A new report reveals that consumers will explore exciting, new and novel ingredients when producers prioritise functionality and taste in their confectionery formulations. A growing trend within the sweet space, functional confectionery now sits up there with taste as a dominant factor influencing confectionery purchasing and consumption decisions.
According to The HealthFocus 2024 global report Functional Benefits: The Next Nutrition Frontier and Ingredients Consumers Seek, an effective strategy for sweet producers to appeal to shoppers is to communicate functional benefits while highlighting the presence of good-tasting ingredients.
As part of its study, the consumer research firm sought insights from more than 13,000 shoppers in 25 global markets on their sentiments and behaviours regarding functionality in formulations.
Functional benefits amp up adventurous ingredient discovery
The big takeaway from the report is that functionality will go mainstream in 2025, moving out of its niche position to appeal to mass consumer audiences. “It’s a big shift, and it comes down to consumer demand for healthier indulgences,” says Julie Johnson, president of Healthfocus International.
Nearly 75% of global consumers are aware of functional foods/beverages – those positioned as providing a health benefit beyond nutrition – and more than half are interested. While all consumer demographics are interested, younger consumers are driving this trend. Of those asked, 59% of 18-29-year-olds are interested in functional foods and beverages (F&B), followed by 57% 30-39-year-olds, 53% 40-49-year-olds and 43% 50+-year-olds.
10 functional ingredients added to confectionery to enhance health benefits while maintaining indulgence
Probiotics – Supports gut health and digestion, commonly added to chocolate and gummies.
Prebiotic fiber (eg inulin) – Promotes a healthy microbiome and aids digestion.
Adaptogens (eg,ashwagandha, rhodiola) – Helps manage stress and improve resilience.
Collagen – Supports skin, hair, and joint health, often found in gummies and chocolate.
Plant-based proteins (eg pea, rice, soy protein) – Boosts satiety and muscle recovery.
Turmeric and curcumin – Offers anti-inflammatory benefits, often paired with black pepper for absorption.
Botanicals (eg, chamomile, valerian root) – Enhances relaxation and sleep support in confectionery.
Electrolytes (eg magnesium, potassium) – Aids hydration and muscle recovery in sports-focused sweets.
Omega-3 fatty acids (eg from flaxseed or algae oil) – Supports brain and heart health.
Caffeine and green tea extract – Provides a natural energy boost without added sugars.
“People aren’t just looking for sweet treats anymore – they want something that satisfies their cravings and offers a benefit, whether it’s extra protein, gut health support or even stress relief,” Johnson adds.
Sneaking in healthier alternatives
Manufacturers are responding by developing products like chocolates infused with probiotics, gummies packed with vitamins and adaptogenic candies designed to boost focus or relaxation. Similarly, high-protein chocolate bars or low-sugar candies that don’t have a weird aftertaste are among today’s success stories. “Brands are realising they can’t rely on taste alone – functionality is pulling in health-conscious consumers,” Johnson shares.
An indulgent experience is still paramount however. “If a chocolate bar claims to be “healthy” but tastes terrible, no one’s coming back for a second bite,” he says.
Leading functional confectionery brands are a mix of legacy brands and up-and-comers. You’ve got the big players – Hershey, Mars, Nestlé, Ferrero – experimenting with reduced sugar and added benefits. Then you have more niche brands, like The Functional Chocolate Company, which fully leans into the functional trend by infusing their products with targeted wellness ingredients.
Some sports nutrition brands, like Warrior, are also making waves by creating high-protein chocolate bars aimed at active consumers. “It’s an exciting space because even traditional candy brands realise they must innovate to stay relevant,” Johnson highlights.
No weird aftertastes allowed
However, the challenge remains in the formulation as some functional ingredients, like certain vitamins or plant extracts, can be bitter or grainy. “Brands have to work hard to mask those flavours while keeping everything clean-label and appealing,” Johnson details.
Almost 89% of consumers believe that all food and beverages, even indulgent ones like chocolate and candy, should be made as healthy as possible – as long as they still taste great. “If consumers feel like they’re getting both indulgence and a benefit, that’s when a product takes off,” Johnson continues.
Where will function and flavour go next?
Ingredient-powered products have a huge influence on the popularity of functional ingredients. Two-thirds (66%) of consumers said that probiotics are a key emerging ingredient that they are highly interested in, followed by turmeric (61%), botanicals (51%) and adaptogens (43%).
In short, consumers want more from their confectionery choices, opening up opportunities for brands and companies to explore relatively new areas like healthy ageing, appearance, detoxification, and especially mood. Indeed, ‘mood food’ has grown in popularity over the past few years, ranking ahead of foundational functional food benefits like weight management and heart health.
