This shift in consumer sentiment has led to many confectionery brands frantically re-formulating in response to this need. In particular, the global war on sugar presents a significant challenge for confectionery manufacturers. According to GlobalData’s 2016 consumer research, 40 percent of consumers globally are concerned about sugar-related health issues such as diabetes, with this figure increasing to 46 percent among consumers in Asia Pacific.
“Global consumer packaged goods producers are showing that health and wellness is more than just talk by formulating and reformulating products. The onus is on brands to deliver enjoyable, unique experiences which are also mindful of growing health concerns,” said Tom Vierhile, global innovation insights, director.
One way brands are approaching this is through exploring functionality and ingredients from categories outside of confectionery. Mr Vierhile said that confectionery brands are seeking to improve the health perceptions of their products by taking inspiration from trends in other categories. One such approach is the production of protein-fortified chocolate which can bridge the gap between sports and mainstream brands, by taking advantage of consumer interest in sport nutrition and protein.
Another unique approach which is emerging includes harnessing functionality from the personal care sector. Confectionery products can make unique delivery systems for brands that can improve health, and brands are taking advantage of this in innovation, with an example being Dr. Heff’s Remarkable Mints which can help to repair damage done by tooth decay.