Redefining Healthy Indulgence: Future of Snacks, Bakery, and Confectionery
Executive Summary
Consumers worldwide indulge in treats such as sweet biscuits, cookies, cakes, pastries, and chocolate confectionery, enjoying them regularly throughout the week. Nearly 59% of these consumers identify as “snack adventurers,” eager to explore new snack options, including indulgent varieties. As new trends emerge to meet changing consumer preferences, the concept of healthy indulgence is gaining traction.
The concept of “healthy indulgence” signals a pivotal shift for confectioners, chocolatiers, and bakers, driven by consumer demand for products that satisfy both indulgence and nutritional goals. The rise of specialized diets like vegan, keto, and gluten-free is accelerating the creation of treats tailored to specific health needs. Simultaneously, regulatory pressures are pushing manufacturers to reformulate products, reducing sugar, salt, and fat content to meet evolving health standards. This convergence of indulgence and health-consciousness is sparking a wave of industry innovation. Manufacturers are reimagining classic treats to deliver rich Flavors while meeting nutritional and regulatory requirements, offering a competitive edge in today’s market.
FutureBridge advises snack and confectionery manufacturers to prioritize health-driven innovation, enhancing nutritional value while delivering a multi-sensory experience. This approach transforms indulgent treats into nutrient-rich options, aligning with evolving consumer demands and driving competitive advantage.
Today’s trends in healthy indulgence continue to emphasize balancing enjoyment with well-being, driving future product innovation in the snacks and confectionery industry. From October 2022 to September 2023, Sweet Biscuits and Cookies led the way in health-claimed launches, with top claims including gluten-free, prebiotics, probiotics, and no added sugar. The International Food Information Council’s (IFIC) 2024 survey reveals that nearly 75% of consumers believe the foods they choose have a significant impact on their mental and emotional wellness. This shift towards wellness is influencing manufacturers to integrate functional ingredients and focus on health-driven product launches, ensuring that even traditionally indulgent treats meet consumer demands for nutritious options.
Introduction
A staggering 73% of consumers snack at least once a day. Their motivations vary, anything from hunger, to boredom, to treating themselves. (Exhibit 1).
However, consumers are also becoming increasingly proactive about their diets, placing a strong emphasis on taste, texture, and health. They are mindful of various aspects, including immunity and digestive wellness in their snack selections.
Exhibit 2 shows that 71% of consumers now actively seek food that boosts immune health, 73% are interested in products that provide sustained energy and 65% look for food that contributes to mental health.
The shift towards healthier options is not just a trend but a response to broader societal concerns around obesity, diabetes, and overall well-being. For instance, a study by the World Obesity Atlas (WOA) found that over 39% of global population have obesity, prompting a surge in demand for foods that offer indulgence without guilt. This is particularly evident in the bakery sector, where the global market for gluten-free products is projected to reach $7.59 billion by 2025, growing at a CAGR of 9.1%
Research from Cargill has confirmed that consumers are willing to pay more for goods that deliver on both indulgence and health attributes. 60% of consumers eat better-for-you snacks at least once daily
Around half of consumers see hyper-processed foods as detrimental to their health and wellbeing – and are looking for more products with cleaner labels and minimally processed formulations. There is also a growing popularity of “free from” and reduced ingredient claims, such as no added sugar, reduced sugar, low sugar, low fat, low calorie, low cholesterol, and low sodium, particularly within the better-for-you for both sweet and savory snacks category.
In addition to directly enhancing product functionality, innovative companies are exploring ways to redesign foods to enrich consumer experiences by tapping into emotional satisfaction and integrating multi-sensory elements. This includes promoting mindful eating, creating enjoyable formats, and portion sizing while addressing sustainability, quality, and emotional needs. The holistic food experience encompasses everything from taste and mouthfeel to aftertaste, while also integrating cultural nuances and specific flavor modulation approaches that enhance flavors, textures, and overall food enjoyment.
As the market continues to evolve, it’s clear that the future of indulgence lies in the ability to satisfy both the palate and the conscience of today’s discerning consumer.
Formulation strategies for satisfying both palate and consumer conscience
As the demand for healthier food options continues to grow, snacks, bakery, and confectionery industries are responding with a wave of innovations that deliver indulgent experiences without compromising on health. This wave is driven by scientific research, advanced ingredient formulations, and cutting-edge processing technologies. We explore the latest industry innovations and scientific advancements that are redefining the concept of healthy indulgence:
- Dietary fibers and hydrocolloids as fat alternatives in ice-cream formulations – Scientists are exploring the use of dietary fibers and hydrocolloids such as cellulose and gum. These ingredients serve as fat alternatives, helping to maintain the desired texture and melting profile in low-fat ice creams. By mimicking the mouthfeel and creaminess of fat, these fibers and gums ensure that consumers can enjoy a rich, indulgent experience without the added calories.
