Across food and beverage sectors, consumers’ tastes and preferences are constantly evolving, and the confectionery industry is no exception. Modern consumers not only seek delightful flavors, but also innovative and unique experiences when it comes to indulging their sweet tooth. As a result, confectionery manufacturers are continuously adapting to these changing preferences, creating a fascinating landscape of diverse and intriguing offerings.
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Across food and beverage sectors, consumers’ tastes and preferences are constantly evolving, and the confectionery industry is no exception. Modern consumers not only seek delightful flavors, but also innovative and unique experiences when it comes to indulging their sweet tooth. As a result, confectionery manufacturers are continuously adapting to these changing preferences, creating a fascinating landscape of diverse and intriguing offerings.
John Powers, marketing director, Snacking and Baked Goods,
Bold, Exotic and Nostalgic Flavors
The confectionery space lends itself well to innovative and inventive flavor profiles, combining the exotic with the traditional. As many consumers view confectionery as a treat or reward, sensory appeal and flavor are important attributes when choosing which products to purchase, prompting brands to elevate their offerings with flavors that help consumers satisfy their cravings. From novel and nostalgic to traditional and bold, consumers want flavor experiences that engage their senses and spark their imaginations.
When considering confectionery choices, specifically for chocolate products, consumers in North America find flavors like chocolate hazelnut (96%), caramel (94%), vanilla (90%) and biscuit/cookie (87%) as most appealinga. At the same time, 76% of North American consumers enjoy traditional and nostalgic flavors that remind them of simpler times, with 73% saying such flavors offer moments of comfort and escapismb. Flavors like lavender, with complementary notes of vanilla, chocolate, caramel and honey, are helping to create these moments of comfort, evoking feelings of relaxation and warmth.
The use of flavors derived from natural sources, such as botanicals, is also on the rise, elevating the taste appeal and premiumization of confections. In the right combinations, botanicals give consumers a range of herbal, earthy, floral, sweet, spicy and citrusy options, from tart pomegranate to floral hibiscus to sweet lychee and more in hard candies and chews. Ever-popular mint is also delivering refreshing notes and invigorating flavor combinations with ube, coconut, citrus and cinnamon.
While traditional flavors are still popular among consumers, confectioners continue to experiment with bold flavor profiles that appeal to consumers who would like to be more experimental. In fact, 81% of North American consumers noted they like to try new flavors from around the world, and 78% of North American consumers also agree with the statement, “I like food and drink products with new and unusual/exotic flavors.” This flavor exploration not only caters to the adventurous consumer but also introduces new and exciting taste sensations to a wider audience.
Consumers are now seeking confectionery experiences that transport them to different cultures and delight their taste buds with unexpected combinations, thereby broadening their culinary horizons.
From lavender-infused chocolates to chili-spiked caramels and matcha-flavored gummies, the modern confectionery landscape offers a tantalizing array of flavors. Manufacturers are also experimenting with unconventional ingredients like sea salt, rosemary, and bacon, pushing the boundaries of traditional confectionery and offering unexpected taste experiences. Regional spices like cardamom and garam masala are finding their way into chocolates, adding a surprising twist to familiar treats. Plus, fruits such as mango, passionfruit and yuzu are also making their mark, providing fresh and tangy flavors to confectionery creations.
Confections are the perfect offering for flavor experimentation, with consumers willing to try something new in the form of a quick bite. Limited edition flavors play well here, with the ability to encapsulate even the most whimsical of flavor profiles, such as that of unicorns or fairies. Interestingly, “limited edition” is among the top five fastest-growing year-over-year food and beverage claimsc, showcasing the potential for more limited-time offerings (LTOs) in the candy aisle.
Chocolate bars are seeing inclusions of the salty notes from potato chips, as well as sesame, Thai ginger and creamy avocado.
Fun and Functional Formats
Many consumers consider indulgence as an important part of supporting their holistic well-being, and they are continually looking for ways to satisfy their desire for a sweet treat. From hard candies, caramels and gummies to chocolate bars, confectionery can be a great category for brands to play with traditional and emerging formats that deliver on taste, quality and function.
