Trends in Better-For-You Confections

Consumers are seeking treating options that bring a moment of indulgence while balancing their overall well-being. About 50% of U.S. adults are looking for better-for-you options within the confections category, and growth of BFY candy sales is outpacing the category overall. However, BFY candy is underdeveloped compared to peer categories. This session will provide insights into consumer trends associated with this growing category.  


May 24 2023


2:00 pm


Insights Stage


  • Nathan Johnson
    Nathan Johnson
    Director of Better-For-You Marketing, The Hershey Company

    Nathan Johnson is the director of better-for-you marketing for The Hershey Company, where he leads all marketing-related strategies and activities for The Hershey Company’s better-for-you portfolio, which includes brands such as Lily’s, Brookside and barkTHINS, as well as platforms such as zero sugar and plant-based. Nathan has been with The Hershey Company since 2014 and has had various experiences as a marketing leader and general manager.