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As the snacking sector continues to grow, manufacturers are navigating a complex landscape shaped by evolving consumer preferences, health trends, and innovative manufacturing solutions. In this two-part feature, FoodBev's Siân Yates explores two key segments of the snacking market – sweet and savoury – highlighting emerging trends, flavour innovations, health considerations and the manufacturing advancements driving growth. Part two focuses on the sweet snacking market.

The sweet snacking segment is experiencing a dynamic transformation, with consumers increasingly seeking indulgent yet health-conscious options. Clara Faustina, senior marketing manager for sweet goods and bakery EMEA at ADM, highlighted that familiar sweet brown profiles, such as caramelised biscuit notes, toffee and honey, are winning over consumers.

She added: “Single-flavour executions that showcase elevated berry profiles, such as sun-ripened strawberry in biscuits, pastries or energy bites, continue to resonate with shoppers”.

“The snack category is a hotbed for innovation and flavour experimentation – especially when mixing sweet and salty notes,” Mark Webster, VP of sales and marketing at T. Hasegawa, noted. “Sweet offers a familiar and versatile touchpoint for salty snacks, and adding a savoury twist to classic sweet flavours can create adventurous and satisfying taste experiences.”

Emerging flavour profiles

Nostalgia and innovation

Nostalgia plays a significant role in sweet snacking trends. Richard Jefferson, marketing manager at healthy snacks wholesaler Epicurium, noted that flavours reminiscent of childhood, such as cinnamon rolls, churros and cola, are making a comeback.

He stated: “Trends in sweet snacking are evolving to meet changing consumer preferences, influenced by health consciousness, sustainability flavour innovation and the need to offer something more to shoppers”.

“Nostalgic flavours are continuing to show as a strong profile, which can be seen in the successful launch of the Barebells Rocky Road protein bar.”

ADM’s Faustina highlighted that “vintage confectionery flavours like blue raspberry, bubble gum and candy floss are also reemerging in on-trend gummies”.

Exotic and unique combinations

In addition to nostalgic flavours, consumers are also increasingly drawn to exotic fruit flavours and unique combinations.

Faustina mentioned that “exploration with Asian citrus varietals like calamansi to spices like chilli that add layers of complexity to sweet snacks is becoming popular”. This trend reflects a broader desire for diversity and excitement in snacking experiences.

Shannon O’Shields, VP of marketing at Rubix Foods, noted that tropical fruits captivate young consumers with their distinctive sweetness and vibrant pops of colour, enhancing any snack or drink.

“Tropical fruits such as dragon fruit, guava and passion fruit are rising in popularity, particularly in desserts like milkshakes and doughnuts,” she explained. “These fruits resonate strongly with multicultural audiences, as 70% of Black, Asian and Hispanic consumers who have sampled these flavours report loving or liking them.”

T. Hasegawa’s Webster pointed out: “The trend is shifting towards increasingly exotic ingredients such as passionfruit and ube, which show strong demand in several categories”.

Floral favourites

Floral flavours are also gaining traction in the sweet snacking segment. “In fact, 67% of Gen Zers expressed interest in seeing more floral flavours in food and beverages, offering another avenue for flavour innovation,” enthused O’Shields.

She continued: “Flavours like hibiscus, lavender and cherry blossom are often featured on beverage menus, adding sophisticated, layered sweet notes to smoothies, cold coffees and other sippable snacks. Notably, 67% of Gen Zers expressed interest in seeing more floral-infused flavours on menus.”

Meanwhile, flavours like lavender and rose also evoke a sense of indulgence and luxury.

Health and wellness

As with savoury snacks, health and wellness are paramount in the sweet snacking sector. Consumers are looking for options that satisfy their sweet tooth without compromising their health goals.

Research indicates that over half of consumers are interested in snacks with functional benefits, such as added vitamins or minerals. Manufacturers are responding by creating sweet snacks that incorporate healthier ingredients.

Faustina noted: “The inclusion of whole grains, natural sweeteners and superfoods is gaining traction among consumers who are keen on maintaining a balanced diet”. This aligns with the broader trend towards clean labels and transparency in ingredient sourcing.

Functional ingredients

The rise of functional ingredients is also notable, with consumers increasingly seeking snacks that offer additional health benefits.

