• Following the trend of healthy eating, manifested globally, in 2024 and sweet snacks become functional foods through reformulation.
The addition of probiotics, protein and fiber and the reduction or complete elimination of sugar and animal ingredients are shaping the profile industry in 2024, which is shaping up to be the year of healthier sweets.
A sweet snack is a treat for most consumers, and indulgence will always be a top priority for sweet tooth lovers. But lately, many of them are looking for, in addition to taste, functional ingredients that also offer health benefits.
This has led to a veritable revolution in sweets innovation, with manufacturers launching products with natural alternatives to sugar or flavors derived from real fruit and touting their health benefits on the label.
Analyzing the profile market, five important functional food trends in confectionery in 2024 emerge.
1. Sweet snack as a source of protein
As shown by the data of a study made by Institute of Food Technologists (IFT), consumer perception of protein focuses on natural products, satiety and taste. So it's no surprise that manufacturers are rapidly launching sweet snacks with added protein.
Manufacturers in the sports nutrition industry are constantly innovating in the protein bar sector, offering higher protein variants with new and original flavors or crunchy textures for the pre- or post-workout market. Company Warrior thus launching the Crunch protein bar with white chocolate and reduced sugar content, containing 10 grams of milk protein per 64g of product.
But not all new product launches are aimed at gym goers. Colombian producer Luker Chocolate, for example, launched its new protein chocolate formulated with pea protein. This tasty 44% dark chocolate bar contains five grams of protein per 25 gram serving.
The brand Oobli, a true disruptor in food technology, has also launched a range of chocolate bars formulated with sweet protein, chicory root and tapioca fiber using precision fermentation. Derived from fruits found primarily in West Africa and other equatorial environments, sweet proteins are a class of proteins that provide sugar-like sweetness but none of the negative health effects.
2. Jellies and gummies combine functionality with fun
Jelly and gummy brands offer consumers in this category new textures, flavors and ingredients. Plant-based ingredients are increasingly entering the scene in response to health and sustainability trends. Pectin, starch and carrageenan are used as popular vegetable alternatives to gelatin.
Nutritional value is also added through minerals, vitamins and probiotics, with brands highlighting the presence of active ingredients on their packaging.
The brand Bear Balanced launched its range of creatine gummies. Creatine, which helps build muscle strength and improve mental focus, is a popular ingredient perfectly suited for use in making jellies. The product of the Bear Balanced brand contains in addition to creatine and vitamin B12, which promises to increase energy, strength and concentration.
CBD-containing medicated jellies and gummies are also an area of great interest and debate in this segment. While an increasing number of brands are entering the scene, the lack of legal harmonization limits widespread market penetration.
3. Added fiber and protein become important in snack bars
With all means promoting ways to improve the health of the body, the sweet snack sector is also getting in on the action by launching bars with added fiber or protein to appeal to health-conscious consumers.
Finnish company Dos launched a fiber- and protein-rich chocolate bar in Singapore this year using a new fermentation technology to produce the cell-based protein Solein, which has also been successfully tested in ice cream. Solein® it is made from natural single-celled organisms, which are cultivated in a fermentation process. Solein cells are fed CO2, hydrogen and mineral nutrients, containing up to 70% protein and 5% minerals.
Also in March 2024, the brand of snack bars nakd has expanded its product portfolio to include fruit and fiber options. Available in Apple & Cinnamon and Strawberry & Raspberry varieties, the bars each contain 6 grams of fiber.
4. Products that support gut health
Prebiotics, probiotics and the goal of achieving a healthy gut microbiome, already a constant presence in the wider food and beverage market, are also penetrating the confectionery market. Consumer concern about health, wellness and the relationship between brain and gut is driving innovation and new product launches in the confectionery sector.
In March 2024, the British company Savvy Sweets launched a range of jellies to appeal to health-conscious consumers looking for a functional dessert. With prebiotic plant fibers and pectin as ingredients, the brand aims to appeal to both consumers who want to encourage good gut bacteria and those who suffer from digestive ailments.
Gut health being an essential part of its marketing messages, Bio&Me, company whose founder is nicknamed "The Gut Health Doctor", launched its range of Flapjack Gut-Loving bars. The bars with the message "good for your gut" contain up to 11 plant-based ingredients, including almonds, pumpkin seeds and seaweed.
5. Promotion of herbal products
Sweets that do not contain animal products are very popular with consumers who want to enjoy foods that come from nature. In May 2024, Swiss luxury chocolate maker Lindt introduced its new plant-based product to the US: an alternative to its beloved Lindor truffles.
Another well-known name is also preparing to launch its plant-based version of a much-loved sweet product. It's chocolate brand Ferrero, which is celebrating its 60th anniversary this year and is preparing to launch plant-based Nutella in Europe in the next few months.
In conclusion, the year 2024 marks a revolution in the confectionery industry, where taste meets functionality and health benefits. The emerging trends in this sector reflect a significant change in consumer preferences, who are now looking for products that offer not only the satisfaction of a sweet snack, but also nutritional advantages.
Innovations that include the addition of protein, fiber, probiotics and the use of plant-based ingredients are clear evidence of where this industry is headed. As consumers become increasingly aware of the impact of food choices on their health, manufacturers are motivated to create sweets that not only delight the taste buds, but also contribute to overall well-being. This positive development underscores the continued potential of sweet snacks to transform and adapt to the increasingly complex needs and expectations of the global market.
Article written by Gabriela Dan, Editor of Arta Albă
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