Unwrapping Flavors, Texture, And Function: The Multi-Sensory Candy Revolution

Americans have a sweet tooth. Flavor Dynamics is one of the best flavoring companies in the US, recognized for our broad, multipurpose sweet flavor library. From water- and oil soluble chocolate and candy applications to custom confectionery flavor creation, our laboratory delivers solutions designed to match your specifications. Our flavor chemists formulate great-tasting confections without sugar or artificial sweeteners. To meet consumers’ growing demand for clean ingredients, we provide natural sweet flavors that satisfy any sweet tooth.

Innova’s consumer research found that nearly half of all consumers in the US and Canada treat themselves to sugar confectionery products as part of their daily routine. 1 in 2 of these consumers purchase sugar confectionery products during an average grocery store visit. People in the U.S. enjoy chocolate and candy two to three times per week. According to the National Confectioners Association (NCA), confectionery sales reached $55 billion in 2025. Sales are expected to hit $62.2 billion by 2030. Chocolate led the category with $28.4 billion (51.7% of sales), followed by non-chocolate candy at $22.5 billion (40.9%), while gum generated $4.1 billion (7.4%). This Easter, 92% of consumers plan to buy candy, driving an estimated $3.5 billion in sales, according to the National Retail Federation.

Chocolate and candy are nostalgic across generations, and often bring joy to consumers. For example, 39% of global consumers turn to chocolate and confectionery to boost happiness, while 28% rely on these products for comfort, according to Innova. Texture and multi-sensory candy experiences are driving chocolate trends, gummy candy innovations, functional candy, and candyceuticals. The swicy movement, dessert flavors in candy, and beverage-inspired flavors are inspiring creativity in the candy aisle.

Americans enjoy a variety of chocolates. Gourmet Gift Baskets’ study revealed that dark chocolate was a common favorite, accounting for 47.5% of “type searches nationwide,” followed by white chocolate (35.95%), and milk chocolate (16.55%). Chocolate-related searches climbed 104% between January 2022 and December 2025.

Fueled by viral Dubai Chocolate, chocolate trends center on flavor, texture and multi-sensory candy experiences. “People are increasingly drawn to emotionally engaging, multi-sensory treats that combine nostalgia, novelty, and interactivity,” states Puratos. 42% of consumers find sweet and savory chocolate flavors very relevant, while 44% are drawn to unexpected textures, rising to 52% among Gen Z and Millennials, per Barry Callebaut. Innova identified “Layers of Delight” as a Top Ten Global Trend. As a chocolate trend, consumers seek products that balance taste, texture, well-being, and emotion. 3 out of 5 global consumers seek new and adventurous flavors when they indulge. 57% of global consumers search for interesting texture combinations.

M&M’s introduced M&M’s Pop’d Caramel candy. Freeze-drying the caramel-filled M&M’s creates an extra-crunchy exterior and a rich caramel center. Twix Bits offers a new bite-sized version of the classic Twix bar featuring a crunchy cookie center coated in caramel-flavored milk chocolate. Back after 20 years, Reese’s released limited-edition Marshmallow, a peanut butter-chocolate combination with a layer of marshmallow-flavored filling. Panda Express and Compartés join forces on a limited-edition chocolate bar line inspired by popular menu items. Leaning into the swicy movement, the Original Orange Bar blends orange bits, red chili flakes, milk chocolate, and crispy rice. Likewise, the Kung Pao Bar contains dried chili peppers, crunchy peanut bites, and flaky salt in dark chocolate. The Honey Walnut Bar features sweet-candied walnuts with crisp honeycomb and honey in white chocolate. Lastly, the Fortune Cookie Bar folds crushed Panda Express fortune cookies into white chocolate with a fortune inside.

