As stress and uncertainty rise, more adults are finding solace in the familiar flavors of their youth. This nostalgic trend, fueled by social media and savvy marketing, is reshaping the candy industry.
The nostalgia factor
Nostalgia is appealing in an increasingly fast-paced and stressful adult world. It offers a comforting escape to a time that may or may not have been simpler.
According to Dr. Clay Routledge, Vice President of Research and Director of the Human Flourishing Lab at the Archbridge Institute, “Most Americans agree that when life is uncertain or difficult, nostalgic memories are a source of comfort (77%) and inspiration (72%).” Nostalgia offers a sense of control by taking people back to a time when life seemed simpler and more predictable.
Challenging times
Dr. B. I. Spaid says in his 2013 research, “Studies show that challenging times lead to an increase in consumers’ receptivity to nostalgia marketing.” Inflation and general uncertainty are part of why more people can be influenced by nostalgia. This is further supported by Constantine Sedikides, Tim Wildschut and Denise Baden in their research on nostalgia, “We think of nostalgia as a positive emotional and experiential reservoir that people delve into to deal with existential threat.” When times get tough, people get nostalgic for simpler or more positive times in their past.
Connection to candy
In John S. Allen’s book, “The Omnivorous Mind,” he discusses the powerful role of food in human memory. He talks about how the part of the brain called the hippocampus is critical for long-term and spatial memories and has strong connections to the parts of the brain that are responsible for emotions and sense of smell. It also has direct links to the digestive system. When we eat candy, which is sweet, it activates the reward centers in our brain and dopamine pathways which are involved in turning short-term memories into long-term memories. He also says that childhood candies are associated with special childhood occasions and treats, which are rich in memory. This may be why candy can trigger powerful emotional memories.
Candy industry sweetens the pot
The candy industry is strategically leveraging nostalgia to capture the adult market. According to Mintel, “Brands with a strong and nostalgic heritage offer a foundation for launching new flavors and formulations.” They often relaunch old products or reimagine them with a modern twist. Manufacturers use nostalgia to their advantage to create more sophisticated flavors and textures.
Nostalgia marketing
Some candy companies reintroduce classic flavors, create limited edition retro packaging or develop nostalgia marketing campaigns. For example, M&Ms Crispy returned to stores in 2015 and has been there ever since. Recently, Mondelez launched a limited edition Sour Patch Kids Snapple Fruit Flavor Mix. Both brands tapped into nostalgia marketing for these launches.
Social connections and shared memories
The shared experience of enjoying childhood candies fosters social connections and a sense of community among adults. On social media, people share throwback photos, vintage ads, commercials and even recipes for old-fashioned sweets like gumdrop candies. These posts get shared and commented on millions of times as they trigger fond memories for many people.
Health and wellness in the balance
A complex relationship exists between indulging in childhood candies and maintaining overall health and well-being. “There’s plenty of room for nostalgic treats in a healthy lifestyle. And in fact, if we are craving something and we deny ourselves, it will likely only backfire in overdoing it in that food later on,” says Anne Mauney, MPH, RD, Registered Dietitian and blogger at fANNEtastic food, “That said, make sure you aren’t unintentionally setting yourself up for sugar cravings by waiting until you are too hungry to eat. Eating before you are overly hungry will give you a chance to be more mindful with your food, no matter what it is.” Moderation is key when consuming sugary treats.
A generational divide or universal appeal?
The nostalgia for childhood candies is a widespread trend across generations. Candy scientist Tessa Porter told the Food Institute, “It seems there’s a bit of generational nostalgia happening more than in the past. With millennials and Gen Z being in strong buying roles now, or buying for their families, they’re still holding on to the fruity candies that they grew up on while still seeking out new innovations in the non-chocolate space.”
Millennials and Gen Z aren’t the only generations with nostalgia for retro sweets. According to Symrise, “70% of people over the age of 65 love things that remind them of their past. Combined with the 76% of people ages 22-55 who feel the same way, there are a ton of people who are interested in nostalgic experiences. Food brands are focusing on these age groups to harness the power of a nostalgia boom to connect with a wide demographic.”
Candy connects people
As you can see, nostalgia for childhood candy transcends generations and connects people. It’s not a midlife crisis, but a way of coping, connecting and enjoying memorable flavors. Nostalgia isn’t going away anytime soon.
Heidi is a vintage recipe blogger at Real Life of Lulu, where she focuses on recipes that are at least 50 years old, many from her grandparents’ kitchens.
Disclaimer: These statements have not been evaluated by the Food and Drug Administration. The contents of this article are for informational purposes only and do not constitute medical advice. The content presented here is not intended to be a substitute for professional medical advice, diagnosis or treatment. Always seek the advice of a qualified healthcare provider with any questions you may have regarding a medical condition or dietary changes. Reliance on any information provided by this article is solely at your own risk.