FUNCTIONAL INGREDIENTS
GETTING
he confectionery ingredients market continues to grow steadily and is estimated to achieve a Compound Annual Growth Rate (CAGR) of 4.6% between
2024 and 2033, according to figures from Future Markets Insights. In parallel, demand for functional foods is rising, fuelled by changing lifestyles, growing health consciousness and a desire for nutritious alternatives. In line with this trend, ‘better for you’ sweets are surging in popularity, with the global functional confectionery market expected to reach US$ 3.98 billion by 2031, according to the Functional Confectionery Market Size, Share, Growth, Forecast and Outlook (2024-2031) report
14 Kennedy’s Confection May 2024
versus T
the functional indulgent balance right
Recent reports indicate a rapid growth trajectory for the functional confectionery market. However, addressing this market sector does not come without its challenges, as Suzanne Callander finds out.
from Data Intelligence. So, this market segment offers opportunities for confectionery manufacturers. However, success will depend on how well confectioners can unpick key challenges – namely striking the elusive balance between health and indulgence. Although consumers are becoming more conscious about their food choices, they are not willing for this pursuit of health to come at the cost of taste and texture. “Reformulations that incorporate health-
promoting ingredients, be that prebiotic fibres or energy-boosting botanicals, must closely mimic or even enhance the eating experience if it is to be accepted,” warns Neus Arenas, Customer Market Leader Confectionery and Bakery & Snacks Europe at Roquette. “However, the incorporation of
functional ingredients can often bring with it significant technical challenges. This is where close collaboration with ingredients suppliers and robust R&D proves critical.” Neus highlights another key challenge
– labelling. “Confectionery is still seen as a ‘pleasure’ category, so leveraging too many health claims or leaning too heavily on communicating formulation changes could shatter this illusion. As a result, the products risk being perceived as less ‘pleasant’ and more ‘medicinal’. Again, it’s all about getting the balance right. One way to go is subtlety, favouring silent formula enhancements, such as a switch to recognisable ingredients, or discrete positive claims that focus on more consumer-friendly messaging.” When it comes to the most popular functional ingredients, Neus pointed out
KennedysConfection.com
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