Confectionery: 4 candy trends for c-stores to watch
- InsightTrendsWorld
- 2 hours ago
- 7 min read
Why Is This Topic Trending?
Economic Pressure vs. Emotional Relief: Consumers are cutting back on discretionary spending, yet candy remains a top “affordable indulgence” due to its emotional reward factor.
Retail Declines Trigger Strategic Reassessment: Despite U.S. candy sales reaching $54B in 2024, unit sales fell 5.9% in c-stores, signaling behavioral shifts in purchasing.
Nonchocolate Innovation Boom: Nonchocolate candy grew 4.9% YOY, signaling a shift in consumer preference for texture, flavor mashups, and fun.
Functional Candy’s Emergence: GLP-1 users and health-conscious shoppers are fueling demand for low-sugar, plant-based, and portion-controlled candy.
Private Label and C-Store Investment: C-stores like 7-Eleven and BP are launching their own candy lines, responding to price sensitivity and Gen Z/Millennial snack preferences.
Overview
Despite economic headwinds and declining unit sales in 2024, the candy category remains resilient by pivoting toward value-driven innovation, experiential nonchocolate products, and functional wellness claims. Consumers, especially younger generations, are rethinking how candy fits into their emotional and dietary lifestyles—prioritizing fun, customization, and moderation.
Detailed Findings
Candy sales at c-stores dropped 2.2% to $8.3B YOY, with unit sales declining by 5.9%.
Nonchocolate candy grew 4.9% YOY and now leads growth over chocolate and gum.
Gummies, sour candy, and freeze-dried formats are performing exceptionally well, driven by flavor innovation and texture exploration.
GLP-1 appetite-suppressing drugs are driving a niche market for better-for-you candy.
59% of consumers favor multi-buy promotions like two-for-one deals.
E-commerce candy sales rose 70% from 2021 to 2024, indicating digital growth potential.
Private label brands (e.g., 7-Eleven’s gummies, BP’s Epic Goods) are growing despite inflation.
Packaging variety (small packs, resealables) is increasingly important for Gen Z and Millennials.
Key Takeaway
The candy category in 2025 is being reshaped by value-conscious indulgence, driven by nonchocolate innovation, functional candy demand, and evolving snacking behavior among younger, wellness-aware consumers.
Main Trend
Smart Indulgence: The Reinvention of Candy Culture
Description of the Trend
Smart Indulgence reflects a consumer mindset where candy serves dual roles: as a low-cost emotional reward and a customizable experience aligned with evolving health, portion, and convenience needs. Innovations in texture, flavor, packaging, and functionality are transforming traditional candy into a “mini escape” that fits modern values.
What Is Consumer Motivation?
Emotional Uplift: Candy offers joy, nostalgia, and mood enhancement during stressful economic times.
Exploration & Novelty: Younger consumers seek new formats, mashups, and limited-edition drops.
Budget Awareness: Shoppers want indulgence without guilt or overspending.
Control & Wellness: Portion control, better-for-you claims, and ingredient transparency build trust.
What Is Driving the Trend?
Inflation-Driven Frugality: Candy remains an affordable luxury amid high food costs.
Youth-Led Experimentation: Gen Z and Millennials are pushing demand for fun, playful, and multi-sensory experiences.
Retailer Innovation: C-stores are pushing private label and expanding shelf variety to reclaim foot traffic.
Digital Commerce: E-commerce candy sales are growing, blending planned and impulse shopping behavior.
Motivation Beyond the Trend
Comfort in Chaos: Candy provides a familiar escape in uncertain times.
Micro-Moments of Joy: Consumers are seeking small pleasures that don’t break the bank.
Health-Happiness Balance: They want to feel good without compromising on wellness goals.
Description of Consumers
Age: Primarily Gen Z (18–27) and Millennials (28–43), with influence from Gen Alpha (under 18).
Gender: Inclusive across genders.
Income: Middle-income or budget-conscious consumers facing inflation but still prioritizing self-treats.
Lifestyle: Digitally native, snack-driven, health-aware, and socially influenced.
