The why behind the buy

Confectionery is undeniably a part of everybody's everyday life. Americans reach for chocolates and candy at virtually every meal and many times during the day. Not surprisingly, sugar and confectionery exceeded $24 billion in sales in 2002 and is expected to increase. 

Contrary to popular belief, however, Americans are not the world's biggest consumers of confectionery products. On a per capita basis, the U.S. consumption rate of 25 pounds per year pales when compared to that of European consumption. The Danes top the list with per capita consumption of more than 35 pounds of confectionery per year. 

Almost two-thirds of all confectionery consumption is driven by "emotional" as opposed to functional "need states" , presenting endless branding and consumption opportunities for manufacturers. With the current tendency to do away with the three traditional meals each day, confectionery has evolved to meet consumers' snacking needs throughout the day. In addition to being convenient and portable, confectionery products almost always taste good. 

Consumers reach out for confectionery for one or more of the following purposes: immediate consumption; stocking (for later consumption); gift giving; or seasonal.

Immediate consumption

Confectionery purchased for immediate consumption is usually motivated by an impulse and need for instant gratification. Typically, these purchases are made in retail outlets such as newspaper stands and coffee shops, convenience and grocery stores. The purchase may be motivated by wanting a "treat" or abating "hunger" or "boredom," or "seeking quick revival." More than 40 percent of the confectionery is purchased this way. This market can be further segmented into specific "need" states , freshening breath, satisfying hunger or energizing moods.

Stocking 

Confectionery intended for stocking and later consumption is generally purchased in grocery stores, supermarkets or warehouse stores. More than 30 percent of all confectionery is purchased this way.  Usually packaged in poly bags and multi-packs, these products are intended for stocking, for use in the home, for popping into lunch boxes, for reaching out when bored, or for easy grabbing while on the go.  This segment may be classified according to "mints and gums," "family sharing confectionery," "treats," "for baking," or "while watching TV," "indulgences," and "lunch boxes" and "after school snacks" for children.

The brands are almost always selected by the female head of the family and may be influenced somewhat by youngsters and teens. Typically, brands selected in this category become synonymous with "nostalgia," "traditional" and "comforting," and have incredible consumer loyalty across many generations.

Gift

The gift segment, as its name suggests, is comprised of confectionery that is purchased as a gift -- as a romantic gesture or a token of gratitude. Accounting for about 15 percent of the total candy purchase, this segment usually consists of premium products and, more often than not, is made of chocolate. Niche confectionery products and premium and super premium products rule this category. Brand selection here is influenced considerably by a perception of the product as "classic," "premium," "indulgent", "deluxe," or "unique."  Women are hugely influential in brand selection, with men adopting these brands in their influencing circles. While the genders differ significantly in the how and why of brand selection, the quantities and reasons for purchase are rather similar.