April 29, 2025 – The sugar confectionery category has strong sales growth over the past five years and is projected to continue growing at about the same rate through 2027. One of the biggest challenges facing the category is relatively low purchasing penetration, due to cultural traditions, cost and possibly a perception that the products are unhealthy due to high sugar content. This creates an opportunity to offer healthier sugar confectionery products that are low in sugar or contain natural sweetening ingredients.

There is an opportunity to build the category both by attracting new users and by creating new occasions to consume such as seasonal, limited edition or even new flavor experiences.