A Sweet Look At Candy Trends Driven By Flavor And Texture

SWEET ON CANDY

Consumers are sweet on candy. Candy is often linked to nostalgia and brings joy to individuals of all ages. In 2024, U.S. confectionery sales reached $54.2 billion. Non-chocolate candy accounted for $21.7 billion, while gum sales totaled $4.4 billion, according to the National Confectioners Association (NCA)¹. According to Circana², candy is an affordable and permissible treat with high consumer engagement; 99.8% of households purchase candy. Consumers spend an average of $350 on candy annually, a 3% increase. The average amount spent per trip is $53, which is 19% higher than the amount spent on food and beverages for the 52 weeks ending on July 13, 2025. Similarly, Innova Market Insights’ data³ showed that 4 in 10 consumers across the globe purchased sugar confectionery in the past year, with Gen Z and Millennials increasing their consumption. The NCA⁴ found that 51% of consumers will automatically buy their favorite treat, while 46% will gravitate towards their favorite brands. Flavor and texture are two significant characteristics of candy, which drive innovation. Swedish candy, better-for-you ingredients, gummies, and freeze-dried candies are trending in the candy aisle.

CRAZY FOR FLAVOR

Candy brands differentiate their products by a variety of flavors and textures. Circana’s U.S. candy research²  showed that 65% of consumers say flavor is important, 48% say brand, and 47% say texture when purchasing a non-chocolate candy. Banana flavor has witnessed a 50% growth in dollar sales versus a year ago. Other flavors seeing dollar growth versus a year ago include Honey 26%, Peach 13%, and Chili 13%. Shopkick’s survey⁵ of 7,000 Americans found consumers’ favorite candy flavors are Sweet (62%), Sour (33%), Minty (30%), and Spicy (10%). Mars Tricks Treats and Trends Report 2025⁶ found that Gen Z and Millennials are more likely than Gen X and Baby Boomers to purchase: Gummies (55% and 51%), Fruity (40% and 43%), and Sour (41% and 37%) types of candy. Sour is the fastest-growing flavor between April 2024 and March 2025, according to Innova⁷. The top 5 flavors for this period are Strawberry, Fruit, Cherry, Orange, and Lemon. Sour, Chili, Cola, Banana, and Kiwi flavors are gaining prominence. Furthermore, 27% of consumers in the U.S. and Canada say “flavor combinations” are the taste and texture attributes that make the food and beverage experience impressive to them. While 39% say, “I am looking for crazy creations that provide me with the ultimate indulgent experience.”

Mexican candy is known to balance sweet, sour, salty, and spicy flavors⁸, which are the different flavor profiles many consumers are seeking. For example, leaning into the swicy trend, Skittles debuted Gummies Fuego. The gummies feature a tangy chili flavor coating and are available in five flavors: Lemon, Mango, Raspberry, Strawberry, and Watermelon. This product addresses many touchpoints in flavor and texture. Another example is Chamoy Pineapple Cotton Candy by Fairy Tale Cotton Candy. Fairy Tale Cotton Candy states, “the flavor taps into what snackers are craving today – bold experiences, cultural connections, and a dash of nostalgia.” Hi-Chew launched globally inspired flavors in the Getaway Mix, featuring Mango Chamoy, Mai Tai, and Yuzu Lime.

From fruity to sour to spicy and everything in between, Trilogy’s flavor chemists are like kids in a candy shop and are excited to collaborate on your next candy project. Contact us or request samples today.

THE SWEDISH INFLUENCE

With the world at our fingertips, global candy trends are accessible and many go viral. For example, Dubai chocolate blew up and continues to be translated into several applications. Swedish candy is social media’s current darling. Swedish candy is a significant part of Sweden’s culture. “Lördagsgodis” translates to “Saturday sweets,” and traditionally, children and parents buy mix-and-match candy on Saturdays⁹. Fruity gummies, salty licorice, and foam candies are popular candies that offer different flavor and texture profiles. Interest in Swedish candy exploded in 2024 and has been steadily growing. According to SEMRush¹⁰, the keyword “Swedish candy” has a clear commercial intent and sees around 90,500 searches every month. Swedish candy became viral because of “its options, taste, and quality,” per Candycopia¹¹. Furthermore, Swedish candy is often formulated with real sugar instead of corn syrup, uses plant-derived colorings and glucose instead of gelatin, and the majority are gluten-free¹². Known for its signature foamy and gummy candies, the Swedish brand Bubs launched in the U.S. in August. Bubs took its most popular flavors and signature shapes and introduced four products: Sour Lemon Raspberry Skulls, Sour Strawberry Vanilla Diamonds, Sour Tutti Frutti Diamonds, and Sweet Banana Toffee Ovals. The combination of viral trends and consumers’ growing interest in health has boosted the popularity of Swedish candy.

