Trends in the candy industry reflect a market that is undergoing significant changes in the wake of the health crisis. Brands are innovating by offering multisensory experiences, while the chewing gum category is seeking to address new consumer needs.
Among these are stress relief and the growing interest in products with healthier properties.
Consumer trends in the candy, gum and chewing gum market
One of Mintel's trend reports, *Enjoyment Everywhere*, notes that consumers want to explore and try new experiences.
For a time, the pandemic restricted many activities and leisure pursuits. As a result, there was growing interest in indulgent foods and beverages capable of stimulating the senses beyond just taste and smell.
This quest for new experiences is one of the leading trends in candy and other confectionery products.
The repressed desire to have new experiences is driving people toward indulgent foods and beverages that stimulate the senses—beyond just taste and smell.
Fruit flavors continue to have a strong presence in the candy market. Brands can capitalize on this preference to develop new combinations and sensory experiences.
In the wake of the pandemic, emotional well-being has become increasingly important to consumers. Against this backdrop, some chewing gum brands are seeking to position their products as an option associated with moments of relaxation and stress relief.
There has also been an increase in product launches featuring claims related to reduced sugar and vegan formulations. These offerings respond to consumer interest in finding alternatives that are compatible with healthier lifestyles.
Innovation opportunities
Given these trends in candy, gum, and chewing gum, Mintel experts have identified two major areas of innovation for the market.
Balancing Indulgence and Health
In the wake of COVID-19, interest in functional foods remains strong. However, consumers don't want to give up indulgence either.
Therefore, one of the industry's main challenges will be to develop products that combine both of these attributes.
Reduce the sugar content
The trend toward reducing sugar consumption continues to influence the development of new products. In addition, the pandemic has accelerated interest in low-sugar and sugar-free options.
The confectionery industry will need to continue adapting to consumers who want to limit their sugar intake without giving up life's little pleasures.
Ultimately, trends in the candy industry reflect a consumer who is seeking new experiences but is also paying closer attention to their well-being and the ingredients in products. Brands that know how to combine flavor, indulgence, and new health demands will have greater opportunities to stand out.
