Multiple factors that influence consumer behaviour. There is, of course, the enduring influence of social media. Through platforms such as TikTok with viral challenges, trends, and integrated retailing, can light the that sees demand explode for retailers of all kinds. From tongue-torturing challenges based on sour sweets to candy salads, social media can supercharge trends of all natures. Of course, it works both ways and knowing what’s on trend can help to grow your digital footprint, too.
Another aspect of the online community is that it’s global, meaning shoppers lust after variations they don’t see every day – such as the clamour for Cadbury’s Australian and Irish bars.
Looking at the world of confectionery as a whole, there are distinct patterns that highlight the trends that are making headway and promising to shape the market for the foreseeable future. From powerful flavours to leveraging brands that resonate and consumer lifestyle factors, here’s what is going on at the moment in the confectionery industry.
You’ll no doubt have heard us mention just how popular sour sweets are in the past, and you are more than likely to hear it again. This trend is most definitely not a fad, with sour takes on all manner of sweets still selling strong – and new sour sweets being regularly released, too. The breadth of the trend shows its significance, ranging from gummy favourites such as Haribo Tangfastics to Brain Licker and other sour liquid candies, American favourites in Sour Patch Kids and Sour Punch, and even drinks. Yes, you read that right, sour candy brands such as Warheads and Brain Licker have their own ranges of sour cans.
This love of tangy treats is nothing new as we said, but for millennials and generations X and Y, these flavours hold nostalgic appeal. Throwing it back to childhood when they would see how long they could handle a classic Toxic Waste or Warheads sweet, this nostalgia fuels the ongoing popularity1. Both of these brands are alive and well today, too, each thriving with increasingly diverse ways to share their face-scrunching flavours.
Who would have thought that the process used to prepare food for space would blow up in the confectionery industry? Few, perhaps, but freeze-dried sweets is a trend that has certainly taken off. Sweets that have been dehydrated using the technique vary from gummy favourites to popular sweets such as Skittles and other household favourites. The process locks in the flavour of everyone’s favourite sweets whilst the texture explodes into a light and crispy delight. This trend is still gaining momentum in the UK, but global markets have shown that the unique factor of the treats is really exciting sweet-toothed shoppers.
Here at Hancocks, you’ll find a selection of Igloo Freeze Dried Pic n Mix pouches that are perfect for dipping your toe into the craze. Available in Pink, Blue, and American varieties, the resealable 90g pouches will stand out on shelves and without doubt tickle the fancy of curious customers.
Another trend that is certainly not a bolt from the blue, but consumers are evidencing their commitment to healthier lifestyles with their shopping habits – even when it comes to snacking and treats2. Across their daily eating habits, both in-store and at home, shoppers are seeking healthier options all the time. There has been a trend of consumers seeking value, and whilst that hasn’t dissipated, they are also seeking health benefits from their snacks3. A common example of these are high-protein snacks, whilst other functional benefits shoppers look out for include added vitamins, active ingredients and gut health benefits.
Shoppers haven’t turned their back on snacking or sweet treats, but many feel guilt when they do indulge4. As the range of better-for-you options continues to grow, working them into your range will help meet customer expectations and retain sales that may have been lost. The Healthier at Hancocks range brings together a smorgasbord of great-tasting products that are perfect for engaging health-conscious shoppers in-store. With vitamin-boosted and energy drinks, treats that prioritise protein and mouth-watering savoury treats such as nuts, trail mix and energy bars, our range suits those building a range for the first time as well as those with an established offering.
Differentiation is a tried and tested way for manufacturers and brands to make their products stand out. Bold flavours always catch the eye of shoppers, but recent trends such as pickles in spicy or sour sauces evidence the fact that adventurous consumers are seeking out wild and wonderful flavours.
Social media hype and challenges are often the driving force behind the sudden popularity of bizarre flavours – last year’s obsession with pickles is the prime example. This trend may not be growing at the same rate this year, but it is here to stay with lines like the Sour Punch Pickle Roulette Straws. Stand-alone trending sweets like these are a great way to engage shoppers, they are fast-moving and often hard to predict. Combining 10 classic flavours with 10 less desirable ones, the Jelly Belly Bean Boozled Spinner Gift Box also proves that shoppers cannot resist the adrenaline that comes with a potentially tasty gamble.
