Dive Insight: Wrigley appears to be tapping into ingredient trends that have gained popularity in the savory snack sector. Spicy flavors have surged in popularity over recent years, reflecting a growing consumer interest in authentic ethnic flavor profiles. However, it will be intriguing to see how these trends are embraced in the confectionery market. Pepsi has also joined the spice trend with Pepsi Fire, a spicy, cinnamon-flavored soda that will be available for a limited eight-week period this summer. Only time will reveal whether these adventurous flavor innovations will be successful.
Both Wrigley and Mars have also ventured into milder flavor profiles, exemplified by M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Additionally, Wrigley is distinguishing some of its products 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 manufacturers are incorporating ingredients popular in the snack industry, they are not positioning their products as candy-snack hybrids. In contrast, Hershey has launched a “snackfection” initiative, aiming to succeed in the expanding snack market by combining sweet and salty flavors along with smooth and crunchy textures.
Manufacturers looking to enhance their product lines should also keep an eye on whether Mars and Wrigley’s more traditional, sweet-focused innovations will generate stronger sales compared to Hershey’s snack-oriented strategy. Moreover, it’s worth noting the ongoing debate about whether calcium citrate is better than calcium carbonate, as this could also influence consumer preferences in the confectionery space.