BIG INTERVIEW
strong traction. Consumers are not only willing to try unexpected combinations like chili mango or tamarind chocolate, they are actively seeking them out. This is further reflected in the rise of specific
ingredients such as gochujang (+3% YoY), chamoy (+16% YoY), and spicy honey (+52% YoY), all of which feature prominently in swicy confectionery recipes and products.
Tastewise analyses billions of data points. What’s the most surprising confectionery trend your platform has surfaced in the past 12 months? MAO: While bold new flavours are expanding the category, one of the most surprising trends is the resurgence of a traditional favorite: chocolate-covered strawberries. This product saw a 14.3% increase in consumer interest year- over-year, making it the most notable growth item in the category. The appeal here is multi-dimensional. It
combines visual presentation, indulgence, perceived health benefits (due to the fruit component), and suitability for both gifting and self-treating. Other trending items include strawberry white chocolate (+7.3% YoY), ruby chocolate (+5.1% YoY), and gumdrops (+10.1% YoY). These examples show that innovation does not always require unfamiliar ingredients; sometimes, a novel presentation or format can renew interest in traditional flavours.
How quickly can consumer preferences shift in the sweets category, and how important is speed-to-market for brands trying to ride a trend? MAO: Consumer preference in the confectionery space can shift within weeks. This volatility is often driven by viral content on social media platforms or seasonal triggers, and the gap between trend emergence and widespread adoption is shrinking. For example, chocolate bars with spicy flavour
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
profiles (such as mango habanero or honey chili) saw a 253% increase in engagement within a year. The brands that acted early benefited from increased visibility and higher consumer retention. This emphasises the importance of rapid
execution. Data insights alone are not sufficient; brands must translate those insights into action quickly to stay competitive. Platforms that support end-to-end execution, from trend identification to product development and marketing, are critical in responding to such dynamic environments.
Seasonal and limited-edition candies often spark buzz. From a data perspective, do these launches drive lasting brand loyalty or just short-term sales spikes?
MAO: Limited-edition releases consistently generate high short-term engagement. However, whether these products lead to sustained loyalty depends on how they align with deeper consumer drivers. Tastewise data indicates that when a limited
product resonates with emotional themes such as nostalgia or sensory delight, it has a greater chance of long-term success. Strawberry white chocolate, which initially appeared in seasonal contexts like Valentine’s Day, now shows year- round interest with a 7.3% YoY growth. Therefore, it is not the time-bound nature
of a product that determines longevity, but the emotional relevance it carries. Brands that use limited editions to test new ideas or create deeper emotional connections may find that these experiments evolve into permanent offerings.
Nostalgia has been a big driver in confectionery recently—retro flavours, childhood brand revivals. What does the data say about how nostalgia influences purchase behaviour?
MAO: Nostalgia continues to be a powerful force in confectionery purchasing decisions. The emotional comfort of childhood memories, retro branding, and familiar flavours contributes to strong product appeal. However, today’s consumers often expect an updated version of what they remember. Social discussion around themes like
“playfulness,” “dreaminess,” and “cozy” is on the rise in the confectionery space. These themes suggest that consumers want products that not only recall the past but enhance it with better ingredients, more compelling textures, or added health benefits. In practical terms, this could mean reintroducing
familiar products like grape-flavoured gummies, but with functional enhancements or new formats.
We’re also seeing functional confectionery—candy with added protein, vitamins, or adaptogens. Is this a fad, or does your analysis suggest it’s here to stay? MAO: Functional confectionery, sweets enhanced with vitamins, adaptogens, protein, fiber, or other health-forward ingredients, has moved well beyond niche status. This trend aligns
AUGUST/SEPTEMBER 2025 • KENNEDY’S CONFECTION • 21
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