Personalised sweets in demand

Canadean valued the global market for personalisation in confectionery at over $12 billion for 2013. New technologies are now emerging to help confectionery companies further tailor their products to their customers’ individuality.

For example, Cadbury’s Australia is offering consumers a way to find a dairy milk bar to match their personality via an algorithm that analyses their Facebook profile for their likes and interests. Consumers are partnered with their chocolate of choice in the ‘Joy Generator’ and the machine take a photo of them to be shared online. The app will soon launch on the Cadbury Dairy Milk Facebook page.

According to Catherine O’Connor, senior analyst at Canadean, “3D printing is fast becoming a game-changer for the confectionery industry. Over 7% of confectionery consumption globally is driven by consumers’ search for products that are personalised to them, and companies can use new technologies to offer consumers a choice that literally reflects their image, such as their face printed in chocolate, or an edible replica of their own design. ”

O’Connor added, “Consumers will pay more for the novelty and experience that such technologies offer. Loyalty will also receive a boost as consumers come to feel closer to brands that they see as providing a unique offering ‘for them’, helping brands to stand out in a crowded market.”