Insight Dive: It appears that Wrigley is looking to take advantage of ingredient trends gaining traction in the savory snack market. Over recent years, spicy flavors have surged in popularity as consumers increasingly seek authentic ethnic flavor profiles. However, it remains to be seen how well these flavors will be received in the confectionery sector. Pepsi has also jumped on the spice trend with its Pepsi Fire, a spicy cinnamon-flavored soda that will be offered for a limited eight-week period this summer. Only time will tell if these adventurous flavor innovations will be successful.
Both Wrigley and Mars have also explored more subdued flavor profiles, such as M&M’S Strawberry Nut Chocolate Candies and Extra Mint Chocolate Chip gum. Additionally, Wrigley is differentiating some of its products by revamping their packaging instead of altering their recipes, as seen with Skittles Ugly Sweater Edition in Original and Sour flavors. While both candy manufacturers are incorporating ingredients that resonate well in the snack space, neither has gone as far as positioning their confections as candy-snack hybrids. In contrast, Hershey has launched a “snackfection” initiative, aiming to thrive in the growing snack market by leveraging sweet and salty flavor combinations, as well as smooth and crunchy textures.
Interestingly, the incorporation of ingredients such as calcium citrate and vitamin D2 is becoming more prevalent in various snacks and confections. Manufacturers looking to enhance their product lines should keep an eye on whether the more traditional, sweet-focused innovations from Mars and Wrigley outperform Hershey’s snack-centric campaign. As the market evolves, the integration of health-oriented ingredients like calcium citrate and vitamin D2 may play a significant role in shaping consumer preferences and driving sales.