Whether it is a day at the beach or an adventure-filled road trip, people are hungry to enhance that summer experience. According to Carly Schildhaus of the National Confectioners Association, candy is the treat that makes every moment even sweeter.
The National Confectioners Association (NCA) is the authority for candy trends, education, and news for the industry. From the annual Sweets and Snacks Expo to bring a resource for both consumers and brands, the organization appreciates that food flavors life's experiences.
For years, the NCA has supported the idea that candy is a “sometime treat.” With options that fit into people’s lifestyles, many brands have found ways to adapt to these small indulgences which can be enjoyed when the mood fits.
During a conversation with Carly Schildhaus of the National Confectioners Association, she commented on how candy and treats have become a part of people’s lives. “It is such a key piece of people's enjoyment of a celebration, a holiday, or a season. Chocolate and candy are this this small part of a diet, but a really big part of that kind of experience.”
Specifically for the summer, those sweet bites turn into sweeter moments. As
Schildhaus explained, “National Candy Month kicks off an entire summer of activities and chocolate and candy are the perfect way to enhance a lot of those activities. Whether you are headed to the beach, to the pool, to a backyard barbecue, on a road trip, to the movies, whatever it is you're doing, chocolate and candy can help enhance those moments.”
“It's really important to note though, that no matter how much they can enhance those moments, Americans do understand that chocolate and candy are different from other foods. They are treats to be enjoyed occasionally. People have a very different mindset when it comes to chocolate and candy as compared with other foods. They know it's not a center of the plate food. They know it's not a meal replacement. Instead, it's just that little bit of sweetness, a little bit of excitement to brighten up the summer season.”
While these little indulgences are just a few bites in a larger food lifestyle, unwrapping that candy is a conversation starter. From parents recalling that piece of salt water taffy enjoyed on the boardwalk to kids explaining the intricacies of the freeze dried candy trend, the blend of nostalgia and newstalgia create memories that will linger far longer than the eating enjoyment.
Schildhaus shared how the nostalgia concept continues to weave its story into the candy experience. She said, “people love their classic and nostalgic favorites. Those brands and products make people think of favorite pastimes.”
While people recall those moments fondly, companies look ahead as well. She explained, “there is so much innovation in the confectionery industry. It's such a key piece of the industry that companies are constantly looking to innovate and bring new products to consumers. They figure out different ways to appeal to and delight consumers.”
When the new and old combine into newstalgia, the food item has an even broader appeal. That combination of a product that people have loved for years and the transformation into an innovative idea becomes an instant hit.
Schildhaus said, “perfect example of that is Nerds Gummy Clusters. It's something where Nerds existed for a long time in one form and now they have transformed it into something called Nerds Gummy Clusters. It has become its own big business, its own classic favorite. It is a perfect example of how you can combine both the nostalgic and the innovative.”
The Nerds example is just one of many options within the confectionery industry. At the same time, people are drawn to favorite candies that they know and love, no matter the season.
According to NCA’s research, summer candy trends show that consumers want treats that can take the heat. Gummies, hard candy, and even chocolate are all top choices. Although chocolate can melt, people are drawn to those classic summer time moments, like s’mores at the campfire.
Schildhaus believes that people are excited to “play with their food.” That social media trend is just as important as bold flavors. How a food looks, how people enjoy it, and how that moment is shared with others are all part of the draw to a particular food. From packaging to creative transformations, candy is a shared experience that makes any moment a little sweeter.
What one candy does Schildhaus want people to rediscover this summer? It is taffy. She said it is a summer classic that is having a flavor innovation moment. From soda to buttered popcorn, these new flavors are not a joke.
Summer and candy are classic food friends. Whether it is a quick grab at a convenience store or a special stop at an iconic penny barrel store, those little indulgences capture the sentiment of the season one bite at a time.
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