June 24, 2026 – The gummies and candy market in Europe is evolving beyond simple, sugary sweets. Cross-category innovations, like dessert-inspired indulgence, offer consumers new taste experiences. Consumers are also looking to enhance functionality when they consume confectionery products. Therefore, ingredients like protein and collagen align with better-for-you trends. Innova’s “Gummies & Candies in Europe” report delves into these trends and how brands can best adapt to the latest demands.
How is the confectionery category and indulgence evolving in the European gummies and candy market?
The confectionery category in Europe is expanding beyond simple treats into dessert-like and exploratory moments for consumers. A majority of European consumers eat sugar confectionery because it tastes good or to treat themselves, and texture is a major driver of indulgence. Creamy, crunchy, and crispy formats are the top textures European consumers say they associate with indulgence. Brands who leverage these can cultivate dynamic eating experiences that align with both comfort and excitement. Eliminating artificial ingredients is another method for augmenting indulgence through quality perceptions, which is very important to 35% of European consumers.
How are brands upgrading functional confectionery in Europe?
The European gummies and candy market is evolving to include more high-protein, functional formats. This is demonstrated by the incorporation of ingredients like collagen, spirulina, whey, and plant-based protein inclusions. Manufacturers are also addressing the rising demand for better-for-you gummies and jellies by promoting their products as approachable alternatives to supplements. Brands are thus adding vitamins to familiar formats and making everyday nutrition more accessible for consumers, so they are integrated into their routines.
Gummy and candy trends indicate that 65% of European consumers are also actively reducing their sugar intake, signaling a movement to redefine the category. Low-calorie, reduced sugar, and naturally sweetened options add value to products. That being said, sugar plays a crucial role in texture, so texture-enhancing solutions will be essential for brands.
What are brands doing to reposition gummy and candy products in the European market?
As demonstrated by Innova’s “Layers of Delight” Top Ten Trend of 2026, rich textures and layered flavors are key to offering premium appeal and multisensory indulgence to consumers. Integrating these with better-for-you cues like natural ingredients provides consumers with guilt-free options that also align with health-driven confectionery trends. This ultimately broadens appeal and maintains a satisfying consumption experience.
Comforting and traditional cues are other avenues brands can turn to, in order to reposition launches. 30% of consumers in Europe point to regional or local recipes as an important element in defining traditional food and drink for them, and brands can leverage artisanal processes and local roots to both elevate quality and resonate with those seeking more culturally rich, indulgent experiences,
What are the format priorities driving confectionery trends in the European market?
Gummy and candy trends show European brands are increasingly prioritizing convenience and flexibility. Easy-to-consume, resealable, and multi-pack speak to versatile and on-the-go offerings that fit with consumers’ busy lifestyles. In fact, products that are easy to consume lead the list of packaging features that consumers choose specifically for their child. This is communicated by 29% of consumers. Besides flexible formats, collectible and interactive features can also boost excitement and impulse purchases. Brands that highlight seasonal themes, limited editions and pop culture collaborations, as well as festive or nostalgic moments, can elevate perceived value and desirability.
How can brands expand their gummy and candy portfolios to boost consumer appeal?
Innova’s confectionery trends research indicates a shift towards wholefood inclusions that deliver on both flavor and consumer appeal. The incorporation of real ingredients like nuts, fruits, dairy, or chocolate creates the perception of a more natural, wholesome eating experience. The layering of herbal or botanical ingredients with fruity or spicy pairings can also elevate gummies or candies through flavor complexity. Notes of mint or ginger, for example, feel both natural and functional to consumers.
Bold flavor contrasts like sweet and spicy can also create a dynamic sensory experience that, when coupled with interesting textures, can contribute to playful offerings.
What’s next for European gummies and candy trends?
Looking to the future of gummy and candy trends, hybrid formats, such as freeze-dried gum and powdered candy can deliver contrasting textures and flavor bursts. Brands can expect that alcohol-inspired flavor profiles will also tap into adult-indulgence and cater to consumers seeking experiential food and beverage options. Bold or niche sensory experiences or unconventional inclusions can also differentiate offerings and help brands stand out in the crowded market. For example, floral profiles can add a unique twist and potentially attract more adventurous consumers.
This article is based on Innova’s Gummies & Candies in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.