Virginia Dare is a flavor supplier that offers classics like vanilla and cocoa, but also flavors for hard and soft candies like kiwi, sour fruit, and wintergreen mint.

We caught up with Philip Caputo, marketing and consumer insights manager at Virginia Dare, to talk about current flavor trends in confectionery, and how the company keeps up with them.

Liz Parker Kuhn: What are some flavor trends for candy, currently?

Philip Caputo: “Newstalgia” is trending across food and beverage categories, and candy is no exception. This trend combines traditional, comforting classics with a modern twist. During times of economic uncertainty, consumers tend to reach for the familiar, but at the same time, trying something new or adventurous is one of the top purchase motivators across consumables. Combining the old and the new is a way for brands to win; think brown butter caramel corn, old-fashioned root beer with coconut, or watermelon taffy with chamoy. 

Functional Indulgence is also trending. It features confectionery that offers health benefits like gut health, muscle health, mood, or focus through ingredients like adaptogenic mushrooms, prebiotics, and added protein. These ingredients tend to impart unique flavor notes that can compromise the sensory experience, so careful formulation is essential. 

Global flavors are a hit on shelves everywhere. From the pervasive Dubai chocolate trend featuring pistachio and kataifi to emerging popular fruit flavors like lychee and ube, consumers are eager to try new flavors from less familiar parts of the world.

LPK: How does Virginia Dare work to keep up with current flavor trends for ingredients?

PC: We have over 100 years of expertise in creating flavors. That depth of experience gives us a unique perspective and ability to see how flavors evolve from emerging trends to universal classics to nostalgic throwbacks. We don’t rely on any single source of information, but combine consumer research with longstanding expertise and customer collaboration, allowing us to keep a finger on the pulse of where trends are headed from multiple perspectives.

LPK: Any notable innovations in flavor trends that you are seeing specifically in the confectionery category?

PC: Historically, confectionery has not been known for clean labels or sustainable, ethical sourcing. However, as consumers look for products making those types of claims in adjacent categories, they are beginning to expect the same from candies and sweets. The most innovative brands are those that are figuring out how to meet these new consumer expectations without sacrificing flavor or performance. 

Related: Nambawan Spain debuts protein-based sweetener