BIG INTERVIEW
with broader consumer desires to reconcile indulgence with wellness. Tastewise data confirms sustained interest in
health-focused candy, particularly in formats such as immune-boosting gummies, collagen chews, and low-sugar options. Functional claims that previously appeared in the supplements aisle are now appearing on candy wrappers. The growth of brands like SmartSweets
also reflects this shift. Positioned as a “steady performer” in the market, their success highlights demand for health-conscious treats that don’t sacrifice taste. Given this evidence, functional confectionery is
likely not a trend but a long-term redefinition of what candy can be.
AI-generated recipes and flavours are entering the confectionery space. From your vantage point, how do consumers respond to AI-created products compared to traditionally developed ones? MAO: Artificial intelligence is increasingly being used to develop flavour combinations and optimize product concepts. What matters to consumers is how this process is communicated. Younger demographics, in particular, show
interest in the novelty and creativity enabled by AI. When presented transparently, AI-generated products are often perceived as forward-thinking and intriguing, not artificial in a negative sense. AI is also being used by brands to test concepts
through limited-time offerings before committing to full-scale production. This approach allows for data-backed iteration and reduces risk while engaging early adopters.
Global flavours are appearing more often in sweets—from mochi donuts to Mexican chili mango gummies. What regions or cuisines are showing the strongest influence right now and why? MAO: Global flavours continue to influence confectionery development. Tastewise data points to several regions driving recent innovation: Korean flavours, including gochujang and chili-
based pairings, are seeing an 11% YoY increase in discussions. Mexican ingredients such as tamarind, chili
mango, and chamoy are becoming common in both candies and sauces. Indian-American fusion has shown especially
rapid growth, with a 3,079% YoY increase in consumer engagement. This interest in international flavours
corresponds with broader cultural openness and culinary curiosity. Confectionery serves as a low- barrier entry point for experiencing global cuisines, making it a natural site for fusion experimentation.
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
those that balance taste with transparent and specific health claims. Low sugar is not a compelling value proposition on its own; it must be paired with flavour complexity or added functionality to resonate.
If you had to predict the next big confectionery breakthrough based purely on current data signals, what would it be? MAO: Based on current data signals, the next major breakthrough may come from what we call “contrast confectionery.” These products combine multiple sensory experiences, chewy and crunchy, spicy and sweet, rich and sour, in a single item. Early indicators show growing interest in high-
contrast textures and layered flavours. This aligns with broader consumer desires for experience- driven eating and sensory stimulation. In a fragmented attention economy, multi-dimensional products tend to outperform simpler counterparts. Contrast confectionery builds on existing
With sugar reduction a major industry focus, how are consumer expectations evolving for
confectionery without compromising indulgence? MAO: Sugar reduction efforts are no longer about simply lowering sugar content; they’re about maintaining indulgence while adding benefits. This is a critical shift in how consumers define “better-for-you.” Rather than viewing health and pleasure as opposites, consumers now expect both. Sweeteners like monk fruit, stevia, and allulose are increasingly used alongside added functional ingredients such as prebiotics or antioxidants. Consumers are also scrutinizing labels more closely. Products that succeed are
22 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025 “better-for-you”
trends (like swicy or nostalgic formats) but takes them further by offering complexity in both form and function. This could include products like spicy collagen date caramels, tart-sweet probiotic chews, or layered chocolate with herbal and floral inclusions. The confectionery category is evolving rapidly, shaped by a combination of cultural shifts, functional expectations, and sensory exploration. Data reveals that consumer interests are increasingly fluid, with short-term engagement and long-term value both possible, depending on how well a product meets emotional and experiential needs. For professionals in R&D, innovation, and
marketing, the key takeaway is clear: monitoring trends is not enough. Execution speed and cross- functional integration are now essential for success in a category where novelty, nostalgia, and nutrition coexist. Tastewise’s platform is designed to bridge
this gap, translating billions of data points into actionable opportunities. Whether reformulating classics or developing new product lines, staying close to real-time consumer behavior is the most reliable path to relevance.
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