As awareness of global environmental challenges grows, consumers increasingly seek autonomy and self-expression in their confectionery choices. They are carefully evaluating the products, brands and values they support at the tills.
“Confectionery manufacturers are meeting consumers where they want to be met by offering more variety than ever before, which includes products with specialty ingredients,” says Carly Schildhaus, director of public affairs and communications at the National Confectioners Association (NCA).
Growth in vegan treats
As such, as interest in animal-free consumer packaged goods rises, vegan chocolate and non-chocolate confectionery continue to gain ground. According to the NCA’s State of Treating report, spending on vegan chocolate rose by 19.2% from 2023 to 2024, while spending on vegan non-chocolate treats increased by 20.7%.
As brands and consumers align more closely with the United Nations’ Sustainable Development Goals (SDGs), there’s growing pressure on formulators to offer personalised options that balance sustainability with individual needs.
Indulgence meets innovation
While plant-based and functional alternatives are gaining traction, traditional sweet treats still dominate research and development pipelines. Mintel data reveals that 60% of UK consumers choose chocolate for its indulgence, highlighting its enduring appeal.
New product development (NPD) is focusing on fun, nostalgic and adventurous experiences. According to flavour and ingredients supplier Esarom, nearly three-quarters of global consumers say personalised food influences their buying decisions—and 30% cite it as a key driver.
Health and sustainability trends
Health-conscious consumption is also shaping the confectionery market. In the UK, 40% of consumers are seeking healthier options with fewer harmful ingredients. Plant-based chocolate products have seen a 6% compound annual growth over the past four years, with “vegan” emerging as a top-five claim in 2024.
As plant-based becomes synonymous with both health and sustainability, brands are expected to innovate with offerings that cater to both indulgent and wellness-focused shoppers.
Non-vegan still has a place
For many brands, ingredients like dairy, honey and gelatine remain central to product formulation and marketing, offering specific flavours, textures and finishes that are difficult to replicate.
“Non-vegan ingredients help brands tap into familiarity and nostalgia while positioning products at accessible price points,” notes Schildhaus. Major confectioners continue to expand vegan SKUs alongside their traditional lines, giving consumers more options without abandoning core products.
Categories staying non-vegan
Some confectionery formats remain closely tied to their non-vegan roots:
Chocolate mash-ups: Cadbury’s new-for-2025 Dairy Milk & White Half & Half Ultimate Egg and limited-edition Twirl White Dipped bar mix milk and white chocolate in one product.
Marshmallows: Brands like Sugar Rush Marshmallows and The Marshmallow Co. rely on gelatine for texture and stability.
Gummies: Products such as Maynards Bassetts Wine Gums and Nerds Gummy Clusters use gelatine for their chewy consistency.
What Gen X and Gen Alpha want
While vegan options still represent a small share of the $54bn (€48bn) confectionery market, younger generations are driving change. “Younger consumers in particular are demonstrating a greater interest in organic, vegan and reduced sugar options,” Schildhaus explains.
Generation Alpha (born 2010–2024) prioritises environmental values, brand integrity and reduced sugar. However, only 7% identify as vegan, according to a 2023 YPulse survey. Instead, they favour products with strong eco-credentials over specific plant-based claims.
Expected to command $5.46 trillion (€5.1 trillion) in spending by 2029, Gen Alpha is becoming a key target for brands eager to meet their expectations with innovative and responsible products.
Balancing indulgence and ethics
The vast majority of consumers still see chocolate and candy as occasional treats. According to NCA, 79% agree confectionery can be part of a balanced diet, and 94% say it’s okay to enjoy a sweet now and then. “Whether they’re enjoying their favourite treats in classic formulations or trying a vegan alternative, consumers across the board understand that chocolate and candy are treats, not centre-of-the-plate foods,” adds Schildhaus.
As consumer expectations shift, the confectionery industry is walking a tightrope—balancing indulgence, health, sustainability and personalisation.
