Confectionery Flavors Mix It Up

As consumers become increasingly aware of their health and concerned with sugar intake, we have seen a shift in new confectionery launches towards premiumization. Some consumers may be consuming less products high in sugar, but what they do eat, they expect to have an indulgent and premium taste. In fact, according a recent Innova Consumer Survey, flavor is the most important consideration when choosing a confectionery product. Also discovered during the survey, nearly three-quarters of consumers express interest in discovering new flavors, and one-third of consumers agree with the statement, “The crazier the flavor, the better”.

 

Charts showing Confectionery flavor trends
Source: Innova Consumer Survey

 

According to Innova Market Insights Search Database, when it comes to sugar confectionery new product launches, in 2019 the top 5 flavors were Mixed Fruit, Strawberry, Cherry, Orange, and Lemon. These are all classic flavors which have been around for a long time, which is why it is also important to consider the fastest growing flavors. For 2019, these flavors included Blue Raspberry, Lemon, Mango, and Red Raspberry. Shifting to chocolate confectionery the top 5 flavors were Caramel, Peanut Butter, Almond, Peanut, and Coconut, with Nougat, Salted Caramel, Hazelnut, and Peanut being some of the fastest growing flavors.

In addition to launching new flavors, one trend that has taken hold in the confectionery industry has been mixing flavors together. For example, instead of launching a strawberry or cherry flavored product, brands might launch a Strawberry Lemon or Cherry Lime flavored product. The sugar confectionery category has been a segment showing strong growth with this trend, where 22% of products launches in 2019 featured mixed flavors.

In a category as mature as confectionery, experimenting with new flavors and flavor combinations has allowed brands to introduce fresh offerings to their customer base. We expect this trend to continue as an increasing number of consumers look to experiment with and discover new flavor options. Have an idea for the next hot flavor? Get in touch with our flavor experts and we’ll help make your idea a reality!

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