Movie Candy Trend to Continue, Says National Confectioners Association

With all the summer blockbusters enticing people to head to their local movie theater, people are hungry to dig into more than just that themed popcorn bucket. Although the classic visual of dancing candy boxes might not signal the start of previews, concessions are full of tempting sweet treats. The National Confectioners Association predicts one candy trend will continue long after the summer blockbusters leave the theater.

Candy and movies go hand in hand. Whether it is a box of classic M&M’S or the uber-popular Nerds Gummy Clusters, people crave a little extra sweetness while watching the big screen. Sometimes, those few hours spent in the dark watching superheroes soar, race cars zoom, and love affairs blossom give people permission to indulge in that candy treat.

“Movie theaters, as a retailer, are constantly looking to appeal to what consumers want and to meet them where they want to be met. Companies are taking the classic experience and adapting it. If you have been to a movie theater in recent months, you have seen new offerings.”

Carly Schildhaus, Director of Public Affairs and Communications, National Confectioners Association

Whether it is new flavors, combinations, or packaging, blending the idea of new and nostalgia is key to engaging the consumer. Yes, some people will always purchase a box of Skittles, but the freeze-dried Skittles variety pulls in a different demographic. The slight variation broadens the appeal and brings more sales.

In addition, candy companies are looking to licensing partnerships to grow excitement. Schildhaus recounted a specific movie integration:

“A great example of that is the Wonka movie a few years ago. Some of the different integrations that they did there, combined with other innovations, showcase the confectionery industry’s understanding of customer experiences.”

Carly Schildhaus

This summer, crossovers have been plentiful. From M&M’S to 7-Eleven, candy, snacks, and more have taken imagery and concepts off the screen and infused them into the package.

While many of the movie crossovers repackage established flavors, the concept is not limited to just branding. Schildhaus shared a prime example that draws from the beverage industry:

“TicTac has had quite a few different soda flavors, like Coca-Cola and Sprite. They recently announced a Dr Pepper flavor. This concept is a great example of how two different iconic brands can come together to create a brand new product that has not been created before.”

Carly Schildhaus

Could the next big blockbuster have a special candy jump off the screen and into the viewers’ hands? It seems quite probable. Little Caesars is offering it with the Fantastic Four promotion to consumers who are also featured on the screen. Why shouldn’t there be a special Skittles flavor for next summer’s hottest hit? For now, people will have to imagine all the sweet possibilities.