In this post I am going to discuss my intended target market for my advertising "Organic Chocolate" campaign. this will be intended for generation x.
I chose this group because it focuses the most on the health aspect of the product. Members of generation x already have some of experience and have saved money, and at this age, they mainly focus on health without worrying about costs. While reviewing different statistics, I found those related to generation x and how they spend their money. They definnitley deserve a healthy product like “Organic Chocolate.”
“As our research showed us, two-thirds of the generation believes that it’s worth spending money on products with health benefits.This is somewhat expected, as Gen X’s earning levels provide more disposable income to purchase health & wellness products with higher price tags.Living Facts by Pew Research shows that in addition to Gen X boasting the highest incomes after taxes compared with all other generations, they also spend the most, in part thanks to their generational trend of saving and investing in favorable markets.” (Anthony, 2022)
A healthy diet is more than just a passing trend for this generation. it's a lifestyle choice that they are making to ensure longevity and well being. With increasing awareness of the health impacts of sugar and processed ingredients, Generation X is turning to products that compatibil with their values. Organic chocolate its not only candy but also compatibil with their involved to health.
Anyway, the product is aimed at all groups, but it will mainly target generation x. On the “Mintel” website, we can read market statistics for chocolate products from March 28, 2013.
“ Dark chocolate leave a bitter taste in your mouth? One in five British chocolate eaters (20%) claim that they don’t like the flavour of dark chocolate. And it is the over-55s who are much more likely to prefer dark – with 38% of chocolate eaters in this age group claiming to, compared with just 16% of under-34s.A healthy debate – four in ten (40%) British choc eaters believe dark is healthier than milk or white and 16% look for chocolate with higher cocoa content.” (Mintel 2024)
As we can read above, people over the age of 55 are more likely to choose dark chocolate, which contains the highest cocoa content. Consequently, it is the healthiest option.
In the next article we can read on one of the websites, healthy chocolate ranks in the top three trends for 2024.
“ Consumers are actively looking for healthy indulgences and are intentionally making choices that have a positive impact on their health. This is an emerging trend with a niche market of consumers looking for health benefits in chocolates and treats.” (Barry Callebaut, 2024)
In summary, although the product is aimed at all groups, generation x will be the primary target for the “Organic Chocolate” company. Their focus on health, mixed with their financial capabilities, makes them an ideal consumer.
References
Anthony, J. (2022). Gen X’s Top 4 Priorities for Wellness. [online] Leger. Available at: https://leger360.com/en/gen-x-top-4-priorities-for-wellness/ [Accessed 19 Oct. 2024].
“New Chocolate Confectionery Market Stats from Mintel | Mintel.” Www.mintel.com, www.mintel.com/press-centre/new-chocolate-confectionery-market-stats-from-mintel/. Accessed 2 Nov. 2024. [Accessed 19 Oct. 2024].
“Top Chocolate Trends for 2024 and Beyond.” Barry-Callebaut.com, 2024, www.barry-callebaut.com/en-GB/trends-insights/top-chocolate-trends#download. Accessed 2 Nov. 2024.
This is very minimal - please try to finish this post - it should be in relation to your final advert
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