Confectionery: Top 4 functional trends in confectionery
- InsightTrendsWorld
- May 29
- 14 min read
Why it is the topic trending:
Consumer Demand for Functional Benefits: Consumers are increasingly looking for confectionery that offers more than just indulgence. They are seeking sweet treats with added health benefits, pushing formulators to prioritize functional ingredients.
Growing Awareness of Better-For-You (BFY) Confectionery: The National Confectioners Association (NCA) State of Treating Report 2025 indicates that a significant portion of consumers are aware of BFY confectionery, suggesting a growing market presence and interest.
Resonance of Health Claims: Research shows that a large majority of shoppers are more likely to purchase food and beverage products, including confectionery, if they contain a health claim on the packaging, highlighting the importance of functional messaging.
Influence from Wider Food & Beverage: The functional confectionery market is taking cues from innovative and evolving trends within the broader food and beverage industry, particularly in areas like sports nutrition and immunity boosting.
Marketing Opportunities on Popular Channels: Producers are recognizing the importance of marketing functional confectionery on popular channels like social media and through creative campaigns to engage with health-conscious consumers.
Overview:
The confectionery industry in 2025 is seeing a significant shift towards functional ingredients, with consumers increasingly seeking sweet treats that offer health benefits beyond traditional indulgence. While consumers still desire the pleasure and novelty of confectionery, there's a growing demand for better-for-you options that incorporate functional ingredients. This trend is driven by increased health awareness and is influenced by innovations in the wider food and beverage sector, leading confectionery formulators to explore adventurous ingredients, evidence-backed claims, and appealing marketing strategies.
Detailed Findings:
The National Confectioners Association (NCA) State of Treating Report 2025 shows consumers still prioritize indulgence but are increasingly looking for healthier alternatives with functional benefits.
62% of consumers are aware of better-for-you (BFY) confectionery, but only 10% chose these products in 2024.
Research by Prinova found that 72% of shoppers are more likely to buy an F&B product with a health claim on the packaging; this increases to 80% for consumers aged 25-34 and 87% for those aged 18-24.
Trend 1: Protein & Collagen: High-protein confectionery is evolving with a focus on collagen, known for benefits like increasing muscle mass, preventing bone loss, and improving skin health. The collagen coffee market is valued at $5.1bn and projected to reach $7.4bn by 2030, suggesting potential for collagen-led confectionery.
Trend 2: Electrolytes: Drawing inspiration from the $4bn sports nutrition market, electrolytes (sodium, potassium, magnesium) are gaining traction in confectionery for their association with energy, performance, recovery, and hydration. The electrolyte space is projected to grow by a CAGR of 7.5% over the next five years.
Trend 3: Daily Lift (Vitamins & Immunity): Immune-boosting ingredients (citrus fruits, honey, nuts, seeds, fermented foods like kefir and kimchi), anti-inflammatory ingredients (ginger, berries, turmeric, nuts), and various vitamins are becoming popular in functional confectionery, aligning with the $25bn food-as-medicine trend (growing at a CAGR of 4.3%).
Trend 4: Libido-Boosting Ingredients: Aphrodisiac-focused ingredients like pomegranate, watermelon, beet, aloe vera juices, Ashwagandha, herbal teas, turmeric, maca root, and banana are being explored for confectionery, appealing to busy and stressed consumers looking for adventurous and convenient solutions.
Key success factors of product (trend):
Evidence-Backed Scientific Claims: Consumers are more likely to trust and purchase functional confectionery if the health benefits are supported by scientific evidence.
Adventurous and Globally-Inspired Ingredients and Flavours: Novel and interesting ingredients can attract consumers seeking new and exciting taste experiences alongside functional benefits.
Visually Appealing Finished Products: Confectionery that looks attractive and stands out on shelves and online is crucial for capturing consumer attention.
Effective Marketing on Popular Channels: Utilizing social media and creative campaigns to communicate the functional benefits and appeal of the products is key to reaching the target audience.
Alignment with Existing Health & Wellness Trends: Incorporating ingredients and benefits that are already popular in the wider health and wellness market (e.g., protein, collagen, electrolytes, immunity) increases consumer familiarity and interest.