For example, sweet snacks enriched with fibre, protein and probiotics are becoming more popular. Jefferson highlighted that “the focus on functional benefits is reshaping the sweet snacking landscape, providing consumers with guilt-free indulgence”.

Faustina added: “For high-protein and vegan-suitable sweet snacks and confectionery, formulators should begin with highly functional, clean-tasting plant proteins, such as soy, pea and wheat proteins, to ensure the best sensory experience and nutritional value from the start”.

Sugar reduction is also a key trend here, as

T. Hasegawa’s Webster explained: “The boost in interest for clean label sweeteners has already led to growth in ingredients like maple, which is becoming increasingly popular in spicy/heat formulations or added with a smoky flavour to give a complex profile”.

“Dates are also poised to become the ‘next big thing’ in naturally sweet ingredients, because of their versatility and ability to fit into clean label and ‘no added sugar’ formulations.”

A date with dairy

With 27% of consumers seeking healthier sweet snack options, incorporating high-protein ingredients, such as cottage cheese, can effectively meet this demand.

O’Shields told FoodBev: “While cottage cheesebased snacks have gained traction in savoury applications, they are becoming equally popular in sweet treats. In 2024, Google searches for ‘cottage cheese chocolate mousse’ surged by 250%, and searches for ‘cottage cheese brownies’ rose by 150%.

She continued: “Additionally, Datassential reports that 17% of consumers are interested in trying cottage cheese ice cream – commonly known as ‘nice cream’ on social media. These products offer a nutritious way to satisfy the ‘little treat culture’ driven by Gen Z.”

Plant power

Plant-based options are another trend in the sweet snacks category, driven by growing consumer demand for sustainable and healthier options.

“Plant-based chocolate and confectionery is no longer a novelty and could be considered a mature segment within the snacking sector,” said Epicurium’s Jefferson. “Recently, however, we’ve started stocking brands that go beyond offering dairy-free options, showcasing plant-based ingredients with additional benefits.”

He continued: “Orange County CBD Edibles is a plant-based gummy sweet brand that promotes better mental wellness for the consumer. And Ombar didn’t stop at creating vegan chocolate... it also paired up with PerfectTed to offer an energy boost due to the matcha latte filling.”

Innovative manufacturing solutions

The sweet snacking sector is also benefiting from technological advancements in manufacturing. Companies are leveraging innovative processes to create unique textures and flavours that appeal to modern consumers.

Flavour development technologies

Flavour development technologies are allowing manufacturers to create complex flavour profiles that resonate with consumers.

“The ability to blend flavours seamlessly while maintaining quality is crucial in today’s competitive market,” Webster stated. This is particularly important as consumers increasingly seek unique and memorable snacking experiences.

ADM’s sweetening solutions and functional ingredients are complemented by its TasteSpark natural flavour modulation technology, designed to provide an outstanding taste experience.

“TasteSpark Masking neutralises off-notes from functional or alternative ingredients and TasteSpark Mouthfeel enables indulgent and creamy sensory experiences in low-sugar, highprotein, high-fibre and vegan-suitable sweet goods,” Faustina commented.

Meanwhile, the company’s non-GMO lecithin provides emulsifying properties needed for better-for-you sweet snacks and supports vegan versions of chocolates and cream-like fillings.

Addressing supply chain issues

One of the most pressing challenges in the sweet snacks category is the global cocoa shortage. Severe droughts in West Africa – home to most of the world’s cocoa production – have devastated crops, reducing the global supply of cocoa powder by 11% in the past year. This supply disruption drove raw cocoa powder prices to an unprecedented high of nearly $10,000 per metric ton early last year.

To help manufacturers manage fluctuating costs and ingredient shortages, T. Hasegawa has introduced its Cocoa Powder Replacer, an alkalised, low-fat cocoa flavour that provides a substitute for traditional cocoa-based powder.

“This commodity replacer technology offers a practical solution that amplifies the natural flavour profile of cocoa with minimal raw cocoa powder needed,” said Webster. “This enables manufacturers to reduce the quantity of raw materials and lower or stabilise costs without compromising the flavour of their product.”

Faustina concluded: “Technology-driven solutions, such as AI, can help to increase efficiency when coupled with ongoing initiatives for transparent supply chains and naturally derived ingredients. This will ultimately elevate the quality of novel sweet snacking innovations.”