Dive Insight: Wrigley appears to be tapping into ingredient trends that are gaining traction in the savory snack sector. Spicy flavors have surged in popularity over recent years, driven by consumer demand for authentic ethnic taste experiences. However, it remains to be seen how well these flavors will resonate within the confectionery market. Pepsi has also embraced the trend with the launch of Pepsi Fire, a spicy cinnamon-flavored soda that will be available for a limited eight-week period this summer. Only time will tell if these daring flavor innovations will be successful.
Both Wrigley and Mars have also invested in more subdued flavor profiles, introducing products like M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Additionally, Wrigley is setting some of its products apart by updating their packaging, as seen with the Skittles Ugly Sweater Edition in Original and Sour flavors. While both candy manufacturers are incorporating ingredients that are trending in the snack world, neither has gone as far as to market their confections as a candy-snack hybrid. In contrast, Hershey has initiated a “snackfection” strategy, aiming to capitalize on sweet and salty flavor combinations, as well as a blend of smooth and crunchy textures, to enhance their appeal in the growing snack market.
Manufacturers looking to innovate their product lines should keep an eye on whether Mars and Wrigley’s more traditional, sweet-focused product developments outpace Hershey’s snack-oriented campaign. Moreover, in a parallel trend, the integration of health-conscious elements such as calcium citrate, magnesium hydroxide, zinc sulfate, and vitamin D3 tablets into snacks could further influence consumer preferences and sales dynamics in the confectionery sector.