Curious consumers shaping trends

With innovation driving forward the confectionery, Peter van Paridon – Corbion's industry director – highlights some of the key trends shaping the confectionery market in 2016

Innovation continues to soar throughout the global confectionery industry...

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Curious consumers shaping trends

With innovation driving forward the confectionery, Peter van Paridon – Corbion's industry director – highlights some of the key trends shaping the confectionery market in 2016

Innovation continues to soar throughout the global confectionery industry. Led by high consumer demand and increased numbers of new product launches, manufacturers are continuously looking for ways to stand out from the competition. As well as experimenting with unusual tastes and textures, confectioners are also creating new products to keep in line with evolving trends, including clean label, organic and non-GMO.

In 2014, the global confectionery industry totalled sales of $198.4 billion (£136.3bn), with the industry growing at an annual rate of two percent over the previous five years. Much of this growth is a result of consumers becoming more mindful of the products they consume, whether that is due to a greater awareness of the ingredients used in confectionery or the desire for more diverse product experiences. To profit from these emerging trends, manufacturers are increasingly investing in more effective new product development to enable products to be brought to market faster.

Trend one: organics on the rise

Echoing 2015’s trend of ‘clean’ to ‘clear’ label, this year the confectionery market will focus on the rise of organic products. The biggest surge of NPD was reported in this category, with ‘organic’ increasing from 5.9 percent of all food and beverage launches in 2013, to 9.3 percent in 2015. This is predicted to continue rising in 2016, with a recent study by Innova Market Insights revealing that 66 percent of European correspondents claim to be influenced by organic labels. Big confectionery brands are leading this trend, as shown by the likes of Jelly Belly Candy Company launching its first line of United States Department of Agriculture (USDA) certified-organic candies containing a combination of 15 assorted and sour flavours.


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