Market Insight
Confectionery trends in 2022
By Mike Hughes, Head of Research & Insight at FMCG Gurus
A
cross the globe, confectionery consumption habits are becoming more considered and complex, as people demonstrate two polarising need states that brands must look to bridge. On one hand, continued levels of uncertainty means that people are turning to indulgent products for moments of escapism from everyday pressures. For such occasions, little- to-no attention is paid to nutritional intake. However, on the other hand, people are becoming more health-conscious and actively want to improve their dietary habits, as greater focus is placed on long-term health
maintenance. As a result of this, consumers want confectionery offerings that offer taste and enjoyment, with minimal feelings of guilt post-consumption. This means that greater importance is being attached to product formulation in the sector, with people wanting products that they deem to contain natural, real, and authentic ingredients (that are also associated with superior quality as well as being better-for-you), and high in functional ingredients such as protein, so that products can be seen to offer a nutrition boost. At the same time, flavour diversification and range are important, whilst it is crucial that any high doses of functional ingredients are not seen to impact on the sensory appeal of products. Finally, consumers are also seeking out sustainability claims on labels, with people wanting products to carry a range of free-from claims, contain no chemicals, and carry wider claims such as reduced/no carbon footprint. This is because sustainable products are associated with positive traits such as ethical luxury and ethical wellbeing. The reality is that need states will continue to be more considered in the future, as people become more healthy and indulgent-minded. As such, the role of ingredients in product formulation for health, indulgence, and quality purposes, will be more influential than ever before.
KennedysConfection.com
Kennedy’s Confection June 2022 41
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