Better for you confectionery treats on the rise

How did covid-19 affect the way you do business?

The second wave significantly affected trade in all sectors. The second set of lockdowns had a more adverse impact on impulse buy categories like candies. After a brief hiatus in the second quarter, we are actively working on campaigns across our brands to drive views and awareness for new launches in the third quarter.

Are consumers becoming more health conscious and buying products with less sugar?

The confectionery segment is part of the Impulse category, which is heavily dependent on the movement of street vendors. Like any other business, our business also got hit by the pandemic. However, our business also recovered quickly. We saw rapid improvement in our indulgence portfolio driven by jellies, lollipops and candies. Since these are more relaxing and stress busters, the consumption in the home has increased the consumption.

But the category of our refreshment portfolio (gums and mints) improved slightly as this category had more outdoor and consumption types. However, this segment is also gaining momentum now.

But are you focusing on healthy desserts?

The trend of ‘better-for-you’ confectionery treats continues to grow in India and consumers in general have been more aware of it. We recently launched Alpenliebe JuiCyfills Candies and Chupa Chups Mix’up with Fruit Juice and Vitamin C.

The company relaunched its 25% fruit pulp-based Alpenliebe Juzt Jelly with added vitamin C. We further strengthened our range of sugar-free gums under Happydent/Mentos and sugar-free mints range under the brand Center Fresh. 60 Minutes of Clean Breath with Sugarfree Center Fresh Mint was also offered at a price point of 1.

Have you started new marketing campaigns? Is anyone in the pipeline?

Despite the COVID impacting the business, we launched a new campaign for Center Fresh Mints titled ‘Clean Breathe 60 Minutes Sugar-Free Mints’, while positioning the messaging in the context of the changing environment.

We have also launched campaigns to take the conversation forward on special occasions this year. For example, a campaign for Chup Chups on ‘World Lollipop Day’ and a campaign for Center Fresh on ‘Fresh Breath Day’. For the brands Alpenliebe, Juzt Jelly and Chupa Chups, we created Halloween-specific products and engagement formats to meet the day’s growing popularity with kids.

There are some interesting campaigns going on: for example, Center Fresh is collaborating with Dharma Productions to create a series of Bollywood flavored ad films for them, the first of which will be launched later this month.

Have you continued your regular marketing channels during COVID?

Television advertising accounted for the largest share of media spending, but digital spending continued to increase during this period. We have used digital for all our brands to reach out and engage directly with the consumers as the sales through e-commerce continues to grow at a very fast pace on a medium to day basis.

We saw good traction for home consumption, such as Alpenliebe, Chupa Chups Jelly Pouch, Happydent and Mentos Sugar-Free Gum and many new special occasion-based packs were also introduced on e-commerce platforms to drive traffic.

We also used product sampling through select e-commerce partners to open new avenues for interacting with our potential consumers. Given the importance of the online medium, relevant influencer tie-ups also helped drive awareness and brand advocacy.

Does working with influencers help confectionery brands?

It’s about collaborating with people who can make a significant impact on potential consumers or customers. This is done at several levels in the buying funnel such as at the top end where we want to create awareness and ideas at a very fundamental level. At the bottom of the funnel, we use influencers to drive advocacy and convergence for our brands. Like any other marketing, it has to be insight based.

Influencer marketing can be a very powerful tool for marketers to build their brand especially in today’s world where a lot of it is driven through the digital medium; This needs to be done within a defined regulatory framework.