Insights on the Snack & Confectionary Industries - Sweets & Snacks Expo

Brian Kerester attended the Sweets & Snacks Expo in Las Vegas in May. Here are some of the current trends shaping the snack and confectionery industries:

Consumers are snacking differently, not less

Despite economic headwinds, consumers continue to snack nearly 3x per day for nutrition, energy, and enjoyment. The biggest shift is in what they are choosing. GLP-1 users are not leaving the category; they are gravitating toward smaller portions, higher protein options, and lower sugar products.

"Healthy enough" is winning

Consumers increasingly seek products that deliver functional benefits without sacrificing taste. The sweet spot is no longer pure indulgence or strict better-for-you offerings, but products that balance both. Brands that can combine protein, cleaner ingredient lists, and better nutrition with a satisfying eating experience are outperforming the market.

Flavor remains a powerful growth driver

Bold flavors, spicy profiles, global influences, and unique textures continue to attract consumers. In confectionery, sour flavors, novelty formats, and nostalgic products are resonating with Gen Z and Millennials.

Value matters, but consumers still seek premium experiences

Economic pressure continues to influence purchasing decisions, with shoppers increasingly turning to value channels, promotions, and multipacks. At the same time, premium snacks are growing faster than mainstream offerings, especially in categories such as meat snacks, dried fruit, and products with simple ingredient lists.

Discovery is happening in new places

TikTok, social media, and in-store sampling have become some of the most influential discovery channels for both snacks and confectionery. Brands are increasingly competing not only for shelf space but also for attention online. AI is also reshaping the online marketplace, changing how consumers discover, evaluate, and buy products.

Innovation remains essential

Confectionery continues to be one of the most innovative categories in food and beverage, with strong growth in gummies, novelty products, seasonal offerings, and gifting occasions. Brands that continue to innovate while adapting to changing consumer preferences are best positioned for long-term growth.

Trust is becoming a competitive advantage

Consumers are paying closer attention to ingredients, artificial colors and flavors, and overall product transparency. As private label gains share in snacks, clearly communicating a brand's value p

roposition has become increasingly important.

The snack and confectionery categories continue to evolve alongside changing consumer preferences, health considerations, and economic realities. The brands that succeed will balance value, flavor, innovation, and trust while remaining adaptable in a dynamic marketplace.