Conclusions
While inflation and GLP-1 use pressure unit volumes, candy endures by evolving. With growing demand for variety, value, and experience, the future of the candy aisle lies in hybrid indulgence: affordable, portioned, clean, and joyfully creative.
Implications for Brands
Rethink packaging for functionality (resealable, portioned, multi-pack).
Double down on nonchocolate formats: gummies, freeze-dried, and sour.
Innovate around seasonal and limited-time offerings.
Launch plant-based, low-sugar, and fiber-rich lines for functional snacking.
Implication for Society
Candy as emotional therapy reinforces the importance of affordable joys in stressful times.
Wellness-savvy consumers are shaping a new category of guilt-free treats.
Increased scrutiny on food marketing may push for greater transparency and moderation messaging.
Implications for Consumers
Gain access to more personalized, wellness-oriented choices.
Enjoy a broader selection of formats, sizes, and flavors that fit diverse lifestyles.
Blend nostalgia and health without sacrificing fun.
Implication for Future
Expect continued innovation in nonchocolate formats and functional candy, deeper investment in e-commerce and private label strategies, and emerging subcategories around plant-based and clean-label sweets.
Consumer Trend
Snack-Sized Self-Care Candy becomes a self-soothing ritual—affordable, small-scale indulgence that brings pleasure and comfort in a price-conscious, wellness-aware world.
Consumer Sub Trend
Textural Play & Flavor Innovation From sour to freeze-dried, candy is becoming a playground for sensory exploration—particularly among younger audiences who value bold, fun experiences.
Big Social Trend
Guilt-Free Enjoyment A cultural shift toward balance: embracing pleasure without overindulgence or compromising wellness goals.
Worldwide Social Trend
Affordable Luxury Reset Consumers globally are redefining “luxury” as micro-moments of joy that feel indulgent without high costs—candy fits perfectly in this paradigm.
Social Drive
Joy in Moderation The psychological appeal of candy is rooted in nostalgia, escapism, and reward. Today’s consumers want that joy—just in smarter, smaller ways.
Learnings for Brands to Use in 2025
Segment by Lifestyle: Offer candy lines for fun seekers, wellness snackers, and value shoppers.
Launch LTOs & Collaborations: Create excitement and urgency with pop culture, seasonal, or creator-driven launches.
Invest in Portion Control & Packaging: Single-serve, resealable, or customizable packs build trust and drive repeat purchases.
Go Beyond Flavor: Innovate with crunch, chew, and even functional claims to match evolving health goals.
Strategy Recommendations for Brands to Follow in 2025
Build Cross-Segment Candy Portfolios: Include indulgent, functional, and playful SKUs under one master brand.
Collaborate with Retailers for C-Store Exclusives: Private label development and exclusive formats can help reclaim foot traffic.
Develop E-commerce Candy Channels: Bundled variety packs and delivery-friendly formats will grow online penetration.
Educate Through Packaging: Use claims and icons to guide healthier indulgence decisions.
Final Sentence (Key Concept)
The candy aisle is transforming into a joyful, budget-conscious, and health-tuned experience—where indulgence meets innovation in a wrapper-sized package of emotional escape.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It
Double Down on Nonchocolate Innovation – Invest in sour, gummy, textural, and functional formats.
Lead with Flexible Packaging and Sizing – Resealable, shareable, and single-serve options appeal to all budgets and occasions.
Expand Private Label and In-Store Experiences – Create exclusive lines for c-stores and own-label brands with seasonal and novelty flavors.
Balance Indulgence with Health Positioning – Low sugar, clean label, and functional ingredients will be niche but influential.
Gamify the Candy Experience – Create multi-sensory offerings, limited drops, and creator/influencer collabs that feel immersive.
Final Note
Core Trend – Smart Indulgence: Candy is no longer just a sweet treat—it’s an emotional escape tailored for modern needs: affordability, fun, and control.
Core Strategy – Experiential & Functional Innovation: Combine emotional triggers with sensory delight and health-aligned offerings to expand relevance and reach.
Core Industry Trend – Texture, Function, and Portion Innovation: Gummies, freeze-dried, and wellness variants drive product differentiation in a value-driven marketplace.
