Healthy confectionery: Ramping up sugar-free concepts, free-from and environmental claims surge

07 Sep 2022 --- The confectionery space is serving up healthier renditions of consumer favorites as the search for improved well-being through food continues to play a big part in F&B innovation today. FoodIngredientsFirst speaks with key players in the confectionery space, who highlight how consumers still want the occasional treat, whether in the shape of reduced sugar formats, gelatin-free concepts and innovations that are “good for the planet.”

Innova Market Insights reports that innovation in confectionery products continues to grow as global consumers purchase over 19 million liters of confectionery annually. 

“Global chocolate and sugar confectionery continue to be in pole position and rising,” notes Casey McCormick, VP of global innovation at Sweegen.

West Europe is the largest region in market value for chocolate and gum but second in sugar confectionery. For chocolate, West Europe contributed the largest share of launches (39%); for sugar confectionery, Asia contributed the largest share of launches (38%). Meanwhile, East Europe was stronger in the percentage of new product launches in chocolate (13%) than in sugar confectionery (8%), according to data from Innova Market Insights.

Many consumers eat chocolate as a treat to relax or wind down.The market researcher says: “the top three reasons that chocolate and sugar confectionery is consumed in most markets (21 of 37) are the same: for taste, happiness and indulging/treat or reward.”

In its report, 60% of consumers surveyed agreed the reason for consuming chocolate is that it’s tasty, followed by 44% who said it makes them happy. Another 39% surveyed said: “To indulge/treat or reward myself.” The other 34% eat chocolate for relaxation and winding down. 

Taste is top priority, yet sugar is scrutinized 
Sweegen’s McCormick believes when it comes to confectionery, consumers want indulgences with fewer calories to fit into their lifestyles, and taste is a priority for developing confectionery. 

“Sugar reduction is the number one spot as a leading trend in food and beverages, including confectionery,” he details. In an Innova Market Insights report about health and nutrition, 73% of consumers from an average of ten countries try to limit or reduce products/ingredients that are ‘bad’ for them, such as sugar, salt, fat, etc.”

Notably, one of the most recent drivers of this trend was the COVID-19 pandemic and, now more recently, inflation spurring financial uncertainty. “While consumers reassessed their diets to achieve better wellness lifestyles and diets, they also wanted to find comfort in better-for-you confectionery,” says McCormick.

Fueling interest in plant-based sweeteners 
According to a global Innova Market Insights report about confectionery, in 2021, consumers’ desire for more plant-based offerings impacted confectionery. 

“This fueled interest in zero-calorie sweeteners from plants such as stevia and fruit-based sweet proteins like brazzein and thaumatin. In the same report, sugar-free and natural are high in sugar confectionery and gum,” McCormick notes.

The pressure is on brands to make great-tasting, better-for-you food and beverages with fewer or zero grams of sugar. He outlines that influential consumers like Millennials, in particular, demand these changes more. 

“To be successful with this cohort, consumer brands recognize that they either need to reformulate or lose share to new products that deliver on the promise of zero sugar from a plant-based, natural origin source.”

Meanwhile, the increased discussion about nutrition and sustainability has also spurred stevia acceptance by consumers. Innova Market Insights research notes an increase of new stevia product launches, surging by 27%. 

The hunt for healthy
Notably, the need for healthier confectionery has been driven as consumers pick up the pace of leading healthier lifestyles. 

“On a global level, hunting for well-being is something we have seen exponentially growing for years,” explains Soledad Santarossa, regional insights manager at Corbion. According to Innova Market Insights, global consumers purchase over 19 million liters of confectionery annually.

“This spiked during the pandemic with the search for nutrition, immunity boosters and healthy eating reaching new levels. Consumers’ increased desire for wellness, combined with the concentration of populations in big urban centers and the very demanding, agitated lives most consumers lead daily, led to market growth for easy-to-take products. They want easy-to-take products to help them achieve their wellness goals without significantly changing daily habits.”

According to Cynthia Marmolejo, manager of applications at Corbion, the market growth for Over-The-Counter (OTC) gummies is aligned with increased demand for higher quality ingredients compared to standard sugar confectionery. 

“We recently added acerola, a natural flavor and great source of vitamin C, to our portfolio in Europe and Asia,” says Dieneke Houwelingen, manager of business development at Corbion. 

Marmolejo adds that this new ingredient fits with the need for formulations that promote the well-being of consumers. 

She also adds how gums and jellies are “the most versatile applications driving innovation aligned with the healthy confectionery trend.”

“Our liquid specialties are designed to address flavor, sourness and stability for newly developed formulations in this category. We also see formulations with partial or total replacement of gelatin and sugar and incorporating minerals or other naturally-sourced ingredients to support increased demand for functional products tied to well-being.”

Finding the right balance in confectionery 
Corbion collaborates with its confectionery customers on solutions using its unique acids to achieve stability, sourness and the right flavor profile (masking off notes), Houwelingen explains. 

“When we think of what ‘healthy confectionery’ means for the sugar confectionery category, we see a need for our liquid specialties in sugar-reduced confectionery to assist with taste and stability,” Houwelingen continues. 

“This trend also applies to OTC and supplements. Our liquid specialties are beneficial for balancing sourness with texture, and they match a lot of different flavors. We also offer acerola juice powder and lactate and gluconate-based minerals for this industry.”

Meanwhile, starchless depositing is becoming more prominent in OTC and sugar confectionery. 

“While this brings new possibilities, there are also challenges,” warns Houwelingen. “One of the challenges is the dry solids content, which should be higher, compared to starch deposited candy mass at the moment of depositing. Corbion’s liquid specialties can help minimize the addition of water when adding acids.”

Wins for chocolate 
Formulating chocolate confectionery products is complex, explains McCormick.

“In addition to innovating around interesting textures, desirable flavors, and attractive colors, the biggest challenge in formulating confectionery chocolate is bitterness. The higher percentage of cocoa in products is typically met with more bitterness and less sugar, but healthier,” he notes.

While creating zero-sugar or even reduced sugar confectionery products, product developers face hurdles in taste modulation. 

Stevia is naturally appealing to consumers, says Sweegen.For example, a confectionery product with bitterness stemming from theobromine in dark chocolate can be mitigated with Sweegen’s new bitter-blocking technology. 

“The promise is that this new generation of natural bitter blockers aims at multiple bitterants and leads to new product ideas and reformulations for our customers. The taste experience leads to repeat purchases,” underscores McCormick.

Good for the planet
Corbion has declared yes to sustainability, yes to nutrition as one of the key macro trends of 2022.

“Today’s consumers want more sustainable products but are unwilling to sacrifice nutrition,” says Santarossa. 

“With this trend in mind, we are also producing products that allow for the replacement of animal gelatin in gummies and jellies, offering our customers the possibility to win in a market that will certainly continue to demand more ‘good for the planet, good for me’ alternatives, when it comes to indulgent consumption. 

This also aligns with Innova Market Insights Top Trend for 2022, “Shared Planet,” focusing on how both industry and consumers can play their part in shaping a sustainable and prosperous future. 

By Elizabeth Green