Consumers’ tastes continue to change with evolving flavor preferences. From fruity to salty to sour, Trilogy Flavors understands consumer insights and viral market trends. Our flavor scientists are ready to co-create innovative global candy flavors that push boundaries. Contact us today.

BETTER-FOR-YOU CANDY

Like other snacks, consumers are seeking better-for-you candy. Shopkick’s data⁵ revealed 47% of consumers seek ‘healthy’ candy options. Consumers are buying more products without additives or healthy alternatives, per Circana². The Top 5 Dollar Growth Claims for the 52 weeks ending on July 13, 2025, are:

• No/Low/Less Sugar $128 million
• Non-GMO $121 million
• Natural Sweetener $108 million
• Gluten Free $68 million
• Vegan $57 million

Similarly, Innova’s research⁷ revealed that when buying sugar confectionery, consumers in the U.S. and Canada are most influenced by better-for-you claims, “Made with real ingredients/natural” (24%) and “No artificial flavors or colors” (20%). Joyride, founded by YouTuber Tyler Merrick and co-owner YouTuber and former D1 athlete Ryan Trahan, creates low-calorie and low-carb candy, which contains 80% less sugar per serving than other candy brands. The products are formulated with non-GMO ingredients, Allulose, and do not contain any artificial colors or preservatives. The Gummy Busters and Sour Fun Drink Strips are new launches. The Gummy Busters are described as “crunchy, chewy, sour, multi-layered goodness that explodes with flavor” and come in Blue Raspberry, Fun Drink, and Pink Lemonade flavors. Inspired by Ryan’s favorite drink, the Sour Fun Drink Strips are “soft, chewy, and packed with a juicy flavor” of mandarin orange, lemon-lime, and lemonade. SmartSweets is another healthier candy brand that “has up to 92% less sugar per 50g serving versus the leading traditional candy equivalents.” A recent launch is Cinnamon Bears, which are plant-based, sweet, spicy, and bold with 3g of sugar and 6g of fiber per 50g bag. Better-for-you popsicle brand GoodPop and SmartSweets collaborated on the limited-edition Sourmelon Frozen Pop Bites, blurring the lines between candy and frozen novelties.

Trilogy offers a library of flavors and essential ingredients to meet the requirements of clean label, organic, non-GMO, and kosher qualifications. Let Trilogy create candy flavors to satisfy consumers’ quest for better-for-you formulas. Contact us today or request your samples.

GUMMY TEXTURES DRIVE EXPERIMENTATION

Texture is also a significant component of the candy-eating experience. It is especially important for younger generations. According to a Collage Group survey¹³, 63.4% of Gen Z respondents enjoy soft textures in sweet snacks, while 58% love chewy ones, and 41.5% like crispy experiences. According to Market Growth Reports¹⁴, the gummy candy market is forecast to reach $750 million in 2032 from $495 million this year, with a CAGR of 6.4%. Gummies are available in a variety of flavors, shapes, and textures, and brands are experimenting to appeal to this audience. For example, Viral brand Peelerz by Amos is an interactive candy shaped and flavored like fruits, such as Banana, Lychee, Mango, Peach, and Pineapple. The “peelable fruit gummies are made with real fruit juice, featuring a dual texture – a soft, bouncy outer layer and a solid gel center.” Gupperz is another example of an experiential candy that creates 3D gummies “designed to captivate consumers with innovative flavors, shapes, textures, and exciting liquid centers.” Gummy Fuzions by Stuffed Puffs are “a mixture of different layers – bold coatings, fusions of flavor, and a burst of gummy in every piece.” Shaquille O’Neal and The Hershey Company added Sneaker Shapes to the Shaq-A-Licious XL Gummies portfolio. Shaped like O’Neal’s signature sneakers, the gummies are available in Lime, Mango, and Strawberry varieties. “Gummies offer candy makers a nearly unlimited canvas for innovation. Confectioners can tap into different flavors (spicy, sour, sweet), shapes (ropes, worms, circles or chews), multiple layers or flavors as well as varying textures,” states Mike Gilroy of Mars Wrigley.

