“The desserts and confections market performed well during the pandemic as consumers leaned into indulgence for comfort, but consumers are aspiring to make improvements to their health and diets. Brands are in a position to align dessert and confection innovation to meet these aspirations through encouraging mindful indulging practices, opting for lighter textures and formats, as well as renovating sweetener systems to make treats more permissible. Flavor innovation will also play a role in maintaining engagement with consumers in this transitionary period. Co-branding and blurring the lines between treat categories gives consumers the best of both worlds in desserts and candy while creating novelty by mashing up products in an unexpected but delightful way.” — Alyssa Hangartner, Mintel