NATURAL INGREDIENTS
LEADS THE WAY
Consumers are demanding cleaner, greener treats, and the confectionery industry is racing to deliver. Kennedy’s Confection reports
O ver the past few years,
confectionery has been swept up in a broader consumer shift toward health-conscious
indulgence, and natural ingredients are at the heart of this transformation. Shoppers are scrutinising labels more closely than ever, seeking out products that align with their values around wellness, transparency, and sustainability. What was once a niche preference has become a mainstream expectation: vibrant colours, familiar flavours, and functional benefits, but delivered without artificial additives. At the same time, the rise of mindful snacking and portion-controlled formats means consumers want indulgence that feels lighter, cleaner, and more purposeful. For brands, natural formulations are a differentiator, true, but they are also becoming essential to securing trust, meeting rising standards of “better-for- you” indulgence, and commanding loyalty in a crowded marketplace.
Trends for 2025 In 2025 and beyond, expect to see more focus
24 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025
on blood sugar and hormone health, while food and drink will play an increasing role in mental health management. There will be an increase in diversified ingredient sourcing, while the humanisation of technology will be essential for consumers who are apprehensive about technology being used to create, modify and produce the food they
put into their bodies. Mintel experts outline the key trends emerging this year: “The emergence of GLP-1 weight-loss
WE ARE NOT WORKING
AGAINST NATURE, BUT WITH IT, AND TRY TO USE RICH,
NATURAL, WILD HERBS LIKE FIREWEED IN OUR FAVOUR BY APPLYING CREATIVITY AND INNOVATION TO IT
medications will inspire consumers to reevaluate the relationship between food and medicine. Starting in 2025, brands must streamline their health claims to the critical nutrients they contain. Simplified claims that highlight protein, fibre, vitamins and mineral content will appeal to people who are using weight-loss drugs, as well as the majority of consumers who define their diets based on their individual needs and how food makes them feel. Expect to see an increase in nutrient- dense product innovations to improve short- and long-term health. “Increased adoption of personal data
collection will happen at the same time as consumers paying more attention to two metrics that are key to how GLP-1 weight- loss drugs work in the body: blood sugar and hormone health. Rising interest in blood sugar could increase the demand for low-glycemic formulas, as well as blood sugar monitoring beyond just diabetics. For hormone health, brands can support men
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