From February 2-5, ISM Cologne once again proved why it’s the world’s leading trade show for confectionery and snacks. With a vibrant mix of innovation, networking, and industry insights, the event set the stage for the trends that will shape the future of snacking. From bold new flavors to the rise of mindful indulgence, here’s what’s making waves in the U.S. market and what could soon take off in Europe.
Non-chocolate candy rises to the occasion
In the U.S., non-chocolate candy has been gaining ground, with younger generations leading the charge. Historically, consumers have shifted toward chocolate as they age, but that pattern is changing. Today’s younger shoppers are embracing fruity, sour, and interactive candy for everyday treats, seasonal celebrations, and even gifting.
Affordability is one of the primary drivers behind the shift. Non-chocolate candy often costs less per unit than chocolate or premium snacks, making them an attractive choice in times of careful spending. Even with that in mind, more than 98 percent of U.S. households report making confectionery purchases – a clear indication that consumers continue to leave room in their budgets for chocolate and candy.
But it’s not just about cost: innovation is thriving in the category. While sour flavors continue to dominate preferences, there is a growing demand for flavor-changing, texture-driven, and globally inspired confections, including spicy-sweet pairings, mochi-like textures, and unexpected seasonal twists.
Mindful shopping shows growth at both ends of the spectrum
Confectionery shopping habits in the U.S. are moving in two different directions. Value-driven purchases are on the rise, but so is premium indulgence. While mainstream brands still occupy the largest market share, consumers are exploring more store-brand options for everyday treats, especially in the chocolate category.
At the same time, there is a growing appetite for artisanal, premium confectionery, especially for gift giving or special occasions. When consumers want to treat themselves, they are looking for unique flavors, small-batch quality, and eye-catching presentation. This reflects a broader shift: shoppers want to balance budget-conscious purchases with premium experiences, choosing where to splurge and where to save.
A thirst for innovation
New and unexpected flavors, textures, and formats are central to U.S. confectionery, as Gen Z and Millennials constantly seek out something fresh.
Social media is accelerating this trend, turning local favorites into global sensations overnight. Platforms like TikTok are pushing trends in gifting, baking, and unique consumption occasions, causing once-niche items to skyrocket in popularity. Recent examples include freeze-dried candy, Swedish sweets, and luxury chocolate brands from Dubai, all of which have found passionate followings online.
A growing part of this innovation trend is “new-stalgia,” which puts modern twists on nostalgic flavors. Whether it’s a reimagined childhood treat, a throwback design, or a new way to experience a classic candy, the past is inspiring the future.
Beyond flavors, micro-seasons are emerging as a big opportunity. While traditional holidays such as Halloween and Christmas remain the cornerstone of confectionery sales, younger shoppers are also embracing global celebrations such as Day of the Dead, Chinese New Year, and Diwali.
Indulgence and “better-for-you”
People in the U.S. understand that chocolate and candy are treats, enjoying them 2-3 times per week, averaging 40 calories and one teaspoon of added sugar per day. As they look to manage their sugar intake, today’s consumers are seeking balance. The majority of Americans believe that a little indulgence is part of emotional well-being, and they’re looking for chocolate and candy to fit their lifestyle, and manufacturers are meeting them where they want to be met.
“Better-for-you” confectionery remains a niche but growing segment. Consumers actively seeking these products are looking for dark chocolate, reduced sugar, organic, or plant-based options. Younger demographics are particularly interested in vegan alternatives, with sales of vegan chocolate growing steadily. While the overall chocolate category continues to perform well, the vegan segment is experiencing double-digit growth, signaling an opportunity for brands that embrace plant-based innovation.
Sustainability Practices
Consumers are increasingly factoring sustainability into their purchasing decisions, particularly when it comes to packaging, sourcing, and ethical labor practices. In the U.S., about one-third of shoppers say a brand’s sustainability efforts influence their choices, and that number is likely to grow.
Brands highlighting transparent sourcing, eco-friendly packaging, and community initiatives are seeing stronger engagement, especially among younger consumers who expect companies to align with their values. This is driving demand for products with certified fair trade ingredients, compostable or recyclable packaging, and initiatives that support local farmers or communities.
U.S. confectionery trends have a way of crossing over the Atlantic, and many of these shifts – from innovative candy to mindful indulgence and social media-driven discovery – are likely to catch on in Europe. The growing appetite for flavor adventure, nostalgic treats, and sustainable treating suggests that brands willing to embrace change and experiment with new formats will be the ones to capture the next wave of consumer interest.
ISM Cologne showcased a dynamic and evolving confectionery industry, and 2025 is shaping up to be another exciting year for innovation, indulgence, and international influence. The question is not whether these trends will gain ground in Europe, but how quickly.
