FUNCTIONAL INGREDIENTS
FMCG Gurus data shows 45% of consumers believe a healthy diet should include occasional treats in moderation, highlighting a broader shift away from restrictive thinking and toward sustainable lifestyle habits. This balanced mindset is reshaping
expectations across the food and beverage industry—and confectionery is no exception. Consumers increasingly want indulgent
products that feel justified. That reassurance may come through premium ingredients, portion control, cleaner labels or added nutritional benefits. FMCG Gurus research suggests 50% of consumers are willing to pay a premium for snacks made with high-quality ingredients, provided the value proposition is clear and credible. At the same time, indulgence is strongly
influenced by context and occasion. While consumers may prioritise functionality and energy during the morning, indulgence becomes more prominent later in the day. FMCG Gurus’ research shows only 33% of consumers prioritise indulgence in the morning, rising to 45% in the evening, when food and drink are more likely to be associated with relaxation and reward. These changing behaviours are creating new opportunities for innovation across
CONSUMER DEMAND FOR FUNCTIONAL
CONFECTIONERY IS BEING SHAPED BY A DUAL FOCUS ON WELLNESS GOALS AND DESIRE FOR ENJOYABLE SENSORY EXPERIENCES
confectionery. Instead of positioning sweets purely as treats, brands are beginning to explore how indulgent formats can also deliver functional benefits—supporting energy, digestive health or nutritional goals without sacrificing enjoyment. Industry announcements and innovation
updates across the ingredient sector echo this trend. Many suppliers are highlighting growing demand for products that combine indulgent flavour experiences with wellness positioning, signalling a convergence between traditional confectionery and functional snacks. The result is a category that is becoming increasingly versatile, capable of delivering both emotional satisfaction and tangible nutritional value. For manufacturers, however, delivering on this promise is far from simple. Functional ingredients can introduce formulation challenges around taste, texture and stability—areas that are critical to consumer acceptance. According to Clara Faustina, Senior
Marketing Manager for Sweet Goods and Bakery EMEA at ADM, navigating this balance between health and indulgence is one of the most exciting areas of innovation in the confectionery industry today. “Consumer demand for functional
confectionery is being shaped by a dual focus on wellness goals and desire for enjoyable sensory experiences,” Clara explains. “This creates opportunity for confectionery products that deliver targeted physical and mental health benefits without compromising indulgence, flavours and formats.”
Protein moves beyond traditional formats One of the most visible developments in functional confectionery is the expansion of protein into indulgent formats. For many years, protein fortification was
Host Defense mushroom gummies demonstrate how adaptogenic and nootropic ingredients are entering confectionery-style formats.
largely confined to sports nutrition products such as shakes and bars. Today, however,
MARCH 2026 • KENNEDY’S CONFECTION • 15
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