2024's top confectionery flavour trends

From natural to novel, piquing and keeping shoppers’ attention with delicious flavours is one demand that won’t go away. According to Statista,​ confectionery revenue amounts to $586.30 billion so far in 2024. With predictions that it will grow by 5.4% over the next five years, there’s plenty of opportunity to explore exciting flavour profiles and scale product collections.

As long as there are sources of inspiration and new ideas, innovative flavour profiles and launches will never go out of fashion. But just like this year’s catwalks, confectioners’ concept boards and consumers’ wishlists will evolve.

Research by Lumina​ ​Intelligence revealed that while almost two-thirds (63%) of sweet consumers want to see a wider range of flavours, a quarter want new sweets with more exotic flavours. Expanding upon existing flavours therefore, needs to be high on manufacturers’ priority lists. ​

Already this year, we’ve seen diverse, innovative and engaging flavours​ hit our formulators’ factories and supermarket shelves. Let’s look at the flavour trends that are making an impact in 2024.

1. They shouldn’t work… but they do​

First up on the list of flavour profiles are those that surprise and delight. ‘​Swicy​’ flavours ​that scintillate consumers’ taste buds by marrying sweet with spicy are hot property on product developers’ concept plans. Growing by 38% between 2022 and 2023, the Food Institute predicted ‘swicy’ flavours as a 2024 trend to watch. Launches like Dolfin’s chocolate and peppercorn release, Bake’s mango chilli macarons and Vosque-Haut Chocolat’s ‘swicy’ confectionery collection champion this trend.

Several brands are also taking sweet and salty I the popcorn sector to the next level. Leveraging the ‘swicy’ trend with its “heat n’ eat” packaging, Bad Monkey popcorn has created a bold flavour mix that includes kettle corn, caramel and buffalo wing. Fans of the ‘swicy’ trend can create their own with Kernel Season’s home-popped popcorn, which provides add-on flavours like dill pickle and pumpkin spice.

2. Bringing back memories​

Nostalgic flavours vary by culture and society and are a big pull for global consumers who want a taste of global flavours. Matcha tea from Japan has long been a favourite within confectionery, inspiring KitKat’s matcha move​ in 2019. Now, new cultural flavours like Desi spices from India​ are making their way into launches, with Kocoatrait’s Madras Collection, Naviluna and Desi Popz all featuring spices that create the novel flavours.

Flavours not only have the ability to transport consumers to a different place but also take them to a different time. The sour confectionery craze​, which has been huge in 2024, touches on consumers' early experiences of trying new, shocking and invigorating flavours that affect all the senses. Leading candy brand Chupa Chups has ventured into the sour stakes with three of its four latest SKUs​, all featuring fizzy flavours: Sour Mixed Belts, Sour Apple Belts and Sour Strawberry Belts.

Brands can also bring cultural and childhood nostalgia together, too. Startup Issei Mochi Gummies​ has launched its Japanese-inspired candy brands with a sour watermelon variety.

Proving that it’s also possible to appeal with pleasant and gentle tastes that don’t deliver on the shock factor, Bliss Life launched its bite-sized candies with s’mores and candy apple flavours.

3. Making flavour functional​

Confectionery brands continue to create chocolate and candy products with function at the forefront​. Protein, fibre, and antioxidants that pack more nutritional value appeal to consumers looking for treats that offer a healthier alternative to more traditional indulgent ranges.

With better-for-you confectionery a growing trend, it makes sense then that flavour is getting a functional transformation, too. Fresh from the Sweet and Snacks Expo in May, Euromonitor International reveals​ that “functional feels like energising” flavours​ are set to be a big trend.

Coffee-inspired flavours are an immediate winner in this energising flavour category, with caffeinated candy​ a huge trend in 2024. Global brands Cadbury and M&Ms have unveiled their respective iced latte and caramel cold brew flavours. Other big-name brands like Dunkin have gone a step further and unveiled an entire range of coffee shop flavour selections like butter pecan and French vanilla to appeal to two trends: energising and nostalgic flavours, with a cultural nod.

4. Keeping it natural​

With no artificial flavouring a popular claim in confectionery, manufacturers are opting for fruity and floral flavours that tie in with natural, green and clean food trends. Fruity flavours​, in particular, are a big win with shoppers, according to a Corbion Consumer survey, pinpointing them as the leading flavour pick. 

The Natural Confectionery Co. is one brand going artificial flavour-free​ in its product launches, releasing 50% less sugar varieties of its boysenberry, lime, raspberry, blackcurrant and mango-flavoured jelly sweets.

Claims of natural flavourings are making their way into confectioners’ ingredient lists, with brands like The Jelly Bean Company and Candy Kittens producing their flavourful ranges with natural flavourings.

5. Indulgence 2.0​

While confectionery flavours are becoming more innovative, natural and nostalgic, classic confectionery is not going anywhere. There are still lots of opportunities for permissible indulgent brands to connect with shoppers who want rich, complex and super indulgent flavour profiles.

Chocolate flavours remain a winner with confectionery shoppers, Innova Market Insights reveals​. Brands are expanding on the traditional chocolate flavour, though. They’re taking this up a notch with product launches that feature white chocolate, almond, cream and cocoa, as well as dessert, cake, and cookie flavours.

Premium flavours tap into this indulgence 2.0 trend. As Hotel Chocolat pushes rich flavour profiles with its Velvetiser drink concept, its confectionery reflects consumers’ love of luxe confectionery, too. Its 44-piece Everything Luxe selection contains champagne, gin, cherry, peanut butter, and fudge sundae flavours.

The rich sweetness of caramel is also a big hit with consumers. Caramel is especially popular in Asia​, where 30-40% of consumers look for caramel-flavoured chocolate products. In June 2024, Lindt & Sprüngli partnered with Avolta to develop a new Salted Caramel chocolate range, while Cadbury mixed caramel with nuts in its March 2024 release: Cadbury Dairy Milk &More Caramel Nut Crunch.