Creative combinations of crumbly biscuit, chunky chocolate, crisp freeze-dried candy and squidgy mochis are keeping Gen-Z sweet.
Confectionery has been defined as a “category winner” in the Talysis Convenience Review 2025. The data analysis firm reveals it is one of only three major categories delivering meaningful value growth in the UK convenience channel, up +£89.4m (4.3%) and achieving an 8.9% market share of total sector sales (+0.6%) [Clarity data, 52 weeks to 4 Jan 26].
However, if a category experiences value growth, alongside unit decline, this could imply that rising prices, rather than increased purchases, are driving growth, suggests Talysis. “Confectionery is one such category, with an 8.5% difference between value and unit sales, indicating the huge impact of inflation in this area,” says the firm.
Indeed, the rising price of cocoa in 2025, driven by poor harvests in West Africa caused by extreme weather, saw a number of suppliers forced to up their prices.
In fact, Kantar revealed in December that chocolate prices were up 18.4% for the month to 30 November versus the same period the previous year, according to Worldpanel by Numerator data.
Tony’s Chocolonely’s newly released Annual Fair Report 24/25 highlighted “rocketing cocoa prices” and revealed it had increased prices by 30% over the last 18 months.
However, the firm still achieved value and volume sales growth. “In a year when industry volumes were hammered as second- and third-wave price increases were passed through to consumers, we certainly felt the effects but were pleased that, overall, we successfully grew our volume by 4%,” says Chief Executive Douglas Lamont.
Mars Wrigley also grew its value and volume sales in 2025. Value sales rose +7.8%, driving a value share gain of 0.2ppts in the total market. The firm also delivered unit sales growth at +2.8% in 2025, with a unit sales share gain of 1ppt vs 2024.
Despite the tough market, Cadbury has been stimulating sales of its core range with promotional activity. The brand’s Giveaway Giveaway campaign offered shoppers the chance to ‘win big for someone else’. More than 250,000 consumers entered for the opportunity to gift prizes of up to £5,000 to someone special in their lives.
Toying with texture
Mondelez International has also been attracting younger adults to the category with its multi-textured and layered Cadbury Dairy Milk &More range [Kantar Worldpanel; Shopper Demographics; w/e 26.01.25]. Launching in two variants – Nutty Praline Crisp (180g) and Caramel Nut Crunch (200g) – in March 2024, it delivered high incrementality and is now worth over £13m RSV MAT [Nielsen total Coverage: w/e 2.11.25]. Mondelez claims that Cadbury Dairy Milk &More continues to “over-deliver on brand experience” with a 17% repeat rate, 25% incrementality and a 28% conversion rate [Kantar Worldpanel & Nielsen November 2025]. “With Cadbury Dairy Milk &More we are tapping into new forms of indulgence with an involving, multi-sensorial experience to excite consumers,” says Trade Communications Manager Susan Nash.
Another textural success for Cadbury has been the brand’s strategic partnership with Lotus Bakeries, which resulted in the development of the Cadbury Dairy Milk Biscoff bar. “We first launched our Cadbury Dairy Milk Biscoff in 95g and 105g sizes in March [2025], which created the perfect pairing between the smooth, creaminess of Cadbury Dairy Milk and the classic crunch and unique flavour of Biscoff,” says Nash.
Cadbury Dairy Milk Biscoff taps into consumer demand for new flavours and textures, while cross-brand interest has helped to drive incremental growth.
Since launching last year, Cadbury Dairy Milk Biscoff is now worth £19.7m [Nielsen Discovery – OS RMS Confectionery – Total Coverage – MAT – WE.1.11.25], over-indexing with shoppers aged under 28 years old [19 Kantar Worldpanel – Std Chocolate – 52WK – WE.5.10.25].
Indeed, according to Taste Tomorrow by Puratos, which monitors consumer trends in the bakery, patisserie and chocolate industries, “texture used to sit quietly behind flavour, but now it’s the main event”.
It states that with seven out of 10 consumers actively seeking foods with contrasting textures, mouthfeel has become an important quality cue and a powerful driver of social media appeal. “Texture is now a reason consumers choose one product over another,” it claims. “For bakers, pâtissiers, and chocolatiers, that makes texture a core consideration in product development.”
It’s not just chocolate brands that are experimenting with texture, sugar confectionery suppliers are also embracing the trend. “Flavour innovation has long been the driving force in the snack industry,” says Ibrahim Sidat, founder of confectionery brand Langtins, which makes Noomz freeze-dried sweets. “However, a recent shift in consumer behaviour reveals that texture is now emerging as the new frontier in snack selection. As we move into 2026, texture is set to become a primary driver of consumer loyalty and repeat purchases in the confectionery sector.”
