Christmas confectionery trends: Festive flavors, dairy-free and reimagined classics

18 Dec 2023 --- Confectionery gifts or indulgences for the home are expected to dominate purchasing decisions over the festive season despite consumers reportedly being more conscious of their spending than in previous years.

Chocolate remains a small luxury many consumers aren’t willing to give up. In difficult times, people often turn to chocolate to make themselves happy, indulge, relax and wind down, according to Innova Market Insights’ Chocolate Trends global market overview report. 

Food Ingredients First speaks with olam food ingredients (ofi) about the trending flavors and formats of indulgent Christmas NPD.

“Whether through the giving and receiving of confectionery gifts or purchasing a staple advent calendar, chocolate plays a significant role in the festive season. We expect these traditions will likely continue for years to come, but evolve and change as consumer habits shift,” Naveen Pessani, technical category manager for Chocolate & Confectionery at ofi, tells us. 

Chocolate remains a small luxury that many consumers won’t sacrifice, even during financial uncertainty.He supports the view that while spending may be tighter this year, chocolate and confectionery will still play a big part in Christmas celebrations.

“The continued increase in the cost of living means people will likely purchase fewer items. But when money is tight, quality and value are key, and using premium cocoa ingredients can help enhance this.”

Spicing up festive flavors
Christmas spices like cinnamon and nutmeg are long-standing festive flavor staples. But, this year, ofi expects consumers to get more adventurous with their flavor choices as more unique and unconventional spice combinations, like chili chocolate, appear in Christmas F&B products. 

“For brands looking to spice up their festive offering, flavors like chili work perfectly when paired with cocoa powder to deliver a rich and spicy flavor sensation, with notes of nuts and fruits — perfect for warming up this festive season,” underscores Pessani. 

Earlier this month, we reported that nuts, seeds and grains, alongside pseudo-grains like amaranth and quinoa, remain a kitchen staple for many consumers. Ancient grains, in particular, have seen a boost in craveability on the market. New launches cropping up in these categories include upcycled barley grains and “activated nuts.” 

A dairy-free Christmas?
According to Innova Market Insights, one-third of consumers globally say that they respond positively to certain key ingredients being flagged on the front of the packaging. Other trends include prioritizing prevention as well as plant-based offerings. 

The dairy-free trend was also identified in ofi’s plant-based research. With more consumers embracing plant-based diets, the supplier notes it’s likely many consumers will continue seeking dairy-free alternatives to replace or complement classic Christmas treats.

Plant-based chocolate and confectionery are growing market categories, and as this trend becomes more commonplace, consumers expect vegan or dairy-free cocoa products to taste as good as the real thing.Oatnog combines golden rum, barista oat milk, cinnamon, nutmeg and vanilla, tapping into the taste of nostalgia.

“Nut-based ingredients such as cashew, pistachio and almond can match the properties of chocolate made with dairy, such as the hardness, sweetness, creaminess and melting time. In particular, our almond protein powder or cashew powder outperforms other alternatives such as rice powder and coconut powder,” Pessani explains. 

Ofi’s research has found oat milk performs best as a dairy alternative in confectionery and H!P’s Oat Milk Calendar is an example of one manufacturer looking to offer consumers a more exciting option this advent, the company says. 

Pessani believes the brands that will win this Christmas are “re-imagining holiday staples and delivering exciting and more premium products to surprise and delight consumers.”

Oatnog the new eggnog
Meanwhile, the Black Lines’ branded Oatnog has returned for the holiday season in the UK, with 2023 being the third time the festive alcoholic drink has been available in the country in the run-up to Christmas. The beverage is only available to purchase during November and December.

The dairy-free beverage combines golden rum, barista oat milk, cinnamon, nutmeg and vanilla, tapping into the taste of nostalgia with a contemporary twist.

The 750 ml bottle contains five servings and is available at several UK retailers with an RRP of £18 (US$22.35) per bottle.

The company says: “Dairy out, oat milk in, the Black Lines Oatnog is a vegan take on its egg-based predecessor. Ready to serve two ways: pour straight over ice or serve warm with a garnish of ground nutmeg. Expect winter spices, buttery rum and a velvety, rich finish.”

Premium advent calendars 
Counting down to Christmas with an advent calendar is a key part of the festive season for many — and a tradition that’s evolving each year. Confectionery manufacturers can use advent to experiment with new flavors and formulations to create premium calendars that stand out on the shelf, says ofi.

One company integrating allergen-free, plastic-free, dairy-free and ethical positionings into advent calendars is PLAYin Choc. 

The brand unveiled its 12 and 24-day advent calendars for the third year running. 

The company spokesperson says, “These are not new for the year. However, they still remain one of the very few completely allergen-friendly calendars (free from the 14 most common allergies) on the market, so we feel it is important to share with as many people as possible so no child has to miss out on a chocolate calendar this Christmas.”

PLAYin Choc is pioneering the chocolate game for vegan, cruelty, allergen and plastic-free chocolate.Each window offers a 10 g mini-chocolate bar, a 3D puzzle toy made from 100% recycled board, three stencils to use for creative drawing and a fun facts educational card. The calendar sleeve also easily reverses into an illustrated play mat.

Convenience during the cold season
Targeting time-starved consumers during the winter months, Lizi’s Indulgent Moments Granola is a vegan-friendly breakfast offering that blends decadent flavors with satisfyingly crunchy granola. The product is designed to bring “warmth and luxury to your mornings.”

The UK-based brand has two flavors centered around a specially curated blend of fanciful flavors designed to “awaken the tastebuds and ignite the senses.” The flavors are Caramelised Croquant and Sea Salted Fudge.

According to the brand, Caramelised Croquant Granola contrasts “the bit of a crunchy croquant with the sophistication of smoked almonds to arouse the senses with sumptuous delights.” Vanilla-flavored granola combines crunchy croquant caramel pieces and smoked almonds to create a harmonious blend of ingredients.

Meanwhile, the Sea Salted Fudge Granola melds intense, nutty flavors with the bittersweet lift of salty fudge to “awaken the anticipation of lavish pleasures.” Toasted wholegrain oats, nuts and seeds are complemented by delectable salted caramelized nuts and sea-salted caramel-flavored fudge pieces.

Barry Callebaut recently explored what consumer preferences will shape the global and regional chocolate markets next year and beyond.

By Elizabeth Green