Top 5 functional confectionery ingredients

The functional confectionery market is on fire. Consumers, it seems, simply can’t get enough of sweet treats that come with added health and wellbeing benefits.

From chocolate that aids relaxation to gummies that support cognitive health, the market is booming and sales are on the up.

So much so, the global functional confectionery market is now worth a colossal $2.55bn (€2.18bn) and is projected to almost double ($4.69bn) by 2032 (market analysts Data Bridge).

But what ingredients are consumers hunting for in their quest for functionality?

We run down the top five.

Creatine

Creatine has been the breakout functional ingredient of 2025.

The naturally occurring compound, found in muscle cells, plays a crucial role in producing energy during high-intensity exercise. It also supports and accelerates muscle growth, has been linked to improved cognitive function, and could help balance blood sugar levels.

As a result, it’s not only proving popular with gym-goers, but also with consumers looking to support longevity, and has powered the global creatine market to an estimated $1.11bn with a powerful 25.2% CAGR (market analysts Grand View Research).

And sweets and snack brands have been quick to get involved, with Warrior’s range of creatine energy bars and Fx Chocolate’s Creatine Chocolate Bar hitting the market in quick succession.

“There’s been a huge surge in interest, in creatine, over the past year,” says Kyle Crowley, chief product officer at protein brand Protein Works.

Adaptogens

Another stand-out ingredient, or series of ingredients, in the functional space are adaptogens.

Celebrated for their stress-relieving capabilities, adaptogens are non-toxic herbs and mushrooms which help the body return to and maintain a state of balance, or homeostasis.

And interest in their potential is growing fast, with the adaptogen market already passing $10bn ($10.34bn) and holding a CAGR of 7% (Grand View Research).

Lucid’s Adaptogenic Snack Bar: De-Stress Me (Chocolate Hazelnut), Radek’s Chocolate Lion’s Mane Chocolate Bar, and Myndful’s Cocoa Brownie Crunch Bar are just a few of the dozens of examples entering the market.

“As modern lifestyles become more stressful, people are actively seeking natural solutions to cope with anxiety and fatigue, making adaptogens a popular choice,” says a spokesperson for Grand View Research. “Their stress-relieving properties resonate with a wide audience looking for holistic ways to improve their mental and physical wellbeing.”

The most commonly used adaptogens are:

• Ashwagandha
• Ginseng (Asian and American)
• Rhodiola rosea
• Schisandra chinensis
• Eleuthero (Siberian Ginseng)
• Holy Basil (Tulsi)
• Astragalus
• Licorice Root
• Jiaogulan
• Cordyceps
• Maca
• Reishi
• Chaga

Pre- and Probiotics

Pre- and probiotics are now unquestionably mainstream. Consumers understand the importance of gut health and are increasingly seeking products that support it.

In fact, gut health is arguably the biggest trend in food and beverage, with the gut health market projected to hit $270bn by 2034.

And this includes confectionery, with a recent study finding prebiotics and probiotics as functional ingredients are becoming a huge trend in the sweets aisle.

And we don’t need to look far to find examples, with Savvy Sweets Berry Bears, Biomel’s Prebiotic Belgian Chocolate Balls, and OhSo’s Probiotic Chocolate Bars a few of the many innovations coming out of the confectionery sector.

The most commonly used prebiotics are:

• Fructo-oligosaccharides (FOS)
• Inulin
• Galacto-oligosaccharides (GOS)

The most commonly used probiotics are:

• Lactobacillus
• Bifidobacterium
• Saccharomyces
• Streptococcus
• Enterococcus
• Escherichia
• Bacillus

Proteins

The high-protein trend continues to dominate confectionery, and all the big-name players are getting involved.

Mars, Inc has a wide range of high-protein variations of its most popular treats, including Milky Way, Mars, Twix and even M&M’s bars. Nestlé’s offerings include high-protein KitKats and Yorkies. And, not to be outdone, Mondelēz International has brought high-protein Cadbury Chocolate Puddings to the market.

Plus, with a global market value of $5.0bn and a CAGR of 7% (market analysts DiMarket), it’s safe to say that manufacturers and consumers are fully invested in the high-protein confectionery market.

This is fueled by health-conscious consumers seeking protein-rich alternatives to traditional confectionery, as well as the growing trend towards fitness leading to a rise in demand for products that support muscle recovery and energy levels.

But it’s not just about muscle growth. Consumers are also seeking protein in the form of collagen.

Research by food and beverage data platform Tastewise, found that social media conversations around collagen are up 7% year-on-year. What’s more, there’s been a whopping 90,319 social posts featuring the word collagen in the last 12 months alone.

“Collagen is more than a trend, it’s a category undergoing active evolution, expanding into emotional wellness, playful flavours, and multifunctional health support,” says Alon Chen of Tastewise. “The smartest brands aren’t just following it. They’re shaping it.”

Antioxidants

Last, but by no means least, are the mighty antioxidants. Long sought after for their myriad benefits, antioxidant ingredients are only growing in popularity and proving to be a big draw when listed on packaging.

So, why are they so popular?

Antioxidants protect cells from damage by free radicals, which are linked to ageing, heart disease, cancer, and dementia. They also contribute to liver and immune system health and can help to protect the skin against sun damage.

And the good news for confectionery manufacturers is that they can be found in tasty foods consumers already love in their sweet treats, such as berries, nuts, and dark chocolate.

Valli’s Antioxidant Raspberry Lovehearts, Evergreen’s Antioxident Bites, and Premium Choice’s Belgian Dark Chocolate Antioxidant Berry Mix are some of the many sweet products serving this trend.

It’s hardly surprising then that the global food antioxidants market is valued at $5.11bn and growing at a CAGR of 5.89% (business analysts Fortune Business Insights).

As the boundaries between indulgence and wellness continue to blur, functional confectionery is no longer a niche, it’s a movement. Consumers are demanding more from their treats, and brands are responding with innovation, science-backed ingredients, and a keen eye on evolving health trends.

From high-protein chocolate to collagen-infused gummies, the category is redefining what it means to snack smart. And with market projections soaring, it’s clear that functionality is not just a fleeting fad, it’s the future of confectionery.