Core Consumer Motivation – Joyful Moderation: Consumers want candy to provide comfort and pleasure—without excess or compromise.
Final Conclusion
In 2025, candy's evolution is a story of smart indulgence—where flavor innovation, wellness consciousness, and affordable joy meet to redefine how consumers snack, smile, and self-soothe.
Core Trend Detailed: Smart Indulgence in the Candy Category
Description
Smart Indulgence represents the transformation of candy from a simple treat into a versatile, emotionally driven, value-conscious, and health-aware experience. Consumers now engage with candy not just for sweetness, but for affordable joy, sensory novelty, portion control, and even functional benefits—balancing indulgence with practicality in today’s economic and wellness-driven context.
Key Characteristics of the Trend (summary)
Affordable Luxury: Candy remains a low-cost reward amid broader budget tightening.
Nonchocolate Innovation: Textural diversity, flavor mashups, sour varieties, and freeze-dried formats dominate.
Portion and Packaging Flexibility: Small packs, resealable options, and right-sized portions meet on-the-go and budget needs.
Health-Conscious Indulgence: Low sugar, plant-based, organic, and functional claims (e.g., prebiotic fiber) gain niche but growing traction.
Private Label & Digital Expansion: Retailers introduce own-label brands and pivot to e-commerce candy sales, driving accessibility and value.
Market and Cultural Signals Supporting the Trend (summary)
$54B U.S. candy market in 2024, expected to hit $70B by 2029.
Unit sales down 5.9% in c-stores, but nonchocolate candy up 4.9% YoY.
59% of consumers favor multi-buy candy deals, indicating price sensitivity.
E-commerce candy sales grew 70% from 2021–2024, redefining impulse purchases.
Influence of GLP-1 medications and wellness culture push demand for “better-for-you” candies with fewer artificial ingredients.
Younger consumers (Gen Z, Millennials) drive demand for bold textures, novelty, and purpose-driven snacking.
How the Trend Is Changing Consumer Behavior (summary)
Intentional Treating: Consumers are becoming more selective—seeking treats with clear emotional, textural, or health value.
Shift to Nonchocolate & Experiential Snacks: Sour gummies, crunchy chews, and interactive formats are more appealing than traditional chocolate bars.
Value-Driven Shopping: Shoppers respond strongly to two-for-one promotions, multipacks, and lower-priced private-label options.
Health-Aware Decisions: Functional candies with clean-label claims are gaining trust among wellness-conscious buyers.
Omnichannel Discovery: Digital candy purchases rise as consumers blend planned and spontaneous snacking behavior.
Implications Across the Ecosystem (summary)
For Brands and CPGs:
Must innovate in texture, flavor, and portioning while addressing wellness trends.
Need to balance indulgence with moderation and include clean-label storytelling.
For Retailers:
Opportunity to grow category with private-label candies and exclusive formats.
Redesign shelf and digital placement strategies to highlight novelty and function.
For Consumers:
More empowered and informed in choosing treats that satisfy both emotional and nutritional desires.
Increasingly expect packaging to guide usage (resealables, single-serve, portioned packs).
Seek joy without guilt—preferring products that align with both pleasure and purpose.
Strategic Forecast
Nonchocolate to Lead Category Growth: Gummies, sours, and freeze-dried will continue outpacing chocolate in volume and innovation.
Functional Candy Will Expand Slowly But Surely: Low sugar, prebiotic, and vegan candies will gain shelf space, especially among urban and digitally savvy consumers.
Private Label Push Will Intensify: Retailers will scale their own lines to meet demand for price-accessible novelty and exclusivity.
E-Commerce Personalization Will Rise: Expect digital candy offerings to include bundled sampler packs, curated subscriptions, and delivery-first convenience.
Seasonal & LTO Campaigns Will Spike Demand: Collaborations, nostalgia drops, and pop culture tie-ins will create hype and collectability.
Final Thought
The candy aisle is no longer just about sugar—it’s a space for smart, joyful, and intentional indulgence. As consumers seek balance between fun, value, and health, Smart Indulgence is redefining how we unwrap joy in bite-sized, satisfying moments.
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