Surge in consumer demand for sugar-free, sustainable and healthy confectionery category

September 16, 2022

As the quest to improve health through food plays an important role in food and beverage innovation, the confectionery segment is offering healthier products to consumers.

Innova Market Insights reports that innovation in confectionery products continues to grow as global consumers purchase more than 19 million liters of candy each year.

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Experts note, "Global chocolate and confectionery continue to lead the way and are on the rise."

Western Europe is the largest region in terms of market value for chocolate and gum, but ranks second in confectionery. In terms of chocolate, the Western European market contributed the largest share (39%); in confectionery, Asia contributed the largest share (38%). Meanwhile, Innova Market Insights data shows that the proportion of new product launches in chocolate is higher in Eastern Europe (13 percent) than in the confectionery category (8 percent).

Market researchers said, "Most markets consume chocolate and confectionery for similar reasons: taste, pleasure and indulgence/hospitality or reward."

In the report, 60 percent of consumers surveyed said they eat chocolate because it tastes good, followed by 44 percent who said it makes them happy. Another 39% of respondents said, "To indulge/entertain or reward themselves." Another 34% ate chocolate for relaxation.

The taste is the most important, but the sugar content is also important

Experts believe that when it comes to candy, consumers want to enjoy low-calorie confections that fit their lifestyles and that taste is a priority in developing the confectionery industry.

"Reducing sugar intake is the top trend for foods and beverages, including candy." In a report by Innova Market Insights on health and nutrition, an average of 73% of consumers in 10 countries are trying to limit or reduce products/ingredients that are harmful to them, such as sugar, salt, fat, etc.

Notably, one of the drivers of this trend is the epidemic and, more recently, inflation that has sparked financial uncertainty. Experts say, "As consumers reevaluate their diets to achieve better health lifestyles, they also want to find comfort in better-for-you candy."

Increased consumer interest in plant-based sweeteners

According to a global report on the confectionery industry by Innova Market Insights, consumer desire for more plant-based products is impacting the confectionery industry in 2021.

This has sparked interest in zero-calorie sweeteners derived from plants, such as stevia. In the same report, sugar-free and natural foods are in high demand in confectionery and chewing gum.

Brands are under pressure to make foods and beverages that taste good, are better for you and contain less or zero sugar. Influential consumers, such as millennials, are particularly in need of these changes, experts say.

At the same time, growing discussions about nutrition and sustainability are driving consumer acceptance of stevia. research by Innova Market Insights found a 27 percent increase in new stevia product launches.

The Quest for Health

The demand for healthier confectionery has been driven as consumers accelerate the pace of leading healthier lifestyles. "Globally, the quest for health has grown exponentially over the years," experts explain.

"The quest for nutrition, immune boosters and healthy eating reached new levels during the epidemic, and the number soared. Increased consumer desire for health, combined with the concentration of population in large urban centers and the demanding, anxious lives most consumers lead on a daily basis, has led to market growth for healthy products."

Flavor challenges

The formulation of chocolate confectionery products is complex. Experts say, "In addition to innovation around texture, satisfying flavor and attractive color, the biggest challenge in making confectionery chocolate is bitterness. The higher the cocoa content in a product, the more bitter it is and the less sugar it contains, but the healthier it is."

When producing zero-sugar or even low-sugar confectionery products, product developers face obstacles in terms of taste modulation.

There are benefits to the planet

Today's consumers want more sustainable products, but don't want to sacrifice nutrition. Sustainability and nutrition are among the key macro trends for 2022.

This also aligns with Innova Market Insights' One Planet 2022 trend, where brands and consumers need to play their part in shaping a sustainable future.

Shaanxi Huike Botanical Development Co., Ltd. a integrated enterprise which is focus on natural products, Plant extract related products and services.We mainly focus on pharmaceutical, functional food, Freeze-dried powder,Natural Pigment,Homology of medicine and food,beverages and other business services.
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2022-09-16

Shaanxi Huike Botanical Development Co., Ltd.

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