Quality packaging for sweets increases price acceptance

The Federal Association of the German Confectionery Industry explains that Germans spent an average of 100 euros per capita on sweets and snacks in 2018. On average, they ate almost 31 kilograms of sweets. In July 2014, Ipsos Observer was commissioned by the packaging and display manufacturer STI Group to investigate the purchasing behavior of 1,000 consumers within this product group. The representative online survey confirms the high impulse power of confectionery.

According to the study, 80 per cent of consumers wait until the point of sale to choose their brand. Every other consumer actually waits until they are in the store before deciding to buy a confectionery gift package at all. Only one chocolate buyer in five has completely planned their decision in advance. Compared to other product groups, confectionery proves to be more than average impulse driven. A comparable Ipsos survey on spirits in November 2013 showed that only 28 per cent of products in this product group are bought spontaneously, while one in three spirits purchases were completely planned in advance.

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For almost two thirds of consumers, a high-quality appearance of the packaging plays an important or very important role when choosing a product. Every other consumer likes it if the product can be attractively served straight from the packaging. 45 percent would like a bow or decorative elements on the box so that there is no need for further wrapping.

Using the fictitious chocolate brand Semo, market researchers also tested the influence of gift packaging on consumers’ willingness to pay. They were first asked how much the unpacked chocolate pralines could cost. The average price for 100 grams was 1.21 euros. Presented in a square cardboard box, price acceptance rose by 26 per cent to 1.52 euros for 100 grams. Respondents were even ready to pay 50 per cent more for an elaborate box, i.e. 1.82 euros for 100 grams. Women are ready to pay even more for sweets: according to the study, they are willing to spend up to 10 per cent more than average and up to 23 per cent more than men’s price expectations.

There are many occasions for buying individually packaged chocolate or pralines. 71 per cent of those surveyed buy them as gifts. Every other respondent keeps them to offer visitors at home. 42 per cent like to eat the sweet assortments themselves. Gift boxes are most often bought as a thank-you, for birthdays and for hosts. Every other person puts pralines under the Christmas tree and in the Easter basket.