to the NCA. 

However, 46 percent of shoppers agree that they are more likely to purchase candy when in-store. 

With upheavals in shopping routines, consumers have changed behaviors in purchasing patterns. 

Nearly six in ten shoppers changed up their candy purchases amid the pandemic, including buying different pack sizes (48 percent), different types (46 percent) and different brands (42 percent). 

This was driven by out-of-stocks, looking for better value, and changed routines, such as working from home, buying for different members of the household and more experimentation. 

Hybrid NPD was highlighted at the height of this spring’s lockdown measures, as consumers looked for exciting fusions. 

Consumers also increasingly sought comfort foods this summer. A survey by the Grain Food Foundation found that candy was one of consumers’ top five comfort foods, along with ice cream, cakes/cookies/pastries, salty snacks and fast food. 

Edited by Missy Green