NOVEL INGREDIENTS


FINDING A BALANCE BETWEEN FUNCTIONALITY AND


Health-conscious consumers are demanding treats that actively support wellness. Suzanne Callander reports on some of the innovative ingredients that are enabling confectionery manufacturers to address this trend.


T


oday’s consumers appear to be more health-conscious than ever. According to the International Food Information


Council’s annual survey, healthfulness has now surpassed price as a purchase driver in households earning $100K+, and it is rapidly influencing other consumer groups too. Consumers also expect more from food than simply reduced sugar or vegan alternatives. They want indulgent products that also deliver functional benefits – supporting immunity, metabolic health, or mental well-being – without sacrificing taste. According to a report from Health


Focus International – functional food is no longer niche, with around 75% of global consumers now aware of functional foods and beverages and more than 50% being


20 • KENNEDY’S CONFECTION • OCTOBER 2025


interested in them, driven mainly by younger consumers. This has resulted in a growing use of functional ingredients in confectionery recipes – most noticeably in chocolates and gummies – to promote mood-boosting, stress reduction, focus, and relaxation. Novel ingredients being utilised in


confectionery to meet this demand include functional ingredients such as adaptogens, probiotics, and omega-3s for health benefits, along with a growing variety of plant-based ingredients.


Adaptogens Adaptogens are a class of herbs and roots that help the body cope with stress, whether physical, chemical, or biological. These natural compounds have been used for centuries in traditional Chinese


and Ayurvedic medicine. Adaptogens work to balance, restore and protect the body by normalising its functions. It is believed that they can help moderate the body’s response to stress, reducing the production of stress hormones such as cortisol. They can also help improve mood by influencing the production of neurotransmitters such as serotonin and dopamine and can also increase stamina and energy. Two commonly used adaptogens include ashwagandha, known for its calming and stress-reducing properties, and ginseng which is used for its energising and immune system- enhancing properties. “While the demand for indulgence,


combined with functional benefits has fueled demand for adaptogens, probiotics, plant-based proteins and


Pleasure


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