It’s no secret that emotions drive more than 90% of our decisions. However, many consumer packaged goods (CPG) brands often focus on functional benefits, overlooking the emotional connections that develop through their products. This gap is particularly evident in the snacking industry, where emotional appeal can play a crucial role in consumer choices. Cookies, once just a simple indulgence, have transformed into tools for emotional fulfillment.
Commerce Trends: The Rise of “Mood Food”
Millennials have emerged as a generation particularly affected by stress. Consider these statistics: 77% of Millennials have experienced work-related stress, with 57% reporting emotional exhaustion. A further 45% feel burned out, and 74% are anxious about finances and saving for the future. In response, this generation is adopting a holistic approach to well-being, actively seeking products that provide emotional benefits and enhance their mood. Remarkably, 69% of consumers are open to purchasing cookies specifically designed to improve their mood.
Several brands in other categories are already capitalizing on the “mood food” trend. For instance, Magnum ice cream, Pop Tarts, and Baloo Sparkling Water have positioned their products as solutions for stress relief and comfort. Surprisingly, cookie brands have yet to tap into this lucrative opportunity.
The Study: Emotional Snacking
A survey by Advantage Unified Commerce reveals that cookies have evolved from mere indulgences into sources of emotional comfort and quick pick-me-ups. This study, involving over 550 participants aged 28 to 43, indicates that Millennials reach for cookies not only to satisfy hunger but also to meet emotional needs.
When asked to rank various food products based on their association with positive emotions, cookies led the pack, with 88% of respondents linking them to strong positive feelings. This was notably higher than other foods like fruit, which received a positive rating from 87% of participants. Ice cream, candy, coffee/tea, and salty snacks all ranked lower, highlighting cookies’ unrivaled emotional resonance.
What Makes Cookies So Irresistible?
For Millennials, cookies carry a wealth of emotional significance. Open-ended responses in the survey unveiled this deep connection:
– “I can always make a sandwich instead of salty snacks. But nothing replaces a cookie craving.”
– “Cookies are more enjoyable in most situations.”
– “I love rewarding myself with a sweet treat after a hard day.”
While salty snacks do provide enjoyment, they are often viewed as practical foods that satisfy hunger rather than evoke emotions. This contrast is crucial for brands aiming to engage cookie consumers.
Impulse Versus Intention: The Cookie-Craving Divide
The numbers reveal a striking trend: nearly two-thirds of Millennials buy cookies on impulse, compared to only one-third who plan such purchases. In contrast, salty snacks tend to be more intentional, as they are often seen as practical options. This preference for instant gratification signals a significant opportunity for cookie brands to create products that serve as immediate emotional fixes.
The Need for Boredom Busters
Millennials are frequently stereotyped as easily bored, and this mentality is evident in their snacking patterns. About 67% prioritize variety in their snack options, while 57% actively seek new products. For CPG brands, this calls for continuous innovation not just in terms of new flavors but also in existing product portfolios. Highlighting the extensive variety of cookies can keep consumers engaged and loyal to specific brands.
The New Commerce Playbook for Cookie Brands
The overarching message for cookie brands is clear: emotions fuel consumption. Millennials are not merely focused on taste; they desire an emotional experience. Whether it’s seeking nostalgia, stress relief, or simple joy, cookies have transformed into a vital emotional outlet. Brands that ignore this emotional aspect risk missing out on substantial commerce opportunities.
To stand out in a crowded market, cookie brands must adopt a strategy that combines innovation and emotional resonance. This approach can optimize both conversion rates and brand loyalty, turning cookies into a memorable experience that goes beyond simple snacking.
What Can Food Retailers Do?
Food retailers should promote cookies as emotional well-being boosters by focusing on their comforting and uplifting qualities. Potential strategies can include:
– Emotional Connection:
– Nostalgia: Market cookies as comforting reminders of childhood.
– Mood-Boosters: Highlight the uplifting benefits of cookies.
– Wellness Through Treats:
– Mindful Indulgence: Present cookies as part of a balanced self-care routine.
– Self-Compassion: Position cookies as well-deserved rewards.
– Social Connection:
– Shared Moments: Market cookies as tools for fostering connections with loved ones.
– Rituals: Encourage traditions around cookie-sharing that create warmth and connection.
– Storytelling and Testimonials:
– Share real customer stories about how cookies made their day brighter, thereby humanizing the product and reinforcing emotional links.
By aligning cookies with emotional wellness, retailers can elevate them from just a treat to a mechanism for supporting well-being.
In conclusion, cookies represent more than just a snack; they are meaningful experiences. Brands that successfully engage consumers on an emotional level will thrive in a marketplace that increasingly values emotional connection.
