June 20, 2025 – Among the vast global consumer population, individuals indulge in the purchase of sugar confectionery at least once a year. This translates to millions of people savoring a variety of sweet treats, from chocolates and gummies to hard candies and soft drink flavored sweets.
These sugary delights are driven by the sheer enjoyment and satisfaction they provide. Sugar confectioneries add a touch of sweetness to everyday life, serving as sources of comfort, nostalgia, and celebration for many. While some snacks and treats may offer additional benefits, such as curbing hunger or supplying certain nutrients, consumers of sugar confectionery are primarily focused on the flavors, happiness, and rewards associated with these indulgent treats.
Innova Market Insights explores the trends that satisfy general snacking needs, consumers’ appreciation for sugar confectionery, and its role in indulgence.
Who Is Consuming Confectionery?
Research by Innova Market Insights reveals that sugar confectionery is most commonly found in the shopping baskets of consumers in Europe and Australasia. In contrast, lower consumption rates are observed in parts of Asia, Africa, and the Middle East.
When looking at different generations, Gen Z and Millennial consumers are more likely to report an increase in their intake of sugar confectionery. This trend in confectionery trends highlights the perception of sugar confectionery as an enjoyable experience, with novelty and excitement being more powerful drivers for younger consumers.
In terms of sugar confectionery preferences, gummies and jellies are the most popular choices, followed by chewing gum and mints. Although healthier options, such as sugar-free chewing gum and mints, are readily available and consumed frequently, indulgent treats like gummies, jellies, and marshmallows are typically consumed less often and are more likely associated with occasional treating.
What Level of Consumption Relates to Me-Time & Social Occasions?
When asked about the occasions that lead consumers to choose sugar confectionery, simple snacking emerged as the top reason. However, “me time” came in a close second, highlighting that self-reward is a motivator for many.
Interestingly, over a quarter of respondents indicated that they consume sugar confectionery when they are with friends or family, suggesting that there are social aspects to candy consumption as well. This indicates the need for a balanced selection of products on store shelves, catering to both individual indulgence and social interactions.
Additionally, it’s important to note that more than a quarter of sugar confectionery consumers reported eating it as a dessert after a meal, revealing the versatility of this category. However, it is indispensable to highlight that afternoon and evening consumption occasions are much more prominent than those in the morning. During morning hours, consumers tend to prefer healthier snack options.
The Appeal of Being Bold and Bright but Natural
Global consumer research by Innova Market Insights reveals a strong preference for bold flavors and bright colors among sugar confectionery shoppers, highlighting the importance of the overall eating experience.
When asked about specific claims they seek on sugar confectionery packaging, consumers emphasized the importance of using real ingredients and avoiding artificial additives. This indicates a need to balance taste and visual appeal with naturalness.
Advancements in natural colorings and flavorings are particularly beneficial for innovators, as they can now produce more vibrant colors and intense flavors using only naturally sourced ingredients.
What About Eco-Friendly Claims in Confectionery?
In terms of product positioning in the market, relatively few on-pack claims stand out among new launches. Confectionery trends reveal that special diets remain a priority, with a consistent interest in gluten-free, vegetarian, and halal formulations.
However, vegan recipes have experienced notable growth. In response, more suppliers are exploring opportunities with “plant-based” claims. This trend is particularly influential in gummies and jellies, which have traditionally used animal-derived gelatin. For instance, one brand in Canada offers Fruit Sours gummies that prominently feature a “Certified Plant Based” logo and utilizes potato starch instead of gelatin.
The vegan and plant-based movement is strongly associated with a natural lifestyle in consumers’ minds, and there are environmental benefits linked to both dietary approaches. As a result, more efforts are being made to incorporate additional environmental benefits into sugar confectionery product development, creating an emerging niche in the market.
Putting Sugar Reduction in Focus
The reduction of sugar continues to be a goal for some innovators in the sugar confectionery industry. While the growth of low, no, or reduced sugar products has remained relatively steady over the past five years, there is notable growth in the use of polyols as sugar substitutes. Additionally, confectionery trends show that the popularity of products containing apple juice concentrate and honey is increasing at a faster rate than that of stevia.
These ingredients can effectively replace traditional sucrose or corn syrup and enjoy a natural positioning, along with some nutritional advantages over synthetic sweeteners. Although they may not offer substantial health benefits compared to sucrose, their natural and clean label appeal makes them popular choices among consumers.
The Rise of Limited & Seasonal Offerings
The importance of taste experiences in the sugar confectionery market is also evident in other trending positions. Over the past five years, there has been a rise in seasonal product launches that go beyond traditional holidays, such as Christmas, Easter, Halloween, or Valentine’s Day. Also, the number of limited-edition launches has also increased.
These various limited-edition product developments provide suppliers with opportunities to introduce novelty into their existing portfolios and can potentially help identify future permanent flavors. For instance, in Belgium, one confectionery brand recently launched a new iced tea flavor as a limited edition, showcasing an interesting crossover between confectionery and soft drinks.
What’s Next in Sugar Confectionery Trends?
Inspiration from the soft drinks market is also very evident in Japan, where soda flavors are a growing area of attention. Over the past five years, the total number of sugar confectionery products with soda flavors has increased.
Another trend combines two popular niches: soda flavors and seasonality. These products, inspired by Japan’s springtime blossoms, are becoming popular in various Asian countries. In particular, Japanese springtime products have started to make an impact in regions like China, suggesting that the trend of soda flavors may have the potential for broader international appeal in the future.
Texture is another area that offers potential for further innovation going forward. A good deal of new sugar confectionery products carry a texture claim of some kind, and it is evident that many of the leading brands are elevating products with textural formats to deliver novelty to their portfolios.
These confectionery trends for the future further highlight the importance of novelty and excitement in this most treat-oriented category. While sugar reduction or environmental messages can still have some influence on customers, pleasure is the overriding consideration and should remain very much at the heart of development strategies. Whether it be for moments of “me-time” or sharing occasions, indulgence, novelty, and excitement are firmly in the sweet spot for candy.
This article is based on Innova’s Global Sugar Confectionery Trends: Taste Hits the Sweet Spot report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
