Imagine this: your ideal customer approaches a supermarket shelf, poised to make a purchase. Yet, before they add anything to their trolley, they turn away empty-handed.

In the fiercely competitive confectionery industry, with the global market expected to grow by 5.40% between 2024 and 2029, simply having your products on store shelves isn't enough. The decision to buy involves several critical factors, including cost, packaging and quality.

To ensure your products catch your target customer's eye, consider these key factors when placing them on the shelves and explore how ISM Middle East 2024 exhibitors are setting new industry standards.

The Cost

The price of products plays a significant role in influencing a customer's motivation to purchase. Discounts, promotions, bulk purchase options, and competitive pricing strategies are crucial for encouraging consumers to complete a transaction.

To effectively manage pricing:

● Consider your customer base: Understanding what your target customers are willing to pay is important. You can gather feedback from customers through digital surveys.

● Check out your competitors’ pricing: Research the prices of your competitor’s products and compare them to your product’s price points. Use this to decide if you want to adjust your pricing.

● Determine a price range: Identify the minimum price needed to cover costs and make a profit, and the maximum price that remains acceptable to your target customers.

Exhibitors leading the way

● Ambic Foods: This stockist of candies, lollipops, bubblegum and more prides itself in providing products that are good quality with affordable pricing.

● Akai: Renowned for its selection of biscuits, chocolate, wafers and more, Akai offers pocket-friendly confectionery, sweets and snacks.

 

Packaging

Packaging is about much more than protecting a product or keeping it fresh; it’s an essential touchpoint in the consumer's buying journey. It provides product information and acts as your brand's initial introduction.

Effective packaging should:

● Attract attention: Design packaging that stands out on the shelf and captures consumer interest. Utilise appealing visuals, vibrant colours, and unique shapes to differentiate your product from competitors.

● Communicate Value: Present the benefits, features, and pricing of the product. Ensure that any promotional offers or discounts are prominently displayed.

● Build Brand Identity: Use packaging to convey your brand’s personality and values. Consistent branding on packaging helps in building recognition and trust among consumers.

Exhibitors leading the way

Striking: This popping candy brand offers individually packaged candies in unique, consumer-friendly colourful wrappers.

Elephant Pretzels: Apart from offering a wide variety of delicious pretzels, this manufacturer’s products boast stunning packaging, each designed to complement the products it holds.

 

Quality

Product quality is a critical factor influencing consumer decisions, especially in the confectionery and snack industry. As consumers become more health-conscious, the demand for high-quality, healthy options is increasing.

To ensure product quality:

● Source Quality Ingredients: Use high-quality ingredients to ensure that your products meet consumer expectations for taste and health benefits.

● Maintain Consistency: Implement strict quality control measures to ensure that every product maintains the same high standard.

● Innovate with Health Options: Stay attuned to market trends and consumer preferences by offering healthier alternatives and transparent labelling about nutritional content.

Exhibitors leading the way

Nom Noms: The first marshmallow manufacturer in the UAE, rest assured, Nom Noms features a range of high-quality marshmallows in various flavours.

Bogutti: This Polish company prides itself in its range of sweet treats, prepared with the finest ingredients, premium packaging and special formulas.

By addressing these key areas—price, packaging, customer service, and quality—you can significantly enhance your ability to attract and retain customers in this competitive market.

 

Want to take your business to the next level? Be sure to visit ISM Middle East at the Dubai World Trade Centre from 24-26 September. You'll have the opportunity to explore a variety of premium products, network with industry leaders, and gain insight into the ever-evolving industry.