Snacking has become a staple part of diets but how can confectioners navigate rising consumer interest in health and a desire to indulge?
According to Mondelez International’s latest State of Snacking report, most consumers adopt what the Cadbury owner calls “mindful snacking behaviours”. Put another way, snack lovers are no longer as focused on calorie counting. “Mindful consumption has shifted from restriction to moderation,” Mondelez says.
More consumers are paying more attention to ingredients “they believe are beneficial for their health, rather than ingredients they are trying to avoid”, the US snacks giant says.
At the same time, Mondelez’s recent surveys have shown snackers still want to indulge. The company’s report said more than three-quarters agreed with the statement: “When I am having an indulgent snack, I just want to enjoy it without focusing too much on the ingredients.”
Against that backdrop, how can confectioners use the ingredients in their product recipes to meet demand? Ai Palette, GlobalData’s innovation and consumer insights platform, has identified ingredients it believes offer opportunities for confectioners to tap into “mindful snacking” and also a chance to attract those wanting a more “indulgent” treat.
Ai Palette, like Just Food, is owned by GlobalData. The UK-based research and analytics group analysed Ai Palette’s database to identify one “stand-out ingredient” across six geographic markets – the US, Brazil, the UK, India, Thailand and Australia.
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By GlobalDataAccording to the report, four ingredients – chia seeds, Chinese jujube, plum and quinoa – can help confectioners appeal to consumers looking for “indulgence that’s more beneficial to their health”.
Meanwhile, the researchers argue the richness of mascarpone cheese can “promote more decadent flavour appeal and marketing claims”.
And mochi is another ingredient highlighted in the report for reasons of “local pride”.
Each ingredient is classified as having “high growth” and “high engagement” based upon consumers interactions with them across social media, retail and restaurant industry sites over recent years.
In the report, GlobalData argues why the six ingredients should be of interest to confectioners, provides suggestions on ingredient pairings and reviews how brands can use the ingredients in their products.
The researchers say the US is a key market for quinoa with plum the principal ingredient of interest for confectioners operating Brazil and mascarpone cheese for those doing business in the UK.
The analysts selected chia seeds as of interest to product developers selling confectionery in India, Chinese jujube for NPD teams in Thailand and mochi for research execs in Australia.
The engagement score GlobalData gives to an ingredient is based on the number of data points in the month. Growth is then calculated based on the increase of the monthly data points over the last two-year period to provide a two-year CAGR.
Quinoa moving from savoury to sweet
Quinoa turns up more often in savoury snacks but is starting to be used in confectionery, the report says.
An ancient grain revered by the Inca civilisation, quinoa is an emerging ingredient for confectionery in North America. The nutrient-dense grain is celebrated for its gluten-free properties and rich nutritional profile. Quinoa’s fibre content can promote digestive health and satiety, while its antioxidants may help combat inflammation and protect against chronic diseases.
According to Ai Palette, quinoa’s popularity as a confectionery ingredient in Canada surged by 38% from 2023 to 2025 and it is appearing in confectionery south of the border, too. The researchers point to products launched last year in the US by Drizzilicious and Don’t Worry Snacks.
Mars, Mondelez and Nestlé were among the top seven companies to have lodged patent applications based on quinoa between 2020 and 2024, GlobalData figures show.
Plumping for plum
Plums are known for their juicy, sweet and tart flavours – and are emerging in Brazilian confectionery lines. The fruit, GlobalData’s researchers argue, is rich in antioxidants, offers numerous health benefits and are a source of dietary fibre. The rich taste of plums can be an attribute for those working on more indulgent confectionery, offering a balance between promoting positive health associations and premiumisation.
According to a GlobalData consumer survey carried out in the first quarter of the year, 42% of respondents said they are actively trying to improve their gut health, which, the researchers argue offers promise for plum as an ingredient.
“Incorporating plums into confectionery formulations not only boosts nutritional profiles but also introduces a unique sweet and fruity flavour,” the researchers say. “As brands seek to cater to health-conscious shoppers, plums could play a significant role in enhancing product offerings and meeting evolving consumer demand.”
Major confectioners are showing interest in the use of plum as an ingredient in their products.
The report puts forward an Anthon Berg chocolate SKU sold by Danish confectioner Toms Group and a Cadbury-branded ‘plum cake’ dessert on sale in India. Mars, the researchers say, submitted a patent application in the US last year for the use of flavours including plums and prunes into its gum products.
The versatility of mascarpone cheese
Mascarpone’s versatility in sweet and savoury dishes offers opportunities for manufacturers, especially as an emerging ingredient for confectionery, the report says.
The “rich, creamy texture” of the cheese can appeal to “consumers seeking premium ingredients”, the researchers say. “As demand for gourmet products rises, confectionery manufacturers can explore new applications and formulations to capitalise on this trend in the culinary market.”
The report again points to recent consumer survey data. While 30% of respondents prioritising the quality of ingredients, some 28% said they value low price, highlighting the necessity for manufacturers to strike a balance between quality and affordability.
“Mascarpone presents a compelling option for manufacturers,” the report says. “It can enhance product quality while remaining competitively priced, making it an attractive choice for confectionery producers aiming to satisfy consumer demand for both value and excellence.”
The report points to the Lindor Tiramasu SKU developed by Lindt & Sprungli and launched in the UK last year. “This product reflects a growing trend in the confectionery industry towards dessert-inspired, gourmet snacks,” it says.
For more from GlobalData’s report ‘Industry Insights: Emerging Flavors and Ingredients in Confectionery’, or to find out more about GlobalData’s Ai Palette innovation and consumer insights platform, please contact the company here.
