The growing trend of personalization in confectionery

Confectionery that is personalized to individual needs make consumers feel special and seen. This is a challenge that manufacturers will face more in the future.

Consumers today are more informed than ever before. They seek products that reflect their individuality and cater to specific dietary needs and preferences. This has led to an increase in demand for customized foods and confectionery products, such as chocolates with personalized messages, custom-made flavor combinations, and even products tailored to specific dietary requirements – such as with functional or gluten-free options. This gives manufacturers the chance to stand out in a competitive market.

High relevance in packaged food

Personalization holds high relevance in the packaged food sector. A significant proportion of global consumers reported that food products tailored to their needs and personality always (24%) or often (30%) influence their purchasing decisions.

This high influence is affected by different factors, including the desire for gifting personalized items, buying unique items, and the ability to express one’s personality through food choices (see Figure 1 below).

Despite an aging global population, personalization according to age was the fifth most popular response, behind personalization for lifestyle.2

Figure 1: Personalized foods and their growing influence on purchasing decisions

Adapting to local preferences

An important aspect of personalization is the ability to adapt products to local preferences. This requires a deep understanding of regional tastes and cultural nuances. Brands that invest in market research, product development, and work closely with local partners are better positioned to create products that resonate with consumers in different markets.

For example, manufacturers might develop a special edition product for a particular holiday or festival (such as Eid al-Fitr, the Islamic feast of breaking the fast), incorporating flavors and ingredients that are popular in that region.

Need for more flexibility

As consumers request more personalized products, manufacturers must follow with implementing individual product solutions, such as flexibility in production processes. Traditional manufacturing methods are often not suited to producing small batches of customized products. However, advances in technology and small product variations can be a solution.

The latter’s risk of higher expense is real and that is where esarom’s concept of ‘create your own biscuit’ comes into play. As a partner in taste, the company developed a solution to address the producer’s need for individual solutions that satisfy the individualism trend.

Create your own biscuit

The concept is simple: manufacturers choose from a variety of differently flavored and textured fat-based fillings (such as mango or hazelnut) and add their desired biscuit.

The result is a product that can be tailored to individual needs and local preferences and can be adapted for other markets. All components have been tested and work perfectly together.

The idea has been seen in the B2C market – but esarom has implemented the idea in the industry, resulting in greater speed and flexibility during the product development stage for manufacturers. With around 80 years of flavor experience and 6,000 product developments per year, esarom is well positioned to offer such an extensive concept.

Create your own biscuit: Manufacturers can choose from a variety of flavors and textured fillings.

Spotlight on fat-based fillings

Fat-based fillings, which are used in a variety of products such as chocolates, pralines, and baked goods, offer a rich and creamy texture that enhances the overall sensory experience. By customizing these, brands can create unique flavor profiles that cater to specific consumer preferences.

This can include adjusting the type of fat used, such as cocoa butter, palm oil, or alternative fats, to achieve the desired mouthfeel and flavor. Additionally, the fillings can be infused with various flavors to create a distinctive and memorable product. This is why esarom created the concept of ‘create your own biscuit’, as the filling is usable across a range of categories in the confectionery sector.

Trending flavors

According to global product launches over the last two years the following flavors were the most popular ones:

Chocolate confectionery:

• Hazelnut
• Caramel
• Almond
• Strawberry
• Orange

Cookies and biscuits:

• Chocolate
• Vanilla
• Hazelnut
• Strawberry
• Almond

Sugar confectionery:

• Strawberry
• Lemon
• Orange
• Apple
• Mint

Consuming candy is like treating oneself, a short break during a busy day. The pandemic increased the craving for moments of happiness. In 2023, 63% of German consumers said that treating themselves helps them to cope with current crises. Even in a post-pandemic period, people still crave comfort food (especially confectionery), to deliver valuable moments of delight.3

In addition to the most popular flavors, unexpected flavor pairings also have to be highlighted here, such as peach combined with basil or grape.4 Coffee also shows great potential for experimenting with new flavor combinations, such as coffee and ginger. That is why esarom dedicated the year 2025 to coffee flavor.5

By providing novel taste experiences, confectionery manufacturers can experiment with flavor combinations. A sense of novelty is added when distinct flavor profiles are combined with various sensations, enticing customers to explore and try new things.

For example, have you ever tried wafer products flavored with the unique flavor profile of your most favorite cake of your childhood, such as Malenka or ‘Schwarzwälder Kirschtorte’ ( Black Forest gateau)?

Based on these insights, the esarom team has created a portfolio of fat-based fillings, flavored with fruits, dark flavors and creative flavor combinations, such as raspberry cheesecake or coffee caramel. Manufacturers then have the opportunity to create a product tailored to their individual needs – such as vegan or halal combined with the desired application, (such as vanilla or chocolate cookies).

The future of personalization

The trend towards personalization is expected to continue in the coming years. As consumers become more accustomed to having products tailored to their individual needs, the demand for personalized confectionery will only increase. Brands that are able to adapt to this trend and offer customised options will be well positioned to succeed in the competitive confectionery market.

Brands that embrace this trend and invest in the necessary technology and market research will be able to create products that resonate with consumers and build stronger relationships with their customers.

esarom, with its expertise in flavor development and commitment to innovation, is well-positioned to help brands navigate this trend and create personalized confectionery products that delight consumers around the world.

Visit esarom at ProSweets 2025

esarom will be showcasing its latest innovations – and the concept of ‘create your own biscuit’, from 2 – 5 February 2025 at ProSweets in Cologne. Visitors are invited to stop by booth H-38 in hall 10.1 to learn more about how esarom can help customize confectionery products. Don’t miss this opportunity to discover the future of personalized confectionery and see firsthand how esarom is helping to lead the way in this exciting trend.

References

1. TrendSights Analysis 2024. Mega-Trend Overview—Individualism & Expression; Exploring innovation in tailoring products and services to consumers' specific needs. 30 September 2024

2. GlobalData. 2024 Q2 global consumer survey.

3. Kantar Profiles/Mintel. Base: Germany: 2,000 internet users aged 16+. February 2023

4. esarom. Announcing 2024 as the Year of the Peach.

5. esarom. Flavour of the year 2025.