The National Confectioners Association’s Sweets and Snacks Expo 2024, recently concluded in Indianapolis, was a vibrant showcase of innovation and celebration in the snacking industry. This year’s event was a cornucopia of new product launches, educational sessions, and a jubilant atmosphere that honoured the art of snacking. Among the key themes that emerged were the gamification of snack marketing, the emotional resonance of flavours, and the diversification of snacking occasions.
Gamification of snack marketing
A standout theme at the Sweets and Snacks Expo 2024 was the gamification of snack marketing. Traditionally, the promotional strategies for snacks have been tied to specific holidays. However, the expo highlighted a shift towards a model that mirrors the entertainment and gaming industries, where marketing cycles are linked to popular franchises and new releases.
Brands are increasingly incorporating beloved entertainment and video game characters into their products to captivate a wider audience. This trend was prominently displayed at the expo, with franchises such as Mario Kart, Minecraft, Barbie, and Harry Potter taking centre stage. By aligning with these popular characters, brands are tapping into a vast fanbase, enhancing their appeal and boosting sales.
For example, the Give & Go gingerbread kits and Pez candy varieties featuring Sonic the Hedgehog and other animated characters exemplify this trend. This approach requires significant upfront investment to create limited-edition products that coincide with franchise releases, but the potential payoff in terms of consumer engagement and sales is considerable.
Emotional resonance of flavours
Innovation in flavours was another central theme of the expo, reflecting a broader trend towards creating deeper emotional connections with consumers. According to Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey (January-February 2024), 38.6% of Americans enjoy exploring new taste combinations. This curiosity has driven the rise of unique flavour blends like “swicy” (sweet and spicy), which was a notable highlight at the expo.
Beyond introducing novel tastes, the expo focused on the cultural and emotional significance of flavours. As the industry caters to increasingly diverse consumer groups, connecting flavours to emotions has become a crucial strategy. This approach is also a response to the growing popularity of GLP-1 drugs, which suppress appetite. By evoking emotions through flavours, manufacturers hope to maintain consumer interest in snacks, even if consumption patterns change.
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Hannah Larvin
Editor, International Confectionery
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