As interest in healthy indulgence and holistic health grow, bakery, snack and confectionery brands all need to create healthier snacking options that do not compromise on taste. Market research company FMCG Gurus recommends that brands ensure their products are aligned with the claims consumers associate with healthy snacking with the top associations being servings of real fruit (74%), low sugar (64%) and sugar free (64%). In a report released earlier this year, Fi Global Insights in cooperation with FMCG Gurus reflected on growing health trends and others in the confectionery, bakery and snacking sectors.
Reformulating to reduce levels of what is regarded as the ‘unholy trinity’ – salt, sugar and fat – has long remained an objective of snack, bakery and confectionery industries.
In the UK, advertising for high fat, salt and sugar (HFSS) foods was banned on London public transport, resulting in a 6.7% drop in average weekly consumption of energy from HFSS products. Of all products classified as HFSS, chocolate and confectionery fell the most, falling by almost 20%.
Sugar reduction remains a big priority for brands as market research company Mintel reports that 43% of German consumers say a key attribute of the perfect sweet biscuit is not being too sweet while 57% of UK consumers say they are interested in reduced sugar or sugar-free sweets with no artificial sweeteners.
Better-for-you functional chocolate and confectionery is growing in popularity worldwide as brands are adding active nutrients to provide a health boost. According to Innova Market Insights, ongoing concerns about Covid-19 will continue to fuel demand for immune health ingredients.
Using real fruit to flavour sugar confectionery can help with healthy associations as fruit flavours remain the most popular for sugar confectionery products according to Mintel. UK company Candy Kittens, for example, launched a range of gummies made with real fruit juice available in flavours that appeal to adults including blood orange and pomegranate.
Botanicals with perceived health benefits are helping chewing gum brands to revive sales as the pandemic led to a decline in chewing gum sales which prompted manufacturers to find ways to add value such as ingredients that help with stress. The Sweet Botanist launched a peppermint-flavoured gum that helps people to feel calmer due to 45mg of CBD oil in the gum.
Other trends identified in the report include plant-based claims as mainstream manufacturers launch vegan chocolate including Cadbury’s who launched a plant bar made with almonds, salted caramel and sustainably sourced cocoa; gluten-free, sustainable packaging and sustainable ingredients, focusing on plastic-free packaging and ingredients with concerns such as palm oil, cocoa and sugar.
Read the report here.
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Caitlin Gittins
Editor, International Confectionery
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