Older consumers indulge

A recent report from Canadean has found that the desire for indulgence motivates over two thirds of confectionery consumption among consumers over the age of 55 in Spain. However, throughout the year older consumers tend to enjoy relatively few confectionery items – around 148 compared to teenage consumers who have confectionery around 245 times a year.

Older consumers tend to become increasingly health conscious, but when they feel like indulging they will generally opt for the most decadent options available. Brands should therefore promote more decadent flavours and textures to older consumers.

Joanne Hardman, analyst at Canadean, says: “Products with new and luxurious flavours will be most popular, including both sweet and savory combinations such as Lindt’s pomegranate and chili chocolate. Promoting functional benefits can help make consumers fell less guilty about their sugary treats, whilst still offering premium experiences which enhance moments of relaxation.”