Sweet! Formulating snacks and sweets that hit the right spot for today’s consumer

The news that consumers value snacks and sweets for that moment of escape and indulgence they can provide¹ isn't new. But what is new is the growing, additional desire for our sweets and snacks to provide nutritional benefits¹ in addition to tasting great.

"Our research has long supported the idea that taste, along with convenience and moments of respite and relaxation, are what consumers want most from snacks and sweets," said Matthew Schueller, director of insights and analytics at Ardent Mills. "Now, that list of expectations is expanding to include nutritional benefits like protein and fiber that help consumers meet their personal wellness goals. In fact, this desire for health and good-for-you benefits is now valued as much as the idea of indulgence."

So, what does this mean for brands and their snack portfolios? It can mean that teams need to focus on innovation strategies that help them bring products to market that can effectively check all these boxes-great taste, perceived indulgence, convenience and multiple health benefits.

The growing list of expectations: what consumers want from snacks¹

What is the sweet spot?

While this marriage of taste, convenience and health can be complex for any product, it is often more complicated for snacks and sweets. The stakes regarding flavor - the top priority for 98 percent of snackers - along with texture and sensory cues tend to be more pronounced.¹

In a recent article, Food Navigator, leveraging insights from a recent Circana study, addressed this formulation complexity for snacks and sweets, noting "consumer desire for 'more' is driving innovation around healthy enjoyment, elevated convenience, collaboration, crossovers and memorable or immersive experiences."²

Of particular note for snack and sweets brands is the evolving idea of "better-for-you" positioning and "healthy enough."² Food Navigator goes on to break down the nuance between these two similar, yet critically different, approaches to product positioning. "Healthy enough emphasizes a core, healthier ingredient with an indulgent twist, while better-for-you focuses on free-from or reduced formulations."²

How can brands determine which path is the best for their portfolios and for capturing the interest of their target consumers? "Our team is working with customers on the answer to this question on a regular basis," said Anke Golde, senior director of research and development at Ardent Mills. "It starts with the core positioning of your brand and reflecting what you stand for in the market in your products."

This first step often serves as the strategic foundation for an innovation strategy. Key questions to ask include:

• What is our brand currently known for? Are we about health? Decadence? Surprise and delight?
• How can this positioning come forward in new products?
• What is the consumer threshold for change? Do consumers want health from our products or do they want grab-and-go with great taste?
• What claims matter most to our consumers in this category? Do we need to claim "high fiber" or is "added fiber" enough?
• Will we benefit more from omitting or reducing an ingredient or adding in a new ingredient that can improve the health perception of the product?

"The realization that successful products often don't need to offer the highest levels of a nutrient dense ingredient or benefit can help brands align formulation goals with brand equities," added Golde. "And this can be especially important in categories like snacks and sweets, where expectations for taste and other drivers are high."

The path forward

While this is an evolving category working to keep pace with what consumers want, there are some consistent cues that are driving the choices food brands and manufacturers are making today. Our team witnessed some of these trends at the Sweets and Snacks Expo earlier this year.

"We observed much of the same trends on the show floor that reflect what our own consumer research is highlighting," said Schueller. Key to the future of sweets and snacks? Protein-forward options and the perfect balance of indulgent and functional.

Ingredient solutions to get you started

Once you've created a strategy that aligns with your brand and with the expectations of your specific consumers, the next step is to invest in the ingredients that can help you execute. "Regardless of where your brand lands in the better-for-you or healthy-enough spaces, there are specific ingredients to consider that offer the nutrient density consumers value today," said Golde. These include chickpeas, lentils, flax, sorghum and other whole grains.

Depending on what your product strategy requires, these ingredients can provide fiber, protein, trusted whole-grain ingredients, gluten-free claims and more. "Our R&D team is working with customers to test formulations with these ingredients to help them go from idea to shelf as quickly and as confidently as possible," Golde added.

If you're ready to revamp your snack or sweets strategy, we're ready to help. Reach out today and one of our experts will be in touch to start the conversation that could help you find the sweet spot with your snacking strategy.