MARKET INSIGHT


DB: Products like cookies, muffins and banana bread naturally align with everyday, casual moments, unlike desserts tied to celebrations. They are also easier to reformulate with wholegrains, natural sweeteners and familiar ingredients that feel closer to home baking, which boosts perceived healthfulness and trust.


Many confectionery brands are


experimenting with added protein, fibre or functional benefits. Where does your research suggest the line is between “helpful” and “too functional” for indulgent snacks? DB: Added protein or nutrients are appealing when they enhance—not replace—the indulgent experience, especially for health optimisers. But when functionality becomes too dominant or feels overly processed, consumers question taste, authenticity and feasibility, seeing it as incompatible with true indulgence.


Parents appear to be an important audience for healthier indulgent snacks. What does the research reveal about how families balance pleasure, nutrition and emotional comfort when choosing treats for children? DB: Parents want treats that feel enjoyable and nutritious, preferring natural, minimally processed options with reduced sugar that let them “care


without compromising.” Many bake at home for control, and appreciate healthier ready-made options when they can trust the ingredients.


The study talks about positioning healthier indulgence as an act of care. How can confectionery and snack brands translate that idea into packaging, tone of voice or product storytelling without sounding preachy? DB: The indulgence comes from taking good care of yourself. That in itself makes you feel good about your food choices and yourself.


Imagine you just went running for an hour. Eating something healthy afterwards, is a bonus, a reward for all the good you already did for your body. Compare that to eating a bag of crisps. Tastes good, but effectively undoes the effort of taking care of yourself, so doesn’t feel good.


THE INDULGENCE COMES FROM TAKING GOOD CARE


OF YOURSELF. THAT IN ITSELF MAKES YOU FEEL GOOD


ABOUT YOUR FOOD CHOICES AND YOURSELF


How do these findings challenge long- standing assumptions in the confectionery industry about indulgence being reserved for celebrations and special occasions? DB: Celebrations, social occasions, will always be moments for indulgence. And there are also the ‘comfort eating’ occasions, where indulging yourself is a compensation for negative emotions (stress, hurry, etc.). What’s new is the increasing importance of the idea that taking good care of yourself and your loved ones can also feel very good.


Looking ahead, what’s the biggest risk for snack and confectionery brands if they continue to frame healthier options as a compromise rather than a positive choice? DB: If healthier indulgence is framed as “less tasty” or a sacrifice, consumers will default back to conventional treats— especially in moments of stress or craving.


FEBRUARY 2026 • KENNEDY’S CONFECTION • 39


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