As consciousness of world environmental challenges grows, shoppers more and more search autonomy and self-expression of their confectionery decisions. They’re rigorously evaluating the merchandise, manufacturers and values they assist on the tills.
“Confectionery producers are assembly shoppers the place they need to be met by providing extra selection than ever earlier than, which incorporates merchandise with specialty components,” says Carly Schildhaus, director of public affairs and communications on the Nationwide Confectioners Affiliation (NCA).
Progress in vegan treats
As such, as curiosity in animal-free client packaged items rises, vegan chocolate and non-chocolate confectionery proceed to achieve floor. In accordance with the NCA’s State of Treating report, spending on vegan chocolate rose by 19.2% from 2023 to 2024, whereas spending on vegan non-chocolate treats elevated by 20.7%.
As manufacturers and shoppers align extra carefully with the United Nations’ Sustainable Growth Targets (SDGs), there’s rising stress on formulators to supply personalised choices that stability sustainability with particular person wants.
Indulgence meets innovation
Whereas plant-based and useful options are gaining traction, conventional candy treats nonetheless dominate analysis and growth pipelines. Mintel knowledge reveals that 60% of UK shoppers select chocolate for its indulgence, highlighting its enduring attraction.
New product growth (NPD) is specializing in enjoyable, nostalgic and adventurous experiences. In accordance with flavour and components provider Esarom, almost three-quarters of world shoppers say personalised meals influences their shopping for choices—and 30% cite it as a key driver.
Well being and sustainability tendencies
Well being-conscious consumption can also be shaping the confectionery market. Within the UK, 40% of shoppers are searching for more healthy choices with fewer dangerous components. Plant-based chocolate merchandise have seen a 6% compound annual development over the previous 4 years, with “vegan” rising as a top-five declare in 2024.
As plant-based turns into synonymous with each well being and sustainability, manufacturers are anticipated to innovate with choices that cater to each indulgent and wellness-focused buyers.
Non-vegan nonetheless has a spot
For a lot of manufacturers, components like dairy, honey and gelatine stay central to product formulation and advertising, providing particular flavours, textures and finishes which are tough to duplicate.
“Non-vegan components assist manufacturers faucet into familiarity and nostalgia whereas positioning merchandise at accessible worth factors,” notes Schildhaus. Main confectioners proceed to develop vegan SKUs alongside their conventional strains, giving shoppers extra choices with out abandoning core merchandise.
Classes staying non-vegan
Some confectionery codecs stay carefully tied to their non-vegan roots:
Chocolate mash-ups: Cadbury’s new-for-2025 Dairy Milk & White Half & Half Final Egg and limited-edition Twirl White Dipped bar combine milk and white chocolate in a single product.
Marshmallows: Manufacturers like Sugar Rush Marshmallows and The Marshmallow Co. depend on gelatine for texture and stability.
Gummies: Merchandise akin to Maynards Bassetts Wine Gums and Nerds Gummy Clusters use gelatine for his or her chewy consistency.
What Gen X and Gen Alpha need
Whereas vegan choices nonetheless symbolize a small share of the $54bn (€48bn) confectionery market, youthful generations are driving change. “Youthful shoppers particularly are demonstrating a higher curiosity in natural, vegan and lowered sugar choices,” Schildhaus explains.
Technology Alpha (born 2010–2024) prioritises environmental values, model integrity and lowered sugar. Nonetheless, solely 7% determine as vegan, in keeping with a 2023 YPulse survey. As a substitute, they favour merchandise with robust eco-credentials over particular plant-based claims.
Anticipated to command $5.46 trillion (€5.1 trillion) in spending by 2029, Gen Alpha is turning into a key goal for manufacturers keen to fulfill their expectations with progressive and accountable merchandise.
Balancing indulgence and ethics
The overwhelming majority of shoppers nonetheless see chocolate and sweet as occasional treats. In accordance with NCA, 79% agree confectionery might be a part of a balanced food plan, and 94% say it’s okay to take pleasure in a candy every now and then. “Whether or not they’re having fun with their favorite treats in traditional formulations or attempting a vegan different, shoppers throughout the board perceive that chocolate and sweet are treats, not centre-of-the-plate meals,” provides Schildhaus.
As client expectations shift, the confectionery business is strolling a tightrope—balancing indulgence, well being, sustainability and personalisation.
