Innovation is a foundational attribute of Circana, so its sponsorship of The Sweets & Snacks Expo’s Most Innovative New Product Awards makes perfect sense. Sally Lyons Wyatt, Circana’s executive vice president and practice leader of client insights, and Anne-Marie Roerink, president of 210 Analytics, share insights on the winning trends and attributes.


  • Sweets and snacks are often an impulse purchase, so innovation in this area is particularly important. Older consumers look for innovation from their trusted brands, while younger consumers are attracted to global flavors and interesting experiences.
  • Award-winning products made the most of packaging. They presented a sophisticated and clean front panel and told the brand/company story on the back panel.
  • While bold and fun flavors dominated, other winners included sustainable products, allergy-friendly options, and products that mixed function with fun (such as energy- and vitamin-boosting candies).