Gen Alpha and Beta: Confectionery’s next battleground

Gen Alpha and Beta shape confectionery innovation: overview

• Confectionery revenues expected to exceed $648bn in 2026 globally
• Gen Alpha and Beta are already influencing confectionery innovation
• Freeze-dried sweets are driving demand through novel texture experiences
• Sour flavours are gaining popularity over traditional sweet profiles
• Brands must balance child appeal with parental expectations

Confectionery sales are skyrocketing.

Revenues are expected to exceed $648bn (€558bn) in 2026 and continue to growing at a CAGR of 5.63% over the next five years (Statista).

And, as that growth continues, attentions are turning to the trends shaping the tastes of the generations set to define the industry’s future – and we’re not talking about Millennials or even Gen Z.

No, the attentions of the biggest confectionery companies in the world are now firmly fixed on Generations Alpha and Beta, aka Gen A and B.

Changing trends

Born into a world of smartphones, social media and AI, the digitally native Gen A and B are already influencing household purchasing decisions and redefining expectations around brands, products and experiences.

And while many may be years away from having significant spending power of their own – Gen B is, after all, just one year old – their preferences are beginning to shape innovation pipelines across confectionery.

New textures, in particular, are proving popular with young consumers.

“Products that offer a unique eating experience are attracting more attention than traditional candies,” confirms Shivya Puri, senior research analyst at market intelligence firm Mordor Intelligence.

Leading the trend is freeze-dried confectionery. What began as a niche curiosity has become one of the category’s hottest segments, with consumers drawn to its crunchy texture, intensified flavours and unique eating experience.

By removing moisture from traditional candies, manufacturers can transform familiar products into something entirely new, turning chewy gummies into crisp, airy bites that deliver a satisfying crunch, with recent examples including freeze-dried versions of Skittles, gummy bears and Twix Bites.

The trend has been fuelled by social media, where videos showcasing the dramatic texture transformation have attracted millions of views and helped introduce the category to a new generation of consumers seeking novelty and shareability.

Flavour preferences, says Puri, are also changing fast, with a noticeable shift towards sour over sweet.

That evolution is being driven in part by younger consumers’ appetite for more intense and adventurous taste experiences. Rather than traditional sugary profiles, Gen Alpha and Beta are gravitating towards products that deliver a bigger sensory hit, whether that’s sour, spicy, tangy or a combination of contrasting flavours.

Sour confectionery has been a particular beneficiary of the trend. From extreme sour gummies and chewy candies to products combining sour coatings with sweet centres, brands are introducing bolder flavour profiles designed to create a stronger emotional and sensory response.

Meanwhile health and sustainability are also driving sales, as younger consumers prioritise them in purchasing decisions. These priorities, says Puri, are much stronger than those seen in older generations.

Finally, but perhaps most importantly, the way younger consumers are discovering new confectionery products is also changing.

Nearly half (48%) of Gen Z consumers find new confectionery through TikTok. This is in comparison to just 1% of Boomers. “Social media has become one of the most important channels for introducing new confectionery products to younger consumers,” confirms Puri.

Brands are even using gaming platforms to engage with younger consumers. Recent examples include Sour Patch Kids launching a Roblox experience that allowed players to earn candy coupons through gameplay, and Hi-Chew partnering with Fortnite to create custom in-game experiences, with three of its branded maps becoming permanent features.

Artificial intelligence (AI) is also beginning to play a role in how confectionery brands connect with younger consumers. From personalised marketing campaigns and tailored product recommendations to interactive digital experiences, it’s giving new tools to build stronger connections with younger audiences online.

But it’s not all about social media. Parents, says Puri, still have a huge influence on what their kids are influenced by and are willing to try. In fact, they play “the biggest role” in Gen Alpha and Beta’s confectionery purchases.

So, what do parents want?

The answer, says Puri, is simple – quality ingredients, nutritional value and product safety.

This means confectionery brands need to appeal to both children and their parents.

“Products need to capture children’s interest through fun flavours, unique textures and engaging marketing while also giving parents confidence through clear ingredient information, clean-label claims, and healthier product positioning,” says Puri.

Powering confectionery’s future

The confectionery products likely to shape the next decade will look markedly different to those that dominated the last.

Innovation is moving beyond flavour to become much more multi-dimensional. Texture, sustainability credentials, health impact, digital engagement and how consumers discover products are influencing purchasing decisions.

For manufacturers, success increasingly depends on combining multiple elements – novel textures, bold flavours, strong social media appeal and values that resonate with both children and their parents.

This shift is also changing the pace of innovation. Trends can emerge overnight on TikTok, gain momentum through gaming platforms and quickly influence product development pipelines. As a result, confectionery brands are being pushed to respond faster to changing consumer expectations while finding new ways to stand out in a crowded market.

That shift is also changing how products are developed. Social media trends can emerge and disappear in a matter of weeks, creating pressure for faster innovation cycles and greater responsiveness to consumer feedback.

At the same time, advances in AI and data analytics are giving manufacturers new ways to identify emerging preferences before they reach the mainstream.

For brands targeting Gen Alpha and Beta, innovation is becoming less about predicting the next big trend and more about continuously adapting to evolving consumer expectations. A successful launch may need to be visually shareable, texturally distinctive, value-led and parent-approved all at once.

As younger consumers exert greater influence over household purchases and become consumers in their own right, innovation strategies will need to evolve alongside their tastes, values and digital habits.