Thanks to the social web, you can now share anything with anyone anywhere in the world. The trend toward shared experiences online is being replicated offline and its impact can be felt in how we are choosing to eat. The rise of the ‘big night in’ has also placed greater emphasis on the need to provide products to capitalise on the desire to share. This has given birth to a phenomenon of sharing which has been driving success and innovation in the confectionary category. Out-of-home snacking has dropped by almost 16% over the past 12 months. Kantar usage data shows in-home confectionery occasions are growing 3.4% year-on-year driven by in-home snacking – up 6.2%.
It’s an area in which chocolate brands are faring particularly well with value sales of sharing bags up 9.6% and volume up 8.3%. The sharing of ideas, opinions, media and status updates are all part of what makes social media a powerful force, and this is especially relevant for brands. Adding sharing options to content in online media can lead to more page views and better status in search results.
And with its sponsorship of London 2012 next year Cadbury has perhaps the biggest opportunity to capitalise on the spirit of sharing. In September Cadbury launched an £8m Keep Team GB Pumped campaign inviting consumers to record motivational power training songs via a webcam and share them online. Their Spots & Stripes campaign has also sought to encourage consumers to get involved in competition with their peers and communities. We’ll be watching with interest to see their next move as the games approach.