Key Takeaway:
The confectionery market in 2025 is increasingly focused on functionality, with consumers seeking sweet treats that not only taste good but also provide tangible health benefits. This trend presents a significant opportunity for formulators and brands to innovate with adventurous ingredients, scientifically backed claims, and effective marketing strategies to cater to this growing demand for better-for-you options.
Main Trend:
The main trend is the convergence of indulgence and wellness in the confectionery market, driven by consumers seeking functional benefits from their sweet treats.
Description of the trend:
Conscious Confectionery: This trend describes the growing demand for confectionery products that not only satisfy cravings but also align with health and wellness goals. Consumers are increasingly seeking better-for-you options that offer functional benefits such as added protein, electrolytes, vitamins, or ingredients known for their immune-boosting or libido-enhancing properties. This trend reflects a more mindful approach to food consumption, where indulgence is balanced with a desire for health and well-being.
What is consumer motivation:
Balancing Indulgence with Health: Consumers want to enjoy confectionery without compromising their health goals. Functional ingredients allow them to treat themselves while feeling like they are making a more nutritious choice.
Seeking Specific Health Benefits: Depending on their individual needs and interests, consumers may be motivated to purchase functional confectionery for specific benefits like energy, muscle recovery (protein, collagen), hydration (electrolytes), immunity support (vitamins, fermented foods), or other wellness goals (libido-boosting).
Convenience and On-the-Go Solutions: Functional confectionery offers a convenient and palatable way to incorporate beneficial ingredients into their daily routines, especially for busy individuals.
Proactive Health Management: The interest in immune-boosting and anti-inflammatory ingredients aligns with a proactive approach to healthcare, where consumers seek to improve their wellness and prevent future health issues through their diet.
Curiosity and Adventurous Tastes: The appeal of globally-inspired ingredients and novel flavors, particularly in immunity-boosting options like fermented foods, suggests a consumer motivation for trying new and exciting tastes that also offer health benefits.
What is driving trend:
Increased Health Awareness: Growing consumer awareness about the importance of nutrition and the link between diet and health is a primary driver of this trend.
Influence of the Health & Wellness Industry: The popularity of ingredients like protein, collagen, and electrolytes in the broader health and wellness market naturally spills over into the confectionery sector.
Innovation in Food Technology: Advances in food formulation allow confectionery producers to incorporate functional ingredients without significantly compromising taste or texture.
Marketing and Messaging: Effective marketing that highlights the health benefits and appealing flavors of functional confectionery can strongly influence consumer purchasing decisions.
Social Media and Influencer Culture: Health and wellness trends often gain traction on social media, with influencers promoting products that align with these values.
What is motivation beyond the trend:
Desire for Guilt-Free Indulgence: Functional confectionery helps consumers feel less guilty about enjoying sweet treats by providing added nutritional value.
Seeking Value-Added Products: Consumers are often willing to pay a premium for products that offer additional benefits beyond their primary function.
Personalized Nutrition: As consumers become more informed about their individual health needs, they may seek out functional confectionery that addresses specific requirements (e.g., high protein for fitness enthusiasts).
Emotional Well-being: Sweet treats are often associated with comfort and emotional satisfaction. Functional confectionery aims to provide this emotional benefit alongside physical wellness.
Description of consumers article is referring to:
The consumers the article refers to are increasingly health-conscious individuals who are aware of better-for-you options and are looking for confectionery that offers nutritional benefits in addition to indulgence. They span across different age groups, with younger demographics (Gen Z and Millennials) being particularly interested in the functional positioning of high-protein products and convenient formats. However, Gen X and Baby Boomers, while less adventurous, are also open to trying different protein options if they are convenient. Overall, these consumers are likely occasional to frequent confectionery shoppers who are now more discerning about the ingredients and potential health impacts of their treats. They are influenced by health claims on packaging, trends in the wider food and beverage industry, and information they encounter on social media.
Who are they: Health-conscious consumers, individuals interested in better-for-you options, potentially athletes or fitness enthusiasts (for electrolyte and protein options), and those seeking immunity-boosting or wellness-enhancing foods.
