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The Science Behind Impulse Purchases: How Seasonal Flavours Fuel Summer Sales
Summer is the peak season for impulse buys. One minute, a shopper's grabbing sunscreen; the next, they’re walking out with a mango-flavoured chocolate bar they didn’t even know existed.
In the world of confectionery and snacks, brands tap into this and create the right stimuli for impulsive purchases. From limited-edition launches to tropical flavours, creative packaging and more, summer becomes a sounding board for innovation and a reliable trigger for impulse sales.
When combined with a knowledge of local markets and consumer psychology, it really pays off: according to Statista Market Insights, revenue from the confectionery market in MENA is projected to reach $1.57 billion in 2025 and the annual growth is forecasted to result in a market volume of $2.36 billion by 2029.
What Really Drives Impulse Purchases?
Impulse purchasing is driven by emotional and sensory responses. Whether it’s nostalgia from a childhood treat or the curiosity sparked by a new flavour, consumers tend to react instantly when the right stimulus strikes.
According to industry research, the majority of impulse purchases of snacks and confectionery are driven by price, taste, visual cues, vibrant packaging, product placement and tactics like time-limited deals, low-stock alerts and popular or trending purchases.
Creating Buzz With Flavour FOMO and Nostalgia
Summer is the perfect time to stir up curiosity (and sales) with flavours that scream ‘limited edition’.
Limited-time summer offerings, such as mango-infused chocolates, coconut truffles, mojito or watermelon gummies, all tap into both consumer curiosity and FOMO (fear of missing out). When a product feels like a fleeting summer treat, shoppers grab it fast, whether they planned to or not.
In fact, 43% of global consumers are on the hunt for wildly inventive creations, according to Innova Market Insights. To capitalise on this trend, buyers should consider bold flavour mashups: think tropical infusions or dessert-inspired snacks that stop consumers in their tracks.
Furthermore, summer flavours can evoke a sense of nostalgia and adventure. Citrus, watermelon and exotic tropical fruits spark memories of summer vacations, family trips and carefree moments. Products that capture these feelings and connect with seasonal events don’t just get noticed, they get picked up.
Packaging that Pops and Protects
When it comes to impulse buys, first impressions matter. Limited-edition packaging doesn’t just catch the eye, it shapes how products feel and taste.
1 in 4 consumers globally say packaging influences their flavour experience. That’s why brands like Ferrero, Mars and Cadbury go big with seasonal formats with miniature on-the-go packs, bold tropical prints, or travel-inspired wrappers.
Experiential marketing takes things to the next level. Pop-up sampling booths, thermochromic packaging or influencer-led challenges give customers a story to share. Cadbury’s ‘Chill to Reveal’ packaging or FIX Dessert Chocolatier's summer pop-ups ensure that customers get a moment worth sharing and remembering.
In hot climates, function matters too, as heat-proof innovations, like UV-resistant films, insulated wraps, etc., become essential to retaining product quality. It’s a technical solution to a real problem and one increasingly showcased by ISM exhibitors. And when paired with placement at checkout counters, tower displays and bundle offers, the result is a perfect storm for impulse buying.
A Season of Generosity and Giving
During summer, impulse meets intention through seasonal gifting. Global research data shows that around 78% of consumers believe that sharing and gifting seasonal confectionery is a hallmark of seasonal celebrations.
Summer is not just about personal indulgence in the Middle East; it’s also about generosity. From Eid celebrations to family gatherings and back-to-school rituals, consumers are actively looking for products to gift or share.
Brands are responding with resealable packs, miniature assortments and elegant gift boxes tailored to local traditions. These formats are functional, festive and perfectly suited for unplanned but meaningful purchases.
Local Flavour Meets Global Appeal
In the Middle East, flavour is deeply tied to identity. According to PwC, over 30% of regional consumers, compared to just 19% globally, prefer traditional foods and cultural eating habits. This speaks to a strong sense of identity and pride in maintaining cultural authenticity.
Flavour localisation is therefore one of the most effective strategies for driving impulse purchases. From rose and date-infused chocolates to pistachio bars and cardamom-spiced snacks, local ingredients add both emotional and cultural relevance. Even savoury snacks are embracing Mediterranean touches like mint and thyme.
The sweet spot lies in blending the familiar with the unexpected. Exhibitors at ISM Middle East are leaning into this trend, creating flavour mashups that appeal to both residents and international visitors.
As Jihad Tannir, Senior Category Director at Kellanova, puts it, “The biggest opportunity in snacking is staying close to your consumer, through local flavours, ingredients and authenticity”.
From Scroll to Shelf: How Social Media Fuels Impulse Cravings
Impulse buying is no longer confined to the checkout, as it starts on screen today. Eye-catching visuals, influencer hype and limited-time drops create instant cravings, especially for digital-first shoppers. It’s the ‘see now, want now’ effect in full swing.
In the Middle East, 49% of consumers rank social media ads among the top three factors influencing their food choices, according to PwC. With a vibrant young population that relies on digital platforms to make decisions, staying away from social media is no longer an option.
And the future? It’s getting smarter. AI is transforming how customers choose and how brands predict, personalise and promote their products. What Ginni Rommetty, former CEO of IBM, said about the future of AI will resonate strongly across all industries, including confectionery and snacks: “AI will not replace humans, but those who use AI will replace those who don’t”.
At ISM Middle East, this digital evolution is front and centre, where innovation converges with influence.
Ready To Turn This Summer Around?
Summer may be winding down soon, but the impulse opportunity is always there.
At ISM Middle East, happening from 15–17 September at Dubai World Trade Centre, discover how to turn seasonal insights into year-round strategies.
Explore the new creations, trends and localised flavours influencing what’s next for snacking and confectionery. Whether you're planning for the festive season or your next big launch, this is where inspiration meets action and where impulse turns into long-term impact. Register or learn more by visiting ism-me.com/.
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