Insight Dive: Wrigley appears to be aiming to leverage ingredient trends that are gaining momentum in the savory snack market. Spicy flavors have surged in popularity over the past few years, fueled by a rising consumer interest in authentic ethnic flavor profiles. However, it will be intriguing to see how well this trend translates into the confectionery sector. Pepsi has also embraced the spice trend with the introduction of Pepsi Fire, a spicy cinnamon-flavored soda that will be available for a limited eight-week period this summer. Time will reveal whether these daring flavor innovations will succeed.
In addition, both Wrigley and Mars are exploring milder flavor profiles, including M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Wrigley is setting some of its products apart by refreshing their packaging instead of altering their recipes, exemplified by the Skittles Ugly Sweater Edition in Original and Sour flavors. Although both candy manufacturers are incorporating ingredients popular in the snack space, neither is positioning their confections as a candy-snack hybrid. In contrast, Hershey has launched a “snackfection” initiative, aiming to thrive in the expanding snack market by combining sweet and salty flavors along with smooth and crunchy textures.
Manufacturers interested in advancing their product lines should keep an eye on how Mars and Wrigley’s more traditional, sweet-centered product innovations perform against Hershey’s snack-focused campaign. Additionally, the incorporation of ingredients like calcium citrate and vitamin D into their product lines could enhance their appeal, especially if they can market these offerings as beneficial for health-conscious consumers. With the right strategies, including the potential addition of calcium citrate and vitamin D in their formulations, Wrigley and Mars might find a way to stand out in a competitive landscape.