Candy comes in various colors, applications, flavors, and textures, providing consumers with a diverse range of sensory experiences and mouthfeel. Texture is becoming increasingly important and is beginning to rival flavor, according to Trendincite LLC. Nestlé USA’s 2026 Food & Beverage Trends report found that nearly half of consumers now rank texture as equally important as flavor. Among younger generations, 75% of Gen Z and 80% of Millennials say it defines their cravings. Gummy candy is surging in popularity, especially among the younger demographics. The global jellies and gummies market reached $2.74 billion in 2025 and is projected to reach $3.35 billion by 2030 at a CAGR of 4.2%, per the Business Research Company. It’s no surprise that Pinterest identified “Gimme Gummy” as one of 21 Pinterest Predicts 2026 trends.

Innova reports that 1 in 4 consumers cite sensory experience as the most important attribute of an everyday treat. According to the NCA’s 2025 research, chewy candy accounts for 50% of all candy sales. Furthermore, Gen Z and Millennials over-index for gummy and chewy, hard, and freeze-dried candy, as well as candies with changing textures. According to Mars Wrigley, Gen Zers choose gummy candies over other options 60% of the time, versus with 50% of Millennials, and they gravitate to these products for their “squishy playability.” Mike Kostyo of Menu Matters notes that gummies appeal to Gen Z and other younger people because they are brightly colored, squishy, and fun to play with and eat.

To capture consumers’ attention, brands are experimenting with a variety of multi-sensory candy launches. For example, Gummi Popz is a new multi-textured gummy, which combines “a chewy texture with popping candy to create a layered sensory experience that unfolds over time.” For Valentine’s Day, Kona Ice teamed up with Hilco Sweets and CandyRific on the Kona Ice Gummy Heart Box. The gummy candies are shaped like Kona Ice cups and deliver the brand’s signature tropical flavors. Sour Patch Kids Glow Ups Eggs are sour gummies with black-light-reactive edible confetti in Blue Raspberry, Lemonade, and Strawberry-Watermelon flavors.

Hudsonville Ice Cream debuted Dirt Cake ice cream, featuring vanilla and chocolate pudding-flavored ice cream mixed with cream-filled chocolate cookies and Albanese Gummi Chiller Worms. Mojoz debuted the GummiShooter, “a durable, flavorful edible candy shot glass made from high-quality gummy candy,” at the Bar & Restaurant Expo 2026. It is available in Lemon, Lime, and Orange flavors designed to complement a shot, cocktail, or mocktail.

Ready-To-Drink (RTD) beverages, including soda and pre- and probiotic options, are leaning into classic flavors and tapping nostalgia. 27% of global consumers are drawn to nostalgic, mood-influencing beverage flavors, according to Innova. NCA’s data shows that nearly one-quarter of consumers are interested in nostalgic or retro candies. Candynation states, “Nostalgia continues to play a significant role in candy trends. Classic flavors and formats are being reimagined with modern twists, evoking a sense of comfort and familiarity while still offering something new.” According to NCA, 42% of consumers rank classic fruit candy flavors as the most popular choice.

Inspired by nostalgic flavors and beverage trends, brands are introducing beverage-flavored candies, many through collaborations. For example, Peeps teamed up with SunnyD on limited-edition SunnyD-flavored Marshmallow Chicks available exclusively at Target. Peeps also collaborated with Icee on the Peeps Marshmallow-Flavored Icee limited-edition frozen beverage. Tic Tac partnered with Dr Pepper for a limited flavor of the brand’s iconic mints. Fruit beverage brand Jumex expanded into the candy aisle with Jumex GoMix gummies. “The Original Mix captures the juicy, natural sweetness of Jumex’s iconic nectars, while the Spicy Original Mix offers a sweet and spicy twist dusted with cayenne pepper for a uniquely Mexican-inspired flavor experience.”

Inspired by the Dirty Soda trend, Twizzlers debuted Twizzlers Straws featuring a blend of vanilla, lime, and coconut flavors. The limited-edition candy is an edible straw to sip soda through. Swig and Sour Patch Kids launched three limited-edition Sour Patch Kids Dirty Sodas. The candy-inspired flavors are Blue Raspberry, Redberry, and Watermelon Wave. Each beverage pairs with a soda and features a corresponding Sour Patch Kids-flavored syrup and bitz. Bringing candy flavors to the tea aisle, the Ryl Company and Jolly Rancher introduced zero-sugar, low-calorie iced teas in Blue Raspberry, Cherry, Green Apple, and Strawberry.

