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Confectioner

Issue Date: 08/01/2004

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In This Issue

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1. Today's consumer. CANDY AND GUILT (HOW VARIOUS POPULATION SUBSETS COMPARE IN RESPONSES TO THE STATEMENT, "I FEEL GUILTY WHEN I EAT SWEETS") Demographic/Ethnic Group Index Females 125 ... (PERIODICAL ARTICLE) 2. Women: not only is more than 50 percent of the population female, but... Women make 85 percent of purchasing decisions, so the importance of targeting them effectively is obvious. [ILLUSTRATION OMITTED] "There's plenty of opportunity for brands to ... (PERIODICAL ARTICLE) 3. Men: sure men buy candy. And if marketers targeted them better, they'd buy... In consumables, what do men typically crave? Steak, potato chips, beer--and yes, even candy. After all, men were kids once, too, and they have fond ... (PERIODICAL ARTICLE) 4. African Americans: courting the 13 percent of the population that African... Candy marketers seeking to pitch their products to younger, trend-setting consumers will want to consider targeting African Americans. Many trends originate in the African American ... (PERIODICAL ARTICLE) 5. Hispanics: there's more to targeting this fast-growing segment than adding... If you want to do a good job of targeting Hispanic candy consumers, then you've got to have a good understanding of the concept of ... (PERIODICAL ARTICLE) 6. Asian Americans: marketers in other categories have identified the... They're educated, they're affluent, and their numbers are growing rapidly. Who wouldn't want to target Asian American consumers? [ILLUSTRATION OMITTED] Lots of companies, it turns ... (PERIODICAL ARTICLE) 7. Seniors: don't continue to misunderstand this misunderstood group. Yes,... What do Colin Powell, Margaret Thatcher, Walter Mondale, Woody Allen, Dustin Hoffman, Aretha Franklin and Sandra Day O'Connor have in common? They are all "silent" ... (PERIODICAL ARTICLE) 8. Baby boomers: who cares if they're on a diet, consumers of this dominant... Sure they're getting older, but baby boomers are still the biggest group of consumers in the United States--and more importantly--they have the most money to ... (PERIODICAL ARTICLE) 9. Generation X: while this generation may be the toughest to market to,... Gen X is not the most coveted of the marketing world--they are a skeptical bunch, typically under-impressed and reluctant to commit--especially to a brand. But ... (PERIODICAL ARTICLE) 10. Teens/tweens: teens and tweens are the candy connoisseurs, and while a... Not only are teens and tweens tied with kids as candy's biggest fans (but with more money to spend than kids), they are smack in ... (PERIODICAL ARTICLE)
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