For decades, chocolate dominated the confectionery category. But over the past 20 years a quiet shift has been underway: non-chocolate candy, such as gummies, hard candies, and ropes, has been on the rise.
For example, gummies grew 11.8% in the last five years compared to chocolate at 6.3%, according to Circana. This trend is being fueled primarily by Gen Z and millennials, whose snacking preferences favor bold, experiential, and sugar-based snacks over traditional formats.
The way consumers are turning to candy is evolving. They no longer see it as an indulgence, but now sales are backed by novelty and excitement. Recent research by Mintel and GNPD shows that 62% of U.S. consumers expect brands to deliver multisensory experiences and intense emotional responses, primarily through flavors. In addition, nearly half are also seeking confectionery options that align with broader wellness trends, such as reduced sugar, natural ingredients, or added vitamins.
Building a snacking portfolio
These shifts are opening the door for brands to rethink how they develop and position their products. Success now means building a portfolio that reflects the way people really snack, offering the right mix of flavors, formats, and moments that keep them coming back. At The Hershey Company, that approach comes to life through a focus on bold, high-potential bets, faster production timelines, deep consumer insight, and a wider variety of pack types designed to meet different needs and occasions.
An integral part of this strategy is weaving consumer insight into every stage of innovation focusing on real consumer behavior, needs, and trends. Innovation is no longer focused on research and development timelines, but is culture-driven. Leading confectionery companies are drawing from cultural trends, viral social media content, and direct consumer feedback to inspire product innovation and supply a mix of pack type formats.
For example, when freeze-dried candy began trending on social media, The Hershey Company quickly developed Jolly Rancher Freeze Dried, bringing a viral moment to retailers with the iconic flavors consumers love. Other formats like zero-sugar offerings, dual-texture mashups, and bold and sour flavors have also moved from social media trends to mainstream retail shelves.
Speeding up development cycles
Speed of production is another emerging priority. Traditional product development cycles, often 18–24 months, are being compressed to under a year through streamlined decision-making and closer collaboration with retail partners. This allows companies to respond more quickly to fast-moving trends and avoid missing peak moments of consumer interest.
Seasonal and occasion-based offerings are also evolving. Historically, non-chocolate sweets underperformed during high-visibility seasonal occasions such as Halloween, which chocolate brands dominate. By embedding sweets into seasonal variety packs, standalone packs or, combining them with chocolate offerings, companies are expanding trial and building cross-brand loyalty. This strategy ensures products are part of the mix that consumers hand out and share during these key occasions.
The broader takeaway for the confectionery industry is clear: growth in the sweets aisle belongs to the players who can stay culturally relevant and move fast. Today’s consumers are not just looking for a sweet fix. They are looking for experiences that surprise and delight, delivered in formats that fit seamlessly into their snacking lives. Those who can innovate quickly, connect meaningfully, and adapt to shifting tastes will shape the next chapter of the non-chocolate confection category.
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This post is sponsored by The Hershey Company