Functional Ingredients There are a variety of ingredients that consumers seek to
tap into their holistic well-being. For example, from a cognitive function perspective, more consumers have resorted to nutritional supplementation through caffeine in hopes of having an extended, slower release effect over regular caffeine to boost alertness and maximise their performance on both physical and mental tasks. Isabel says: “Advancements in technology and research have led to the discovery and development of new functional ingredients. For example, there has been significant progress in understanding the potential benefits of compounds found in plants, such as polyphenols and flavonoids, which are now being incorporated into a range of functional food and beverage products. “To improve overall sleep, educated consumers turned to
magnesium, which improves muscle relaxation for a more restful sleep. Magnesium has also been shown to facilitate the hormone balance, enzyme activity, and neurotransmitter function that regulate mood and support stress relief.”
What is trending? Vegan claims appear in a growing share of confectionery launches. This uptick has been fueled by the pastilles, gums, gummies or jellies, and chews segment. There has been a significant increase in launches of textured jelly confectionery. The better-for-you trend is taking off and consumers are
searching for tasty food that will award sensory enjoyment as well as a wellness boost. The functional food space is currently seeing many exciting innovations. The functional gummy is taking the functional confectionery space by storm. Nutritional bars and herb infused beverages are also trending.
“Confectionery provides
indulgence and consumers want to enjoy the full advantages
instead of just consuming dietary supplements”
For example, Ashwagandha is a foundational herb in Ayurvedic medicine, used for thousands of years to promote longevity and enhance vitality. Today, ashwagandha is considered an adaptogen, or a natural substance that can support the body’s response to stress, and consumers believe it’s effective at supporting stress management and sleep. As one of the fastest growing
ingredients within dietary supplements,
ashwagandha is anticipated to help pave the way for other, lesser known adaptogens in the marketplace. Ashwagandha sales grew by 226% between 2020 and 2021
according to HerbalGram’s 2021 Herb Market Report, with mood support supplements accounting for 96% of all mainstream ashwagandha sales. This increase came as the sleep supplements category grew 37% in 2020 and 17% in 2021, according to the Condition Specific Report from Nutrition Business Journal, and the mood and mental health market hit a US$1.3 billion valuation. Kerry explains: “These figures speak to the fact that
KennedysConfection.com
Kennedy’s Confection May 2023
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