Candy was a $33.6-billion business in the United States in 2013, an annual figure that's projected to grow 17 percent by 2018 according to the National Confectioners Association. But as confectionery sales continue to grow, individual candy brands face a different set of challenges and opportunities in the fast growing online channel. The opportunity to interrupt a shopping trip with impulse purchases doesn't exist in the same way online as it does in physical stores, where candy displays and a strong check-out lane presence come into play. As a result, companies with candy brands, together with their retail partners, need to pave a smooth purchase path for those seeking treats while creating new opportunities for impulse adds to basket.
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