Manufacturers need to switch to premium products, as mature consumers are increasingly health-conscious and save confectionery for the occasional treat, finds news report from Canadean.

When it comes to their confectionery choices, indulgence reigns supreme among older consumers. A recent report from Canadean reveals that the desire for indulgence motivates over two thirds of confectionery consumption among consumers over the age of 55 in Spain, who look to confectionery for treating. However, consumers over the age of 55 only enjoy 148 confectionery items per year. This is quite low compared to teenage consumers aged between 10 and 15 who enjoy 245 occasions per year.

Older consumers increasingly health-conscious

Older consumers often become increasingly health conscious with age and plan to abstain from high calorie and sugar rich options. As consumers mature, they look for more functional products to meet their age-related needs in categories such as dairy. At the same time they reduce their intake of inherently unhealthy products such as confectionery, saving pralines, chocolates and candy bars for the occasional treat. However, when the need for indulgence takes hold, they forget about health concerns and opt for the most decadent options available.

Manufacturers need to promote decadent flavours

Brands can encourage older consumers to treat themselves and trade up to more premium options by promoting the most decadent flavours and textures. Dark chocolate is the preferred ‘healthier’ confectionery option, due to claims that it is beneficial for heart health and helps improve cognitive function. 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.”