When Cadbury Schweppes Americas Confectionery’s Jose Amarista sets out to create a new product, his team is driven by direction from Marketing based on research revealing consumer preferences, lifestyles, and local taste and consumption habits. Amarista is director of product development for the Americas and he provides a keen formula for developing innovative confectionery products that have the best chance for market success.

In the confectionery sector, Amarista sees marketing success as dependent on:

price sensitivity in the target market, as well as internal budget and profitability expectations.

Size matters. When developing new products and packaging them, gum marketers at Cadbury Schweppes have learned that emerging and developing market consumers prefer single size servings in small packages. This is about economics, purchase habits and available shelf space with street vendors and mom and pop shops. In wealthier economies, consumers primarily buy packages with multiple pieces that can last for days or weeks in their cars, handbags, and desk drawers.

Taste preference is local. According to Amarista, mint flavors are universal for chewing gum, though some countries have a preference for spearmint or peppermint. When it comes to fruit flavors for chewing gums and candies, many local flavors are very attractive. In Brazil, Cadbury Adams produces and markets HALLS in a popular flavor, Açai. In Columbia, Lulo flavored HALLS is extremely popular. In Mexico, where chili flavoring is prevalent, Cadbury Adams has a BubbaXtreme lollipop with chili powder for dipping.

Product claims reflect local regulations. In the US, Canada and the U.K cough drops are considered an over-the-counter medication. In the rest of the world, HALLS and other cough drops are sold as a refreshing candy. This changes the consumer benefit claims you promote through marketing campaigns.