June 18, 2025 – Confectionery is experiencing shifts in consumer preferences with the emergence of new trends. To thrive in this evolving landscape, brands need to focus on several key areas: innovating within subcategories, balancing comforting and bold flavors to enhance indulgence, and offering timely, engaging treats.
Key challenges are presenting themselves in the form of consumer experience through authenticity and premium ingredients that have become essential. Not to forget the demand for healthier, cleaner confections to cater to health-conscious consumers.
Research from Innova Market Insights pinpoints areas for brands to focus on such as prioritizing product quality, emotional connections with consumers, and alignment with health goals for success in this competitive environment.
How Brands Can Capture Growth by Tapping Into Emerging Formats
The confectionery landscape is experiencing change as gummies and candies diversify across textures, functions, and market positioning. Reflecting broader shifts in consumer demand, with fast-growing subcategories emerging to meet new expectations. Gummies trends show that packaging formats play an important role too, influencing both convenience factors and consumer engagement levels.
Research data suggests that the quality of the product is the most essential factor for consumers in food and beverage brands. To maintain competitive advantage in this dynamic market, brands are strategically aligning their product development with these emerging trends while anticipating evolving consumer expectations.
Elevating Indulgence by Balancing Comfort and Flavor
During uncertain times, consumers seek emotional wellness and are drawn to flavors that uplift or calm them. Consumers approach indulgence through a cultured layered experience that begins with comforting, familiar flavors before progressing to rich, multisensory experiences and bold cross-category mashups.
Gummies trends reveal that consumers desire creations that provide them with the ultimate indulgent experience. Successful brands differentiate themselves by skillfully combining beloved classic favorites with innovative textures and unexpected flavor pairings. This approach creates treats that both satisfy cravings and appeal to adventurous tastes, satisfying both emotional comfort and curiosity in a product experience.
Staying Ahead With Playful or Timely Treats
A considerable number of consumers in Europe say that seasonal/limited edition flavors are the flavor aspect that influences their food and beverage choices the most. The gummies and candies market thrives on creating playful, timely connections that resonate with consumers. Making products more appealing to parents while ensuring genuine delight for children.
Evident in supermarket shelves during seasonal periods such as Easter celebrations to summer adventures, marketing products during these periods can capitalize on creating anticipation and driving consumer engagement. The same can be said for brand collaborations with popular movies and sports events, growing visibility to develop consumer connections, and boosting sales through relevance.
What Enhances the Consumer Experience in Gummies & Candies?
Authenticity has become a cornerstone of premium confectionery positioning, with traditional production techniques like handmade craftsmanship and slow-cooked methods serving as powerful differentiators. These approaches signal genuine quality, while high-grade ingredients elevate both taste profiles and consumer trust.
Gourmet claims in food and beverage products also strengthen the indulgence factor, allowing brands to command premium pricing while meeting consumer expectations. By emphasizing superior craftsmanship and ingredient quality, confectionery brands can maintain brand differentiation in the competitive landscape.
Can You Sweeten the Deal With Healthier & Cleaner Treats?
Gummies trends show that consumers seek confections that fit their health goals, with over 1 in 3 considering lighter versions as healthier. Sugar-free treats support mindful indulgence, while vegan/plant-based options with natural claims boost appeal. By adding functional mentions of benefits such as immunity & oral care can enhance the appeal of “better-for-you” gummies & candies.
Improving the taste and texture of healthier and more sustainable food options is necessary also, as this makes them more satisfying and beneficial for consumers. In fact, many European consumers are actively seeking balanced nutrition, including complete nutrient intake and basic supplements like multivitamins and omega-3, and a substantial portion also perceive “light” versions (reduced in sugar, salt, fat, or calories) as healthier than their original counterparts.
What’s Next in Gummies and Candies in the European Market?
Enhancing engagement with interactive product launches like shakes and sprays will be one of the key steps for brands. By blending liquid and chewable textures in a single treat, creating an exciting sensory experience along with interactive candy formats will not only boost engagement but also elevate the novelty appeal and improve the likelihood of social media sharing.
Promoting wellness with products that actively support digestive health is on the rise. Recent confectionery innovations are prioritizing digestive health by incorporating essential ingredients such as fiber, herbal extracts, and soothing botanicals. These advancements cater to consumers who demand both enjoyment and digestive comfort, positioning these products as the top choices in the marketplace.
To truly stand out in the evolving confectionery market, brands must push the boundaries of what sweets can be. By embracing playful and trendy formats like dynamic, collectible, and interactive gummies and candies, while also using unique shapes, companies can amplify consumer engagement and drive impulse purchases. This redefines confections as more than just a snack, changing them into an experience.
Heightening the snacking experience with bold, eye-catching 3D launches and incorporating cutting-edge resealable zip closures will not only enhance convenience for on-the-go consumers but also maintain product quality, solidifying a brand’s competitive edge.
This article is based on Innova’s Overview in Gummies & Candies in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
