Visions of sugar plums and all other types of candies are dancing in the heads of not only children but adults too during the winter holiday season, according to a holiday snacking report byThe NPD Group(www.npd.com), a global information and advisory services company. The report finds that 50% of adults, out of a sample of 4,906 adults celebrating Christmas, purchase candy for the holidays and 54% of these sweet-snacking adults intend to eat it or their family to eat it.
Overall, candy ranks number one as
the top snack item purchased for the holidays, according to NPD’s SnackTrack® Holidays Christmas
Profile, which looks at consumers’
activities, purchase behavior, and attitudes surrounding Christmas. Next,
in rank order, are chips, purchased by 38% of adults; fresh fruit, purchased by
36% of adults; and crackers and nuts, each purchased by 31% of adults.
addition to eating it themselves, 44% of adults bought candy for gifting, and
the remaining candy purchasers use it for holiday entertaining and other
activities. When it comes to the type of candy consumed, 51% of candy eaters
consume seasonal/holiday chocolate candy. Candy canes are a next favorite
followed, in rank order, by snack-size chocolate candy bars, gift box
chocolates, and then seasonal/holiday non-chocolate candy.
shoppers break the traditional rule of shopping from lists during the holiday
season, according to the NPD Christmas snacking report. Impulse is
identified as the premier driver for 15% of candy/treat purchases and impulse
candy shopping happens everywhere. Women and men vary where they shop in the
store for candy. Women gravitated to the seasonal section for candy shopping
whereas men favored the regular candy section.
its stockings stuffed with chocolates or candy canes dangling from the
Christmas tree, candy is a top holiday food tradition,” says Darren Seifer,
food and beverage industry analyst. “The winter holiday period offers
manufacturers and retailers incredible potential for growth, and an opportunity
to differentiate brands and drive additional sales by understanding consumers’
attitudes and behaviors related candy.”