What kind of products they like: Confectionery with added protein, collagen, electrolytes, vitamins, immune-boosting ingredients (like citrus, honey, nuts, fermented foods), anti-inflammatory ingredients, and potentially libido-boosting ingredients. They value appealing taste and texture alongside these benefits.
What is their age? The article highlights interest across age groups, with younger demographics (18-34) being particularly receptive to health claims and functional positioning, while older generations value convenience.
What is their gender? The article does not specify gender preferences, suggesting that the trend likely appeals to a broad range of genders interested in health and wellness.
What is their income? The article does not specify income levels, but the increasing demand for functional and BFY options suggests that consumers across various income levels are becoming more health-aware and potentially willing to invest in such products.
What is their lifestyle? Likely includes individuals who are active and interested in maintaining their health and well-being, potentially those who follow specific dietary trends or are focused on fitness and nutrition.
What are their category article is referring shopping preferences? They are likely to read food labels, pay attention to health claims, and may be influenced by online research and recommendations.
Are they low, occasional or frequent category shoppers? This could range, but the interest in BFY options suggests they are likely engaged enough with the category to seek out healthier alternatives.
What are their general shopping preferences-how they shop products, shopping motivations? They are likely motivated by a desire to make healthier choices, seeking products with transparent ingredient lists and clear health benefits. Convenience and taste remain important factors in their purchasing decisions.
Conclusions:
The functional confectionery trend represents a significant evolution in the market, reflecting consumers' growing desire to integrate health and wellness into their indulgence. This trend presents both challenges and opportunities for confectionery brands, requiring them to innovate with ingredients, formulations, and marketing strategies to meet the demands of this increasingly conscious consumer base. The success of functional confectionery will likely hinge on providing products that effectively balance taste, texture, and demonstrable health benefits, while also appealing to consumers through clear and trustworthy messaging.
Implications for brands:
Innovation in Product Formulation: Brands need to invest in research and development to create confectionery that incorporates functional ingredients without compromising on taste and texture.
Clear and Honest Communication: Transparency about the ingredients and the science behind the health claims is crucial for building consumer trust.
Targeted Marketing Strategies: Brands should tailor their marketing messages to specific consumer needs and motivations, highlighting the particular functional benefits of their products.
Partnerships and Collaborations: Collaborating with ingredient suppliers and potentially health and wellness experts can enhance the credibility and appeal of functional confectionery.
Adaptation to Evolving Consumer Preferences: Brands must continuously monitor consumer trends and adapt their product offerings to align with the latest research and demands in the functional food space.
Implication for society:
Potential for Healthier Snacking Options: The rise of functional confectionery could contribute to a wider availability of snacks that offer some nutritional benefits, potentially leading to healthier overall dietary choices.
Increased Consumer Awareness of Ingredients: As consumers seek out functional benefits, they may become more educated and conscious about the ingredients in their food.
Influence of Food Industry on Public Health: The direction of product innovation in the confectionery industry can have an impact on public health by offering more permissible and potentially beneficial treat options.
Implications for consumers:
Wider Variety of Choices: Consumers will have a broader range of confectionery options that cater to different health needs and preferences.
Opportunity for "Guilt-Free" Indulgence: Functional confectionery may allow consumers to enjoy sweet treats with a greater sense of well-being.
Potential for Added Nutritional Benefits: They can conveniently incorporate beneficial ingredients like protein, vitamins, and electrolytes into their diet through these products.
Need for Informed Decision-Making: Consumers will need to be discerning and look for evidence-backed claims to ensure they are getting genuine functional benefits.
Implication for Future:
Further Integration of Health and Wellness into Confectionery: The line between traditional treats and functional foods will likely continue to blur.
Personalized Confectionery: We might see the emergence of confectionery products tailored to specific individual health needs or dietary preferences.
Expansion of Functional Ingredients: The range of functional ingredients used in confectionery will likely broaden as research uncovers new potential health benefits.
Increased Scrutiny of Health Claims: Regulatory bodies and consumer advocacy groups may increasingly scrutinize the health claims made by functional food products.
