Chocolate is part of daily life for many in the USA – whether as part of a snack, a “reward”, a proper dessert, or even as “flavor” in breakfast cereals, coffees, and more! Many consider it first and foremost to be a comforting indulgence with unique mixtures of flavor and texture dependent on the type of chocolate preferred (e.g., white, milk, dark, filled, etc.). In addition, holidays and special occasions often have a nostalgic link to chocolate, as it is virtually synonymous with moments of celebration. Valentine’s Day, Easter, Christmas – all see sales surges, contributing to the nearly 10 pounds of chocolate consumed by the average American each year!
With a range of chocolate types to choose from on any given day, across varying mainstream and premium brands, understanding what drives chocolate purchases is crucial for capturing shopper attention, driving shopping behavior and ultimately generating transactions and brand loyalty. Understanding the behaviors and motivations for chocolate purchases is essential to brand success and is achieved using Behaviorally’s 4S framework.
This framework provides a robust model for analyzing and optimizing chocolate packaging to drive consumer behavior. Each element of the framework is crucial for ensuring that chocolate brands effectively capture and convert shopper interest into sales. Let’s garner insights into what drives exemplary packaging on the chocolate shelf – brands that are ultimately able to Be Seen, Be Shoppable, Be Seductive, and Be Selected!
Every pack. unPACKED.™