Wild targets taste as key confectionery driver

Confectionery remains an indulgence product for consumers who prioritise taste over health concerns, delegates at German ingredients group Wild's Heidelberg Convention were told this week.

During the event, which was held to mark the company's 75th anniversary, speakers focused on how the food industry could create value through innovations that target consumer trends.

Rainer Engler, sales director for sweets Europe at Wild, said that the continued existence of high-calorie confectionery in today's health-conscious society could be explained by the emotional value of confectionery as a personal reward and also the numerous innovative product concepts in this sector. Engler emphasised that taste remains top priority in the confectionery industry.

However, modern confectionery concepts with healthy additional benefits are beginning to measure up to traditional products due to the rapid developments in technology and unique new raw ingredients.

Engler identified a number of fundamental trends in the confectionery industry, the first being the growth of the premium sector. Price is no longer the most important factor, and innovative new technology has enabled new products to be produced.

In addition, Engler recommended making increased use of the high regard for fruit and its positive image. He presented products with 20 per cent more fruit juice, sugarcoated sweets with natural colourings and fruity ice cream creations from pure, natural ingredients.

Engler believes that natural colours are becoming increasingly important in many European countries - in particular, products aimed at children.

Roel van Dam, manager of business development at VSI, analysed the European chocolate bar market and found that the trend towards enrichment with healthy ingredients was also noticeable. Artificial ingredients, such as sweeteners or fat substitutes, are being replaced with natural ingredients according to van Dam.

Managing director at Wild, Hans-Peter Voss, said that across the food industry consumers are increasingly demanding quality, a term that includes criteria such as health and wellness. Quality as a purchasing criterion has become more important than price, according to Voss.

According to Voss, the greatest challenge - in addition to the definite scientific effect - is to prove to consumers that healthy food developed in this way can also be delicious. Taste is still the deciding factor.