Candy for Grownups

Although it might not be good for our diets, we do

love candy. Sweet, crunchy, chocolate, caramel, salt,
licorice, gum, coconut, well… you get it, we love it
all.
Despite concerns about the impacts of candy on
health and wellness, according to the Canadean, a
UK-based market research group, predicts the
Indian confectionery sector will post strong double-
digit compound annual growth rates (CAGR) for both
value and volume — 18.2% and 14.5% respectively
— between 2012-2017.
The category is the expected to be the third fastest
growing segment of the 15 food sectors monitored
by Canadean in the country, but will remain as the
fourth largest market sector.
 Candy for Grownups

• Traditionally, candy was targeted to children, but with a growing epidemic of

childhood obesity and diabetes, candy is shifting to a new target market.

• It’s no longer just children who buy candy; new companies are launching
sweet shops specifically for adults who have a taste for luxury, and a bigger
wallet to spend than children and teens.

• Adults have a more developed palate, demand higher quality, and are willing
to pay for it.

• They also don’t want to just “shovel candy into a bag” but instead desire
high-end packaging and store experiences.

• Yes, indeed, candy is still dandy.

 Group Activities and Discussion

• What are their favourite candy bars? Are these the same as
when they were kids or have their tastes changed? On average,
how much do they spend in a week on candy products?
• Discuss the differences between the target markets of “children”
vs. “adults.” What are the wants and needs of these two target
markets?
• Using adults as the primary target market, develop a marketing
mix for an adult candy product: product, price, place, and
promotion.
• Make sure to name the new product as well as develop a
packaging design.