Health transforms from anti-sugar to anti-chemical
Implications - In previous years, "sugar-free" was the go-to health movement in the candy industry. The downside is this movement called for sugar alternatives, many of which were chemical-laden. This resulted in an eventual backlash in keeping with the rise of the organic movement in other food categories, which has subsequently impacted the candy industry via naturalistic candy. This highlights a strategy for anticipating opportunity that proposes a timeline-based approach to current trends.
Workshop Question - What is the current fad in your industry, and how could its eventual downfall benefit -- or harm -- your brand?
Trend Themes
1. Natural and Organic Ingredients - Consumers desire all-natural and organic ingredients in their candies, which has pushed candy brands to switch from artificial ingredients to natural ones.
2. Functional Ingredients - Consumers want candies with ingredients that provide functional benefits such as aiding digestion, detoxifying, and boosting energy levels, driving innovation for unique flavor profiles with added health benefits.
3. Transparency and Clean Labels - Consumers are demanding transparency and seeking clean labels with recognizable ingredients, leading confectionery brands to increase the transparency of their ingredients and printing clean and easy-to-understand labels on their products.
Industry Implications
1. Food and Beverage - The food and beverage industry should consider the addition of natural and organic ingredients, functional ingredients, and transparent labeling to their product lineups, especially in the confectionery sector.
2. Packaging - The packaging industry can leverage the demand for natural and organic ingredients and clean labeling by producing packaging that highlights these features to appeal to health-conscious consumers.
3. Retail - Retailers can capitalize on the consumer demand for healthier candies by stocking natural and organic confectionery products with functional ingredients that boast clean and transparent packaging.
