INNOVATIVE INGREDIENTS
debate whether gummies contain clinically meaningful concentrations of lion’s mane or rely on trace inclusions marketed through aggressive branding. At the same time, regulators have begun paying closer attention to the category. According to The Guardian in an article published in 2024 In Australia, mushroom gummies marketed around “memory and focus” and “natural energy and power” were recalled after hospitalisations linked to toxic reactions, drawing attention to the risks surrounding poorly regulated functional confectionery products. That scrutiny reveals another
important dimension of this trend: the more confectionery adopts the language of supplementation and bioactive ingredients, the more it enters territory traditionally associated with health regulation rather than food marketing. Candy companies are increasingly making claims around cognition, energy stability and fatigue reduction that would once have belonged almost exclusively to nutraceutical manufacturers. In doing so, they are reshaping what consumers expect confectionery to provide.
From sourness to sensory While taste remains a primary purchase driver, there is growing evidence that texture sits just behind taste as a critical factor influencing repeat purchase and product differentiation. Insights presented in the Global Market Data
28 • KENNEDY’S CONFECTION • MAY 2026
TRADITIONAL CONFECTIONERY
ADVERTISING CENTRED ON REWARD, COMFORT OR ESCAPISM; FUNCTIONAL CANDY INSTEAD ALIGNS
ITSELF WITH PRODUCTIVITY AND ENDURANCE
intense, differentiated flavor experiences – particularly in sour profiles – paired with consistent texture and shelf-life performance. Against this backdrop, texture is emerging as a powerful purchasing lever. Beyond initial taste appeal, the mouthfeel, layering, and evolution of sensation during consumption are becoming decisive for consumer satisfaction. This creates a clear opportunity: manufacturers that successfully combine taste with a memorable sensory journey are better positioned to foster loyalty and premium perception.
Segment Insights highlight not only the scale and segmentation of the category but also the increasing diversification across formats – from gummies and jellies to hard- boiled candies – each with distinct textural expectations. Willy van Arkel – Global Business Director Confectionery, Corbion, tells us more. At the same time, market dynamics emphasize innovation cycles, with confectionery brands increasingly relying on bold flavors, limited editions, and sensory novelty to stand out. As outlined in by Innova Market Insight, consumer demand is shifting toward
Moving beyond Sourness & Stability Historically, ingredient suppliers in confectionery such as Corbion, have been associated primarily with functional roles: delivering sourness, ensuring stability, and supporting preservation. While these remain essential, the industry is now entering a new phase where ingredients must actively shape the eating experience itself. Corbion is increasingly positioning itself at the
centre of this shift. Its expertise in acidification, buffering, and organic acids provides a strong foundation – not only to control pH or extend shelf life, but also to fine-tune the sensory properties of confectionery products. Their blended or powdered acid systems allow manufacturers to adjust both the type and intensity of sourness, balancing it carefully with sugar and sweeteners to create distinctive flavor profiles that evolve in the mouth. Crucially, acidification plays a dual role. It
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