Online nougat shops: a seasonal eCommerce

  • An online nougat shop may be the paradigm of seasonality. Let's see what they do.

  • Christmas products are extraordinarily coveted and appreciated, largely because they are traditional and because their consumption is concentrated in just over a month each year.
    Let´s start with this very "tasty" post ;-)
  • Some notes on the nougat sector

  • There are quite a few interesting data that, by knowing them, will help us have a clearer context of what we are going to talk about.
    According to an organization known as the Consejo Regulador which controls the protected designations of origin, we can know that last year about 72 million bars of this product were sold, exceeding by 5% the numbers of the previous year and billing about 150 million euros.
    This, logically, includes exports, which actually represent an interesting percentage by themselves. 13% of those bars were destined for the United States.
  • Why is nougat experiencing a moment of growth?

  • The truth is that there are several factors and all of them have considerable weight.
    We could start with these three:

    • Nougat eCommerce as a global distribution channel.
    • A market that reinvents itself and begins to innovate.
    • Social networks as a driving force in the sector.

    eCommerce has served to globalize an absolutely traditional product and, in addition, to make it possible to be marketed internationally in markets where there was a pre-existing demand, but which did not have distribution channels outside of gourmet or specialized stores.
    Therefore, we can also say that online nougat shops have democratized their consumption globally.
    In addition, nougat eCommerce and its sale in general have reinvented their business model, but also the product itself.
    For decades, it seemed that only Alicante, Jijona, and, at most, yolk or chocolate nougat existed. Gradually, the flavors have become more sophisticated and, moreover, for some time now, the country's most famous chefs and pastry chefs have started to sign collaborations with brands and shops.
    In a country where gastronomy is increasingly important, this claim has attracted customers, but also influencers and content creators.
    If you want to see to what extent, you just have to look on Instagram or TikTok at the craze that has been unleashed with the turrones by David Muñoz for El Corte Inglés.
    On either platform, you can find thousands of videos trying the creations of these chefs, but also of the own brands of the most popular supermarket chains.
    There is a certain fever for nougat.
  • Examples of nougat eCommerce

  • Considering everything discussed so far, you will surely be interested in seeing a little further. Here are a couple of interesting cases of online nougat shops that do it really well.
  • The case of

  • The name does not leave much to interpretation: this store sells nougat online, but also other Christmas sweets (and others not so much).
    Obviously, diversifying the offer a little helps them grow the average ticket, but also to have a sales argument and a less seasonal catalog.
    What else can we highlight about

    • They sell artisan nougats, not the most commercial brands.
    • They have limited editions, which makes that aura of exclusivity greater.
    • They sell all year round and ship worldwide (breaking seasonality + internationality).
    • Sustainability: they are eco-friendly, since, when placing an order, they plant a tree. This is important because it gives us a perspective of awareness and modernity.
    • They have vegan and gluten-free alternatives, to expand their target audience as much as possible.
    • Discounts for quantities of 10 or 20 units.
    • They make batches with different products and, in addition, personalize them with the logos of the companies that request it. This way they capture the corporate client, which is also interesting by volume.
  • The case of Vicens

  • Do you realize? You just have to pull a little thread to see to what extent the sale of nougat has become sophisticated. But since this topic has much more to offer, let's look at another quick but very interesting example.
    Turrones Vicens are far from being new in the sector, in fact, they have been preparing these sweets since 1775. Vicens has its own physical stores, sells in gourmet multi-brand stores... and has its eCommerce, of course.
  • What has a company with almost 250 years done to innovate and adapt?
    • Continue to offer excellent quality in the raw materials they use, but incorporate new ingredients and flavors beyond the classic almond paste.
    • Close collaborations with brands like Chupa-chups or Baileys, to mutually benefit from the branding.
    • Although it is a family business, they have also launched nougats made by chefs as recognized as Albert Adriá.
    • Just like, they have also diversified their offer, including liqueurs, honeys, neules, almond milk...
    • They have incorporated sugar-free or organic options, to cover the entire possible spectrum of needs, preferences, and sensitivities.
    • Additionally, we can find a cooperation with RAC1 and Sant Joan de Déu hospital in Barcelona, by donating the funds raised to research on rare diseases.
  • Having seen all this... do you still think that online nougat shops are seasonal and old-fashioned business?

  • Images: Torrons Vicens, Google

Miguel Nicolás

Miguel Nicolás O'Shea is a life-long copywriter (more than 15 years working in agencies) and a specialist in Search Marketing (SEO and PPC). From now on, he will contribute with his online marketing experience to Oleoshop, publishing regularly.

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