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Candy Trends: Stats and Trends Shaping 2024

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Sugar, spice, and everything nice – but not quite as you remember it. 

The confectionery industry is undergoing a remarkable transformation in 2024, driven by health consciousness, sustainability efforts, and a desire for unique experiences. As we navigate through 2024 and look towards 2025, candy makers face a landscape full of both challenges and opportunities.

From health-conscious options to nostalgic revivals, the candy sector is evolving at an unprecedented pace. These changes are not only reshaping how we indulge in sweets but also influencing broader consumer preferences and market trends.

In this article, we'll explore the top 10 trends that are making waves in the candy world. Confectioners who successfully navigate these trends can gain a significant edge in the market, turning potential disruptions into opportunities for growth and innovation.

The top 10 candy trends in 2024

1. Health-Conscious Options

Many candy-lovers today are in their sugar-free era. 

According to a recent study, 47% of consumers who regularly purchase candy are actively seeking healthier candy alternatives. This shift in consumer preferences is pushing confectioners to innovate, creating a new generation of treats that satisfy both sweet tooths and health-conscious minds.

Candy makers can respond to this trend by:

  • Reducing sugar content or using natural sweeteners

  • Incorporating functional ingredients like vitamins and probiotics

  • Creating organic and all-natural candy options

  • Developing sugar-free varieties that don't compromise on taste

Yum Earth is a leader in the health-conscious candy movement. They offer organic lollipops, gummy bears, and other treats made with real fruit juices and no artificial colors or flavors. 

2. Plant-Based and Vegan Candies

Move over, milk chocolate – plants are having their sweet moment. The rise of plant-based diets has extended to the candy aisle. The global vegan confectionery market hit $467.2 million in 2020 and is expected to grow at a CAGR of 14.8% from 2021 to 2028.

Key aspects of this trend include:

  • Developing gelatin-free gummies using plant-based alternatives

  • Creating milk-free chocolate options

  • Using innovative ingredients like Aquafaba for marshmallows

  • Ensuring transparent labeling of vegan-friendly products

Unreal Candy has been at the forefront of this trend, offering plant-based versions of popular candies like peanut butter cups and chocolate-covered peanuts.

3. Global Flavors

From Swedish sour skulls to Dubai's chocolatey pistachio dreams, the world's your candy store. Candy lovers are increasingly seeking out international flavor experiences, with social media playing a crucial role in driving global candy trends. 

Key aspects of this trend include:

  • Viral social media content featuring international candies

  • Surge in demand for previously niche or regional candy varieties

  • Companies scrambling to meet unexpected spikes in global demand

  • Fusion of traditional confectionery with local flavors and ingredients

Swedish candy, known for its unique flavors like salty licorice and super sour skulls, has exploded in popularity on TikTok in 2024. The hashtag #SwedishCandy has garnered billions of views, with users sharing "Swedish candy haul" videos and reaction tastes. This sudden viral fame has caught many companies off guard, struggling to keep up with the unprecedented demand.

BonBon, a Swedish candy company in NYC, has reported online sales skyrocketing from around 50 to 1,000 orders per day since the TikTok trend began. Similarly, Sockerbit, another major player in the Swedish candy market, has had to increase its production capacity to meet the surge in orders.

The global flavor trend isn't limited to Swedish sweets. A chocolate bar from Dubai has also taken social media by storm. This innovative confection features a yummy combination of crispy kataifi (a Middle Eastern pastry), pistachio, and tahini paste, all encased in creamy milk chocolate. Tasting videos of this Dubai chocolate bar have gone viral across multiple platforms, with numerous views on TikTok, Instagram, and YouTube.

4. Nostalgic and Retro Candies

Step into the time machine – your taste buds are going back to the future. 

Consumers are increasingly drawn to familiar flavors that evoke childhood memories. The nostalgia-driven confectionery market is showing growth, with companies reviving old favorites and creating new twists on classic candies.

Key aspects of this trend include:

  • Reviving discontinued candy brands

  • Repackaging classic candies with a modern twist

  • Limited-time releases of "throwback" flavors

  • Collaborations between classic brands and contemporary artists or influencers

A prime example of this trend is the 2024 release of Retro Sours by Iconic Candy. This new product is set to capitalize on the cult following of Altoids Sours, a discontinued candy that has left a lasting impression on fans. Altoids Sours, originally introduced by Mars Wrigley in 2001 and discontinued in 2010, developed a devoted fan base who have been clamoring for their return for over a decade.

