September 24, 2025 – Identifying promising NPD strategies for a highly saturated category such as sugar confectionery is no easy feat. This report deploys Innova’s insights gleaned from its research of the US and Canadian consumer base to pinpoint the key motivations for buying these sweet treats in the first place and goes on to explore three major trends that are all meshed up with each other: the rise of the multi-sensorial dimension, how the artisanal factor serves to enhance this, and the rising demand for sugar confectionery that offers health benefits on top of fun and diversion.
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