Consumer market research company Canadean says that it has detected a growing trend for personalisation in confectionery with a market worth more than US$12 billion, with new technologies helping confectionery companies to make their products tailored to consumers’ individuality.
Cadbury’s Australia is offering chocolate lovers a way to find a dairy milk bar to match their personality via an algorithm that analyses their Facebook profile for their likes and interests. After consumers have been partnered with their chocolate of choice, the machine snaps a photo in a social-media enabled booth so that they can share the experience online.
In the past, personalisation in confectionery has been largely limited to areas such as flavour selection or name-icing services from chocolatiers. However, says Canadean, new technologies are making ultra-personalisation quicker and easier than ever before. In January 2014, Hershey’s and 3D Systems teamed up to create a confectionery printer to bring their confectionery treats into the future.
“3D printing is fast becoming a game-changer for the confectionery industry,” said Catherine O’Connor, senior analyst at Canadean. “Over 7% of confectionery consumption globally is driven by consumers’ search for products that are personalised to them, and companies can use new technologies to offer consumers a choice that literally reflects their image, such as their face printed in chocolate, or an edible replica of their own design. ”
“Consumers will pay more for the novelty and experience that such technologies offer. Loyalty will also receive a boost as consumers come to feel closer to brands that they see as providing a unique offering ‘for them’, helping brands to stand out in a crowded market.”
