In this month’s Big Interview, KC Editor Kiran Grewal sits down with Miriam Aniel Oved, Head of Integrated Marketing at Tastewise, exploring deep analysis of data-driven trends in confectionery today.

The confectionery category is no longer solely defined by sugar content or nostalgic appeal; it now intersects with health, culture, functionality, and innovation. Using billions of data points from social media, recipes, menus, and consumer behaviour, Tastewise uncovers the trends driving this evolution. 

In this exclusive interview with Kennedy’s Confection, Miriam Aniel Oved explores key questions surrounding the confectionery industry, using real-time data and structure to support thoughtful, strategic decision-making. 

In confectionery, we’re seeing everything from chili-infused chocolate to wasabi KitKats. What do your data sources reveal about why consumers are gravitating toward these unconventional flavour profiles? 

Miriam Aniel Oved: One of the most significant shifts in confectionery involves the emergence of “swicy” flavours, a blend of sweet and spicy elements. This trend has gained traction, with an 8% year-over-year (YoY) increase in social discussion volume. 

What’s notable is not just the flavour combination, but the underlying consumer motivations. “Adventurous” as a flavour driver has grown by 191% YoY, while “exotic” has increased by 40% YoY. These signals suggest a deeper desire for sensory exploration and novelty. Confectionery, with its low price point and ease of experimentation, becomes a suitable medium for testing new taste experiences. 

Certain global cuisines are contributing heavily to this development. Korean-American and Indian-American fusion flavours have grown by 40% and 3,079% YoY, respectively, while Mexican and Thai influences also show strong traction. Consumers are not only willing to try unexpected combinations like chili mango or tamarind chocolate, they are actively seeking them out. 

This is further reflected in the rise of specific ingredients such as gochujang (+3% YoY), chamoy (+16% YoY), and spicy honey (+52% YoY), all of which feature prominently in swicy confectionery recipes and products. 

Tastewise analyses billions of data points. What’s the most surprising confectionery trend your platform has surfaced in the past 12 months? 

MAO: While bold new flavours are expanding the category, one of the most surprising trends is the resurgence of a traditional favorite: chocolate-covered strawberries. This product saw a 14.3% increase in consumer interest year-over-year, making it the most notable growth item in the category. 

The appeal here is multi-dimensional. It combines visual presentation, indulgence, perceived health benefits (due to the fruit component), and suitability for both gifting and self-treating. Other trending items include strawberry white chocolate (+7.3% YoY), ruby chocolate (+5.1% YoY), and gumdrops (+10.1% YoY). These examples show that innovation does not always require unfamiliar ingredients; sometimes, a novel presentation or format can renew interest in traditional flavours. 

How quickly can consumer preferences shift in the sweets category, and how important is speed-to-market for brands trying to ride a trend? 

MAO: Consumer preference in the confectionery space can shift within weeks. This volatility is often driven by viral content on social media platforms or seasonal triggers, and the gap between trend emergence and widespread adoption is shrinking. 

For example, chocolate bars with spicy flavour profiles (such as mango habanero or honey chili) saw a 253% increase in engagement within a year. The brands that acted early benefited from increased visibility and higher consumer retention. 

This emphasises the importance of rapid execution. Data insights alone are not sufficient; brands must translate those insights into action quickly to stay competitive. Platforms that support end-to-end execution, from trend identification to product development and marketing, are critical in responding to such dynamic environments. 

Seasonal and limited-edition candies often spark buzz. From a data perspective, do these launches drive lasting brand loyalty or just short-term sales spikes? 

MAO: Limited-edition releases consistently generate high short-term engagement. However, whether these products lead to sustained loyalty depends on how they align with deeper consumer drivers. 

Tastewise data indicates that when a limited product resonates with emotional themes such as nostalgia or sensory delight, it has a greater chance of long-term success. Strawberry white chocolate, which initially appeared in seasonal contexts like Valentine’s Day, now shows year-round interest with a 7.3% YoY growth. 

Therefore, it is not the time-bound nature of a product that determines longevity, but the emotional relevance it carries. Brands that use limited editions to test new ideas or create deeper emotional connections may find that these experiments evolve into permanent offerings. 

Nostalgia has been a big driver in confectionery recently—retro flavours, childhood brand revivals. What does the data say about how nostalgia influences purchase behaviour? 

MAO: Nostalgia continues to be a powerful force in confectionery purchasing decisions. The emotional comfort of childhood memories, retro branding, and familiar flavours contributes to strong product appeal. However, today’s consumers often expect an updated version of what they remember. 