At the forefront of this change is freeze-dried sweets, claims Sidat, adding that they are set to “revolutionise” how consumers experience snacks.
Freeze-dried sweets have quickly become a social media sensation, with TikTok spreading their popularity. “The unique texture of these sweets – a light, airy crunch that transforms familiar candy – is a hit among consumers, especially Gen-Z, who are known for seeking out new sensory experiences,” notes Sidat. “TikTok has played a key role in driving awareness, with creators sharing ASMR [Autonomous Sensory Meridian Response]-style taste tests that emphasise the satisfying crunch of these treats.
One viral TikTok video featuring a freeze-dried sweet gained 58.4 million views and over 4.1 million likes. “This explosion in popularity underscores the importance of texture in the snacking experience, signalling to retailers that freeze-dried sweets are no passing trend but a new category consumers are actively seeking,” flags Sidat.
Currently, Noomz are stocked in over 250 stores across the UK, including EG On The Move outlets, Valli Forecourts, Rontec and Brookfield Group.
Soft launch
Crunchy isn’t the only texture that has captured the imagination of the younger generation of sweet lovers. Tapping the boom in Asian snacking and nodding to traditional Japanese mochi – soft, chewy rice cakes – Fini has unveiled Mini Mochis gummies in Fruits and Berries.
“Online discussions around Asian sweet and savoury snacks are up 9% YoY [Innova Market Insights], while research shows 78% of UK shoppers now purchase Asian-inspired bagged snacks [Sensory Test SAM Research / May 2025], underlining the growing mainstream appeal of the category,” says Steven Greaves, Managing Director UK and Ireland at Fini.
Consumer research shows strong sensory appeal of the range, with shoppers responding particularly positively to the chewy mochi texture and bold, fruity flavour profiles [ibid], helping the range stand out on shelf and drive engagement beyond novelty alone.
The launch is in conjunction with wholesaler Parfetts, where Fini has seen rapid growth driven by a focus on innovation and in-depot activation. Over the last 52 weeks, Fini has become the fastest-growing brand in total confectionery at Parfetts, delivering 37% growth and outperforming both competitors and the wider category. The brand now sits within the wholesaler’s top 10 confectionery suppliers, supported by front-of-depot displays, in-depot sampling and a full digital takeover [Internal sales data by Parfetts]. “This strong wholesale performance has translated into clear benefits for retailers, offering a low-risk way to capitalise on the growing consumer appetite for mochi,” says Greaves.
“Mochi is no longer a niche trend – it’s firmly moving into the mainstream. Our research shows strong purchase intent and standout sensory appeal, which gave us real confidence in launching Mini Mochis Fruits and Mini Mochis Berries into the UK market. What’s been especially encouraging is how quickly the range has performed in wholesale so far. There’s clear demand for something different in confectionery, and mochi delivers on flavour, texture and excitement.”
The new lines are currently available in Parfetts, Unitas, Scotmid Co-op and Spar with an RSP of £1.25.
Swizzels has also seen huge success with soft texture sweets thanks to its top-selling Squashies brand. Last August, the brand embraced consumers’ love of nostalgia to bring back Squashies Love Hearts, which first launched for Valentine’s Day 2012.
The traditionally hard tablet sweets have had a Squashies makeover, combining the classic shapes, flavours and messages of the original treats with the signature soft texture of Squashies to appeal to a wide range of consumers.
Another mega trend for sugar confectionery is sour. “Sour flavours remain one of the biggest trends within confectionery,” says Clare Newton, Trade and Shopper Marketing Manager at Swizzels. “New creations in this category, such as our HFSS-compliant Squashies Sour Shooting Stars, were a big hit with shoppers last year, and the ongoing appetite for bold, sour flavours will be reflected in our NPD in 2026.”
Nash concurs that sour still packs a punch in the confectionery sector. “We’ve seen a rise in demand for the sour candy segment in particular [Kantar latest 52 weeks 29/09/24],” she says. “Sour Patch Kids is growing by 26.9% [Nielsen, Confectionery, Total Coverage, Sugar share bags, data to 17/05/25], and is the fastest growing candy brand over the past five years [Nielsen Joyful Candy 05/10/25].” The brand launched a limited-edition Blue Raspberry flavour last August, which followed on from the release of a Strawberry variant in 2024. At the time of launch, the firm pointed to Mintel research, which showed that more than three-quarters of young adult shoppers eat jelly sweets at least once a week.
Last month saw the arrival of Aero Caramel flavour Bubbles across the UK and Ireland.
The new treat from Nestlé combines smooth caramel flavour bubbles in a milk chocolate and caramel flavour shell.
