Do you have a sweet tooth? If so, you’re not alone! The target market for candy is anyone with a sweet tooth. Everyone from kids to adults enjoys a good piece of candy every now and then.
Candy makers know that people love to indulge in sugary treats, and they target their advertising accordingly.
But is the target market for candy limited to kids and adults with a craving for something sweet? Or are there other groups that candy companies should be targeting?
Let’s take a closer look at the different segments of the market that candy makers can target and see what makes them tick!
Who is the Target Market for Candy?
Candy is one of those treats that can be enjoyed by everyone. Whether you’re a kid in elementary school or an adult working at a desk job, candy is a delicious way to take a break and indulge in something sweet to pick up your spirits.
But to truly understand the target market for candy, we need to focus on people’s motivations for choosing candy as a snack instead of something else just as enticing, like cookies, a chocolate bar, or even a bag of chips.
By focussing on people’s motivations and understanding their needs, we get the following segments of the market for candy:
- People Who Just Love Candy
- People Who Love All Types of Sweets
- People Looking for a Snack
- People Who Love to Indulge
- People who need a pick-me-up
- Parents looming to reward their kids
Each of these segments has a different reason for why they love candy and so let’s take a closer look at each of them.
#1. People Who Just Love Candy
This segment of the target market for candy is, by far, the largest. People who just love candy are those who enjoy the taste of sweets and the sugar rush that comes along with it.
For this segment, any type of candy will do as long as it’s sweet and satisfying. This group is also the most likely to be brand loyal, as they tend to stick to the types of candy they know and love.
#2. People Who Love All Types of Sweets
This segment is similar to the first, but with one key difference: they love all types of sweets, not just candy.
For this group, candy is just one type of sweet treat that they enjoy. They might also like cake, ice cream, cupcakes or frozen yogurt, and other desserts.
This segment is important to target because they are the ones who are always looking for new and exciting sweets to try.
But candy is the most convenient of the other choices as it is easier to find, purchase and carry.
#3. People Looking for a Snack
This segment of the target market is looking for something to eat so they can hold their hunger till the next meal.
They might not be looking for something specifically sweet, but candy is often the most convenient choice when they’re on the go.
This segment is important to target because they are always looking for snacks that are easy to grab and go. This is why most convenience stores have a wide selection of candy right at the cash register.
#4. People Who Love to Indulge
This segment includes people who love to eat sweets but also see candy as a special treat. They might not eat it every day, but they enjoy indulging in a sweet snack every now and then.
For this segment, it’s important to target them with advertising that makes candy seem like a special treat. This could include using luxury images or showing people enjoying candy in special moments.
People who love to indulge would also be willing to spend a little extra on premium candy that is made with higher-quality ingredients. This is the same group of people who will buy a luxurious treat like a gourmet truffle or a box of exotic dark chocolate.
#5. People who need a pick-me-up
From time to time, we all need a little pick-me-up to help us get through the day. For this segment, candy is the perfect solution because it’s a quick and easy way to get a sugar rush.
This group is important to target because they are always looking for ways to boost their energy levels. This is why many office workers keep a stash of candy at their desks.
#6. Parents looming to reward their kids
This segment of the target market for candy includes parents who use candy as a way to reward their kids for good behavior or accomplishments.
It’s important to target this segment with advertising that makes candy seem like a special treat that their kids will love. This could include using images of happy kids or showing kids enjoying candy in special moments.
Note that most parents will not turn to candy when they are looking for a healthy snack for their children. For that, they are more likely to turn to fruit, carob bars, or other healthier options.
Conclusion
The target market for candy includes people who love all kinds of sweets and people who specifically love candy.
It also includes those looking for a snack or looking to indulge in something delicious. People who need a pick-me-up from time to time also carry some candy in their pockets.
And finally, parents will turn to candy as a treat for their children in exchange for good behavior or simply to make them happy.
And so, the target market for candy is quite large and includes people from all walks of life. The important thing is to target them with advertising that will appeal to their specific needs and desires.