BFY Candy Trends – Brightfield Group Report December 2024
Please note that below is a shortened excerpt of the report on better-for-you candy trends. View the full version here.
Candy and chocolate are capturing attention, with 170% YoY growth in social conversations and over 2% share of voice, rivaling topics like alcohol and cookies.
Conventional chocolate leads the category with 174% YoY growth in conversations mentioning it. Functional chocolate conversations spark ideas for innovation with 105% YoY growth and a high sentiment score of 95. Meanwhile, sugar candy is growing 64% YoY, driven by seasonal peaks, nostalgia, and niche flavors.
These trends highlight opportunities in functionality, nostalgia, and unique ingredients, making the category a sweet spot for innovation.
A third of candy consumers say they’re not interested in exploring new candy options, but for those who are, multi-textured and nostalgic products lead the way for what might interest them. 27.2% are drawn to multi-textured offerings, like nerd clusters, while 23.3% prefer nostalgic products, reflecting a desire for comfort and familiarity. Other preferences include a mix of sweet and spicy flavors, functional ingredients, and globally-inspired options.