Trilogy flavor chemists blend science and creativity to craft flavors for gummies that satisfy cravings and create noteworthy taste experiences. Contact us to discuss your candy needs and to request samples today.

FREEZE-DRIED CANDY OFFER INTENSE FLAVOR EXPERIENCES

Freeze-dried candies are also trending, offering consumers another texture and sensory experience. Freeze-dried candies feature novel textures and intense flavors. According to Circana², 5.3% of U.S. households purchase freeze-dried candy. Furthermore, freeze-dried candy reached $177 million and has an 11% share of candy sales for the 52 weeks ending on July 13, 2025. The global freeze-dried candy market is expected to reach $2.4 billion by 2030 at a CAGR of 8.5%, according to Grand View Research¹⁵. Last year, Mars, Inc. released Skittles Pop’d Freeze-Dried Candy in Original and Sour flavors with “an airy crispy texture and a crunchy bite.” In the spring, The Hershey Company debuted Jolly Rancher Freeze-Dried. It transformed Jolly Rancher’s signature varieties – Blue Raspberry, Green Apple, and Watermelon “into light, ultra-crunchy bites that puff up in size and deliver a punch of flavor with every bite.” Ferrara’s rolled out freeze-dried versions of its Lemonhead, Spree, and SweeTarts candy brands. 1UP Candy released “the world’s first Freeze Dried Sour Strips, a chewy sour treat that is transformed into a crispy snack that delivers a dynamic sour pop followed by a smooth, fruity melt.” “Freeze Dried represents a space that consumers are very interested in-unlocking entirely new textures while honoring the authentic flavor profiles that make these brands beloved by so many,” says Kiren Devereux, Director of Marketing, SweeTarts.

Trilogy’s flavor chemists have the technical know-how and endless creativity. Our enticing candy flavors are sure to deliver multi-sensory experiences in the dynamic candy market. Contact us today to collaborate on your next candy project.

SWEET FUTURE

Candy is nostalgic and universal. It is fun, playful, and interactive. Consumers, particularly younger generations, seek taste adventures and are influenced by social media and global trends. “Gen Z and millennial consumers report loving exploration of all things sour, flavor mashups, different textures, and flavor experiences,” states Christopher Gindlesperger of NCA. Novel flavors, complex and contrasting textures, and unusual fusions deliver experiential candy occasions. Candy development is currently focused on multi-sensory experiences, and is driven by Swedish candy, healthier ingredients, gummies, and freeze-dried technology. Watch brands develop new flavor combinations, extreme sensations, unique textures, and interactive formats.

Whether you are looking back at nostalgic flavors with a modern twist or crafting future flavor fusions for the active candy space, Trilogy Flavors is your go-to flavor partner. Contact us today to develop your next candy flavors.

Sources:

1. https://candyusa.com/state-of-treating-2025
2. Candy Industry Magazine, “State of the Candy Industry: 2025” webinar presented by Circana, September 11, 2025
3. https://www.innovamarketinsights.com/trends/global-sugar-confectionery-and-gum-trends/
4. https://www.foodnavigator.com/Article/2025/09/01/top-confectionery-trends-driving-sales-in-2025/
5. https://www.confectionerynews.com/Article/2023/06/15/american-consumers-celebrate-national-candy-month-with-less-sugar/
6. https://www.mars.com/sites/g/files/dfsbuz106/files/2025-04/Mars%20Tricks%20Treats%20and%20Trends%20Report%202025.pdf
7. Innova Market Insights Overview in Gummies & Candies in the US & Canada 2025
8. https://www.candynation.com/mexican-candy/#y=565
9. https://www.bbc.com/worklife/article/20211004-lrdagsgodis-swedens-saturday-only-candy-tradition
10. https://sukarco.com/blogs/news/swedish-candy-tiktok-trend-whats-happening
11. https://www.candycopia.com/blogs/news/why-swedish-candy-is-so-popular
12. https://www.today.com/food/trends/swedish-candy-trend-tiktok-rcna143661
13. https://foodinstitute.com/focus/3-textures-gen-z-cant-resist/
14. https://www.fooddive.com/news/confection-giants-hershey-mars-wrigley-gummies-chocolate-snacking/715481/
15. https://www.grandviewresearch.com/press-release/global-freeze-dried-candy-market