# Naturalistic Confection Health transforms from anti-sugar to anti-chemical. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Oct 18, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/naturalistic-confection ## Key Figures - Trend score: 2.1/10 - Evidence articles: 5 ## What is the Naturalistic Confection trend? **Naturalistic Confection:** In previous years, "sugar-free" was the go-to health movement in the candy industry. The downside is this movement called for sugar alternatives, many of which were chemical-laden. This resulted in an eventual backlash in keeping with the rise of the organic movement in other food categories, which has subsequently impacted the candy industry via naturalistic candy. This highlights a strategy for anticipating opportunity that proposes a timeline-based approach to current trends. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 17 to Oct 18, 2017 - Published: Oct 18, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the Naturalistic Confection trend ### Natural and Organic Ingredients Consumers desire all-natural and organic ingredients in their candies, which has pushed candy brands to switch from artificial ingredients to natural ones. ### Functional Ingredients Consumers want candies with ingredients that provide functional benefits such as aiding digestion, detoxifying, and boosting energy levels, driving innovation for unique flavor profiles with added health benefits. ### Transparency and Clean Labels Consumers are demanding transparency and seeking clean labels with recognizable ingredients, leading confectionery brands to increase the transparency of their ingredients and printing clean and easy-to-understand labels on their products. ## What the Naturalistic Confection trend means for industry ### For Food and Beverage The food and beverage industry should consider the addition of natural and organic ingredients, functional ingredients, and transparent labeling to their product lineups, especially in the confectionery sector. ### For Packaging The packaging industry can leverage the demand for natural and organic ingredients and clean labeling by producing packaging that highlights these features to appeal to health-conscious consumers. ### For Retail Retailers can capitalize on the consumer demand for healthier candies by stocking natural and organic confectionery products with functional ingredients that boast clean and transparent packaging. ## Workshop question What is the current fad in your industry, and how could its eventual downfall benefit -- or harm -- your brand? ## Trend signals for Naturalistic Confection Trend score 2.1 out of 10, from popularity 27%, activity 28%, freshness 8%. - Popularity: 27% - Activity: 28% - Freshness: 8% ## Examples of the Naturalistic Confection trend 5 featured examples from Oct 17 to Oct 18, 2017. - [Chocolate-Covered Quinoa Candies](https://www.trendhunter.com/trends/unreal): UNREAL's Treats Feature Candy-Coated Quinoa and Dark Chocolate (Category: Lifestyle) Implication: The confectionery industry can benefit from offering better-for-you candy options and providing consumers with transparency on ingredients and allergen-free sweets. - [Coconut-Based Candies](https://www.trendhunter.com/trends/coconut-treat): The Nutiva O'Coconut Organic Coconut Treats Have a Natural Recipe (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop innovative organic food products and snacks that prioritize health and sustainability. - [All-Natural Ginger Chews](https://www.trendhunter.com/trends/ginger-chews): Gem Gem's Candy Offers a Sweet Way to Receive the Benefits of Ginger (Category: Lifestyle) Implication: The natural candy industry can capitalize on the trend of using natural ingredients to create healthy snack alternatives. - [Natural Candy Corn Treats](https://www.trendhunter.com/trends/candy-corn-treats): Sweet's Candy Corn is Naturally Flavored and Free from Artificial Dyes (Category: Lifestyle) Implication: The candy manufacturing industry can adopt the trend of dye-free candy and create natural confections that attract health-conscious consumers. - [All-Organic Fruit Candies](https://www.trendhunter.com/trends/organic-hard-candy): GoOrganic Hard Candy Offers a Taste of Exotic Natural Fruit Flavors (Category: Lifestyle) Implication: The confectionery industry can innovate by developing new products with all-organic and natural ingredients, catering to consumers' growing health-consciousness. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)