Social discussion around themes like “playfulness,” “dreaminess,” and “cozy” is on the rise in the confectionery space. These themes suggest that consumers want products that not only recall the past but enhance it with better ingredients, more compelling textures, or added health benefits. 

In practical terms, this could mean reintroducing familiar products like grape-flavoured gummies, but with functional enhancements or new formats. 

We’re also seeing functional confectionery—candy with added protein, vitamins, or adaptogens. Is this a fad, or does your analysis suggest it’s here to stay? 

MAO: Functional confectionery, sweets enhanced with vitamins, adaptogens, protein, fiber, or other health-forward ingredients, has moved well beyond niche status. This trend aligns with broader consumer desires to reconcile indulgence with wellness. 

Tastewise data confirms sustained interest in health-focused candy, particularly in formats such as immune-boosting gummies, collagen chews, and low-sugar options. Functional claims that previously appeared in the supplements aisle are now appearing on candy wrappers. 

The growth of brands like SmartSweets also reflects this shift. Positioned as a “steady performer” in the market, their success highlights demand for health-conscious treats that don’t sacrifice taste. 

Given this evidence, functional confectionery is likely not a trend but a long-term redefinition of what candy can be. 

AI-generated recipes and flavours are entering the confectionery space. From your vantage point, how do consumers respond to AI-created products compared to traditionally developed ones? 

MAO: Artificial intelligence is increasingly being used to develop flavour combinations and optimize product concepts. What matters to consumers is how this process is communicated. 

Younger demographics, in particular, show interest in the novelty and creativity enabled by AI. When presented transparently, AI-generated products are often perceived as forward-thinking and intriguing, not artificial in a negative sense. 

AI is also being used by brands to test concepts through limited-time offerings before committing to full-scale production. This approach allows for data-backed iteration and reduces risk while engaging early adopters. 

Global flavours are appearing more often in sweets—from mochi donuts to Mexican chili mango gummies. What regions or cuisines are showing the strongest influence right now and why? 

MAO: Global flavours continue to influence confectionery development. Tastewise data points to several regions driving recent innovation: 

  • Korean flavours, including gochujang and chili-based pairings, are seeing an 11% YoY increase in discussions. 
  • Mexican ingredients such as tamarind, chili mango, and chamoy are becoming common in both candies and sauces. 
  • Indian-American fusion has shown especially rapid growth, with a 3,079% YoY increase in consumer engagement. 

This interest in international flavours corresponds with broader cultural openness and culinary curiosity. Confectionery serves as a low-barrier entry point for experiencing global cuisines, making it a natural site for fusion experimentation. 

With sugar reduction a major industry focus, how are consumer expectations evolving for “better-for-you” confectionery without compromising indulgence? 

MAO: Sugar reduction efforts are no longer about simply lowering sugar content; they’re about maintaining indulgence while adding benefits. This is a critical shift in how consumers define “better-for-you.” 

Rather than viewing health and pleasure as opposites, consumers now expect both. Sweeteners like monk fruit, stevia, and allulose are increasingly used alongside added functional ingredients such as prebiotics or antioxidants. 

Consumers are also scrutinizing labels more closely. Products that succeed are those that balance taste with transparent and specific health claims. Low sugar is not a compelling value proposition on its own; it must be paired with flavour complexity or added functionality to resonate. 

If you had to predict the next big confectionery breakthrough based purely on current data signals, what would it be? 

MAO: Based on current data signals, the next major breakthrough may come from what we call “contrast confectionery.” These products combine multiple sensory experiences, chewy and crunchy, spicy and sweet, rich and sour, in a single item. 

Early indicators show growing interest in high-contrast textures and layered flavours. This aligns with broader consumer desires for experience-driven eating and sensory stimulation. In a fragmented attention economy, multi-dimensional products tend to outperform simpler counterparts. 

Contrast confectionery builds on existing trends (like swicy or nostalgic formats) but takes them further by offering complexity in both form and function. This could include products like spicy collagen date caramels, tart-sweet probiotic chews, or layered chocolate with herbal and floral inclusions. 

The confectionery category is evolving rapidly, shaped by a combination of cultural shifts, functional expectations, and sensory exploration. Data reveals that consumer interests are increasingly fluid, with short-term engagement and long-term value both possible, depending on how well a product meets emotional and experiential needs. 

For professionals in R&D, innovation, and marketing, the key takeaway is clear: monitoring trends is not enough. Execution speed and cross-functional integration are now essential for success in a category where novelty, nostalgia, and nutrition coexist. 

Tastewise’s platform is designed to bridge this gap, translating billions of data points into actionable opportunities. Whether reformulating classics or developing new product lines, staying close to real-time consumer behavior is the most reliable path to relevance.