Make Sweet Businesses Functional?
The confectionery industry is at a crossroads. Shifting consumer preferences and the rise of GLP-1 drugs reducing impulse snacking have traditional sweets facing a fundamental question:
Is it time to pivot?
My answer: not necessarily a full pivot, but certainly a shift in positioning. Confectionery brands need to premiumize and reduce dependency on customers looking for nothing more than a sugar rush—because that segment will slowly but surely shrink.
So what’s beyond sugar?
Elevated indulgence. There are multiple ways to enhance the sweet experience, and one path is adding functionality to increase the permissibility of indulgence.
Think:
🍫 High-protein, low-sugar chocolate for a small, satisfying treat during a GLP-1 regimen
🍬 CBD-infused sugar candy to relax and unwind
🍯 Toffees designed to stimulate the love life
You name it—there’s growing space for confections that do more than just taste good. While functionality isn’t a cure-all, it’s an exciting niche with momentum.