The Sweet Spot: A Marketing Playbook for Confection Brands Looking to Delight Multicultural Consumers
Consumers aren’t just reaching for sweets on holidays or special occasions anymore. They’re finding comfort, joy, and connection in candy and chocolate every day—and Multicultural shoppers are leading the way.
Collage’s new Sweet Spot Playbook reveals how confection brands can capture attention and loyalty by tuning into the cultural nuances that shape sweet rituals. From flavor experimentation to mindful indulgence, understanding what drives Multicultural consumers is the key to long-term growth.
Download the excerpt now to uncover the cultural drivers shaping sweets—and see how your brand can win the next generation of confection fans.
Everyday Indulgence Over Seasonal Spikes
The growth opportunity isn’t just Halloween, Valentine’s Day, or Easter baskets—it’s the everyday moments. Multicultural consumers, from Black snackers who grab candy as a quick pick-me-up to Hispanic families sharing sweets at social gatherings, are weaving candy into their daily lives. Brands that design formats, packaging, and messaging around these “little wins” can make their products part of the everyday joy.
Sensory Surprises Fuel Discovery
Novelty is a powerful lever for Multicultural shoppers. Whether it’s mixing textures, layering flavors, or offering limited-time mashups, candy can deliver the excitement they crave. Hispanic, Black, and Asian consumers in particular are leading this push toward adventurous sweets that turn even a simple snack into an experience.
Intentional Indulgence Shapes Choices
Even as consumers embrace indulgence, they’re balancing it with mindfulness. Many Multicultural shoppers are looking for products that satisfy both wellness and delight—protein-rich bites, naturally sweetened treats, or options with clear nutritional cues. The desire for intentional enjoyment is redefining what “better-for-you” means in the confection aisle.
Why This Matters
Multicultural consumers are not just trendsetters—they’re defining the future of the category. By aligning with their values and preferences, confection brands can earn trust, spark joy, and stay relevant across generations.
This is only a preview of what’s inside the Sweet Spot Playbook. The full report dives deeper into the data, consumer voices, and strategies to future-proof your confection brand in an increasingly diverse marketplace.