On the heels of the 2025 Sweets & Snacks Expo, the confectionery and snack industries are once again proving that flavor, fun and innovation are always in demand. Held in Indianapolis, this year’s show welcomed more than 14,500 attendees and over 1,000 exhibitors — one-third of them first-timers — all gathered to spot the next big trends, connect with key retailers and explore the evolving preferences of today’s consumers.
To unpack the biggest takeaways from the show floor, we asked Carly Schildhaus of the National Confectioners Association for her take on what’s driving innovation, how brands are balancing indulgence with health-conscious habits and why the Sweets & Snacks Expo continues to be a launchpad for the next generation of snack and candy favorites.
What emerging consumer trends did you notice most prominently at this year’s Expo?
For nearly 30 years, Sweets & Snacks Expo has been recognized as the place where trends are born, providing a peek into the most-anticipated products consumers can expect to see in the candy and snack aisles in the future.
These are the top trends consumers can expect to see in 2025:
- Bold flavors: Consumers will find adventure in the candy and snack aisles, as bold new flavors and textures with inspiration from all over the world make their way to store shelves.
- Limited-time and seasonal offerings: Consumers are looking for flashy products – whether that’s seasonal products or limited time offers, they will have to get them before they are gone!
- Enhancing special moments & occasions: Candy enhances special moments, including family traditions, social gatherings, and seasonal celebrations, while snacks help consumers to savor them. Companies are meeting consumers where they want to be met with innovative new products and a variety of package sizes to suit every occasion.
Were there any standout innovations within the candy and snack categories this year?
Innovation is at the heart of the confectionery and snack industries, while still ensuring space for the classic and nostalgic products that companies have made for generations. People feel a strong emotional pull to their favorite treats, many of which fill their desire for emotional well-being – something that most consumers say is as important to them as their physical well-being.
The concept of “new-stalgia,” in which companies leverage their well-established brands and build on them by innovating related but new products and packaging, is increasingly popular. Consumers’ favorite products are being reimagined with fun and unique textures and flavor combinations, and as more consumers turn to social media to share their favorite candy innovations, confectionery manufacturers are joining in on the fun.
Further, Gen Z and millennials are a driving force behind the popularity of non-chocolate candy, which experienced standout results in 2024. Since 2019, the category has grown by nearly $5 billion – an increase of almost 70%.
How are brands balancing indulgence with health-conscious demands, especially with the rise of low-sugar, high-protein, and functional snacks?
Confectionery manufacturers are meeting consumers where they want to be met by offering more variety than ever before, which includes products that meet a range of dietary considerations and preferences. At the same time, consumers across the board understand that chocolate and candy are treats, not center-of-the-plate foods.
People in the US enjoy chocolate and candy 2-3 times per week, averaging just 40 calories per day and about one teaspoon of added sugar per day. 79% of all consumers agree that chocolate and candy can be part of a balanced diet and 94% believe that it is fine to occasionally have a piece of chocolate or candy.
What kind of impact can Sweets & Snacks have on emerging businesses and startups within the confectionery and snack spaces?
One of the many Sweets & Snacks benefits is that new-to-market and small businesses have space right alongside well-established, global brands. With thousands of retailers in attendance from across all channels of trade, the show offers a platform for all types of brands and companies as they seek shelf space and consumer engagement.
Startup Street is meant for businesses who have been in the industry for three years or less, debuting at Sweets & Snacks for the first time. Our 5×5 series allows five confectionery and five snack companies from Startup Street to present their products to a panel of retailers and receive feedback in five minutes or less.
The Most Innovative New Product Awards are a well-established launchpad for brands looking to reach the next level across a range of categories, and this year’s 12 winners, including the Best in Show and Small Business Innovator titles, showcase the full range of company and brand types present at the show.
How do Sweets & Snacks attendees benefit from being at the show?
Sweets & Snacks Expo is the largest candy and snack event in the Americas, and Indianapolis offers the space to provide a best-in-class experience for manufacturers, retailers, brokers, and suppliers. This year, we had more than 1,000 exhibitors (an estimated one-third of whom are first-timers!) and more than 14,500 attendees across 250,000 square feet of show floor for three action-packed days of trendspotting, education and relationship-building.
Only at Sweets & Snacks can you see so much innovation in one room, and the show guarantees attendees the opportunity to discover businesses that are just getting started alongside classic and recognizable brands. No matter where you turn, there’s a new and exciting product to discover.
Sweets & Snacks also offers a top-tier education program, with a particular focus on delivering content that addresses topics that are top-of-mind for attendees. This combination of business and camaraderie really sets Sweets & Snacks apart from other shows.
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