Health trend influences confectionery market

Innova Market Insights

Tuesday, 09 March, 2021

Health trend influences confectionery market

Market research firm Innova Market Insights has found the trend towards healthier choices in food and beverages has changed the development of new confectionery products.

Taste quality is essential to confectionery, sweet bakery, ice cream and dessert products, which makes creating healthy sweet treats challenging.

The common thread that ties the popularity of these products together is sugar.

Innova found that while there have been winners and losers in reduced sugar treats, there is no sure-fire route to success. 

Strategies vary and include complete removal of sugar, blending of sugar with sweeteners and advances in sugar science. 

Sugar reduction has been particularly successful in ice cream, with an emphasis on bolder on-pack calorie counts.

Lu Ann Williams, Global Insights Director at Innova Market Insights, said several brands, such as Halo Top, have established themselves on a low-sugar platform.

“Their success owes much to pricing that is similar to premium mainstream products and a strong brand ethos centred on health,” Williams said.

Beyond sugar, Innova found protein is the other macronutrient attracting the most attention in the healthy sweet treat space.

“Protein is a good fit with dairy desserts but also adds health value to some confectionery and sweet bakery products,” Williams said.

Even some well-known sports nutrition brands are exploring opportunities in high-protein biscuits and chocolate products.

Plant-based ingredients have become an essential ingredient in healthy sweet treats.

In sweetening, for example, stevia, erythritol and monk fruit are all gaining ground.

Meanwhile, in protein enrichment, pea protein is an increasingly popular ingredient choice, with rice protein an emerging niche.

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