Ad-ology Research recently updated their Industry Marketing Insights report for Candy Manufacturers. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:
To generate product demand, manufacturers are releasing more coupons for candy and gum. In 2011, the coupon distribution volume jumped 17.7% and industry observers believe the high level may continue in 2012.
Candy manufacturers are encouraging distributors and c-stores to promote special products related to minor holidays such as Independence Day as well as to movie releases. Active inventory management, product positioning and point of sale promotions supported by manufacturers can help c-stores increase sales of candy on which they can often generate a 35%-40% margin.
Confectioners may be rethinking their use of high fructose corn syrup as a sweetener in candy after consumers have expressed concern about this substance. Many may instead return to sugar as the primary sweetener. However, U.S. government policies on sugar have resulted on high prices for the commodity.
The Industry Marketing Insights report for Candy Manufacturers is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.
[Source: Ad-ology Research. April 6, 2012]