HARD AND SOFT CANDY


purchase across several different segments. People who consume candy more often also tend to purchase a wider range of candies, according to NCA.


Better for you?


A total of 45% of consumers surveyed by NCA believe there is such a thing as better-for-you candy, with defi nitions focusing mostly on ‘no or less sugar’ followed by better quality and cleaner ingredients and portion sizes. A little over one-third of Americans believe functional gummies (vitamin, immunity, etc.) are candy, too. Despite believing it exists, very few of the 45% who


acknowledge the presence of better-for-you candy purchase it regularly. About 10% of the population frequently purchase better-for-you candy options. Yet, around three-in-10 candy consumers are interested in purchasing their favourite candies in all natural, lower sugar or sugar-free options, among younger shoppers in particular. Highlighting some trends across the non-chocolate candy


market, Tessa Porter, a candy scientist, owner and operator at candy manufacturing company, Sprinkk, referenced the ongoing consumer interest in health and wellness, saying that consumers are taking time to treat themselves in moderation. Tessa highlighted the trends that she believes will dominate candy innovation this year, which include:


Plant-based and dye free: Consumers are increasingly requesting plant-based and dye free alternatives.


Sustainability and transparency: Consumers care about sustainability in a way that they never have before and they value trust.


Adaptogens and functional confectionery: In addition to common multi-vitamin gummies and supplements, the use of adaptogens in candy products has been increasing.


Reduced sugar and smaller portions of natural sugars: The development of low-sugar or no-sugar products is expanding across the board in the non-chocolate category.


Super sour and multi-texture: This category remains a major trend, according to Tessa. Examples of super sour innovations include Warheads, and Barnett’s Mega Sour Fizz Bombs. Different textures can be seen with Haribo’s highlighting aeration for a marshmallow texture in combination with traditional gummy in its Berry Clouds. This trend is also apparent in Trolli Sour DUO Crawlers, which combine a lighter textured layer with its normal gummy texture along with a sour kick.


Lollipops are tops!


A recent report published by Market Reports points to growth in the lollipop sector. Having been a popular confectionery product for many years the lollipop seems to transcend age groups, making it a versatile product offering and the availability of more innovative fl avours and attractive packaging has seen lollipops gaining mass appeal as an


KennedysConfection.com


“Non-chocolate candy is currently the second-largest selling


confectionery category in the US, accounting for 32% of all


confectionery dollars. The growth in this segment is outpacing that of all other segments”


impulse buy. The emergence of niche markets catering to organic, sugar-free, and vegan consumers has further added to the product’s appeal to consumers. Packaging innovations and the growing customisation trend in confectionery products has provided a signifi cant boost to the growth of this sector. Companies such as Alpenliebe, Ferrero, and Chupa Chups


remain market leaders in the lollipop sector. However, new entrants such as YumEarth and Zollipops are starting to demand more attention with their natural and healthy alternatives. These companies are contributing to the growth of the lollipop market by expanding their product lines, offering fl avour innovations, and embracing new packaging and marketing strategies. Zollipops, which were launched in 2014 as a vegan, all-


natural, sugar-free and tooth kind candy, by Zolli Candy, are today said to be the best-selling sugar-free candy in the US. The most recent addition to the YumEarth range is individually wrapped Organic Ginger Lemon Chews which


Zollipops are said to be the best-selling sugar-free candy in the US today. Kennedy’s Confection July 2023 15


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