Consumer Trend (name, detailed description):
Indulgent Wellness: This trend describes the growing consumer expectation that food and beverage products, including traditionally indulgent categories like confectionery, should offer both enjoyment and health benefits. Consumers are no longer willing to compromise on taste but actively seek out options that contribute positively to their well-being, leading to a demand for functional ingredients and better-for-you formulations in sweet treats.
Consumer Sub Trend (name, detailed description):
Targeted Treat Solutions: This sub-trend focuses on consumers seeking confectionery products that address specific health or lifestyle needs. This includes high-protein options for fitness enthusiasts, electrolyte-enhanced candies for hydration, or treats with immune-boosting ingredients for general wellness. Consumers are becoming more discerning and looking for sweet treats that align with their individual health goals.
Big Social Trend (name, detailed description):
The Proactive Health Consumer: This broad social trend reflects a growing consumer mindset focused on taking a proactive and preventative approach to their health and well-being. Instead of solely addressing health issues reactively, individuals are increasingly seeking ways to enhance their health through diet, exercise, and lifestyle choices. The demand for functional confectionery aligns with this trend, as consumers look for convenient ways to support their health through their food choices.
Worldwide Social Trend (name, detailed description):
Social Drive (name, detailed description):
Desire for Permissible Indulgence: Consumers often experience a conflict between their desire for enjoyable treats and their health goals. The social drive for permissible indulgence reflects the desire to find ways to satisfy cravings without feeling guilty or compromising their well-being. Functional confectionery caters to this drive by offering products that are positioned as a more permissible form of indulgence due to their added health benefits.
Learnings for brands to use in 2025:
Prioritize Taste and Texture: Even with functional benefits, taste and texture remain paramount for confectionery. Products must deliver on the indulgence factor while incorporating healthy ingredients.
Focus on Clear and Credible Claims: Health claims should be scientifically supported and communicated clearly and honestly to consumers to build trust.
Understand Target Audience Needs: Different consumer segments will have varying needs and motivations for seeking functional confectionery. Brands should tailor their offerings and messaging accordingly.
Embrace Innovation and Experimentation: The functional confectionery market is still evolving, so brands should be willing to experiment with new ingredients and formulations to stand out.
Leverage Digital Platforms for Education and Engagement: Online channels are crucial for educating consumers about the benefits of functional ingredients and engaging with them about their health goals.
Strategy Recommendations for brands to follow in 2025:
Invest in R&D for Novel Functional Ingredients: Explore the potential of incorporating cutting-edge ingredients with proven health benefits into confectionery formulations.
Develop Product Lines Targeting Specific Needs: Create ranges of functional confectionery that cater to specific consumer needs, such as protein-enhanced for fitness or vitamin-enriched for immunity.
Partner with Health and Wellness Influencers: Collaborate with credible influencers in the health and wellness space to promote the benefits of functional confectionery.
Utilize Packaging to Highlight Functional Benefits: Clearly communicate the health benefits and key ingredients on product packaging to attract health-conscious consumers.
Offer Transparent Ingredient Sourcing and Manufacturing Practices: Build trust by providing consumers with information about the quality and sourcing of ingredients used in functional confectionery.
Final sentence (key concept) describing main trend from article, and what brands & companies should do in 2025 to benefit from trend and how to do it.
The overarching trend of conscious confectionery, where consumers seek both indulgence and wellness, compels brands and companies in 2025 to prioritize innovative formulations that seamlessly integrate functional ingredients while maintaining delicious taste, supported by transparent communication and targeted marketing to capture the growing market of health-aware treat enthusiasts.
Final Note:
Core Trend: Conscious Confectionery: The growing consumer demand for sweet treats that offer health and wellness benefits alongside indulgence.
Core Strategy: Balanced Innovation and Transparent Communication: Brands must focus on formulating tasty confectionery with credible functional benefits and clearly communicating these benefits to consumers.
Core Industry Trend: Integration of Health and Indulgence: The confectionery industry is moving towards a greater integration of health and indulgence, requiring a shift in product development and marketing approaches.
Core Consumer Motivation: Permissible Indulgence with Added Value: Consumers are motivated by the desire to enjoy sweet treats without guilt, seeking added nutritional or functional value from their confectionery choices.
