ARTICLE

Candy Industry, Innovation in Packaging, “Pick Me Up, I’m Wonderful”, By Elizabeth Fuhrman, January 2003, Pages 51 –53, selected excerpts.

The overall image and presentation of the box and how the candy appears when the box is open are key. Because of this, the use of trays for product presentation has become important.

“Trays make for a very orderly setup for the confections to be put in,” says Dan Dermer, V.P. of Sweet Packaging in Cleveland. “Trays add to the presentation of candies like turtles, cordials and truffles and definitely add to their value.”

Trays also can take up to 40% of the space in a candy box, he says. “Even though larger boxes take up more shelf space, customers want them because they look like a bigger gift. When people go out to buy a box of chocolate they don’t look at the weight as much as the size of the box.”

Another emerging trend involves confectioners wanting to upgrade their packaging, Dermer says. Candy makers are adding value to what they already have by using vinyl lids as well as hot stamping and embossing. Confectioners are also asking for more loose wrapped boxes, portraying a more classic look, he adds.

For most candy companies, packaging only makes up a small percentage of their total cost, according to Retail Confectioners International’s 2001 Cost Ratio Survey. ……..Retailers with sales between $300,000 and $750,000 expensed 8.2%, $750,000 to $2,500,000 expensed 5% and more than $2.5 million expensed 8.1%

“Packaging makes up a small portion of the product’s total cost,” Dermer says. “But, if the package doesn’t look good, then you can’t sell it for what you want. A premium look leads to higher prices and hence larger margins.”

Quality always will be important in packaging, because consumers still associate candy with indulgence. People want to feel like they are getting a treat. While the actual taste of the candy will make or break a repeat sale, the packaging can help confectioners get the product into their hands. And, that’s half the battle.