Success: Aero Mousse Chocolate Bar
The chocolate category is predicted to see a compound annual growth rate of 5.41% in the UK between 2016 and 2020. This could be due to the increase in time-poor consumers wanting something that will allow them to have impulsive anchoring or rewarding moments. However, consumers seek different qualities in chocolate to satisfy these needs depending on gender or age. To compete in such a large category, companies must be clear who they want to target and what they want their consumers to achieve.
When purchasing chocolates, premiumization and indulgence have the biggest influence on consumers, followed by anchoring. Aero Mousse aligns with these key considerations motivating consumers in chocolate consumption.
Consumers have different motivations for snacking depending on gender. Often, brands targeting men offer a fuller for longer experience, with large, rich, and satiating products. In contrast, chocolate that targets women often focuses on relaxation, using associations with melting in the mount or smooth texture.
Use of experimental marketing combined with sampling can be a powerful way to leave a positive impression on consumers. Sampling events allow consumers to share the experience, and increase the chance of convincing skeptical shoppers.
Success: Aero Mousse Chocolate Bar is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Aero Mousse Chocolate Bar. It delivers the critical what? , why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
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