- Fermented blends for enhanced texture and nutrition – Patents are emerging that focus on the use of fermented blends of grains, nuts, seeds, and microbial protein isolates to enhance the texture, nutritional value, and functional properties of food products. For example, non-dairy frozen desserts using fermented oats, cashew, and coconut cream with enhanced creamy texture and flavor.
- Natural flavor compounds for bitterness mitigation – Stevia-based sweeteners, while popular for their zero-calorie benefits, often come with a bitter aftertaste. To tackle this, natural flavor compounds are being added to products like soymilk to mitigate the bitterness and astringency associated with stevia-based rebaudioside. This innovation allows for the creation of healthier, sugar-free snacks that still deliver a pleasant taste experience.
- Mogroside as a cane sugar replacement – To enhance taste and nutrition in lactose-free, zero-sugar yoghurt, Mogroside is being explored as a replacement for cane sugar. This natural sweetener not only reduces the sugar content but also provides a unique flavor profile that complements the yoghurt’s creamy texture.
- Plant-derived ingredients to enhance flavor, texture, and functionality – Vegan gummies and organic chewable with low calorific content are being produced as healthy alternatives to traditional sugary treats. These products often incorporate plant-based ingredients such as yellow peas, which are also being used to replace cocoa in high-quality confectionery products.
Value addition in healthy indulgence
As the food industry continues to innovate in response to consumer demand for healthier yet indulgent products, companies are introducing cutting-edge technologies and unique product offerings that add significant value to snacks, bakery, and confectionery segments. Shared below are few notable strategies on how brands are pushing the boundaries of healthy indulgence in product offerings
Product launches in various segments emphasizing on exciting flavors, sugar reduction, enjoyable textural enhancements and vegan-friendly offerings
Innovative players are also focusing on creatively enhancing the sensory appeal while providing health benefits. Kirin, for instance, has developed an electric spoon, that uses a unique technology to amplify the salty and umami flavors of low-sodium foods, making them more enjoyable for consumers who are trying to reduce their salt consumption.
Strategic partnerships shaping the future of indulgence
In the evolving landscape of the indulgence market, strategic partnerships are driving innovation by seamlessly integrating health, pleasure, and sustainability. Brands are recognizing that consumers increasingly seek indulgent products that also align with their values. This shift is exemplified through various collaborations that not only enhance product offerings but also address emerging consumer demands.
- Cargill and Voyage Foods – Cargill has announced a commercial partnership with Voyage Foods, a California-based food tech company that creates cocoa-free, nut-free, and dairy-free spreads and chocolates. This collaboration aims to offer sustainable alternatives to popular sweet favourites, addressing the growing demand for allergen-friendly and environmentally conscious products.
- Myprotein and Jelly Belly – Myprotein has partnered with Jelly Belly to launch a limited-edition buttered popcorn-flavored protein bar. This new bar contains 20g of hydrolyzed whey protein, is high in fiber, and low in sugar, offering a deliciously indulgent yet healthy snacking option.
- Grupo Bimbo and Oobli – Grupo Bimbo is incorporating Oobli’s sweet proteins into its product lines. This partnership focuses on utilizing alternative sweeteners to reduce sugar content while maintaining indulgent flavors, promoting healthier snacking options that resonate with sustainability goals.
- KitKat, Aero, and Krispy Kreme – KitKat and Aero partnered with Krispy Kreme to launch two limited-edition doughnuts featuring a KitKat-flavored chocolate filling and a crumb topping on a chocolate-iced base, designed to deliver an indulgent ‘crunchy and creamy’ experience.
- Lindt and ChoViva – Lindt partnered with vegan brand ChoViva to create a soft & creamy hazelnut bar made from fermented oats and sunflower seeds to provide healthy indulgence in plant-based treats.
Conclusion
The redefinition of indulgence in the sweets, bakery, and confectionery sectors offers both exciting opportunities and complex challenges for businesses. To succeed, brands must move beyond simply offering indulgence in the traditional sense and instead focus on creating products that meet modern consumers’ multifaceted desires. This means offering sensory satisfaction through taste, texture, and appearance while also incorporating health-conscious ingredients and aligning with sustainability goals. Companies that embrace these trends can offer more than just momentary pleasure; they can create lasting emotional connections with consumers who seek indulgence without compromise.
Innovations in clean-label ingredients, functional benefits, and eco-conscious practices are no longer optional but essential for staying competitive. Brands that can weave together indulgence with personalization and transparency will stand out, appealing to a generation of consumers seeking both pleasure and purpose in their choices. This holistic approach to indulgence, where emotional fulfillment and health considerations go hand-in-hand with sensory pleasure, is set to shape the future of bakery, confectionery, and snacks, transforming indulgence from a fleeting treat into a deeply resonant experience.
Speak to FutureBridge experts to explore how you can leverage the dynamic and evolving indulgence landscape in snacks, bakery, and confections to gain a competitive edge.
