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Exploring the Colorful and Flavorful World of Non-Chocolate Candy

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The world of non-chocolate candy is bursting with fun, colors, and unique flavors. From gummies to licorice and fruit snacks, this category has seen exciting packaging innovations and the introduction of new products that are capturing the hearts of candy enthusiasts of all ages. Let’s dive into the latest trends and discover the delightful new offerings in the candy market as reported by Snack and Bakery and sales trends from Evidnt.

Market Data:

The “non-chocolate candy” category brought in a staggering $10.75 billion in sales over the past 52 weeks, ending on March 26. This represents a 16.1% increase compared to the previous year. One subcategory, “non-chocolate chewy candy,” accounted for $5.65 million of the total sales, with a 13.7% increase from 2022.

Leading brands in the non-chocolate candy category include HARIBO, Skittles, and Sour Patch, with sales of $528 million, $495 million, and $431 million, respectively. In the licorice category, Twizzlers emerged as the front-runner, generating $354 million in sales. For fruit snacks, Betty Crocker’s brands took the lead, contributing $721 million to the total sales figure.

It’s worth noting that the non-chocolate candy market has witnessed impressive growth, demonstrating its enduring popularity among consumers.

New Products:

Innovation is at the core of the candy industry, as evidenced by the array of exciting new products hitting the market. Let’s explore some of the highlights:

  • Solely, a company based in La Jolla, CA, introduced a new variety to its Organic Whole Fruit Gummies Line: Mango Passionfruit. These gummies combine whole organic fruit with a touch of Vitamin C, offering a portable and organic snacking option.
  • Trolli and SweeTARTS, brands under Ferrara, launched colorful and flavorful treats inspired by consumer preferences for dual textures and powerful flavor combinations. Trolli Sour Duo Crawlers feature gummi worms with one soft, airy side and one chewy, gummi side, delivering a multisensory experience. SweeTARTS Gummy Fruity Splitz are single fruit-flavored, poppable gummies that split into two sides, offering consumers the best of both sweet and tart flavors.
  • Frankford Candy introduced the Kraft Heinz Gummy Snack Pack, which includes fruit-flavored gummy candies inspired by iconic food brands like Kraft Mac & Cheese, Oscar Mayer Hot Dogs, and Claussen Pickles. This candy has been a hit with consumers, leading to increased retailer sell-through.
  • Gummi Pop Surprise unveiled a wide portfolio of surprise gummy flavors, shapes, and colors. Each Gummi Pop Surprise theme features exclusive gummy candy flavors and shapes. Their “Holiday Hunt” collection, for example, includes seasonal-specific shapes and flavors like Easter and Christmas.
  • Nassau Candy’s Clever Candy Everyday Packaged Line offers an assortment of best-selling bulk gummies now in packaged form. This expansion allows more retailers to offer the excitement and fun of bulk gummies. They also introduced Individual Color Bestie Bears Gummy Bears, offering single-color gummies in 12 different flavor and color combinations.

These are just a few examples of innovative and delicious candy options hitting the market. Candy brands continue to push boundaries to deliver delightful and engaging experiences for consumers.

Sustainability and Trends:

In addition to innovation, sustainability has become an important focus for candy brands. Consumers are increasingly seeking brands that prioritize sustainability and take steps to minimize their impact on the planet. Companies like Solely are committed to sourcing organic produce and implementing regenerative farming practices. They also utilize imperfect produce, reducing food waste by diverting approximately 20 million pounds of it to date.

Transparency is another key trend in the candy industry. Consumers want to know the story behind the brands they support, including where and how their products are made. Many brands are using their packaging to communicate their sustainability initiatives and ingredient transparency.

Other notable trends driving growth in the candy market include indulgence, permissible indulgence (great-tasting treats that align with a healthy lifestyle), mood enhancement, and product transparency. Consumers are also becoming more conscious of their environmental impact and expect brands to prioritize sustainability in both production and packaging.

Looking Forward:

The candy industry shows no signs of slowing down, and candy enthusiasts have plenty to look forward to in the coming months. New product launches and exciting flavor combinations are on the horizon. Manufacturers are exploring low-sugar options to meet dietary trends, while plant-based gummies are emerging as an area of growth.

Packaging will continue to play a crucial role, with vibrant colors and interactive elements standing out on the physical and digital shelves. Brands that can tell their story in new, authentic, and engaging ways are likely to captivate consumers and develop strong brand loyalty.

Ultimately, the non-chocolate candy market is a colorful and flavorful world filled with delightful treats. With new product innovations and a focus on sustainability, candy brands are continuously enticing consumers with exciting flavors and packaging. So, whether you’re a gummy aficionado or a licorice lover, get ready for a sweet adventure as the candy industry continues to evolve and delight our taste buds.


The non-chocolate candy market is thriving with exciting packaging innovations and unique flavors. With a 16.1% increase in sales compared to the previous year, this category remains a favorite among consumers. Candy brands are introducing delightful new products, such as Solely’s Organic Whole Fruit Gummies Line, Trolli Sour Duo Crawlers, and Frankford Candy’s Kraft Heinz Gummy Snack Pack. Sustainability and transparency are important trends, with brands prioritizing regenerative practices and communicating their initiatives through packaging. Looking ahead, the candy industry will continue to innovate, offering new flavor combinations and sustainable options to captivate candy enthusiasts.

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