The flavours that are proving popular this year may not be extreme, but some are edging towards it. Consumers are enjoying spicy flavours – and the spicier the better1. Savoury snacks such as Takis Fuego Corn Chips, Chipoys Fire Red Hot Chips and Cheetos Puffs Flamin’ Hot are clear examples of this. However, the trend spreads to sweets, too. The Vidal Fire Peppers are a tub of hot and spicy fruit-flavoured gummy sweets which are quite out of the ordinary.
Consumers are also leaning into flavours from around the world when snacking1. We have seen this in the UK with the ongoing clamour for American candy over recent years, and shoppers continue to be excited by the chance to experience different cultures through taste. Currently, shopper habits are showing an interest in flavours from Asia, with snacks like Tuk In Bombay Trail Mix a prime example. Available in Mango Chutney, Red Chilli, and Lime Pickle varieties, consumers can take their tastebuds on a flavourful voyage. This avenue can prove valuable to businesses as shoppers who snack regularly are snacking more frequently, too5.
An interesting development in recent times is that manufacturers have been placing more focus on their core brands as opposed to inventing new brands1. Keeping core flavours and household names at the heart of new products brings the safety that comes with existing consumer trust, lessening the risks involved in new releases. In turn, this adds depth to and strengthens the brand’s presence on the market – as evidenced by shopper trust in the names that they know.
Many, many brands can be highlighted as examples of this, but Barratt is an obvious one. Recent times have seen them bolster key brands including Wham and Fruit Salad with a wide array of innovative new lines that are only distant relatives to those in the original stable. New additions that use the famous flavours include various textures and shapes, novelty lollipops, gummy ropes and ice pops. All of these are very different to their original chewy forms, but consumer love of the brands and their flavours has seen them succeed and these new additions are appealing to both nostalgic shoppers and those discovering the brands for the first time. Most of your customers are likely to fall into one of these two categories, which helps explain why they are so successful.
Another way in which brands are being used is through collaborations. The pull of familiar names is the selling point here as it combines the appeal of both brands in a single package. A prime example of this is the KitKat Chunky Biscoff White Chocolate Bar.
Oreo is an example of a brand that has lent its flavour to some popular – the chocolate and creme biscuit has collaborated with many other brands such as Cadbury, in the Dairy Milk Oreo bars, whilst it has also ventured into the healthy and better for you sector in the form of Grenade Oreo and Oreo White Protein Bars.
Whilst these may be the flavours of the moment, some tastes never go out of style. As well as scouring the globe to source the latest confectionery trends, we’ve got a range of sweets, chocolates and timeless confectioneries and snacks, too.
We’re home to the UK’s largest range of pick n mix, with everything from fizzy animal shapes to nostalgic favourites. You’ll also find a huge range of chocolate from the biggest names like Cadbury, Lindt and Mars, as well as bulk bags of chocolates that are perfect for repacking. Our range also includes snacks, crisps, and biscuits, as well as drinks and ice pops and the Healthier at Hancocks range. With everything from delicious vitamin drinks to irresistible high-protein treats and much more, these products make it easy to keep up with consumers’ lifestyle choices.
For more than six decades, Hancocks has been serving independent businesses and retailers of all kinds with our ever-growing range of the best wholesale confectionery. Today, we’re the UK’s largest confectionery wholesaler and still striving to grow our range and help our customers. With our amazing range available to shop online, as well as in our 14 wholesale stores, plus Click & Collect, you can get the wholesale sweets you need whilst shopping your way. As always, if you have any queries, about stock or delivery services, simply get in touch – we’re more than happy to help!
1 David Banks: Top Trends – 2024 Sweets & Snacks Show (LinkedIn).
2 Kantar: Shoppers looking for healthier products more often than they think.
3 Mordor Intelligence: Snacks Market in the UK Size & Share Analysis – Growth Trends & Forecasts (2024-2029).
4 Mintel: Consumer Snacking Market Report 2023.
5 Mintel: UK Crisps, Savoury Snacks and Nuts Market Report 2024.
