Trends & Market needs
Focusing on natural sweeteners such as fruit juice is one way to promote the BFY (Better For You) status of candy for kids. Drawing attention to other "clean" ingredients including those derived from vegan or vegetarian source also positions the treats as "better“.
Moreover, increasing permissibility with better-for-you credentials is crucial to winning over health-aware consumers who are seeking treats which beyond delivering indulgence can also support their health and wellness goals.
Select European countries: desire to see more vegan/vegetarian sugar confectionery, by presence of children, 2018
Our best answer
Emphasizing attributes such as no dairy and no animal ingredients helps to position products as suitable for adults and children who are moving to "cleaner" eating patterns. There is still room for treats, even for those who have embraced a flexitarian, vegetarian or vegan lifestyle, and confectionery that meets the diet requirements of these groups will find a growing audience.
Stronger focus on earning trust through "cleaner" ingredient statements and open communication is needed.
Superfruits offer interesting options for flavour variety whilst providing a positive healthy halo, but stick to the best-known varieties and improve the provenance of the overall product.