Trends in sugar confectionery

Consumers want what they know, but in new ways. Here are the four most important trends shaping the future of sugar confectionery.

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Flavours we know and still choose

Classic fruit flavours are still going strong.

New data shows that berries and citrus account for 17 and 13 per cent of all new sweet launches in Europe, respectively. Strawberry, raspberry, lemon and orange are the flavours that keep coming back – again and again.

But it's not just about the familiar. Combinations such as raspberry and lime or cola and cherry are growing in popularity.

At the same time, more exotic varieties are gaining ground, such as mango and passion fruit – especially among younger consumers. This is where we see the familiar getting a little twist. It provides a new experience without removing the comfort factor.

All the senses must be engaged

Sugar confectionery is increasingly about experience – not just taste.

New figures show that 81 per cent of consumers actively notice the sensory aspects when choosing sweets. This means that colours, shapes, texture and even sound also play a role.

Products with visual effects such as glitter, colour changes or layered textures are gaining ground. And the texture can be surprising. A soft centre in a crispy shell. Or freeze-dried elements combined with a jelly filling. This creates a sensory experience that appeals to the eyes, the mouth and expectations.

Focus on function

More and more consumers expect sugar confectionery to offer more than just taste.

According to new consumer data, 67 per cent want confectionery products with functional properties, and almost half are actively looking for healthier alternatives on the shelves.

Chewing gum is a frontrunner here. In European launches, sugar-free varieties dominate with claims such as vitamins or energy-boosting properties. It is a balance of function and taste, and consumers expect it to taste just as good as the classic varieties.

Relaunch the familiar

Nostalgia is a clear trend in the confectionery category.

The latest figures show that product launches with a nostalgic theme have increased by 18 per cent in just three years. Classics are being relaunched in updated packaging with improved ingredients and new visual expressions.

Consumers between the ages of 25 and 44 are particularly attracted to flavours and shapes from their childhood – but preferably with a modern twist.

This creates a sense of security and recognition in an age characterised by many choices.

From trend to security in development

The four trends show how the confectionery of the future is shaped by what consumers already know – but expect more from. This applies to taste, sensory experience, function and the feeling of recognition.

We help translate trends into flavour solutions that work in practice and, together with our partner dsm-firmenich, provide flavours and advice that match both application and ambition.

If you want to work with a specific trend, we will be happy to explore the possibilities and show how flavours can bring the trend to life in your product development.

Want to see what lies behind the four trends?

The four trends provide direction – but they are based on much more.

We work from a 120-page trend report that brings together five years of development and shows how the flavours and preferences of the future in sugar confectionery and chewing gum can be predicted based on mega drivers and market data.

Among other things, the report provides insight into:

The most widespread and rapidly growing flavours in sweets and chewing gum.
Flavours that are short-lived trends – and those that are here to stay.
Which claims consumers respond to.
Which flavours are associated with enjoyment – and which with health.
Product examples and flavour inspiration from across Europe.
Specific flavour solutions that match market needs.

We are happy to share the content with you during a dialogue.