Where does candy fit into this equation? Consider this: Sans health benefits, candy was sixth on the top 10 list of c-store categories, according to NACS SOI data. Melding its grab-and-go mentality with consumers’ growing demand for fortified products, c-stores could become a premier channel for functional candy and chocolates.
"With today’s grab-and-go lifestyle and rising gas prices, convenience stores have become a powerhouse for sales of some healthy products," IFT reported.
Chocolate bars and candy haven’t historically been touted as good-for-you alternatives to rightfully healthy products, but candy manufacturers are tweaking their offerings to change this perception.
Sleep-deprived adults, who make up half the U.S. population, could soon be turning to manufacturers like San Francisco-based Dreamerz, maker of Chocolate Pillows, a chocolate infused with the sedatives melatonin and GABA.
Mars Snackfoods recently introduced two functional chocolate bars catering precisely to health-conscious consumers. Dove Beautiful is a milk-chocolate candy bar containing Vitamins C and E, Biotin, Zinc and natural cocoa flavanols, while Dove Vitalize is a dark-chocolate candy bar containing B vitamins and cocoa flavanols.
Both of these new chocolate bars have two health benefits IRI said consumers are seeking in functional foods: an energy boost and a beauty boost. The Vitalize bar’s vitamin B ingredients enhance energy, while Dove Beautiful’s cocoa flavanols help with hydration to promote healthier skin, according to Mars Snackfoods.
"We believe that consumers want a holistic approach to living, and they really care about what the family is eating," said Ryan Bowling, Mars Snackfood’s public relations manager. "Health and wellness is a leading trend in the premium chocolate category, and consumers want more from their chocolate."
Earlier this year, Mars Snackfoods floated the limited-edition release of Snickers Charged, a caffeine-infused candy bar containing taurine and vitamin B, staple ingredients for an energy-enhancing product.
Snickers Charged retailed from January to March this year, as the company sought to "capitalize on consumer trends" and try a new item "without over-saturating the market," Bowling said.
At a Speedway SuperAmerica c-store just outside Cleveland, Ohio, a manager said in April that the Snickers Charged bar was popular with the morning crowd at the store, where some customers would pluck three or four of the limited-edition candy bars off the shelf during a single visit.
Some retailers, however, said they aren’t willing to give up valuable shelf space for functional candy and gum products, since the items have yet to prove profitable.
"We don’t carry very much, or any of that," said Lon Audet, merchandiser for Boise, Idaho-based Stinker Stores. "Our focus is still on the liquids."
Snickers Charged sold poorly at Stinker Stores’ 50 Idaho locations, as did other functional chocolate bars, gums and candy at the stores, Audet said, cautioning that he won’t eliminate any food segment as a viable option.
"Nothing has really tripped our trigger to say we have to have it," Audet said. "For the long term, who knows? I never thought those little two-ounce energy shots would be as big a deal as they are."
Capturing these trends as they come, however, may sometimes mean taking the product to the prey.
"Winning in this environment requires being at least one step ahead," IRI’s report said. "Catching a trend as it is just emerging, and sometimes addressing a need that consumers did not even realize they had."
