Comax Flavors has released new primary research on consumers’ behavior, usage and attitudes towards Chocolate Candy, Soft Chew Candy, Hard Candy, and Prepackaged Cotton Candy. 

This is the 18^th study of the company’s primary market research program. The Confection study was fielded in June 2019 with 1,200 U.S. respondents aged 18-70+; half of which were parents of children aged 3-17. This data focuses on child usage.

According to Trusted Business Insights, the global cocoa and chocolate market is projected to reach $67.22 billion by the end of 2025, with a CAGR of 5.7%. Non-chocolate chewy candy generated $3.9 billion in the year ending June 14, 2020, up 5.2% from a year ago, according to IRI. 

“Chocolate and candy are innovative segments that foster creativity in flavors, textures, and packaging and we wanted to better understand children consumers,” states Catherine Armstrong, vice president of corporate communications for Comax Flavors.

Comax has partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program and Costello Creative Group to translate the data into creative, fun, and easy-to-read infographics. Additional Comax studies include alcohol, alternative dairy products, bread, coffee, crackers, condiments and dressings, flavored water, ice cream, juice, nutrition and performance products, sweet baked products, tea, and yogurt.

Below are just a few of the study highlights. To request a copy of the complete Sweet Discovery infographic, contact carmstrong@comaxflavors.com.

Chocolate Candy Findings

Among respondents who consume “Chocolate Candy: Chocolate Candy Bars, Chocolate Filled Center, and Coated Chocolate Candy” N=121:

•    “Taste” is the number one driver of Chocolate Candy purchases with shy of two-thirds (61%) of respondents citing it as the most important attribute. Of all the varieties of chocolate “Milk Chocolate” is the most adored in the Chocolate Candy segment

•    Chocolate Candy Bar (N=77): 70% of children like “Milk Chocolate” candy bars while shy of one-third enjoy “White Chocolate” (30%) and more than a quarter eat “Dark Chocolate” (27%) candy bars

•    Chocolate with a Filled Center (N=61): More than half of children (52%) enjoy “Milk Chocolate” with a filling while a quarter enjoy White Chocolate” (26%) and “Dark Chocolate” (25%) filled candy and 11% consume filled “Ruby Chocolate”

•    Coated Chocolate Candy (N=76): More than half of children (58%) eat “Milk Chocolate” coated chocolate candy while shy of one-third consume coated Dark Chocolate (30%) and White Chocolate (29%) candy and “Ruby Chocolate” (13%) coated candy. “Peanut Butter” flavor is popular in the Chocolate Candy segment

•    Chocolate Candy Bar (N=77): Shy of two-thirds of children consume “Peanut Butter”  inclusions in “Milk Chocolate” (64%) while less than a quarter eat it in “Dark Chocolate” (16%) and “White Chocolate”(16%) candy bars

•    Chocolate with a Filled Center (N=61): “Peanut Butter” is a well-liked filling flavor in “Milk Chocolate (38%), “White Chocolate” (21%), and “Dark Chocolate” (16%)

•    Coated Chocolate Candy (N=76): Children enjoy “Peanut Butter” in “Milk Chocolate” (41%) and “Dark Chocolate” (16%) coated candy

Soft Chew Candy Findings

Among respondents who consume “Soft Chew Candy: Soft Chew, Coated Soft Chew, Gummy Candy, Soft Sour Candy, Coated Soft Sour Candy, Licorice, Licorice Filled Center, and Sour Licorice” N=172:

•    “Taste” (59%) is the most important attribute and number one driver of Soft Chew Candy purchase intent followed by “Type of Candy” (58%). “Berry” flavor reigns in the Soft Chew Candy segment

•    Soft Chews (N=65): 60% of children consume “Berry,” making it the number one soft chew flavor with more than half of children 3-17 years old citing it

•    Coated Soft Chews (N=72): “Berry” (58%) is the most popular flavor among children who eat coated soft chews

•    Gummy (N=100): More than half of children consume “Berry” (57%) gummies, making it the number one gummy flavor

•    Soft Sours (N=79): 52% of children like “Berry” soft sours; 9-11 year olds (81%) are the heaviest consumers compared to 12-14 year olds (36%)

•    Coated Soft Sours (N=66): Half of children (52%) enjoy “Berry” coated soft sours; 12-14 year olds (73%) are the heaviest users versus 15-17 year olds (31%). Children of all ages eat “Berry Combos” (48%) coated soft sours while 3-5 year olds (90%) are the most frequent consumers compared to 9-11 year olds (21%)

Hard Candy Findings 

Among respondents who consume “Hard Candy: Hard Candy, Hard Sour Candy, Coated Hard Candy, Hard Candy Filled Center, Lollipop, and Lollipop Filled Center” N=160:

•    “Taste” is the number one driver of Hard Candy purchases with more than half (55%) of respondents citing it as the most important attribute. “Strawberry” and “Watermelon” are prominent flavors in the Hard Candy segment

•    Hard Candy (N=72): More than half of children (53%) eat “Strawberry,” making it the most popular hard candy flavor. 12-14 year olds (78%) and 3-5 year olds (67%) are the heaviest consumers of “Strawberry” hard candy

•    Hard Candy with a Filled Center (N=39): “Strawberry” (56%) is the favorite hard candy filled with a center flavor among all children except 6-8 year olds who equally prefer “Caramel,” “Raspberry,” and “Pineapple” flavors with half citing these flavors

•    Hard Sours (N=52): More than half of children eat “Watermelon” (58%) hard sours

•    Lollipop (N=93): “Watermelon” is the second most popular lollipop flavor with 52% of children consuming it compared to “Berry” (58%). 9-11 year olds (71%) are heaviest consumers of “Watermelon” compared to 15-17 year olds (33%)

•    Lollipop with a Filled Center (N=57): “Watermelon” (44%) and “Cherry” (44%) are tied for the most popular flavor among children who consume lollipops with filled centers with a quarter or more citing each flavor

Prepackaged Cotton Candy Findings

 Among respondents who consume “Prepackaged Cotton Candy” N=147:

•    More than half (56%) of respondents cite “Taste” as the most important attribute driving Prepackaged Cotton Candy purchase intent

•    Half of children consume “Strawberry” Prepackaged Cotton Candy, making it the number one flavor consumed by children of all ages

•    Blue Raspberry is the second most popular flavor with shy of half of children (48%) citing it

•    Only 4% of children consume “Pickle” flavor Prepackaged Cotton Candy; 9-11 year olds (10%), 12-14 year olds (6%) and 6-8 year olds (3%) eat it while 3-5 year olds and 15-17 year olds do not

Generations defined: Gen Z born 1996 and later; Gen Y born 1977 to 1995; Gen X born 1965 to 1976; Baby Boomers born 1946 to 1964; Silent Generation born 1925 to 1945

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