“Clean Label and Functional Innovation in Confectionery”
- A significant trend in the Middle East and Africa gummies and jellies market is the rising preference for clean-label, natural, and functional sweet products. Consumers are demanding transparency, with a shift toward non-GMO, artificial color-free, and gelatin-free offerings
- For instance, in 2023, Jelly Belly and Nature’s Truth introduced vitamin-enriched gummies with plant-based gelling agents tailored for health-conscious and vegan consumers in the region
- Functional confectionery is gaining momentum, with products fortified with vitamins, probiotics, and herbal extracts to support immunity, sleep, and energy
- This trend is further supported by increasing health awareness and dietary diversification, leading companies to reformulate recipes and explore innovative gelling agents such as pectin and agar
- Ultimately, the trend toward natural and functional gummies is transforming product development and driving investments in ingredient innovation and transparent branding strategies across the region
