July 27, 2026 – The gummies and candies market is experiencing a shift, driven by consumer expectations and new definitions of indulgence. Premium quality and personalization are top of mind, while wellness-led and occasion-specific moments influence how and when consumers engage with the category. Flavor discovery and texture are other tools that help elevate appeal, with brands leaning toward contrasts to elevate candy from an occasional indulgence to a multi-sensory experience. Innova’s Overview in Gummies & Candies in the US & Canada report explores the direction of the market and where brands should focus their innovation strategies to target the evolving consumer.
What Factors are Impacting Consumer Gummies & Candies Trends in the US & Canada?
Consumers are increasingly receptive to gummies and candies that offer more than just sweetness alone. More than 1 in 5 consumers say that products with added functional benefits drive their interest in trying new snacks. To address this trend, brands can incorporate wellness ingredients into familiar formats to balance enjoyment and nutritional benefits. For example, in Canada, Wellibites infuses their gummies with vitamin B3 and minerals.
Confectionery made with recognizable, natural ingredients also resonates with consumers and contributes to a perception of wholesomeness. Real fruit, nuts, and minimally processed ingredients reach this end, while also aligning with consumer preferences for healthier lifestyles. Plant-based colors and natural sweeteners can also contribute to cleaner sweetness and nutrition.
How Can Brands Elevate Indulgence in the US and Canadian Confectionery Market?
In the confectionery category, high-quality ingredients, rich sensory experiences, and personalized formats elevate indulgence. For 42% of consumers, sweet flavors and those associated with sweets make a snack indulgent. Creamy and crunchy textures also contribute to the perception of quality. New formats are another way to intrigue consumers looking for a new experience. That being said, personalization is also key, as consumers increasingly expect products tailored to their individual needs. Therefore, quality is increasingly linked to personalized formats, functional ingredients, and formulations that feel relevant to consumers.
Which Strategies Can Reposition Candy Away from Traditional Indulgence?
Advancing wellness led, authentic, or occasion specific cues can reposition confectionery for various occasions, outside of traditional indulgence. Gut health ingredients like fiber and prebiotics are one approach to combine digestive benefits with enjoyment. 42% of consumers in the US and Canada also say they like to try new foods from different cultures throughout the year, so adding cultural context can turn confectionery into a distinctive treat. Leaning into global flavor heritage builds on authenticity, which can justify a premium price point as well. The same can be said about aligning products with diverse consumption moments, as they can create emotional relevance and keep brands culturally and seasonally connected throughout the year.
What Role Can Packaging Play in Gummy and Candy Innovation?
Beyond taste, packaging is another outlet that brands are using to elevate confectionery. Interactive components, collectibles, and playful elements all contribute to a more memorable experience for consumers. Themed products achieve a similar end, tapping into seasonality or limited time moments that drive trial. Functional packaging also remains a central driver, with portability, freshness, and convenience making on-the-go consumption possible for consumers. Resealable pouches, tubes, and push and pop tubs, for example, can address these preferences.
How are Brands Leveraging Flavor and Texture to Elevate Confectionery Appeal?
Consumers are increasingly searching for novelty beyond traditional, sweet offerings. 1 in 5 consumers in the US and Canada look for playful or surprising flavor combinations, and this sets the stage for brands to deliver confectionery that foster both surprise and discovery. Contrasting tastes, from sweet, sour, cooling, and spicy, are one approach that brands can take. Interactive elements, like flavor changing combinations, dual flavor formats, and collectible pieces, are another. Additionally, dynamic texture experiences can also spark curiosity and transform candy into an experience. For instance, freeze-drying, crystallization, and aeration technologies can create multi-sensory experiences for consumers to explore.
What’s Next for Gummies and Candies in the US and Canada?
The future of candy innovation lies in a few key trends. To start, brands that reinvent candy as a mode of functional refreshment can blur the line between treats and wellness-driven snacking. New launches, such as electrolyte lollipops, address this demand. With interest in protein on the rise, adding the nutrient to gummies and candies can also address consumer well-being by supporting satiety and active consumer lifestyles. This appeals to those seeking both convenient and health-driven confectionery options. From a flavor standpoint, floral and botanical flavors can help deliver both premium and clean formulations, while also adding fresh and subtle flavors.
This article is based on Innova’s Overview in Gummies & Candies in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.