MARKET INSIGHT


HOW HEALTHIER SNACKS CAN WIN CONSUMER TRUST


Consumers no longer want “guilt-free” treats. In this exclusive interview, insights from the Future of Food Institute reveal how brands can combine pleasure, trust and care in everyday indulgence. Kiran Grewal reports.


T


he confectionery and snacking industry is at a crossroads. Recent research from the EIT Food Consumer Observatory, in collaboration with


Puratos, reveals a major shift in how consumers perceive indulgent foods and healthier alternatives. Based on qualitative research with 110 participants across 17 European countries, the study, Finding Harmony: Where Health Meets Indulgence in Food, combines semiotic analysis and behavioural insights to uncover the nuances of modern snacking. For years, “guilt-free” messaging dominated


product marketing, promising indulgence without consequence. Yet consumers are increasingly rejecting this language as manipulative, tied to diet culture, and alienating for anyone not actively dieting. Instead, they are seeking products that align with balance, natural ingredients, and moments of comfort — indulgence that genuinely feels good for them, both physically and emotionally.


The research identifies several key trends:


Trust matters more than ever: Transparent, recognisable ingredients and simple messaging outperform bold health claims or overly processed cues. Everyday indulgence beats special occasions: Consumers are most open to healthier treats during routine moments — a quiet evening, family snack time, or post-workout reward. Sweet baked goods lead the way: Cookies, muffins, and banana bread stand out as products that naturally combine


38 • KENNEDY’S CONFECTION • FEBRUARY 2026


pleasure and improved nutritional profiles. Healthier indulgence is an act of care: Positioning treats as a form of self-care or shared care resonates more than framing them as a compromise. To explore these findings in depth, Kennedy’s


Confection spoke exclusively with Durk Bosma, Head of Thought Leadership at the Future of Food Institute, who provided insights specifically for the confectionery and snacking sector.


Your research suggests consumers are turning away from “guilt-free” messaging. In confectionery and snacking, why has this language become so off-putting, and what should brands say instead? Durk Bosma: Consumers increasingly find “guilt-free” language manipulative and tied to


unhealthy diet culture, resonating only with dieters while alienating everyone else. They prefer positive, non-moralising messaging that highlights natural ingredients, balanced enjoyment, and care for oneself or others.


Trust is a recurring theme in the study. For chocolate, biscuits or snack bars, what kinds of ingredient cues or claims actually build trust today, and which ones risk undermining it? DB: Trust grows when products use natural, minimally processed ingredients, familiar health cues like wholegrains and protein, and transparent ingredient lists backed by third-party validation. Distrust is triggered by bold or abstract health claims, artificial sweeteners, and ultra-processed cues that feel “too good to be true.”


CONSUMERS INCREASINGLY FIND ‘GUILT-FREE’ LANGUAGE MANIPULATIVE AND TIED TO UNHEALTHY DIET CULTURE, RESONATING ONLY WITH DIETERS WHILE ALIENATING EVERYONE ELSE


The study highlights everyday moments — like evening relaxation or family snacking — as key opportunities for healthier indulgence. How should confectionery brands rethink portion size,


format or


usage occasions to fit these moments? DB: Consumers are most receptive to healthier indulgence in everyday, low-pressure moments like evening relaxation or family routines. Smaller portions, lighter formats and easy-to-grab options that fit into daily rhythms help support balanced habits.


Sweet baked goods stand out as a particularly promising category. What makes products like cookies, muffins or banana bread better vehicles for healthier indulgence than, say, traditional sweets or desserts?


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