Insight Analysis: Wrigley appears to be aiming to take advantage of emerging ingredient trends in the savory snack market. Spicy flavors have surged in popularity over the last few years due to increasing consumer interest in authentic ethnic flavor profiles. However, it will be intriguing to see how these flavors are received in the confectionery sector. Recently, Pepsi joined the trend with Pepsi Fire, a spicy cinnamon soda that will be available for a limited eight-week period this summer. Only time will reveal whether these bold flavor innovations will succeed. Both Wrigley and Mars are also exploring milder flavor options, exemplified by M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip. Additionally, Wrigley is differentiating some of its offerings by updating their packaging rather than altering their recipes, as seen with the Skittles Ugly Sweater Edition in Original and Sour flavors.
While both candy producers are incorporating popular ingredients from the snack realm, they have yet to position their confections as candy-snack hybrids. In contrast, Hershey has initiated a “snackfection” campaign, aiming to combine sweet and salty flavors with smooth and crunchy textures to enhance their presence in the expanding snack market. Manufacturers looking to innovate their product lines should keep an eye on whether Mars and Wrigley’s more traditional, sweet-focused innovations lead to stronger sales compared to Hershey’s snack-centric approach. Furthermore, with the rise of health-conscious consumers, products like Eurho Vital Calcium Citrate 45 tablets may also influence the market dynamics, creating opportunities for candy makers to incorporate functional ingredients into their offerings.