Marshmallows are recognized and enjoyed globally. They come in all shapes and sizes and in various forms. They comprise of five main ingredients which are sugar, water, gelatin, corn syrup and air. They are generally enjoyed as snacks and desserts for multiple occasions. Marshmallows are known for their soft, pillow-like texture and sweet taste. According to the National Confectionery Association, an average of 90 million pounds of marshmallows is consumed each year in the U.S.A alone, cumulating earnings of approximately 125 million USD per year1. In the last decade, marshmallows have been incorporated as ingredients into a vast array of dessert recipes. The most popular recipes being cookies and cakes.
Consumer Insight:
Although consumed globally, North America dominates the market due to high production and consumption levels. The region’s robust distribution networks and well-established confectionery industry contribute to this dominance. However, emerging markets in Asia Pacific, Europe, and Latin America are also showing significant growth potential2. There is, however, a rising demand for premium and artisanal marshmallows. Consumers are increasingly seeking gourmet options with unique flavors, natural ingredients, and innovative textures. Health-conscious trends are also influencing the market, with a growing preference for organic, low-sugar, and vegan marshmallows2.
Market Insight:
The global marshmallow market is projected to grow at a compound annual growth rate (CAGR) of 6.4% from 2024 to 2030. The market size was valued at approximately USD 5 billion in 2023 and is expected to reach USD 8.4 billion by 2032 (refer Figure 2)2. Supermarkets and hypermarkets remain the primary distribution channels, but online stores are gaining traction due to the convenience and variety they offer.
Health and Nutritional Challenges
Depending on the confectionery manufacturer, the average serving size of four marshmallows contains at least 16-20 grams of sugar. Like any other confectionery, marshmallows are often consumed beyond their recommended serving size to their addictive sweetness. This will lead to blood sugar levels spikes and insulin resistance. With diabetes on the rise, consumers are constantly looking for confectionery options that are less sweet that won’t spike their blood sugar levels.
How to Overcome These Challenges
PalatinoseTM (Isomaltulose)
PalatinoseTM is a naturally sourced, smart carbohydrate that comprises of glucose and fructose. Palatinose™ has a mild, natural sweetness (approximately 50% of sucrose), without any aftertaste. Also known for its low GI, PalatinoseTM breaks down very slowly in the digestive tract. Hence, it functions as a steady energy source without spiking blood sugar levels3. The total sugar content of a marshmallow can be replaced with PalatinoseTM and fructose at a ratio of 1:1. Marshmallows that were prepared with said ratio were reported to have better sensory evaluation results than the controls which were confected with sucrose and glucose syrup3. Compared to liquid glucose syrup, recipes using PalatinoseTM can achieve optimum moisture content and water activity levels that are similar to commercial recipes. Optimum moisture and balanced water levels help extend the marshmallow’s shelf life. It was shown that when PalatinoseTM is combined with fructose at different ratios, an optimum pH range is achieved (pH4 -5). When combining the sugars, it is important that the pH of the mixture remains slightly acidic to maintain stability. If the pH increases and approaches neutral, the reducing sugars become unstable and more reactive3.
Thanks to PalatinoseTM’s unique technical characteristics, this sugar replacer can help manufacturers overcome various challenges in production processing and offer individual solutions for confectionery applications. At DPO International, as a full-suite market enabler, we collaborate with leading specialized food ingredient producers, BENEO to help you transform these trends into innovative brand concepts, from ideation to the manufacturing stage, providing solutions and support throughout each phase.
