Innova Market Insights reveals some of the key trends for 2021 in the sweets and snacks categories. Kennedy’s takes a look...


Also this month confectionery sector this year. 1


Top five trends for 2021 announced by Innova A


s part of its Top Trends for 2021, Innova has highlighted five trends we can expect in the


Provenance, sustainably sourcing and packaging


According to the Innova Consumer Survey 2020, 85% of global consumers stated they were interested in learning more about where their foods come from. In addition, Transparency Triumphs was named the Top Trend, which has seen brands ‘upping their game’ to meet ethical, environmental, and clean label consumer demands using creative, meaningful storytelling to communicate this. When it comes to sweets and snacks, Innova states that ingredient provenance for raw materials such as nuts, cocoa, and sugar is increasingly being highlighted, along with ethical credentials and packaging sustainability.


2 Plant-based indulgence


Featured in Innova Market Insights top trends for several years, the plant-based trend has continued to evolve. According to


Innova, 2021 will see the rising appeal of plant-based products in different regions and categories. Consumers demand new formats, new plant proteins, and an extra level of sophistication is also expected.


In sweets and snacks, taste has always been a key driver and plant- based indulgence is powering NPD, combining natural and free-from benefits in established areas such as chocolate, extruded snacks, nuts and snack mixes, while also featuring novel ingredients as varied as hemp and hibiscus.


3


Tailored to Fit Personalised nutrition


continues to be in the spotlight, with Tailored to Fit cited as Innova’s number three trend for 2021. Innova research shows that 64% of global consumers have found more ways to tailor their life and products to their individual styles, beliefs and needs. Cereal and snack bars also continue to develop their role as carriers of healthy ingredients, targeting key areas of interest including performance and weight management, as well as specialist diets such as vegan, organic, high protein and keto.


48 Kennedy’s Confection January 2021 4 At-home eating


As foodservice and retail domains increasingly overlap, consumers can eat what they want, when and where they want it, Innova states. Consumers can now directly access many specialty products previously only accessible at retail points or entertainment establishments. New Omnichannel Eating takes a variety of forms in sweets and snacks. It includes the availability of branded cinema- style snacks in the home, as well as restaurant branded snacks offering a range of flavours and formats, already familiar but not previously available for in-home consumption.


5


Covid boosts demand for immunity-supporting


ingredients


In Tune with Immune was another of Innova Market Insights’ Top Trends for 2021, reflecting how immunity and health has become more top–of–mind for consumers, with ongoing anxieties over COVID-19 continuing to be a key focus for 2021 and beyond. According to Innova’s Consumer Survey 2020, six out of 10 global consumers are increasingly looking


“...six out of 10 global consumers are increasingly looking for food and beverage products that support their immune health”


for food and beverage products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019. Immunity boosting ingredients will play a significant role for the coming year Innova notes, with awareness of the antioxidant content and potential immune health benefits of snacks featuring dark chocolate and so- called superfruits, as well as the use of vitamins and zinc in hard candy and gummies.


n On 1 February 2021 at 4pm CET/ 10am EST, Lu Ann Williams will present the Top Ten Trends 2021 for Sweets & Snacks that will impact the industry over the coming year and beyond.


KennedysConfection.com


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