The latest report on the national treatment 2025 of the National Confoirders Association (NCA) reveals that, despite economic pressures, American consumers are still making room for indulgence.
Although the demand for conventional treats remains strong, an increasing number of buyers explore better confectionery for you (BFY) – products that aim to balance indulgence with healthier alternatives. From dark chocolate to organic candies and reduced sugar options, the category is gaining ground. However, although awareness raising increases – 62% of consumers now recognize the BFY confectionery – real purchasing habits tell a different story, with only 10% frequently opting for these so -called healthier treats in 2024.
Offer to consumers various portion size options and a relay packaging creates an attraction of significant consumers and constitutes an effective part of the BFY strategy of many brands. Based on NCA data, confectioners who balance conventional confectionery collections, new launches and functional formulations defined by the consumer will maximize commitment and sales opportunities.
Problems with the absorption of BFY
For manufacturers to produce BFY products that resonate with buyers, they must overcome two basic challenges. According to Global Flavour and Food Ingredients Company IFF, the first of them is a state of mind around indulgence balancing with health.
Almost half (49%) of European consumers believe that the indulgent F&B are not healthy. However, 81% also agree that indulgence is important for mental health, and 73% of the state engaging in a means of supporting emotional balance.
Big brands in the BFY space
● In April 2025, Justin made his debut on new chocolate candy bars, explaining the indulgence trend authorized. It aims to please consumers’ calls to textured and sweet treats in the healthier alternative segment.
● Cartwright & Butler belonging to Hotel Chocoat published its latest NPD, the indulgence coated with chocolate. Launching its luxurious collection of mini-friadise coated with chocolate, the brand has obtained its chocolate and cocoa in Belgium and the United Kingdom. The Chocoat hotel hopes to add healthier alternatives to the category by combining indulgent chocolate with nuts and ginger.
● In January 2025, Fullill Nutrition made his debut on three basic innovations to complete his latest product selections. Fallill Nutrition strives to call on consumers looking for a better functional confectionery.
Second, there is also a significant difference between what consumers say want and what they buy from houses. Although buyers can say that they want natural confectionery products, with fewer indulgent ingredients and healthier alternatives, their purchasing and consumption models continue to promote more conventional products.
Although consumers are actively looking for articles with reduced sugar or sugar allegations, there is a gap in attitudes and behaviors. Subsequently, buyers can consume more sugar than they think. By replacing the ingredients, lowering the size of the portions and clearly communicating the sugar content in the formulations, the brands can use consumers’ BFY needs.
BFY extends over several trends
With a greater absorption of BFY planned in 2025, brands also enter various areas of the category to reach a wider demographic group of the confectionery and meet their needs.
1. Remove artificial ingredients
Many consumers opt for products with reduced sugar and natural ingredients.
Take a Swedish company Tweek, which has established a firm foot on the Nordic market. Its candies contain 95% less sugar than equivalent non -bfy candies as well as additional fibers, as well as entirely natural colors and aromas.
It is a tactic followed by the start-up based in the United Kingdom, Yumma, which sells gammies for the sale of fruit and fruit juice and fruit.
Statistics show that these companies are on something with Nielsen data revealing that fruit confections are increasing 17% in annual shift.
The fruits are not only presented in masts and candies, this also gives a healthy halo effect with chocolate sku. Cadbury’s, for example, introduced three non-HFSS products to its Cadbury Dairy Milk Fruitier and Nuttier portfolio.
2. Adding protein
The formulation of features dominates the BFY segment, with high protein -based snacks leading to R&D. There was a change in the positioning of protein bars, going from a sporting product to a tasty and practical product which aims to support an active and balanced lifestyle.
The acquisition of Fain Nutrition by Ferrero in 2022 is a good example and represents the commitment of the Major of Confectionery to diversify in this area.
3. Global well-being
In addition to removing artificial ingredients and adding proteins, confectionery innovators are starting to meet the needs of more nuanced consumers, such as sleep, stress, immunity and mental health.
A company that looks greatly at this trend is the Chocolate maker based in the United Kingdom, Wizards Magic. In addition to a range of bars containing 0% sugar, the brand has developed bars with additional matcha and CBD for relaxation, chamomile and lavender for sleep, lion mane for mental clarity and açai for detoxification.
Such products which reflect the prioritization by consumers of immunity, strong mental health and emotional well -being can fall into the authorized indulgence category – and often at a higher price.
