NOVEL INGREDIENTS


INGREDIENT SOLUTIONS


THAT GIVE THE CONSUMER WHAT THEY


WANT


Suzanne Callander reports on the latest trends and launches of novel ingredients for confectionery recipes today that help meet consumer demand.


C


onfectionery is increasingly moving beyond traditional indulgence, with brands now regularly incorporating


ingredients associated with health and wellbeing. The occasions where consumers are consuming confectionery is


also


changing. According to analysis from Data Bridge Market Research, the functional confectionery market was valued at USD 12.30 billion in 2025 and is projected to reach USD 28.35 billion by 2033, growing at a CAGR of 11% from 2026 to 2033. Kieran Sargent, NPD Technologist at


TasteTech, is seeing prebiotics, probiotics and functional fibres becoming more


common in products such as gummies and chocolate, reflecting growing consumer interest in gut health and preventative nutrition. He said: “This is helping position confectionery as an enjoyable way of incorporating functional ingredients into a convenient format. “Interest in adaptogens and nootropics


is also increasing – particularly ingredients such as Lion’s Mane and Reishi mushrooms, ashwagandha, L-theanine and magnesium,” continued Kieran. “These ingredients are being linked with areas such as relaxation, focus and mental wellbeing, tapping into the wider wellness trend. Having visited Vitafoods Europe


exhibition in 2025, it was clear to see the cross over of nutraceutical products into convenient formats like gummies, which is an application that can carry a high loading of functional ingredients.” However, Kieran argued that functional


benefits in confectionery products are not enough on their own – they also need to taste great. “Consumers are now more willing than ever to be more adventurous in their flavour choices with global and ‘swicy’ combinations being the most popular today. Other flavours of note are premium citrus choices such as Yuzu, calamansi or mandarin, offering an elevation


26 • KENNEDY’S CONFECTION • OCTOBER 2026


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