Agency: Big Green Door - UK.
Client: A Leading Confectionery Company.
Context: A project aimed to understand broader societal and cultural shifts shaping the confectionery category, with the objective of identifying emerging narratives, consumption rituals and evolving attitudes.
Tension: Confectionery consumption is deeply rooted in established habits and traditions, yet increasingly influenced by changing lifestyles, values and expectations.
Understanding these shifts requires going beyond declared behaviours to uncover how meanings and practices are evolving over time.
Insight: The analysis revealed that consumption is structured through dynamic cultural narratives, where rituals, motivations and emotional drivers are continuously redefined.
Emerging patterns highlighted new ways of relating to confectionery, shaped by evolving attitudes towards pleasure, control and everyday indulgence.
Implication: This made it possible to identify key directions of change within the category, providing a framework to anticipate future developments and align brand strategies with emerging consumer cultures.
Impact: The project delivered actionable insights on consumer discourses, behaviours and rituals, offering a comprehensive understanding of evolving attitudes and consumption patterns in the confectionery category.