Final Conclusion:
The confectionery landscape in 2025 is being reshaped by the functional trend, presenting a significant opportunity for brands that can successfully navigate the evolving consumer demands for healthier and more beneficial sweet treats. By prioritizing innovation, transparency, and targeted communication, confectionery companies can position themselves for success in this increasingly conscious market.
Core Trend Detailed: description.
The core trend of Conscious Confectionery represents a fundamental shift in how consumers perceive and purchase sweet treats. No longer solely driven by cravings and pleasure, their decision-making process now increasingly incorporates considerations for health and well-being. This means consumers are actively seeking out confectionery products that offer added nutritional value, functional benefits, or ingredients that align with their health goals. This trend is not about abandoning indulgence altogether but rather about finding a balance where consumers can enjoy their treats while feeling they are making a more informed and potentially healthier choice. It reflects a broader societal focus on health and wellness extending into all categories of food and beverage, even those traditionally associated with pure enjoyment.
Key Characteristics of the Core trend:
Demand for Functional Benefits: Consumers actively look for confectionery with added ingredients like protein, vitamins, electrolytes, or botanicals known for specific health benefits.
Emphasis on "Better-For-You" Attributes: Products marketed as BFY, with reduced sugar, natural ingredients, or other health-conscious features, are gaining popularity.
Informed Consumer Choices: Consumers are more likely to read labels and seek information about the ingredients and nutritional profiles of their confectionery.
Integration of Wellness Goals: The choice of confectionery is increasingly tied to broader health and wellness goals, such as fitness, immunity, or energy.
No Compromise on Taste: Despite the focus on health, consumers still expect confectionery to deliver on taste and texture.
Market and Cultural Signals Supporting the Trend (bullets):
Growth of the Health and Wellness Market: The overall expansion of the health and wellness industry indicates a strong consumer interest in products that support their well-being.
Increased Awareness of Nutrition: Greater public knowledge about the impact of diet on health is driving demand for healthier food options.
Popularity of Functional Foods and Beverages: The success of functional products in other food and beverage categories demonstrates the consumer appetite for added health benefits.
Social Media Influence of Health and Wellness: Online platforms are filled with content about healthy eating and functional ingredients, shaping consumer preferences.
Retailers Prioritizing Healthier Options: Supermarkets and other retailers are increasingly dedicating shelf space to better-for-you and functional food products.
How the Trend Is Changing Consumer Behavior:
More Scrutiny of Ingredient Lists: Consumers are paying closer attention to what goes into their confectionery, seeking out natural ingredients and avoiding artificial additives.
Willingness to Pay a Premium for Healthier Options: Consumers are often willing to spend more on confectionery that offers demonstrable health benefits or better nutritional profiles.
Seeking Confectionery for Specific Purposes: Consumers might choose certain types of confectionery based on their immediate needs, such as protein bars for post-workout recovery or vitamin-enriched gummies for a daily boost.
Increased Experimentation with New Flavors and Ingredients: The trend encourages consumers to try confectionery with innovative and globally-inspired functional ingredients.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, bullets):
For Brands and CPGs: Need for significant investment in R&D, opportunities for new product development and market differentiation, challenges in balancing taste and functionality.
For Retailers: Need to adapt product assortment to cater to the growing demand for functional confectionery, opportunities to partner with brands on promotions and educational initiatives.
For Consumers: More diverse and potentially healthier options available, need to be discerning about health claims and product quality, potential for higher prices for functional products.
Strategic Forecast:
The functional confectionery market will continue its strong growth trajectory in the coming years.
We will see more sophisticated and innovative functional ingredients being incorporated into confectionery.
Personalization will likely play a larger role, with brands potentially offering confectionery tailored to individual health needs.
The regulatory landscape around health claims for food products will likely evolve further.
Final Thought (summary):
The rise of Conscious Confectionery marks a significant shift in consumer expectations, demanding that sweet treats not only satisfy cravings but also contribute to overall well-being. For brands to thrive in this evolving market, a commitment to innovation, transparency, and a deep understanding of consumer health motivations will be paramount in 2025 and beyond.
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