The candy, gum and chewing gum market is undergoing a major shift in the wake of the health crisis. Candy brands are innovating by offering multisensory experiences in consumption, while the gum category is looking to meet post-pandemic consumer needs, such as stress relief or relying on healthy claims.
Consumer trends in the candy, gum and chewing gum market
One of Mintel's consumer trend reports, Enjoyment Everywhere, describes how consumers want to step outside their boundaries and explore, play and embrace novel experiences as the pandemic continues to impose restrictions on their lifestyles.
The pent-up desire for new experiences is being driven toward the consumption of indulgent foods and beverages that stimulate the senses beyond taste and smell.
Flavors seen in candy launches tend to focus on sweet and refreshing fruit options, such as berries and citrus.
References on packagingto fruit juices make candy feel more natural and, therefore, permissible from a health standpoint.
National shutdown orders and changing buying habits during COVID-19 contributed to a decline in chewing gum sales. In order to revive the segment, manufacturers are being more experimental in their innovation strategies while remaining relevant to consumer needs. This has involved looking beyond breath freshening as a primary selling point and promoting chewing gum for other purposes, such as stress relief and energy support.
Sugar-free remains the most dominant claim in the chewing gum category, meeting the needs of its consumers to support dental health. The trend toward plant-based eating has also influenced innovation in this category, with manufacturers promoting gum bases from trees. This corresponds with the significant increase in vegan launches in recent years.
Innovation opportunities
With these trends in mind, experts at Mintel identify and highlight two major areas of innovation for the market:
- Resolving tensions between the indulgent and the healthy
In the wake of COVID, the desire to consume "functional foods" remains strong, but indulgence has been increasingly renounced. We are now looking at sweets also with health in mind. The current challenge in the sector will be to have products that have both attributes at the same time.
- A war against sugar
The war on sugar has been going on longer and the pandemic has accelerated the shift to a variety of low-sugar or sugar-free products. Confectionery will have to continue its efforts to win over consumers, whose sugar-reduced lifestyles are avoiding sweets.
Undoubtedly, the pandemic continues to influence people's lifestyles and consumer habits and brands will need to take this into account to drive growth in the post-covid era.
