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Insight of the Day: Could freeze-dried candies be the mega-trend of 2024?

Findings:

Freeze-dried candies are becoming a significant trend, fueled by social media platforms like TikTok, where users are experimenting with and creating freeze-dried sweets at home. Major brands like Vimto and Maoam have joined the movement, while emerging companies like Sow Good are leading innovation in this space by producing high-quality, crunchy, and flavorful freeze-dried products.

Key Takeaway:

Freeze-dried candy is poised to be a major trend in 2024, driven by social media popularity and consumer demand for multisensory experiences. The process enhances texture and flavor, creating a premium candy category, but producing high-quality freeze-dried treats is complex and time-intensive.

Trend:

The freeze-drying process transforms chewy sweets into crispy, brittle treats with concentrated flavors. This trend delivers a unique textural experience that appeals to consumers seeking novelty in their snacking options.

Consumer Motivation:

Consumers are motivated by the multisensory experience provided by freeze-dried candy. The unique crunchy texture and intensified flavors make these sweets exciting and different from traditional candy options.

What is Driving the Trend:

  1. Social media influence: Viral TikTok videos, including content from influencers like Chef Nick Digiovanni, are generating buzz around freeze-dried candies.

  2. Demand for novelty: Consumers are increasingly seeking new textural experiences and innovative ways to enjoy their favorite sweets.

  3. Advances in freeze-drying technology: Companies like Sow Good are investing in specialized machines to create higher-quality products, enhancing the appeal of freeze-dried candies.

People Referenced in the Article:

  • Tessa Porter: Confectionery scientist at Sprinkk, highlighting the impact of freeze-dried candies.

  • Claudia Goldfarb: CEO of Sow Good, emphasizing the importance of quality and innovation in freeze-drying.

Consumers/Products/Services:

The article focuses on candy consumers, especially Gen Z and Millennials, who are attracted to the multisensory experience and the viral appeal of freeze-dried candies. Products include freeze-dried versions of popular treats like Maoam Bloxx and Sow Good's custom candies.

Conclusions:

Freeze-dried candy is not just a fleeting trend. With continued innovation and the entry of larger candy brands, freeze-dried sweets are expected to gain traction in 2024 as a premium candy offering that delivers new textures and enhanced flavors.

Implications for Brands:

Brands should consider investing in freeze-drying technology and exploring this growing market to meet consumer demand for novel textures and premium confectionery experiences. The potential for brand differentiation is strong as few companies have mastered this technique at scale.

Implications for Society:

The rise of freeze-dried candy reflects broader consumer interest in multisensory experiences and innovative food processing techniques. Social media's role in promoting food trends is becoming increasingly powerful, with platforms like TikTok shaping consumer preferences.

Implications for Consumers:

Consumers can expect a wider range of freeze-dried candy options in 2024, from mass-market brands to premium offerings. The unique texture and flavor profiles of freeze-dried candy cater to a desire for novelty in snacking.

Implications for the Future:

Freeze-dried candy is likely to evolve from a niche into a mainstream confectionery category as more brands adopt the process. Innovations in freeze-drying will allow for greater product variety and quality, expanding the appeal of freeze-dried snacks.

Consumer Trend:

The major consumer trend is the demand for new textures and multisensory snacking experiences. Freeze-dried candies offer a crunchy, intensely flavored alternative to traditional sweets.

Consumer Sub-Trend:

A sub-trend is the rise of DIY freeze-drying at home, fueled by viral content on platforms like TikTok, where users experiment with turning their favorite candies into freeze-dried treats.

Big Social Trend:

The growth of social media-driven food trends is reshaping how consumers discover and engage with new products. Viral content is creating instant demand for innovative food items like freeze-dried candy.

Worldwide Social Trend:

Globally, there is a growing focus on innovative food preservation techniques like freeze-drying, not just for candies but also for broader applications in snacking, space food, and emergency supplies, reflecting a shift toward longer shelf life and novel consumption experiences.

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