Even in economic uncertainty, the industry continues to post gains.
“Insight from the confectionery industry’s leading influentials [sic] provides an appetising future for consumers and the industry alike,” said NCA president, Larry Graham. “Chocolate and confections are treats that consumers can count on to be affordable luxuries. Our industry provides people with new choices, new experiences and old favourites that provide moments of happiness to be enjoyed any time.”
With in-depth insight from 40 industry experts, including top manufacturers, market researchers, award-winning chocolatiers, nutritionists and confectionery makers, NCA’s Industry Trend Report captures the confectionery trends and influences that will foster growth of the industry through 2014. Top-line category trends include:
Experts believe that the next ‘big’ trend in confections will be healthier confectionery options, specifically a growing demand for health benefits and ‘better for you’ ingredients, according to almost nine out of 10 (88%) experts.
Already, we’re seeing consumers embrace portion-control-sized treats and the potential heart health benefits of higher cacao content in chocolate. As consumers continue to lead healthy lifestyles, health benefits will heavily influence manufacturers to focus largely on developing ‘better for you’ confections, especially new types of enhanced chocolate treats.
More than sweet and good to eat, manufacturers will take steps towards social responsibility. 65% of experts say eco-friendly manufacturing efforts such as recyclable packaging will influence product development and consumer purchasing.
“For 125 years, the National Confectioners Association and its members have brought innovation and reinvention, always meeting the demand to fit consumers’ lifestyles,” said Graham.
America’s favourite flavour, chocolate, will emerge as one of the largest growth drivers for the industry in new, delicious and exciting ways. Experts predict consumers can expect to find chocolate and cocoa popping up more frequently as a key ingredient in main courses alongside salmon, chicken and steak, according to 73% of experts surveyed. Not just for dinner, 38% of insiders say to be on the lookout for cocoa and chocolate in appetisers.
“Chocolate is a classic indulgence,” said Susan Smith, senior vice president of NCA’s Chocolate Council. “From its potential health benefits to its organic roots and inclusion as an ingredient in many types of sweet and savoury foods, we’ve only begun to experience the versatility of chocolate.”
Embracing versatility may mean more of an emphasis on global influences and flavour pairings, according to the survey. 43% of experts say consumers are going to become more open to chocolate and flavour infusions that include spices, salts, herbs and floral flavours. For example, exotic fruit pairings such as mango will become more prominent and we’ll start to see ethnic flavours emerge in popularity with herbs being incorporated into chocolate dishes. Consumers can also expect to see sweet and savoury combinations such as chocolate and bacon, as well as chocolate and cheese duos appear in stores and on the menu.
In the chocolate and cocoa category, the potential health benefits of the antioxidants found in chocolate will continue to be evidenced as new and positive health-related findings are discovered. Nearly half of those surveyed say consumers can expect to see more research into the potential health benefits of milk chocolate and dark chocolate, including exploration of naturally occurring cocoa compounds and positive effects on mood and blood pressure levels.
Additionally, one third of experts say consumers will become more knowledgeable about the global origin of the chocolate they enjoy. Embracing origins helps consumers to breakdown cacao percentage and connect the provenance of the cocoa bean to the final product.
Consumers are finding new ways to incorporate traditional candy as part of a healthy, active lifestyle. Since 2005, the confectionery industry has responded to market demands by introducing hundreds of portion-controlled, calorie-controlled, reduced-fat, sugar-free and fortified products. And there’s no sign of a slowdown, according to experts. 43% say health-related influences will be the leading influence on new product development in the confectionery industry overall. Within the health category, drivers include:
More than offering potential heart health benefits, chocolate and cocoa may benefit your body and mind overall. The experience of chocolate is extending beyond an edible edition and into personal care products.
The majority of respondents also say that oral health care will drive the chewing gum category. One fourth of experts say sugar-free options will become increasingly common, along with dental professionals’ backing and the American Dental Association approvals.
In 2008, more than 6,000 new confectionery and snack products debuted to meet consumer demand. Candy, chocolate and gum continued to lead the snack category in sales and ranked third in food sales overall in 2008. And the confectionery industry posted a 3.7% gain for the 52-week period ending 19 April 2009. As classic candies remain tried and true favourites overall, a maturing American palate is trending toward twists, turns and more innovative product creations.
When it comes to kids’ candies, experts say it’s all about intense new flavours and interactive experiences. Respondents comment that this dynamic category is unique and different from all other products in the market, catering to the more attention-grabbing, fun and entertaining products that kids like.
Source: National Confectioners Association
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