Top confectionery trends driving sales in 2025

What are the key confectionery trends in 2025?

• Global confectionery market valued at $619.25bn with 5.47% CAGR
• Familiar brands drive repeat purchases with 51% buying favourites
• Price now top factor in treat buying, overtaking mood
• Promotions boost sales, especially for gifting and seasonal sharing
• Better-for-you options like dark chocolate and organic gaining traction

Trends in the confectionery aisle follow two distinct patterns.

There are the long-term favourites, tempting consumers back time and time again. We’re thinking Cadbury Dairy Milk, Snickers, KitKat and Toblerone, to name but a few.

Then there are the short-term successes. The treats that shine brightly for a season or two, then disappear into obscurity - we’re looking at you Dubai chocolate.

But why do consumers continue to treat themselves? What is it that makes treating such an important part of their day?

We take a look at the trends that drive treating.

Confectionery sales at a glance

The global confectionery market is now worth a titanic $619.25bn (€528.20bn) and, with a CAGR of 5.47%, its success just keeps on rising (market analysts Statista).

Taking a closer look at the numbers, we find that most sales revenue is generated in China, with the United States coming in second, and Russia third.

Confectionery is said to benefit from very high permissibility, meaning consumers believe it’s perfectly fine to enjoy a treat. And it’s this belief that’s helping to bolster sales.

“Consumers understand the role of treating in a happy, balanced lifestyle, averaging two to three chocolate or candy treats per week,” says a spokesperson for the National Confectioners Association (NCA).

Familiarity sells

When it comes to buying decisions, it appears the long-term favourites trend holds its power.

According to the National Confectioners Association (NCA), 51% of consumers will automatically buy their favorite treat, while 46% will gravitate towards their favourite brands.

Other reasons for buying treats include buying a gift (42%), buying for a special occasion (40%), and to celebrate a holiday such as Christmas (39%).

Cost matters

Despite market strength, attitudes towards confectionery are shifting, with consumers becoming more selective in their purchases.

The NCA’s ‘State of Treating’ report found that 30% of shoppers are choosing to indulge less. Of those, 80% said price was the primary reason for this.

In fact, price is now the number one deciding factor in confectionery purchasing, overtaking mood, which previously dominated.

Sales promotions are increasingly influential, with buy-one-get-one-free and mix-and-match discounts proving popular.

What’s more, sales promotions are particularly important to sweet shoppers when buying gifts (25%), buying as a little treat for themselves (41%), and buying to share for holidays such as Halloween (44%).

The need for value has also helped to boost the private label sector, which has already experienced significant growth in recent years, owing to its competitive pricing.

Added to this, some shoppers adjusted for price rises by purchasing different pack sizes and different types of confectionery.

Having said that, 96% of shoppers have said they could be persuaded to spend more on confectionery, with many agreeing they were incentivised by gifting opportunities and special occasions.

Innovation boosts sales

While the old favourites continue to attract shoppers, the lure of exciting new sweet options can prove invaluable in driving sales, with social media playing a major role in helping to build hype around a new product.

“Social media has become a powerful tool in inspiring consumers with new consumption occasions,” says the NCA. “Young consumers especially are motivated by viral products and trends.”

Better-for-you is growing

Despite confectionery’s high permissibility rate, interest in better-for-you is growing.

Current popular examples include dark chocolate, organic items, and products with reduced sugar or no artificial ingredients.

Additionally, the functional confectionery trend is growing fast, taking the global functional confectionery market to $2.55bn, with that figure projected to almost double ($4.69bn) by 2032 (market analysts Data Bridge).

A variety of package size options and resealable packaging have been found to draw substantial interest among consumers as part of their better-for-you approach.

Future of confectionery

As the confectionery market continues to grow, it’s clear that treating remains a deeply ingrained consumer habit, driven by familiar favourites, big occasions, and the simple joy of indulgence.

But with rising price sensitivity and evolving health preferences, brands must strike a balance between familiarity, innovation, and value.

Whether it’s a classic chocolate bar or a better-for-you gummy, the future of treating lies in understanding what makes consumers reach for something sweet, and giving them more reasons to do so.