Confectionery industry trends

Indulgence and health trends are driving new confectionery product development, as confectionery companies target consumer demands for healthier pleasure. An analysis of 325 new confectionery products launched in January and February 2006 tracked by the Innova Database found that indulgent and premium (59 launches) and novel and fun (102) still scored highest in terms of new product launch positioning. News that Nestlé is looking to the inspiration of a chef for a new line of flavoured chocolates to be launched later this year indicates the giants know all too well that the primary aim of confectionery remains indulgence. Nestlé will use Spanish chef Ferran Adria to help boost sales of its Cailler brand of chocolate bars in Switzerland.

Products with more healthy attributes such as organic, sugar free and low glycemic index are beginning to show more potential.

January and February 2006 saw the launch of 23 low-calorie confectionery products, 23 sugar free, seven products targeted at allergy sufferers and five for those looking for organic alternatives. A wide variety of low-calorie bulk and high-intensity sweeteners is now available to meet the demands of the food product developer in the creation of products to rival sugar-loaded regular versions. Meanwhile, ingredient manufacturers are developing natural and organic products to meet the latest consumer demands.

Functional, sports and energy are still niche areas, but recent product launches suggest that the fortified sector will continue to grow. Several chocolate products promoted for their high flavanol content (such as Hershey's Extra Dark in the US) have hit the market, while chocolate product supplier Barry Callebaut continues to promote its high polyphenol ActiCoa process. Jelly Belly's Sport Beans (for increased performance) have now also been launched on the European market, while some players in the energy drinks arena, such as Red Devil and Mad-Croc, have now expanded into gum.

Confectionery tends to be the next fortified application area after beverages. The addition of herbs and botanicals has long been the case in markets such as Japan, but the likes of green tea and aloe vera are now also being used to add an extra wellness element to confectionery products in Europe and the US.