BIG INTERVIEW


UNDERSTANDING CONFECTIONERY TRENDS THROUGH


DATA


In this month’s Big Interview, KC Editor Kiran Grewal sits down with Miriam Aniel Oved, Head of Integrated Marketing at Tastewise, exploring deep analysis of data-driven trends in confectionery today


T


he confectionery category is no longer solely defined by sugar content or nostalgic appeal; it now intersects with health, culture,


functionality, and innovation. Using billions of data points from social media, recipes, menus, and consumer behaviour, Tastewise uncovers the trends driving this evolution. In this exclusive interview with Kennedy’s


Confection, Miriam Aniel Oved explores key questions surrounding the confectionery industry, using real-time data and structure to support thoughtful, strategic decision-making.


In confectionery, we’re seeing everything from chili-infused chocolate to wasabi KitKats. What do your data sources reveal about why consumers are gravitating toward these unconventional flavour profiles? Miriam Aniel Oved: One of the most significant shifts in confectionery involves the emergence of “swicy” flavours, a blend of sweet and spicy elements. This trend has gained traction, with an 8% year-over-year (YoY) increase in social discussion volume. What’s notable is not just the flavour


20 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025


combination, but the underlying consumer motivations. “Adventurous” as a flavour driver has grown by 191% YoY, while “exotic” has increased by 40% YoY. These signals suggest a deeper desire for sensory exploration and novelty. Confectionery, with its low price point and ease of experimentation, becomes a suitable medium for testing new taste experiences. Certain global cuisines are contributing


heavily to this development. Korean-American and Indian-American fusion flavours have grown by 40% and 3,079% YoY, respectively, while Mexican and Thai influences also show


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