Spotlight: Consumers seeking functional confectionery to boost immune system

The coronavirus pandemic has had a major impact on consumer lives across the globe. It has caused much worry and uncertainty among the public, who are now looking to change their lifestyles for the better. Although many individuals were already looking to adopt a holistic health approach to life, this has now been enhanced due to the pandemic, and a number are looking to boost their immune systems to stay disease free. But what products do consumers want and are they now turning to confectionery with functional benefits? Will Cowling of FMCG Gurus explores how the market is adapting.

Confectionery is a household product in which consumer tend to turn to for moments of indulgence and as a reward. FMCG Gurus research shows that the consumption of confectionery products has been rising amid the coronavirus pandemic.

This is highlighted as 38% of global consumers have snacked more whereas, 35% have purchased more sugary confectionery products as a result of COVID-19. Consumers are turning to these products for mental wellbeing purposes as consumer tend to turn to comfort food to help deal with high levels of uncertainty.

FMCG Gurus research shows that 76% of global consumers regularly have hard boiled sweets, and is one of the most popular forms of confectionery for consumers. The research also shows that one in ten consumers have confectionery products on a daily basis. However, increased intake of sugar confectionery over the last few months is something that has likely impacted on concerns about weight gain. As such, consumers will increasingly look to re-evaluate their snacking habits over the next year, seeking out better-for-you options that offer taste and nutrition simultaneously.

Prior to coronavirus, consumers were looking to adopt a healthier approach to their lifestyles, however the impact of the pandemic has led to many consumers to re-evaluate their current health levels. One area consumer are actively looking to improve is their immunity. FMCG Gurus insights show that 64% of global consumers have become more conscious of their immune levels as a result of coronavirus. This has led to a number of consumers actively seeking products which offer immune boosting claims.

The organisation’s research shows that there is an opportunity for confectionery brands and manufacturers to offer functional Ingredients within their products targeting immune aware consumers. This is highlighted as 21% of global consumers state they have purchased functional confectionery with 46% of these consumers having increased their consumption over the past 12 months. Confectionery products tend to be associated as unhealthy, however, seven in ten consumers believe that functional confectionery is on the healthy side.

There is an opportunity for confectionery brands and manufacturers to implement better for you and immune boosting claims for proactive consumers. FMCG Gurus research highlights that’s 82% of global consumers find claims which reinforce the immune system appealing with 77% suggesting they would pay a premium price for these goods. However, it is important that brands and manufacturers also maintain the high levels of indulgence within these products as consumers believe that taste is still a key factor when buying confectionery.

For more information on FMCG Gurus Confectionery Survey Series 2020, Please contact, [email protected]

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