Gummies are at the forefront of innovation, as they continue to demonstrate an ongoing convergence of foods and dietary supplements–bridging the gap between fun and functional, while also incorporating trending ingredients, including dietary fiber, probiotics, antioxidants, and vitamins and minerals. New gummy developments are also moving away from artificial fruit flavors toward more sophisticated notes and natural ingredients. For instance, emerging now are gummies infused with botanicals such as elderflower, hibiscus and lavender, as well as gummies bursting with real fruit juices from finger limes and tangerines.
Classic formats like hard candies, caramels and chocolate bars are also coming to the fore with new and unique flavor profiles, as artisanal brands capitalize on consumers’ increased sense of adventure and experimentation. Flavor notes of pineapple habanero and sour apple pie are appearing in hard candies; and infusions of coffee, cinnamon, chili and coconut are making their way into caramels. Chocolate bars are seeing inclusions of the salty notes from potato chips, as well as sesame, Thai ginger and creamy avocado. Popping candy and crunchy quinoa are also adding thrilling textural elements to chocolate bars. Additionally, product developers are moving toward creating more sugar-free or reduced-sugar hard candies, caramels and chocolate bars, as sugar reduction continues to be a heightened focus for many consumers.
Confections are also being reinvented and redefined in the “better-for-you” space. More wholesome ingredients are being incorporated, including chia, flax, hemp and pumpkin seeds. At the same time, added functional ingredients appeal to health-conscious consumers, with research showing that 52% of North American consumers find claims like “high in protein” as influential when purchasing confectionery products. With the shift towards alternative and added functional ingredients, brands are leveraging new and traditional formats to make “better-for-you” options that much more appealing for consumers.
New gummy developments are moving away from artificial fruit flavors toward more sophisticated notes and natural ingredients.
Confectionery Technical Considerations
Developing eye-catching and delicious confections doesn’t come without its formulation challenges. It’s important for brands to consider all aspects of the formulation process from start to finish in order to deliver consumer-preferred confectionery. Such challenges include heat, stability, solubility, packaging, shelf life, taste and color interactions.
Ingredients derived from natural sources and other functional ingredients, for example, may impact the overall taste and texture of a finished product. When creating confections that are low in sugar or fat, or high in protein or fiber, manufacturers must still ensure indulgence and flavor expectations are met. An addition of protein or fiber, for example, may produce undesirable flavor notes and aromas or gritty textures. The lack of sugar may impact the structure of certain confections like jellies and gummies. Taste modulation technologies and quality plant proteins, fiber solutions and sweeteners can support product developers in overcoming these sensory hurdles.
At the same time, visual appeal influences overall flavor and taste appeal. Industry-wide confectioners are seeing a shift from artificial and synthetic color sources to those derived from natural sources, as consumers increasingly examine product labels for ingredients they deem to be “closer-to-nature.” However, while certain plants, botanicals, fruits and vegetables are desirable, they can be affected by challenging processing conditions that may impact the intensity and stability of certain colors. Cutting-edge technologies, such as micronization technology and emulsion solutions, are key to supporting the development of visually striking confections made with ingredients from natural sources, ultimately capturing discerning shoppers’ attentions.
Evolving consumer tastes have sparked increased innovation within the confectionery space, challenging brands to think outside the box to create flavorful confectionery and candies. From incorporating indulgent and exploratory flavors, building new formats and leveraging technical prowess, confectionery brands can deliver novel developments with the help of a collaborative and global partner that has an expansive portfolio of solutions and ingredients together with formulation knowledge to create craveable and captivating confections.
aFMCG Gurus, Chocolate and Confectionery Trends in North America, 2022
bFMCG Gurus, Flavor, Color & Texture Trends in North America, Regional Report, 2023'
cMintel, GNPD, Global, Food & Beverage, 2022
See this article in full color in Perfumer & Flavorist+'s October 2023 issue.
