Trend | personalized, younger and functional, the 100 billion candy packaging market is innovating and changing

Candy, sweet and happy food, almost no child does not like it, almost everyone has a love of candy in his childhood.

However, great changes have taken place in the candy market in recent years. People’s attention to nutrition and health makes high sugar food encounter unprecedented resistance.

Data source: Frost & Sullivan, measured by Soochow Securities Research Institute

With the improvement of consumers’ health awareness and the increasing demand for quality consumption, the daily demand of traditional candy is gradually reduced.

However, this does not mean that the candy industry is doomed to decline. People still want to eat sweets, but at the same time, they hope it can be healthier. The dual demand for flavor and health is driving product innovation.

糖果包装趋向新奇好玩

这几年，大家都在提泛娱乐化，糖果巧克力也在娱乐化。对于消费者来说，糖果巧克力不仅要好吃，而且要好玩。

抖音网红机器人星空糖

啪啪敲打出糖的糖豆机，边吃糖边逛迷宫的迷宫礼盒，机器人吃糖机，寓教于乐的趣味纸盒……糖果包装造型和创意层出不穷，花样越来越多。

Fun candy box

健康化消费驱动产品功能化

健康的强势逻辑正重塑着糖果世界。

Huangfeihong lozenge

英敏特数据显示，在截至今年2月的12个月中，亚洲市场上市的糖果新品中，有8%的产品具有功能宣称；31%的中国消费者有食用咽喉糖等功能性糖果的习惯。

Yuha taste sugar for women with iron deficiency anemia

以日本悠哈的产品为例，其针对年轻女性的糖果产品就有11种场景之多。

Functional candy launched by Japan’s Yuha

In recent year, the sales scale of tmall chocolate gift box doubled year on year, far exceeding the overall growth rate of the category. Different from the sales peak of categories from November to February of the next year, the annual sales of hand gifts are relatively average, and the trend of daily consumption is obvious.

数据来源：CBNData消费大数据

千亿市场，包装如何突破创新

Packaging differentiation is becoming more and more outstanding, but the sustainability of packaging is not enough. In addition, candy packaging needs to expand consumption scenarios, considering the consumer experience in different scenarios.

申浦·酒心巧克力

The future innovation of candy packaging should be considered from the following four directions:

1. 拓展消费场景。借助生日、节日、伴手礼、喜宴、健身等等场景，设计针对性的包装，挖掘更多糖果消费潜力。

Buffx功能性糖果

2. 产品跨界创新。跨界拓展是糖果巧克力产品求新求爆的重要途径，包装如何适应跨界创新将是关键。

德芙×Molly

3. 改进功能型糖果包装。应用功能性包装材料等新技术，确保功能型糖果品质，并与普通糖果形成差异化。

Tang Xiaotian’s new concept soft candy

4. 推动包装绿色、可持续化。更少的塑料，更多的可再生原材料，更低的包装重量，可回收性等等。

奇巧巧克力纸包装，使用后可折成千纸鹤

越来越多的品牌开始重视包装的环保性能，如雀巢日本今年为奇巧（KitKat）巧克力棒换上了新“衣服”，替换后纸质包装可以在使用后折成千纸鹤，不仅减少了塑料包装的使用，也能传递美好祝愿。

Ohde packaging box with quality and recyclability

Ohde packaging does not have the plastic pallet commonly used in the industry. The non-toxic printing pigment meets the food safety requirements and is conducive to environmental protection. At the same time, the product does not use hot pressing, instead, blind stamping technology, in order to take into account the high-quality packaging requirements and recyclability.