The recent Reformulating for Healthy Indulgence webinar from Confectionery News brought together experts from across the food and confectionery world to explore how brands can meet consumer demand for treats that deliver on both indulgence and wellbeing.

At the heart of the discussion was Lumina Intelligence’s Flora Zolinski, who shared their consumer insights into what healthy indulgence really means today. She revealed how attitudes towards health are shaping buying behaviour in confectionery and where the big opportunities lie.

Consumers are more health-conscious than ever

  • Almost 40% of UK shoppers now say they are very health-conscious, up 2% year on year.
  • Health is a growing driver in convenience purchases, including confectionery.
  • Even the most health-led consumers still treat themselves, so indulgence is not disappearing but being reframed.

Healthy indulgence is about adding in, not taking away

Flora’s research showed that consumers are no longer fixated on restriction. Instead, they want positive nutrition. Interestingly the top global response to what makes a healthy diet was eating plenty of fruit and veg, followed closely by variety.

When it comes to added benefits:

  • Protein tops the charts globally, especially in the UK, US, France, India, and Australia.
  • Vitamins and minerals take the lead in Germany, Italy, Singapore, China, Malaysia, and Japan.
  • Gut health, immunity, and energy are rising stars, particularly in Spain (gut health) and South Korea (immunity).

This highlights the importance of tailoring product development to regional differences while keeping a global eye on the opportunities.

Sleep, mood, and longevity are new consumer health goals

  • Better sleep is now the number one global health goal, particularly in Japan, Malaysia, and the UK.
  • Ageing well and longevity are a priority in Australia, France, Germany, Italy, Spain, and the US.
  • Mental health, mood, and energy also rank high.

Could the future hold a bedtime chocolate bar that supports sleep or a sweet treat that aids focus during the working day? There certainly seems to be the data to suggest that this could be a winning new product for an innovative brand.

Functional ingredients are on the rise

  • A massive 83% of global consumers are interested in functional ingredients, with highest demand in Asia.
  • Vitamins, fibre, and minerals are the most commonly purchased, but emerging interest in functional mushrooms (think Lions mane), seaweed nutrients, adaptogens, and nootropics points to new innovation spaces.
  • Importantly, these natural additions also play into the backlash against ultra-processed foods, with 50% of consumers globally avoiding some or all UPFs.

Key take outs for confectionery brands

  • Health and indulgence are no longer opposites – consumers expect both.
  • Added benefits are a must. It’s about what’s in your product, not just what’s been cut out.
  • Protein still dominates but competition is fierce. Look to emerging benefits such as gut health, immunity, energy, and sleep support for real differentiation.
  • Inspiration can be drawn from other categories, especially soft drinks, where functional innovation is thriving.
  • Don’t ignore regional differences – local health goals and benefits can determine success.

In summary

Healthy indulgence isn’t about compromising on taste. It’s about delivering the joy of confectionery with benefits that resonate with modern lifestyles. Whether it’s a vitamin-packed gummy, a gut-friendly sweet, or a chocolate bar that helps you sleep better (the dream!), the future of confectionery lies in positive, functional innovation that makes treating feel even better.

Interestingly the recent Lunch! Show demonstrated exactly this move towards functional well-being with brands offering up products enhanced with everything from protein to CBD, fibre to pro and prebiotics. You can read more on my recent blog here.

Susan Wickes
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