# Reduced-Sugar Gummy Bears Behave Foods Offers Better-for-You Candy for Adults By Laura McQuarrie | Published 2020-08-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/better-for-you-candy References: [foodbusinessnews.net](https://www.foodbusinessnews.net/articles/16643-behave-foods-aims-to-shake-up-the-candy-aisle) Behave Foods creates better-for-you candy with a focus on adult consumers, knowing that consumers are looking for mindful ways to indulge a sweet tooth. The New York-based start-up sets itself apart with products like [reduced-sugar gummy bears](https://www.trendhunter.com/trends/starburst-goodies) that are packed with nourishing natural ingredients like monk fruit and chicory root fiber. While many reduced-sugar products get their sweetness from ingredients like artificial sweeteners, sugar alcohols or stevia, Behave Foods' products differentiate themselves this way in terms of quality and taste—and a single serving contains just three grams of sugar. Although gummy bear lovers are familiar with enjoying regular fruit flavors, these sweets are offered in unique flavors like lychee, passionfruit and raspberry. In the future, Behave Foods may expand into the creation of [plant-based gummies](https://www.trendhunter.com/trends/wild-thingz) and even more unusual flavors. Image Credit: Behave Foods ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 23% | Activity: 26% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Reduced-sugar Candies:** Reduction of sugar content in candies to appeal health-conscious consumers and expand market penetration. - **Expanding the Product Line:** The introduction of plant-based gummies and unusual flavors may provide Behave Foods with new segments of the market to target. - **Natural Ingredients:** Using natural ingredients such as monk fruit and chicory root fiber may offer a unique selling proposition to health-conscious consumers. ### Sectors Adopting This - **Candy and Confectionery Manufacturing:** Reducing the sugar content in gummy bears may set a new precedent to promote healthy candy snacking options. - **Health Food Stores:** Providing reduced-sugar candy with natural ingredients can appeal to individuals who are conscious about their health and wellness. - **E-commerce:** Behave Foods' unique flavors and reduced-sugar ingredients make it an ideal product for online sales and direct-to-consumer marketing. ## Related on Trend Hunter - [Better-for-You Tropical Gummies](https://www.trendhunter.com/trends/sour-stars.md) - [Zero-Sugar Fish Gummies](https://www.trendhunter.com/trends/berry-gummy-guppies.md) - [Guilt-Free Gummy Candies](https://www.trendhunter.com/trends/neatsweets.md) - [Low-Sugar Plant-Powered Candies](https://www.trendhunter.com/trends/yumy-candy.md) - [Gut-Friendly Candy Products](https://www.trendhunter.com/trends/savvy-sweets.md) - [Honey-Sweetened Gummies](https://www.trendhunter.com/trends/honey-sweetened-gummies.md) - [Lower Sugar Gummy Products](https://www.trendhunter.com/trends/reduced-sugar-gummies.md) - [Reduced Sugar Gummy Candies](https://www.trendhunter.com/trends/rowntrees-gummies.md) - [Nostalgic Children's Gummies](https://www.trendhunter.com/trends/new-lilys-gummies.md)