Jelly Belly,
BeanBoozled Fiery Five
FALL 2021 31
Category Drivers
As consumers become more mindful of what can
support their health and emotional wellbeing
in a post-COVID world, they will continue to
seek out products that they perceive are good
for them, can boost their mood, or have a
functional quality; all without sacrificing taste
or the need to indulge. Specific lifestyles that
have specialized food needs will also accelerate
the growth of sweet treats that are made with
alternatives like non-dairy milks, better-for-
you or low to no sugars, and plant-forward
ingredients. Comfort, nostalgia, and adventurous
culinary flavors combined with the familiar will
also drive innovation and sales.
According to Food Navigator's Insight
Guide, in a report done by flavor solutions
company Glanbia Nutritionals, titled Snacking
Trends for 2021 and Beyond, pairing early-stage
flavors that may be unfamiliar or a little too new
for consumers to grasp with familiar flavors
that they know and love is paving the way for
approachable snacking. The trend has brands
choosing to feature novel flavors with ubiquitous
formats, a flavor style particularly appealing to
millennials around the world.
Honest Artist Range, an ethically responsible
bean-to-bar chocolate company in South Africa,
is one such company. It uses the familiar
sunflower seed in its 70% Chocolate with Miso
and Tamari Roasted sunflower seeds bar to
introduce Far East flavors.
Along with new products with unique
and unexpected flavor profiles, natural candy
alternatives and lower chocolate percentages are
driving category growth. "We are selling a ton
of natural fruit sour strips, chocolate inclusion
bars and more 55-65% chocolate," notes Wendy
Robinson, senior buyer, Market Hall Foods,
Oakland, California.
Following are some more trends in this vast
category that consumers are excited to explore.
