The ‘untapped potential’ of functional chocolate

Functional confectionery market trends – summary

• Global functional confectionery market expected to reach $4.69bn by 2032
• Consumers increasingly seek confectionery supporting sleep, energy and digestion
• Chocolate lags gummies yet shows strong growth potential in functional space
• Early entrants using adaptogens, probiotics and caffeine gaining competitive advantage
• Opportunities rising for brands combining indulgence with proven wellness benefits

The global functional confectionery market has been valued at a $2.55bn (€2.15bn), and is expected to hit $4.69bn by 2032 (market analysts Data Bridge).

This massive growth is “driven by factors such as rising consumer awareness about health benefits, the shift towards clean label products, and the growing trend of incorporating functional ingredients such as vitamins, minerals, and probiotics into confectionery products,” says an analyst for Data Bridge.

But not all confectionery has benefitted from, or even really embraced, the boom.

Gummies and hard candies have dominated the market over the past five years, with brands like Nutrigums and Cheribundi quick to get products onto the market. Chocolate, however, has been noticeably absent from the conversation.

Until now.

“The Functional Chocolate market is poised for significant expansion,” says a spokesperson for industry analysts Market Report Analytics.

“Chocolate and health haven’t always gone hand in hand, but that’s changing fast,” agrees Benjamin Turner of chocolate brand Compartés. “With more people seeking better-for-you indulgences, functional chocolate is redefining what it means to snack smart.”

Functional ingredients consumers want

Consumers are increasingly gravitating toward functional confectionery featuring creatine, adaptogens, pre‑ and probiotics, proteins, and antioxidants.

1. Creatine

Although traditionally associated with sports nutrition, creatine is now entering mainstream snack formats, including confectionery, as consumers increasingly view food as a performance enhancer.

2. Adaptogens

Adaptogens, such as ashwagandha and ginseng, are among the fastest‑rising functional ingredients across snacks and confectionery, and credited for reducing stress, anxiety, and fatigue.

3. Probiotics & Prebiotics

Gut health is one of the biggest trends in food and beverage, so it was only a matter of time before consumers started to search for it in the confectionery aisle. And prebiotic fibres have the added benefit of improving glycemic response.

4. Protein

Protein enrichment is one of the most universal functional food trends and it’s proving especially popular in confectionery and snacking, linked as it is to satiety, muscle growth and repair, and bone health.

5. Antioxidants

Antioxidants, including polyphenols, flavonoids and vitamin C, remain one of the most consumer‑trusted wellness ingredients.

Functional confectionery often incorporates antioxidants to combat oxidative stress and support immune health.

Benefits consumers want

Mintel figures show that 41% of European consumers are actively seeking confectionery that aids sleep and relaxation.

On the other end of the scale, 16% of UK consumers say they’d be more tempted to buy a particular brand of chocolate bar if it included energising additions like caffeine.

And 17% of US chocolate consumers say they’d try a new chocolate product if it had better-for-you attributes.

There’s also a growing interest in treats that support digestion, immunity, and mental focus, with ingredients like fibre, probiotics, botanicals, and nootropics increasingly making their way into product formulations.

At the same time, better‑for‑you cues such as reduced sugar and natural flavourings continue to influence purchase decisions.

Untapped potential

The fitness space “holds untapped potential for chocolate brands” according to Mintel.

In fact, figures show that interest in chocolate with energising ingredients stands at 28% among those eating chocolate for an energy boost and 38% eating it to refuel.

Despite this, energy claims are rare in the chocolate sector, with only a few brands holding a presence in the sports nutrition/exercise space.

Leaders in functional chocolate

Several brands have already made early moves into functional chocolate, giving them a strong head start. By establishing themselves now, they’re well‑positioned to capitalise on the trend as it accelerates and more players join the market.

Polish chocolate brand Wawel has introduced a new line of functional chocolate bars, each featuring a unique herbal ingredient as its star component.

The range is designed to support consumers in managing stress, improving focus and aiding the body’s natural regeneration. Key ingredients include yerba mate, ashwagandha and ginseng root.

Rheal Energy meanwhile has launched a Hazelnut Cacao Caffeinated Superfood Bar, containing the equivalent of one shot of espresso for a mental and physical energy boost.

And then there’s The Functional Chocolate Company, launched in response to this growing trend. The brand formulates its functional chocolate products to cater to consumers seeking everything from “calmer days to restful nights and everything in between”.

Industry opportunities

As functional ingredients move firmly into the mainstream, the opportunity for confectionery and beverage manufacturers is widening fast.

Chocolate, in particular, sits at a pivotal moment. Long viewed purely as a comfort food, it’s now being reimagined as a vehicle for wellness – from supporting relaxation to aiding athletic recovery.

There’s untapped potential to innovate with botanicals, adaptogens, probiotics, proteins, caffeine, and other performance‑linked ingredients – either as standalone products or limited‑edition launches that test consumer appetite.

Brands that move now, experiment boldly, and invest in functional innovation will be the ones best placed to shape the next era of confectionery consumption.