According to a 2019 Innova Consumer Survey, 63% of global consumers are increasingly trying to incorporate plant ingredients in the diet. Not surprisingly, sauce, dressing and spread manufacturers have been finding creative ways to address the trend as well.
Confections and snacks both vie for the same "share of stomach," but the fortunes of the two camps have moved in opposite directions in recent years with snacks ascending and confectionery reeling.
In recent years, "big food" has lost ground to smaller challengers in many food categories including sauces, dressings, and spreads. These are areas with few barriers to entry and they are especially welcoming to flavor innovation.
The Frozen Chosen: Sales of frozen entrees grew at more than two and a half times the pace of overall packaged food sales through the midway point of 2018.
Instead of giving up on once moribund sectors like frozen meals and entrees, industry innovators have built their own "Field of Dreams" in the form of better, cleaner products. And for the first time in nearly a generation, consumers have responded.
General Mills added a Limited Edition Peach flavor of Cheerios; Kellogg a Banana flavor of Kellogg’s Raisin Bran; and Quaker Oats a Strawberry flavor of Life Cereal
A wave of new presweetened cereals inspired by popular baked goods and desserts including donuts, cookies, and ice cream populated store shelves in 2018.
Confections and snacks often share usage occasions, but one thing they do not share is rosy growth prospects. While confectionery has struggled, snacks have gained.
The ready-to-eat breakfast cereal category's hopes of innovating a way out of its sales slump largely were dashed in 2017. New product launches were plentiful, but none are likely to register as blockbusters.
Perhaps it's just how the cookie crumbles. But when it comes to food trends, there are few food categories like bakery foods that illustrate the large gap between what consumers say—and what consumers actually do.
Confections and snacks compete for the same share-of-stomach, but are considered separate categories. 2016 saw the lines between the two areas blur as confection innovation picked up taste, texture, and ingredient cues from snacks.