With the UK chocolate market, valued at £5.1 billion, representing 71% of the country’s total £7.1 billion confectionery market value in 2020, gifting occasions such as Mother’s Day are great opportunities for manufacturers to showcase new innovations and product launches says GlobalData. However, the leading data and analytics company notes that brands must understand the current trends defining consumer purchases first.

Carmen Bryan, Consumer Analyst at GlobalData, explains which trends are set to shape Mother’s Day this year:

Escapism:

“Hard times are ahead for many Brits as the cost of living continues to rise, and food prices spiral following supply shortages and disruptions. As such, people may be looking for a window of escape and national holidays such as Mother’s Day can provide exactly that. As this is the first Mother’s Day free from COVID-19 restrictions since the first lockdown two years ago, we will likely see children and partners splash out on the matriarchs of the house to show their appreciation after a gruelling lockdown experience.

“In fact, GlobalData’s Q1 2022 consumer survey findings reveal that nearly half (47%)* of people in the UK agree that good value chocolate equates to high quality, suggesting a willingness to trade up in this category despite economic hardships.”

Ethical eating:

“From veganism to fair wage policies, the chocolate industry is under pressure to produce ethical products from farm to fork. According to GlobalData, 70%** of UK consumers actively prefer to buy ethical products when given the choice, and as more brands highlight vegan or Fairtrade claims, the landscape’s competitive nature will ramp up.

“Artisan vegan chocolate brand, Cheeky Nilla, is capitalising on the premium ethical space, with an intricately designed chocolate collection. Claimed to be vegan, Fairtrade, organic and UTZ certified, as well as using plant-based, biodegradable packaging, the brand is banking on the interconnected nature of ethical and sustainable positioning.”

Novelty and indulgence:

“Driven by the harsh realities of a prolonged pandemic, concerns around climate change, and now the Russia-Ukraine crisis, people seek small reliefs, and this can translate to demand for novel and indulgent flavours. GlobalData’s research indicates that the majority (52%)** of Brits actively purchase products that are associated with new experiences, reflecting a willingness to experiment.

“Selection boxes with personalised messages, Bailey’s truffles and chocolate bouquets all provide something a little left wing from the usual, but Harrods White chocolate covered strawberries detach from the ordinary by going back to the basics. On the other hand, Laduree’s molten hot chocolate macaroons offer a novel sensory experience for the more experimental.”

Innovative packaging:

“As packaging is often the first point of contact before purchase, it needs to be eye-catching, practical and relay the brand’s story and key messaging. Due to the chocolate category’s competitive nature, consumers won’t spend long examining products, therefore, it is imperative that claims, such as vegan, premium or sustainable, are clear and visible on the pack.

“According to GlobalData, attractive packaging holds less importance (47%)** to Brits than environmentally friendly attributes such as ‘recyclable’, with 76%** of people agreeing that this is preferable when making a purchase. It should be noted however, that colourful and attractive packaging designs take on new meaning during holidays such as Mother’s Day, as it becomes part of the experience so will take higher precedence than normal.”

Bryan concludes: “Chocolate plays a big part in British celebrations, often being a default choice for presents, and this Mother’s Day will be no exception. By focusing on unique positioning that speaks to peoples’ values and personality, brands can make their mark as ‘fan favourites’ and see customers returning to them for each Birthday, Easter or Christmas.”