Recently, the confectionery world has been abuzz with innovative flavors that, when paired with honey, take products to new heights. From the tangy zest of exotic fruits to the subtle earthiness of herbs and spices, these modern combinations are transforming our favorite treats into consumer-friendly, demand-leading treats.
Sometimes flavor development winners in the candy aisle come down to just being the “first” in the category to create a new taste bud burst. Numerator Consultant David Strandberg said at his Unpacking the Future of Confectionery and Snacks Amidst Consumer Shifts talk at Sweets & Snacks Expo that consumers can understand and discover new flavors immediately on their phones. Thus, confectionery brands cultivating original flavors the quickest could be the first to the party.
Sweet Newstalgia
More than 1,000 Americans were surveyed for Director of Marketing Lisa Jackson’s FlavorSum How to Choose Flavors that Cue Fuel AND Fun in Sweet Snacks presentation. Of note are indulgent snacks wanted for later in the day, which centered around nostalgic confectionery demands.
“People just want to feel better, and that’s why nostalgia is playing a big role. You’re transported back in time to when you felt better,” she said.
S’mores and marshmallows are high on the list as familiar flavors that harken back to childhood — and consumers are eager to introduce them in new ways to the next generation. Newstalgia, even though hotly trending this year, is a delicate balance, according to Jennifer Zhou, global product marketing, senior director flavors, ADM.
“Familiar flavor combinations are not only comforting but reassuring. They provide a sense of trust in a product’s quality and taste, making them popular choices for consumers seeking consistency in their treats. Candy manufacturers often leverage these timeless combinations while adding their own unique variations to stand out in a competitive market,” Zhou said.