Rachel Beaufoy, Marketing Manager for Nestlé Confectionery, says: “We’re so pleased to be expanding our much-loved Aero Bubbles range with a flavour we know Aero fans adore. Aero Caramel flavour bubbles bring together our signature bubbly texture with a smooth caramel flavour, offering a bubbly smooth treat that’s perfect for sharing. It’s a great way to kick off the year, and we can’t wait for chocolate fans to enjoy this delicious new addition to the Aero family.”
Established in York in 1935, Aero is more than 90 years old and is still made at Nestlé’s York factory today.
Like all chocolate Aero products, the new Caramel flavour bubbles are made with milk from First Milk farmers in southwest Scotland and Rainforest Alliance Certified cocoa.
Aero Caramel flavour bubbles join Aero Bubbles Peppermint in the range, alongside the wider Aero portfolio.
Extra functionality
Mars Wrigley has also been focussing on a young adult audience with its new Extra Plus gum, which launched exclusively on TikTok Shop earlier this year, before arriving in Tesco. The three-strong range is set for a wider roll out next month.
Lauren George, External Communications Manager, Mars Wrigley, discusses the current trends influencing confectionery and why the Extra launch will appeal to its target under-30 demographic.
“Personalisation remains popular, but not just in the form of customised packaging for special occasions; we are seeing it take the form of consumers seeking out products that support individual dietary preferences and lifestyles,” she says. “This means vegan options, reduced-sugar variants, and even functional confectionery with added benefits. Consumers want to feel that products are designed for their specific needs and values.”
She claims that the confectionery category is evolving at an unprecedented pace, “arguably the most significant transformation we’ve seen in our nine decades of operating”. This shift in snacking behaviour reflects how consumers are seeking moments of indulgence and convenience, while balancing economic realities, she observes.
“At the same time, cultural relevance matters more than ever. But this isn’t about chasing trends for novelty’s sake – it’s about creating meaningful connections that feel authentic and enduring. Snacking today is shaped by social media virality, health-conscious choices, and a desire for affordable indulgence.
George states that the tension between speed and substance brings a challenge for heritage brands like Mars Wrigley. “As snacks and flavours go viral, we must balance cultural relevance without compromising the trust and timelessness that our consumers expect,” she says. “Our Extra Plus launch highlights our commitment to innovation in this space; a premium gum range with new ingredients, designed to support modern lifestyles and everyday intentions.”
Sugar-free Extra Plus Chill comes in Watermelon flavour, with niacin (vitamin B3) which contributes to normal psychological function. There’s also Extra Plus Deep Clean in Spearmint flavour, with xylitol and Mint Scrub, which helps the mouth to feel clean and can help to reduce surface tooth stains after 12 weeks (in conjunction to normal tooth brushing). Finally, there’s Extra Plus Hydro in Peppermint flavour, with Quadro Blend to help keep the mouth feeling refreshed.
Consumer trends in the UK Sugar and Gum Confectionery Market show a growing interest in reduced-sugar and fortified sweets, with 66% of consumers preferring reduced-sugar products enhanced with vitamins and minerals, states Mintel’s 2025 Sugar and Gum Confectionery Market Report. “Health concerns, especially around dental health and calorie content, are significant barriers, with many consumers opting for sugar-free gum as a healthier alternative,” notes Mintel, adding that younger age groups, especially 16-34-year-olds, are the core consumers.
“Gen Z is driving demand for functional, eco-friendly sweets with unique flavours in the Confectionery Market,” says the firm. “Brands are responding with sustainability, innovation, and a focus on dental health to meet evolving consumer preferences for indulgence with wellness.”
Cadbury Bournville has been broadening its appeal by developing new flavours.
Last year, the brand introduced Chopped Hazelnut and Salted Caramel variants to broaden its appeal. What’s more, the launch was supported by a clever campaign and brand platform ‘Made to be enjoyed, not endured’. The punchy campaign positions Bournville as the antithesis of bitter hard-to-enjoy dark chocolate. It distances the brand from any perceptions of pretentiousness that consumers may have around dark chocolate, promoting Bournville as “Nothing fancy. Or schmancy.”
At the heart of the campaign is a comic film that follows two puffed-up dark chocolate aficionados locked in a game of escalating one-upmanship trading obscure cacao origins and elaborate tasting notes.
“This campaign is a confident reappraisal of a chocolate that’s been quietly loved for decades,” says Nash. “Part of Cadbury, Bournville is a fabric-of-the-nation brand. With this campaign, we’re bringing Bournville back into the national conversation – but in a way that reflects the times.”
As a result of the innovation and the above the line campaign, Bournville has seen +38% value share sales growth [Nielsen Total coverage L24w we. 8.11.25], delivering +0.7ppt share growth for the dark chocolate category as a whole [Kantar Worldpanel 24w block – total market].
