The Sweets & Snacks Expo in Indianapolis in May offered a glimpse of what consumers are craving in the candy and snack aisles. In the confectionery world, freeze-dried candy, waffle cone snacks and combining classic flavors in new ways are several of the trends growing in popularity that convenience-store retailers can consider offering to consumers.
Social Media Boosts Freeze-Dried Candy
Freeze-dried candy has seen a meteoric rise on TikTok and other social media platforms. The #freezedriedcandy hashtag has amassed over 2 billion views and continues to be a viral topic on the video platform, according to freeze-dried candy company Sow Good Inc., founded by Claudia and Ira Goldfarb. The Irving, Texas-based company in May rang the Nasdaq Opening Bell in Times Square in New York City as the first publicly traded freeze-dried candy company, proving freeze-dried candy’s influential growth is not going away anytime soon.
Freeze-dried candy not only creates a new experience for consumers but earned a top spot at the Expo. Kaysville, Utah-based company Andersen's Crazy Candy, which makes freeze-dried candy, took the top spot at the Expo in the seasonal category of The Most Innovative New Product Awards Winners for its freeze-dried peanut brittle flavor.
And it’s not just the Gen Z crowd enjoying freeze-dried candy.
“The younger crowd loves it because it's a lot of fun, but the older crowd loves it because it's the candies that they grew up with, but with different textures,” Enzo Prina, founder of freeze-dried candy company Space Age Snacks based in West Jordan, Utah, tells CSP.
“As 34% of consumers turn to social media to discover new snack foods and trends, snack brands have a prime opportunity to engage and form deeper connections with their target audiences,” said Chicago-based research firm Circana in its webinar The Snack Journey: Where We Are and Where We’re Going.
By aligning with relevant cultural moments and occasions, brands can capitalize on viral trends and ignite excitement among consumers, potentially driving increased engagement and sales, said Circana.
“As consumer behaviors continue to evolve, it’s crucial for brands to innovate and differentiate themselves in the competitive snack market,” said Sally Lyons Wyatt, global executive vice president and chief advisor of consumer goods and foodservice insights at Circana.
With 1.8 million subscribers on YouTube, Salt Lake City, Utah-based TrendyTreats was another booth at the Expo featuring freeze-dried candy. The company features various flavors of freeze-dried candy, including caramel apples and peach rings. The company's website also boasts one billion views of its freeze-dried candy.
Americans Eating More Snacks
Consumers are getting creative with food with 32% of consumers turning to social media for additional ideas, according to Snac International’s 2024 State of the Industry Report. Consumers are integrating favorite snacks into meals, up 35% over previous years, the report finds.
With 46% of Americans eating three or more snacks each day, flavor and taste reign supreme in the snacking universe, with 83% of consumers reporting they choose snacks with a flavor they prefer, Circana said.
And as consumers seek for more texture and unique flavors, waffle cone snacks were everywhere at the Expo. The Hershey Co., Hershey, Pennsylvania, debuted its Hershey’s Crunchy Waffle Cone Bars available in standard and king sizes in August. Pairing real waffle cone pieces with the iconic Hershey bar “helps meet consumers where they are” by offering a sweet and crunchy flavor experience, Momin Bhatti, Hershey’s associate manager of corporate communications, said.
Ames, Iowa-based Muddy Bites, the inventors behind the chocolate-filled mini waffle cone treats, has seen the company growing “significantly,” said Ann Leahy, vice president of sales for Muddy Bites.
In June Muddy Bites launched in about 5,000 7-Eleven convenience stores with the company’s newest flavor inspired by Girl Scout Cookie’s Thin Mints,” she said.
Gum Shows Resilience
With gum proving its resiliency in the c-store industry, Mars showed its Hubba Bubba Mini Gum in Skittles Original Flavors at the Expo. The product combines sentimental flavors in new ways, the company said.
“At Mars, we're always listening to our consumers,” said Maria Urista, vice president at Mars Wrigley. “We've consistently heard that our brand fans have a nostalgic connection to Hubba Bubba as well as from those begging for a relaunch of Skittles gum.”
Hubba Bubba Mini Gum is now available at select retailers in 40-count bottles and 120-count stand-up pouches.
Salty Snack Innovations
Category-specific data from Snac International’s 2024 State of the Industry Report reveals 37% of salty snack consumers overall, and 44% of millennials enjoy trying new types of salty snacks. The salty snacks category posted 6.9% growth with more than $31.1 billion in dollar sales, according to data from Circana for the 52 weeks ending Jan. 28.
“Salty snacks have bucked the trends with continued growth,” said Wyatt.
During the Expo, Chicago-based Kellanova debuted its Pringles Mingles, a puffy, airy salty snack with a bowtie-style shape inspired by Mr. P's signature look. The out-of-the-can and into the bag snack is the latest innovation for the iconic crisps.
“Our iconic Pringles can is part of our identity—and it’s not going anywhere—but we’re always looking for new ways to innovate and satisfy our fans’ latest cravings,” said Mauricio Jenkins, U.S. marketing lead for Pringles.
As companies in the sweets and snacks category offer new products, Wyatt said by understanding trends, “brands can effectively tailor their offerings to help consumers find the right balance and meet their evolving needs.”