Confectionery is one of the most colourful and exciting sectors in food and beverage. And it’s always changing.
From new flavours and formats to packaging innovations and exclusive collaborations.
Read on to discover the newest consumer trends and creative shifts shaping the industry as we enter 2026.
1. Multi texture and multi sensory
Confectionery is evolving from simple indulgence to a full sensory experience, and that’s a big opportunity for brands.
Consumers are actively seeking products that surprise and delight, and texture is the new frontier.
Think layered chocolate bars with puffed quinoa for crunch, caramel crisps for chew, and freeze-dried fruit for a burst of flavour.
NERDS Gummy Clusters are a perfect example - a chewy centre wrapped in a crunchy coating. This taps into the ‘playful indulgence’ trend and keeps consumers coming back for something new.
Expect to see more collaborations between ingredient suppliers and brands to deliver these complex profiles at scale.
2. Personalisation, limited editions and gifting
Personalisation is emerging as a powerful tool for brands to differentiate and build loyalty.
We’re seeing packaging that goes beyond aesthetics to include names, custom messages, and even QR codes that unlock voice notes and video greetings.
Recent examples include Ferrero’s seasonal Nutella jars featuring consumer names and Cadbury’s ‘Say It With Chocolate’ campaign.
Limited editions are another growth driver. Scarcity creates excitement, and when paired with social-share appeal, turning confectionery into a collectible.
Lindt’s seasonal truffle assortments and KitKat’s matcha are prime examples of how brands are leveraging exclusivity to spark buzz and repeat purchases. These launches often trend on social media, amplifying reach without heavy ad spend.
Premium gifting is also on the rise, with brands elevating confectionery into the luxury space.
Collaborations with fashion houses and designers are adding gravitas, positioning chocolate as a lifestyle statement.
Godiva’s seasonal collections and Pierre Hermé’s high-end partnerships with fashion houses like Dior illustrate how emotional storytelling and sophisticated packaging can justify premium pricing.
3. Functional confectionery
Confectionery is moving beyond indulgence - it’s stepping into the wellness space.
Consumers want treats that do more, and that’s where functional confectionery shines.
Protein-packed bars are leading the charge, offering the satisfaction of chocolate with the added benefit of muscle-friendly nutrition. Brands like Grenade and Quest have turned high-protein chocolate bars into mainstream favourites, proving that indulgence and fitness can coexist.
Gummies are also getting a functional makeover - fortified with vitamins, minerals, and even postbiotics for gut health. And it doesn’t stop there. Sleep-support gummies infused with melatonin and magnesium, and bone-health chews enriched with calcium, are carving out space in the better-for-you category.
The challenge? Delivering functional benefits without compromising on flavour. Because, if it doesn’t taste great, consumers won’t come back for more.
4. AI-driven insights
Artificial intelligence is becoming a secret weapon in spotting emerging trends before they hit the mainstream.
Tools like Puratos’ Taste Tomorrow use AI to analyse global consumer data and predict flavour and texture preferences, helping brands stay ahead of the curve.
On the other side of the equation is transparency, which consumers now expect as standard. Bean-to-bar storytelling, ethical sourcing, and sustainable supply chains aren’t just nice talking points, they’re purchase drivers.
Brands like Tony’s Chocolonely have built entire identities around fair trade and traceability, while Lindt and Valrhona highlight origin stories to reinforce quality and ethics.
Packaging is part of this narrative too - eco-friendly materials, compostable wrappers, and minimalist designs signal responsibility without sacrificing shelf appeal.
5. Bold flavour exploration
Confectionery is getting adventurous, and consumers are loving it.
Global flavours and unexpected spice combinations are moving from niche to mainstream, giving brands a chance to stand out.
Think gochujang for a sweet-heat kick, chipotle for smoky depth, or dessert-inspired twists like tiramisù and pistachio in chocolate bars.
These flavours tap into the growing appetite for culinary exploration, turning everyday treats into a taste adventure.
Street-food fusion is another emerging trend shaping innovation and new product development as we enter 2026. Savoury-sweet mashups inspired by global street eats are influencing premium snack confections.
For brands, this trend is about more than novelty, it’s about storytelling. Consumers want experiences that connect them to culture and creativity.
By partnering with flavour houses and leveraging culinary trends, manufacturers can deliver products that feel fresh, premium, and shareable.
Confectionery: 2026 and beyond
As we head into 2026, confectionery is evolving into something far more dynamic than a simple indulgence. It’s about experiences, storytelling, and delivering value beyond taste.
Multi-textured formats, bold global flavours, personalised packaging, and functional benefits are redefining what consumers expect from their favourite treats.
Technology and transparency are shaping trust, while collaborations and limited editions are turning chocolate and candy into lifestyle statements.
With AI-driven insights guiding innovation, and sustainability becoming a core expectation, the brands that combine creativity with conscience will lead the way.
