There are a few things that will never go out of style, and sweets are one of those things. Consumers of all ages find themselves indulging in various desserts and confections on a regular basis. It’s a product category that has a steadfast reputation but is always ready for innovation. While consumer demand tends to ebb and flow in many categories, the dessert and confectionary category will always be relatively stable as consumers continue to seek out sweet treats to reward themselves, to celebrate happy times, and to allow themselves to indulge. Simply put, there’s not much better than a sweet treat to elevate daily life.
Although desserts and confections will always be popular, consumers’ preferences in this category continue to evolve. So, what flavors and innovations are currently trending in this sweet category? Keep reading to learn more about the latest trends for sweet treats and get our experts’ takes on how dessert and confectionary brands can capitalize on these trends going into 2024.
Confections Consumers Crave
Consumers are baking at home now more than ever in post-pandemic life. With the increased amount of free time during the pandemic, consumers embraced home-baking, which has continued to trend long after the pandemic ended. Although the lockdown initially encouraged at-home baking, the current rise in cost-of-living has also played a significant role in what products consumers are buying off the shelves. According to Mintel, 75% of consumers who have prepared baked goods at home from scratch perceive baking and dessert mixes to be affordable options. Targeting consumers with easy-to-make dessert mixes can bring both quality and convenience to at-home baking.
As with every food product, the flavors in these products are key purchase motivators for consumers. With inflation on the top of everyone’s minds, it’s been important to consumers to purchase products that they’re confident they will enjoy. Therefore, creating a product that adds a twist to familiar favorites gives consumers a sense of ease when buying products that they haven’t tried before. Taking a well-known dessert or confection and adding a trending flavor profile can create just the right amount of novelty to excite consumers without forcing them too far outside their comfort zones.
Better-For-You Sweets
Consumers have been placing high priority on their health and wellbeing, causing them to consistently seek out healthy or healthier alternatives to their favorite food and beverage products. The dessert and confectionary category has been no exception to this, as consumers have been trying to find better-for-you sweet treats that still feel like an indulgence, while also supporting their health and wellness goals. As a result, the interest in sweet flavors that can be labeled as better-for-you or functional ingredients has grown increasingly more popular. Matcha or ube, for example, have both been trending, as they are perceived as healthier additions to desserts due to their many functional benefits, which gives consumers a guilt-free way of indulging in something sweet.
Possibly even more popular than functional ingredients is sugar reduction. Many health-conscious consumers may be more inclined to grab a product that uses honey or a natural sweetener over confectionary or granulated sugar. Sugar reduction has been on the top of many consumers’ minds and could be an easy way for brands to attract consumers that may be trying to cut back on their sugar consumption. We dive deeper into the various sweeteners and products that contribute to the surge in sugar reduction in one of our recent blogs.
What’s Next?
Flavor mashups have been a hit with consumers recently. Mashups that take a popular sweet treat and add an unexpected flavor profile are perfect for creating something different yet enticing. Think a watermelon chili hard candy, a cinnamon and cayenne cookie, or a five spice chocolate cheesecake. Paying special attention to social media trends can also be an informative and effective way to generate ideas that could be translated to dessert and confectionary products.
Standing out in such a highly saturated category can be a challenge but taking a beloved dessert product and getting creative with its flavor is a sure way to grab consumers’ attention.
Ready to come up with a product consumers will crave? Contact us today to see how Fuchs can help you create something special.
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