October 30, 2025 – The candy drinks subcategory of the global food and beverage market is gaining momentum. Through social media, functional twists, and nostalgic flavors, candy drinks are capturing the attention of global consumers. Moreover, crossovers with energy drinks are also inspiring innovation, merging indulgence and purpose. Innova’s report “Trending in Candy Drinks- Global” analyzes the consumer preferences driving these trends and shaping the candy drink segment of the global beverage market.
Evoke Nostalgic or Familiar Flavors
27% of global consumers say they are drawn to nostalgic, mood-influencing flavors. In addition, familiar, new, and indulgent flavors are also influencing global consumers’ food and drink choices. This is especially true in shared moments, as consumers say that when spending time with friends or family, the most important drink feature for them is that beverages are enjoyable to share together.
Nostalgia can also be achieved through familiar yet playful candy flavors. For example, cotton candy, lollipop, or chocolate and marshmallow flavors are recognizable yet engaging tastes. Candy flavors in general have sparked growth across all beverage categories, from soft drinks, hot drinks, dairy, and alcoholic beverages, as each category embraces unique opportunities to tap into playful indulgence.
Engage Young Millennials on Social Media
Brands can engage with Young Millennials to turn the candy flavored drink trend into a unique brand opportunity. For social media posts related to candy drinks, the majority of social media content shared by female users highlights excitement for candy-inspired drinks, featuring mentions of flavors like candy soda. Male users are predominantly discussing taste experiences, as well as product reviews. They also highlight preferences for cotton candy energy drinks and zero-sugar candy drinks. As a result, brands are focusing on innovations like sugar-free formulations and functional energy blends to appeal to consumer preferences, which has generated buzz on social media platforms.
Texture is Underexplored in Launches
According to Innova’s consumer trends research, 21% of global consumers convey that when spending time with family and friends, interesting texture is the most important feature to them in food and beverage choices. Smooth and creamy claims lead in new beverage launches tracked with candy flavors. Overall, textures for candy drinks remain fairly limited, but the additions of unique textures like chewy boba demonstrate promising opportunities for innovation.
Tap Into Energy Drinks
Candy-inspired energy drinks are also tapping into the candy drink trends, offering global consumers flavorful twists to traditional caffeine consumption. For example, Alani Nu’s cotton candy energy drink has garnered significant consumer attention online. Its zero-sugar formula, caffeine content, and authentic, candy-like flavor has resonated with consumers looking for nostalgic taste. Anheuser-Busch has also released its Phorm Energy drink in varieties like Blue Blitz that combines blue raspberry and cotton candy. From a functional standpoint, Phorm Energy merges hydration with flavor by also incorporating natural caffeine and electrolytes for an energy drink line that balances flavor with function.
Restaurant Chains Drive Candy Drink Trends
Major restaurant chains are also leveraging candy drink trends. Brands like Burger King, Starbucks, and Dunkin are fueling social media conversations. For example, Burger King’s cotton candy drink and Starbucks’ Gummy Shark drink were driving fan excitement online. Both achieved significant reach on social media and underscore the viral popularity of nostalgic candy-inspired drinks and indulgent customizations.
Walking the Line Between Indulgence, Health, and Novelty
Brands are also blending nostalgic flavors with better-for-you ingredients. On social media, health enthusiasts are helping to fuel the popularity of candy-inspired flavors with natural ingredients and minerals like electrolytes. “Cotton Candy Grape and Strawberry Gatorade” is one example of a healthy recipe that was trending online and highlights consumers’ interest in combining indulgence and nostalgic candy flavors with the latest online health trends.
What’s Next for Candy Drink Trends?
Brands can expect texture-driven experiences to engage consumers. Adding textural elements like bits of jelly, boba, or fluffy layers help turn candy drinks into sensory treats that mimic the mouthfeel of real candy. In addition, brands can balance indulgence with health-forward innovation, emphasizing guilt-free fun. This can include natural sweeteners, low-sugar formats, and functional claims. Catering products to the parent-child dynamic can also help propel candy drinks as fun formats with safe ingredients for children. Furthermore, seasonal, limited time, or regionally specific launches can also drive excitement for global consumers.
This article is based on Innova’s Trending in Candy Drinks- Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.