Beyond chocolate
The next few months will be awash in holidays, religious observances and other celebrations. That can only mean one thing: It’s time to break out the candy bowl(s).
“Seasons and holidays are something many look forward to celebrating with chocolate and candy, ” said Caitlin Servian, brand manager of Peeps and seasonal candy at Just Born, Inc.
That first bite of a piece of candy may transport us back to our childhood, but the candy aisle has undergone quite the transformation lately.
We’re talking new—and sometimes unexpected—flavors, textures, pairings and collaborations. In short, there’s a lot more to decide than milk or dark chocolate (though that’s still a tough choice).
“The candy aisle is indeed a dynamic and ever-evolving space, driven by changing consumer preferences and broader food trends,” Servian said. “Among these preferences is texture as a key differentiator, with candies offering multisensory experiences, such as chewy gummies with juicy fillings or crispy shells paired with soft centers. Additionally, there's an increasing demand for visually appealing candies that are vibrant in color and fun in shape, catering to the social media-savvy consumer.“Innovation is essential in the candy aisle as it reinforces this space as a source of excitement and discovery.”
One cause for change: a generational shift in flavor palate.
“Treating and snacking trends are changing at warp speed,”said Mike Gilroy, vice president of trade development and sponsorship for Mars Wrigley Confectionery. “We are accelerating the pace of change and working quickly to find innovative new ways to reach consumers, including Gen Z, while also satisfying existing users.
“As Gen Z continues to gain buying power, we’re looking at generational trends to make sure we’re staying relevant and bringing in new users, while also satisfying existing users. In particular, Gen Z’s interest in different textures and the general rising demand for convenient and on-the-go format options are leading to innovation.”
In Mars Wrigley’s inaugural Halloween report, “Tricks, Treats and Trends,” the company found that while chocolate is generally preferred among all candy purchasers (88%) as the reigning favorite flavor of Halloween, gummies are a favorite among younger generations (56% millennials and 60% Gen Z).
[Read more: Candy land]
In fact, gummy and jelly brands reported $4.83 billion in sales in 2022, up 13.7% from 2021, according to findings from research firm IRI. As a result, confectioners are pulling out all the stops with offerings from well-loved brands, introducing new products and releasing a bevy of fresh flavors.
The Hershey Company has launched two new gummy lines: Jolly Rancher gummies and Shaq-A-Licious XL Gummies. The latter line, inspired by NBA legend Shaquille O’Neal, features the Original, with gummies molded after O’Neal’s face, and Sours, offered in three shapes and flavors celebrating his career as a basketball player and entrepreneur.
“Within the gummy space, we've found that consumers are seeking flavors beyond the typical offerings—especially unique sour flavors,” said Mark Pestana, senior director, team lead drug channel at Hershey.
Pestana said ropes are the second-fastest-growing form in the sweets category. Hershey has launched Jolly Rancher ropes, which combine the fruity flavors of Jolly Ranchers in a chewy rope form, and Jolly Rancher Chewy Poppers, designed to deliver a burst of flavor and texture with every bite thanks to its candy shell, chewy core and fruity center. Hershey also launched Ice Breakers Flavor Shifters, a new sugar-free gum that starts as either the wild berry or wintergreen flavor and shifts to cool mint as you chew.
In addition to their iconic Peeps Marshmallow Pumpkins, Ghosts, Monsters and Skulls, Just Born will be adding a new variety of Mike and Ike to shelves this Halloween. The Sour Spooky Treats features a trio of sour flavors: wicked watermelon, orange scream and ghoulish grape.
Mike and Ike Merry Mix will once again return for the winter holiday season alongside Peeps Marshmallow Snowmen, Trees and Stockings in the classic marshmallow flavor. For a different taste, there's gingerbread flavored Gingerbread Man, Peeps Holiday Vanilla Crème Flavored Pop and Peeps Candy Cane Flavored Marshmallow Chicks. And for next Easter, Just Born will be introducing brand-new Mike and Ike flavors and Peeps flavors, treats and merchandise.
[Read more: Hitting the sweet spot]
But there’s still no denying chocolate’s appeal, which has been turned up a notch.
Just Born is bringing back the Halloween variety of Goldenberg’s’S Peanut Chews Original Dark Stand Up Bag, which features individually wrapped packages of the peanutty, chewy, chocolatey bite-sized candies.
And Mars Wrigley has brought back its Ghoulish Greens Halloween variety bag with Snickers, Twix and M&M’S. The company has also launched Snickers Pecan Milk Chocolate Bar, M&M’S Milk Chocolate Pumpkin Pie, M&M’S Peanut Butter Mega and M&M’S Peanut Butter Minis. There’s a new petite version of another non-chocolate favorite, Skittles Littles. Both minis and littles are available in tiny, reusable tubes that are convenient for on-the-go snacking.
“We are always innovating across key seasonal moments, which are essential to some of our most beloved brands that help inspire moments of happiness to consumers at times that are special and important to them,” Gilroy said.
It’s a balance between old and new, of offering consumers something they know and love with a dash of the unexpected.
Take, for instance, Hershey’s new milk chocolate bar with crunchy waffle cone pieces. This chocolate bar was inspired by the growing popularity of waffle cone flavors, which have increased by 132% since 2020, Pestana said. The company also took inspiration from the dessert menu with Reese’s Chocolate Lava Big Cup. And if you want to shake up the taste buds, there’s the Reese’s Filled Pretzels, featuring salty pretzels filled with Reese’s peanut butter. For those who don’t want chocolate, the company launchedKit Kat Vanilla, which brings a vanilla-flavored white creme to the signature crispy Kit Kat wafers.
“Consumers love our iconic brands and flavors and are eager for new experiences when enjoying our core offerings,” Pestana said.