Increasingly, you can see the buyers, who carefully study a product’s mix near the store shelves. It is obvious that a consumer is tired of the chemical additives, flavorings and dyes. A consumer has begun to understand the importance of the aphorism: “You are what you eat”. The ideas of the healthy lifestyles and the healthy food have increasingly become popular and have brought a fashion on to the healthy and the functional products in thee various segments of the grocery market. The sphere of the confectionery products is not exception. However, to combine the benefits and the taste of sweet delicacy is not so easy in practice. It is even more difficult to convince a consumer that the delicious may be useful.

About the confectionery sweeties for a healthy lifestyle read in the article “The Unachievable Trend” in the new issue of the magazine “Food Promotion. Prod & Prod”.

In the recent years, the governments of some European countries have become worried about the health of their nations. Some of them have been forced to make the unprecedented steps: to enter an additional consumption tax on the products reached with sugar, fat and complex carbohydrates. However, it is doubtful that such measures can help to cut an appetite of the candy hounds and to reduce the percentage of the overweight people and the people who are suffering with diabetic or the diseases of a hypertensive type.

Therefore, abroad as well as in Russia are highly relevant for the establishment of confectionery products, consistent with the principles of balanced nutrition. The ideas of the development of the confectionery products, corresponding to the principles of the complete nutrition are highly relevant abroad as well as in Russia.

Today, the manufacturers are finally beginning to understand that the product, corresponding to the principles of the healthy life, does not have to be deprived of this or that components. It is much easier and more efficient to add something healthful. Thus, all the confectionery products that are under the trend of the healthy nutrition can be divided into the three categories:

• that one, created from the natural ingredients;

• that one, enriched with the health-some substances;

• that one, combining two previous characteristics.

The editorial staff is pointing the confectionery sweets, conformed to the principles of the healthy nutrition. The lollypops and the chewing gum are the first from them.

First the lollypops have become “rendering safe”: xylitol, fructose and other derivatives have become sugar’s alternative products. Then a whole segment of the functional lollypops and the chewing gum, enriched with vitamins, calcium, fluoride, fruit juice and anti-bacterial substances, has been pointed out.

Today, the functional products occupy about 60% of the market share of the lollypops and the chewing gum. They are segmented into: the refreshing, pseudo-medical (preventing cough) and vitamin-zings. they have gained its popularity thanks to the circumspect advertising promotion.

Such newly-designed products, as: yogurt-cake, cheesecake and tiramisu have got a vide range of consumers in the domestic market. The consumer’s logic is rather simple, says the editorial staff. Yogurt and cheese are health-useful. It means that the yogurt-cake and curd-cake too. The tiramisu is the Italian recipe, and the Russian consumer has clearly learned that the Italians take for their recipes the natural ingredients only. Recently, the foreign and the domestic dieting experts are strongly advising to turn the attention of the of the sweeties’ funs from candies and gateau to dehydrated fruits and nuts.

About the peculiarities of the consumption of these products and the manufacturers’ tricks read in the article “The Unachievable Trend”.

The editorial staff tells about the wonders of inventive power of the Western manufacturers in their rush to integrate confectioner's goods with the global trend “wellness”. For example, Cohen has developed a special American chocolate, which pares the pores. The Japanese company Eiwa Confectionery is insisting on that the marsh-mallow, producing by this company, contains about 300 mg of the collagen, which improves the state of nails, hair and skin.

A few of such delicacy’s things (if to eat them every day) may replace the beauty treatment salon’s injections. The Russian promising newcomers of the healthy-useful confectionery products may broadly full up this niche of the market.

The author of the article is insisting on that to develop and to promote the healthy-useful confectioner's goods in the Russian market is impossible without considering the history of its gastronomical habits and consumers’ stereotypes. The viewless following after the Western examples of creating the healthy-useful confectioner's goods will lead a manufacturer nowhere. About the peculiarities of the Russian consumer’s mentality and about the most popular ideas of the product’s promotion read in the article “The Unachievable Trend”.

All the tendencies and the characteristics of the Russian food market are gathered in one place – in the magazine “Food Promotion. Prod & Prod”.