Create sweet success with Limited Time Offers
In today’s fast-paced confectionery market, Limited Time Offers aren’t just seasonal novelties—they’re a proven way to spark excitement, drive trial, and boost relevance.
Candy (un)limited - create sweet success with every LTO
Candy (un)limited reveals what’s really driving LTO success, based on insights from over 2,000 consumers in the US, Brazil, Mexico, UK, and Germany:
They sell: Over two-thirds of buyers have purchased an LTO
They’re worth more: Nearly 50% would pay up to 10% extra
Natural wins: 71% are more likely to buy when natural colors are used
Download the white paper now and see how to turn bold ideas into limited-edition wins.
Making LTOs easy with exciting color and flavor combinations
For R&D teams, creating exciting and engaging LTOs with a natural twist can be a challenge. Oterra’s natural color experts have put together a comprehensive resource to help you use natural colors to deliver sensory impact and market relevance.
Download our Technical white paper now to find out how you can use natural colors in your formulations.
Watch William Blackett of GlobalData deliver firsthand insights from the survey—our “gold” data—and see how these findings can guide your next LTO launch and spark creative breakthroughs.
Unlimited possibilities
Pairing LTOs with vibrant, natural colors creates urgency, freshness, and premium appeal—while giving you the agility to react to trends and stand out in crowded categories.
Get the report today and discover how to turn creativity into standout LTO success.
Infinite choices
Integrating limited-time offers (LTOs) with dynamic, natural color palettes enhances visibility, signals product freshness, and supports premium positioning. This approach also enables faster response to market trends and differentiation within competitive categories.
Access the report today to explore the frameworks and strategies that transform creative design into measurable LTO performance.
Read more about LTOs
The power of Limited Time Offers
Press Release
Aug 14. 2025 - 11:53AM
Consumers love Limited Time Offers (LTOs) in confectionery, and according to a new survey by Oterra, naturally-colored LTOs are a great way to create urgency, drive sales, capitalize on seasonal trends and generate buzz.
“LTOs tap into novelty, scarcity and excitement and are a powerful tool for confectionery brands wanting to stand out on the shelf,” says Head of Marketing for Oterra, Vibeke Haislund.
Oterra teamed up with GlobalData to survey more than 2,000 consumers across the US, Brazil, Mexico, UK, and Germany to find out what drives consumer preferences.
Nearly half of confectionery shoppers had tried LTO confectionery with the prime driver being ‘to treat themselves’. The survey showed that consumer awareness in LTOs was strong across all markets, with Brazil leading, followed by the UK, US, Mexico, and Germany.
“We found that natural colorings are a key factor in purchase decisions, with many shoppers claiming it as an important factor. They were also consistently more likely to purchase a limited edition product if it used natural colorings, underpinning its clear positive purchase influence across all markets," adds Vibeke Haislund.
Shoppers aged between 25 and 44 were the most regular purchasers of LTOs, with around 80% buying for themselves, 54% for partners or spouse and 50% for their children.
Natural is key
Around 70% of respondents said that they were more likely to buy when natural colors are used, and 95% said that natural colors in a product was important to them.
While trying new tastes was important, seasonal themes and eye-catching packaging were other external factors that encouraged trying new LTOs. But color sealed the deal for many consumers, linking flavors to themes. When asked what colors are most appealing in LTO confectionery, the answers varied between countries. There was a strong preference in the US for patriotic blue and red colors while Brazil, showed a preference for more rainbow and multicolored products.
Overwhelmingly the desire was for bright and bold shades with only two exceptions: Pink, where there was a slight preference for paler shades, and brown, where there was less interest overall, but a preference for paler shades “LTOs are a very powerful strategy to drive trial, to improve brand perception, and to command a price premium," says Will Blackett, Consulting Director at GlobalData.
“Natural colors are a significant purchase driver. Increasingly, there's a demand towards natural. Consumers are seeking out natural colorings in products and LTOs are a great way for brands to stay relevant, to be on consumer's side, but ultimately to command a price premium because consumers are saying they are willing to pay more for natural colors," he adds.
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