# Nutritious Confection Popular candy brands are adapting to the health-related needs of consumers. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Feb 18, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/nutritious-confection ## Key Figures - Trend score: 3.1/10 - Evidence articles: 5 ## What is the Nutritious Confection trend? **Nutritious Confection:** Longstanding brands in the candy space are switching up some of their offerings by introducing candy products with more nutritional value than the brands are typically known for. These changes come in light of smaller competitors that are filling the market gap for indulgent-yet-nutritious foods for health-conscious consumers. ## The consumer insight behind the Nutritious Confection trend With the easy access to information that consumers now have, they're no longer turning to the same brands that sell them products to inform them of the benefits of said products. Now, consumers research ingredients, brands, and peer reviews in order to better understand how brands' products fit into their lifestyles. Now that consumers are more informed on how food and beverage items impact their health, they're seeking out brands that are willing to offer them indulgence without having to compromise on their wellness-related goals. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 3, 2019 to Jun 9, 2021 - Published: Feb 18, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Nutritious Confection trend ### Nutritious Confection Candy brands are adapting to meet the health-related needs of consumers by introducing candy products with more nutritional value. ### Low-Sugar and Vitamin-Enriched Candies Confectionery brands are innovating by introducing candies with low-sugar and enriched with vitamins to meet the needs of health-conscious consumers. ### Protein-Packed Candies Candy manufacturers are focusing on producing protein-packed candy bars to fuel consumers looking for easy, convenient ways to up their protein intake. ## What the Nutritious Confection trend means for industry ### For Confectionery Industry Players in the confectionery industry can innovate and expand their offerings by introducing nutritious candy products like low-sugar, vitamin-enriched candies. ### For Food and Beverage Industry Brands in the food and beverage industry can focus on producing protein-packed snacks and candies to cater to health-conscious consumers' needs. ### For Retail Industry Retailers can benefit by offering consumers healthy snacks and candies that are enriched with vitamins and minerals, meeting increasing requests for better-for-you options beyond traditional candy offerings. ## Workshop question How could your brand better cater to today's informed consumer? ## Trend signals for Nutritious Confection Trend score 3.1 out of 10, from popularity 53%, activity 31%, freshness 10%. - Popularity: 53% - Activity: 31% - Freshness: 10% ## Examples of the Nutritious Confection trend 5 featured examples from Mar 3, 2019 to Jun 9, 2021. - [Vitamin-Enriched Candies](https://www.trendhunter.com/trends/superfruit-jellies): The Maynards Bassetts Superfruit Jellies Contain 30% Fruit Juice (Category: Marketing) Implication: Innovating within the confectionery industry by creating vitamin-enriched candies. - [Sour Low-Sugar Gummies](https://www.trendhunter.com/trends/low-sugar-gummies): Smashgummy Products Contain Three Grams of Sugar Per 15 Gummies (Category: Lifestyle) Implication: The confectionery industry has the opportunity to incorporate low-sugar gummies into their product portfolios, appealing to health-conscious consumers without sacrificing taste. - [Low-Sugar Lollipops](https://www.trendhunter.com/trends/low-sugar-lollipops): SmartSweets' First Hard Candy Product Has One Gram of Sugar Per Two Pops (Category: Lifestyle) Implication: The low-sugar candy industry can leverage natural and low-calorie sweeteners and ingredients to appeal to the growing demand for healthier snack options. - [Protein-Packed Candy Bars](https://www.trendhunter.com/trends/protein-chocolate-bars): These Mars and Snickers Protein Chocolate Bars are Satisfying (Category: Lifestyle) Implication: Confectionery companies can capitalize on the rising demand for healthier snack options by introducing new product lines focused on functional food. - [Vitamin-Rich Convenience Store Snacks](https://www.trendhunter.com/trends/motts-fruit-flavored-snacks): The Mott's Fruit Flavored Snacks Come in Two Varieties (Category: Marketing) Implication: Convenience stores could capitalize on the demand for healthier snacking options by introducing vitamin-rich and natural products into their inventory. ## 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)