5. Interactive and Experiential Candy

Candy is no longer just about taste; it's about the experience. Interactive and experiential candies are gaining significant popularity, driven by consumers' desire for unique, shareable moments that go beyond traditional candy consumption. 

Key aspects of this trend include:

  • DIY candy kits

  • Candy with augmented reality (AR) features

  • Edible art projects

  • Candy that changes color or flavor

Chamoy pickle kits have emerged as a popular interactive candy trend, particularly among younger consumers. These kits, which allow users to create their own sweet, sour, and spicy treats, have gone viral on social media, and major retailers like Walmart and Target have expanded their offerings of these kits to meet growing demand.

6. Personalized and Custom Candy

Why settle for off-the-shelf when your sweet tooth can be one-of-a-kind? Personalization is becoming increasingly important in the candy industry. This trend is driven by consumers' desire for unique, memorable experiences and the growing demand for customized gifts.

Key aspects of this trend include:

  • Custom flavor combinations

  • Personalized packaging and labeling

  • 3D-printed candy

  • Candy gift boxes tailored to individual preferences

M&M's has been a leader in this trend with their personalized M&M's service, allowing customers to choose colors, add images, and create custom messages. 

7. Reduced-waste and Eco-Friendly Packaging

Saving the planet just got sweeter. Sustainability is becoming a key factor in consumer purchasing decisions, even in the candy aisle. The market for sustainable packaging in the confectionery industry is growing as consumers become more environmentally conscious, with approximately 40% of consumers saying they’re willing to pay more for products that are sustainable and environmentally friendly.

Key aspects of this trend include:

  • Biodegradable and compostable wrappers

  • Plastic-free packaging options

  • Bulk candy options to reduce individual wrappers

  • Upcycled ingredients in candy production

Tony's Chocolonely has been at the forefront of sustainable packaging in the candy industry. Their recyclable paper wrappers and commitment to reducing plastic have resonated with environmentally conscious consumers. 

8. Candy Subscription Services 

The subscription box trend has made its way to the candy industry, offering consumers regular deliveries of sweet treats. The candy subscription market is expected to reach $127.88 Billion by 2031, growing at a CAGR of 6.93%.

Key aspects of this trend include:

  • Curated monthly candy boxes

  • International candy discovery subscriptions

  • Themed seasonal candy boxes

  • Personalized subscriptions based on flavor preferences

Candy Club has emerged as a leader in this space, offering monthly deliveries of premium, hard-to-find candies. 

9. Premium Packaging

As candy increasingly becomes a gift item and collectible, premium packaging has become a significant trend. The premium chocolate market, driven in part by luxury packaging, is expected to reach $67.96 billion by 2031. 

Key aspects of this trend include:

  • Elegant and sophisticated designs

  • Limited edition collectible tins or boxes

  • Collaboration with artists or designers for unique packaging

  • Sustainable luxury packaging options

Ferrero Rocher exemplifies this trend with their holiday collections. For the 2023 holiday season, they released a special edition Golden Hosting Kit in collaboration with Table + Teaspoon, featuring their signature chocolates in elegant, gold-designed gift boxes, along with other tableware and decor. 

10. Functional Sweets

Who said medicine can't taste like candy? Oh wait, now it does. 

The boundary between confectionery and nutritional supplements is blurring, giving rise to a new category of functional sweets. These innovative treats aren't just empty calories – they're packed with purpose. From delivering essential vitamins and minerals to targeting specific health needs, functional candies are redefining indulgence. Some even cater to adult tastes with ingredients like caffeine or CBD, proving that candy isn't just kid stuff anymore.

Key aspects of this trend include:

  • Vitamin-infused gummies for adults and children

  • Protein-enriched chocolate bars targeting fitness enthusiasts

  • Probiotic candies promoting gut health

  • Adaptogen-infused treats for stress relief and cognitive function

  • CBD-infused candy (where legal)

Vital Proteins, known for their collagen supplements, entered the confectionery market with collagen-infused gummy bears. These gummies, marketed as a delicious way to support skin, hair, and nail health, have quickly gained popularity.

Embracing Sweet Innovation

Candy makers who successfully adapt to these changes – prioritizing health and sustainability, leveraging technology to enhance the candy experience, and meeting the demands of conscious consumers – will be well-positioned to thrive in this new era of confectionery.

To remain competitive, candy brands must stay alert to emerging trends and be prepared to quickly adjust their strategies. The key is to remain flexible and responsive, continuously aligning with the evolving preferences and expectations of sweet-toothed consumers in 2024 and beyond.

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