Adult consumers keen to relive their early years are driving a new nostalgic buying trend known as ‘kidulting’, which is making inroads into the global confectionery industry, said a report.

The emerging confectionery trend will be on display at yummex Middle East, the region’s dedicated event for sweets and snacks professionals, organised by Dubai World Trade Centre (DWTC) in partnership with Koelnmesse GmbH.

The show, which runs at DWTC from October 30 to November 1, will be jogging memories while opening up future wholesaler and retail opportunities as retro sweets take centre stage and remind people of days gone by.

The upmarket Anglo-German brand Cavendish & Harvey is highlighting its range of high-quality sweets at yummex Middle East, to establish itself as “the preferred confectionery brand for adult connoisseurs,” said managing director Frank Gemmrig. “With our premium confectionery we target adult consumers who are seeking something special.

“For more than 40 years, Cavendish & Harvey has been dedicated to the creation of mouth-watering confectionery delicacies. We are renowned for hard-boiled fruit candies in golden tins and in nostalgic glass jars. Due to its British heritage and long tradition, the distinctive golden tin still arouses childhood memories of special moments in the minds of many consumers.”

A little drop of pleasure

The heritage-rich group has struck gold with consumers down the years, the iconic Cavendish & Harvey golden tin containing fruit drops in various flavours still proving a hit after almost half a century, revealed Gemmrig.

“Our iconic golden tin with fruit drops and icing sugar is the most successful product. Within the range of more than 20 different fruit flavours, fruit combinations such as Mixed Fruit Drops, Tropical Fruit Drops and Wild Berry Drops are the strongest ones,” the Cavendish & Harvey boss added.

“We provide customers in over 90 countries around the world with an unrivalled confectionery experience and at yummex Middle East we will be presenting our new Caramel Collection, offering tantalising and unexpected flavour combinations: creamy Caramel Drops filled with finest Caramel, dark Belgian Chocolate or aromatic Arabica Coffee.”   

Industry analysts say ‘kidulting’ is evolving with consumers seeking out trusted brands and could trigger a resurgence of traditional producers, with the new take on old favourites also spreading to a younger audience.

Euromonitor International, yummex Middle East’s knowledge partner, said demand for the nostalgia of childhood experiences could also throw up new ways to market and position traditional brands.

“Consumer emphasis is shifting from possession to experience and ‘kidulting’ is all about adults looking to relive their childhood by consuming foods that trigger childhood memories. Sugar confectionery lends itself very well to this kind of engagement and is expected to see more 25–35yearold buying retro sweets,” stated a Euromonitor International industry report.

More than 300 exhibitors from upwards of 40 countries are lined up for yummex Middle East, which is part of a quartet of specialized food-related events presenting an incisive market overview of the region’s retail trade and foodservice industry.

The show is co-located with: The Speciality Food Festival, the gourmet and artisan food event for the Middle East, Africa and Asia which features the Global Date Market; Seafex, the region’s dedicated professional seafood event and GulfHost the specialty food and equipment trade show. All four are powered by the expansive Gulfood trade show series. – TradeArabia News Service