Top Sweets and Snacks Trends: Ingredients and Flavours

Broader food industry trends – including ancient grains, power foods, herbs and spices – and a resurgence of classic flavours like peanut butter and coconut abound in the candy and snack industries this year, according to the National Confectioners Association (NCA).

With thousands of new confectionery and snack foods revealed at the Sweets & Snacks Expo in Chicago (May 20-22), NCA synthesized the industry’s main trends, derived from products submitted for NCA’s Most Innovative New Product Awards.

“This year we see an interesting mix of new products that push flavour boundaries and introduce innovative ingredients, alongside new products that have returned to classic taste profiles and comforting ingredients,” said Alison Bodor, executive vice president of the National Confectioners Association, the host organization of the Sweets & Snacks Expo.

Seeds, Grains and Power Foods

From quinoa to kale and from chia to chai, the candy and snack categories are no exceptions when it comes to the influence of the ancient grains, seeds and super food movements. An influx of products with pumpkin seeds, chick peas, pomegranate, seaweed, sesame, parsnips and even peabutter (a spread made from brown peas) could also be observed at the trade fair.

Comeback Kids

Peanut butter is on the up alongside other beloved ingredients like bacon, marshmallow fluff and banana. Coconut is also experiencing resurgence in popularity with entries into NCA’s Most Innovative New Product Awards in the sweet, salty, savory, chocolate and gourmet categories. Other comeback kids include almonds, cashews and chocolate with hazelnuts, the latter of which grew an impressive 16 percent in sales in 2013. Caramels are also making a comeback in big way – both on their own and as an inclusion in other products.

“It’s an interesting balance – on the one hand you have Sriracha and on the other, peanut butter. There are products with kale or chia seeds, ingredients many Americans are just getting to know, and products with coconut or marshmallows, classic ingredients being taken to a whole new level.”- Alison Bodor

Herbs and Spices

As taste palates and demographics continue to shift, food manufacturers are increasingly adding more flavourful and exotic herbs and spices to a variety of products, including candy and snacks, NCA found. Last year’s unexpected Sriracha shortage seems not to have had a lasting impact as snack makers continue to experiment with the red chili and garlic condiment. Similarly, Tabasco is popping up in a variety of products, often paired with chocolate. Other herbs and spices highlighted by NCA’s Most Innovative New Product Awards nomination process include ginger, rosemary, wasabi, sage, sea salt and cracked pepper.

Deliciously Decadent

Truffle oil, imported salts and browned butter add taste and texture to a wide variety of decadent candy and snacks being introduced at the Expo this year. Indulgent categories like premium chocolates, chocolate-covered salty snacks, bakery snacks, and dried meats and fruits have been on the rise for a few years, fuelled in large part by the innovation snack makers have applied to new product launches.

Euromonitor identified five trends at Sweets and Snacks this year:

Cake and Chocolate

The dessert-inspired products launchedat this year’s Expo ranged from whoopie pie to banana crème pie, and in the shape of drinks, from beer-themed chocolate and chewy candies to cherry cola, macchiato and crème de menthe flavoured treats.

State of the American Industry

·       Confectionery retail sales have grown steadily since 2007, increasing from $27.4 billion to $33.6 over the past 7 years⁺.

·       Confectionery is projected to produce $34.5 billion in retail sales in the U.S. in 2014⁺. The industry employs more than 70,000 workers.

·       Major holidays like Valentine’s Day, Easter, Halloween and Christmas/Hanukkah generate more than $7 billion in seasonal sale items⁺.

Snacks also contribute impressively to the U.S. economy:

·       Total sweet and savoury snacks, including chips, cookies, snack bars and nuts, contribute nearly $42 billion to U.S. retail sales^~.

·       More than half (54 percent) of Americans consider snacks an important part of social occasions*.

·       Snack consumers are loyal: 61 percent consider “brand of choice” an important snack attribute*.

Sources (compiled by NCA):

⁺ NCA estimates, 2013

* IRI data, 2013
^~ Euromonitor, 2013