Having enjoyed Halloween and Diwali and with Christmas around the corner, ‘tis the season of candy and chocolate-led celebrations for confectioners.
These candy-focused holidays often lead to a surge in sugary, indulgent purchases. In fact, Valentine’s Day, Easter, Halloween, and the festive season account for 64% of total confectionery sales.
However, while these seasons create high sales demand, it brings challenges for families managing food allergies. Allergy-friendly and better-for-you confectionery brands are tackling the struggles of candy-forward holidays and are responding by launching inclusive seasonal sweet treats that cater to children and adults with a wide range of allergies.
Creating inclusive treats
“The demand for allergen-free and better-for-you options has surged as consumers prioritise ingredient transparency and inclusivity,” says a spokesperson for YumEarth. The latest trends reflect a shift towards products that deliver on flavour without compromising safety, catering to families navigating dietary restrictions, from nut allergies to gluten intolerance.
Furthermore, according to industry reports and allergen experts, there’s potential for growth in allergen-free confectionery beyond classic categories like nuts and gluten.
Health-conscious consumers also seek non-genetically modified organisms (GMO), organic, and allergen-free certifications in their sweet treats.
“Right now, allergen-free and better-for-you treats are all about bold flavours, crave-worthy textures and smarter indulgence,” says Simon Sacal, Founder and CEO of Solely. Consumers are looking for snacks that feel like a reward, with exciting flavours and satisfying textures that make allergen-free and better-for-you confectionery anything but boring.
There’s also a focus on creating treats that children and adults can enjoy in their lunchboxes and office drawers without feeling that they’re missing out due to their allergen-free and better-for-you contents. “It’s all about bringing joy back to snacking,” Sacal says. “There’s also a big trend toward convenience—single-serve packs and resealable options are hot, making it easy for people to grab something tasty and wholesome on the go,” adds Sacal.
Allergen-free versus better-for-you
In today’s confectionery market, allergen-free and better-for-you confectionery are often seen as hand-in-hand. “They both are all about crafting treats that everyone can enjoy—without compromise,” Sacal adds.
Allergen-free confectionery is defined by its commitment to removing top allergens like nuts, dairy and gluten. It focuses on creating safe options for families impacted by allergies, whether for everyday enjoyment or special celebrations. It’s about creating confectionery that’s safe for people with dietary restrictions.
Better-for-you confectionery, on the other hand, takes it a step further. “It’s about reimagining sweets with real, simple ingredients,” says a spokesperson for YumEarth. Better-for-you confectionery often emphasises cleaner labels with simple, non-GMO, organic ingredients while avoiding artificial colours and flavours.
“Transparency is also front and centre, as consumers are increasingly rejecting hidden sugars and artificial additives,” says Sacal. Using up to three ingredients, Solely adopts a vertically integrated supply chain. The brand highlights how its goal is to make it easy for consumers to trust product packaging and ingredient claims. “There’s no hiding behind a laundry list of ingredients that can’t be pronounced,” says Sacal.
Candy-focused holidays
The candy-focused holidays are key moments in the confectionery space, where brands meet high consumer demand for fun, celebratory treats. “These holidays are marked by consumers looking for large quantities of candy that cater to diverse dietary needs,” says a spokesperson for YumEarth.
One challenge is ensuring accessibility for consumers with allergies or dietary restrictions, especially during holidays when candy sharing is popular. Traditional options may not cater to allergy-friendly or clean-label preferences, making it difficult for families to find safe and satisfying choices. There’s also the challenge of creating products that meet these needs without compromising on taste or enjoyment.
Candy-forward holidays are often steeped in tradition. As such, this presents a challenge for brands like Solely, which seeks to revolutionise how people think of indulgence in sweet treats. “However, with the rise of the conscious consumer, your run-of-the-mill candy bars are often considered less appealing and even concerning,” says Sacal.
Innovation and launches
The push for allergen-free innovation has inspired brands to introduce new flavours and formats that capture the fun and taste expected consumers expect from candy launches. Seasonal items have also expanded as demand grows.
As more consumers prioritise health and safety, brands like YumEarth aim to combine taste and inclusivity, developing products that meet the growing demand for allergen-free options while still delivering flavour and joy.
“Today’s curious, flavour-savvy consumer is exploring a broader palette, creating demand for more adventurous flavours,” says Sacal. “While classic fruity favourites still shine, this shift is paving the way for unique, exotic options that bring a whole new dimension to the confectionery and snack space,” adds Sacal.
Confectionery brand YumEarth makes seasonal inclusive candy free from the top nine allergens, from genetically modified organisms (GMOs)
and made from simple ingredients. For Halloween this year, YumEarth released its new Halloween Sour Littles for trick-or-treaters with diverse needs.
Now, looking ahead to the festive season, the brand has launched its holiday organic candy cane lollipops, holiday organic candy canes, holiday organic blue raspberry candy canes, holiday organic mini candy canes and gingerbread house baking kits.
Fruit-based candy snack brand Solely Organic has unveiled its Whole Fruit Gummies, free from added sugar, artificial colours, preservatives, or chemicals. Available in mango, mango and guava, mango and orange, and mango and passionfruit flavours, the soft candies come in five-pouch packs, made with just two ingredients at most.