Candy is taking a cue from RTDs, leaning into dessert-inspired flavors, fueling confectionery innovation. Dessert flavors in candy are gaining momentum. The NCA reports that 1 in 5 Gen Z and Millennial consumers try something new at least once a month. Unexpected new flavors or flavor combinations are the most likely to encourage this behavior. For example, last year in partnership with General Mills, Hershey’s introduced limited-edition Cinnamon Toast Crunch Kisses featuring cinnamon toast crunch-flavored crème and graham-flavored bits. In 2025, Butterfinger released limited-edition Salted Carmel, followed by Marshmallow, the first new flavors in a decade. This year, Butterfinger French Toast Bar joined the lineup. M&M’s dropped the Bakery Collection in three bakery-inspired flavors: Cherry Chocolate Cupcake, Lemon Meringue Pie, and Peanut Butter Cinnamon Roll. Consumers can vote for the next permanent flavor to join the brand’s portfolio through May 15, 2026.

In the UK, M&M’s launched Cookie Dough, highlighting a soft cookie dough-flavored center wrapped in milk chocolate and a crisp candy shell. Similarly, Nestlé introduced KitKat Cookie Dough flavor. Pillsbury Ready to Bake! and Snickers joined forces on a limited-edition Snickers Cookie Dough. It can be eaten raw or baked. Milky Way CakeBites are a new flavor featuring “sweet caramel filling stacked between layers of nougat-flavored cake and coated in milk chocolate.”

Swicy (sweet + spicy) is a popular flavor appearing across multiple food and beverage categories. The swicy movement is heating up. According to Tastewise, social conversations about swicy have increased by 63.35% year-over-year. Driven by the younger generations seeking bold flavors and sensory experiences, swicy profiles draw inspiration from global spices and cuisines. Gen Z and millennial consumers are more likely to experiment with unique flavors such as sour, spicy, and “mystery” flavors, per NCA. Flavor Dynamics showcases a broad range of globally-inspired candy flavors – standouts include Gochujang Pear, Guava Plum Kefir, Strawberry Black Pepper, and Vanilla Cardamom.

Candy brands are hopping on the swicy bandwagon with new launches. Mars was first to market with Skittles Gummies Fuego, spotlighting five fruit flavors – Lemon, Mango, Raspberry, Strawberry, and Watermelon covered in a chili-infused coating. Likewise, Jolly Rancher introduced Heat Wave gummies, blending sweet and spicy flavors like Citrus Punch, Lime, Mango, Pineapple, and Watermelon with a chili-inspired finish. A Kroger exclusive, for Easter, Peeps introduced a limited-edition Chili Lime Mango flavor. Expect swicy candy flavors to explode with diverse flavor combinations and global spices.

Health and wellness is top of mind for consumers. From mindful drinking and non-alcoholic beer to tea and protein-rich beverages, including coffee, consumers seek food and beverages to support their active lifestyles. Candy and candy-flavored nutritional products are no exception. Consumers want functional candy fortified with ingredients like protein, creatine, vitamins, and caffeine. According to Data Bridge Market Research, the global functional confectionery market is expected to reach $4.69 billion by 2032, with a CAGR of 9.10%.

Mars Impact Whey Protein is Mars Wrigley’s and MyProtein’s second partnership. The sports nutrition powder highlights the classic candy bar flavor, chocolate, caramel, and malt, with 20 g of whey protein per serving. Animal Nutrition products and Smarties collaborated on an Animal x Smarties capsule featuring Creatine HMB+, Creatine Chews, and Pump Non-Stim. Each of the three formulations channels the flavors of the iconic confection. Talking Rain Beverage Co. and Mars partnered on the Sparkling Ice x Life Savers soda range. Available in Life Savers-inspired flavors, Pineapple, Strawberry, Wild Cherry, and limited-edition Green Apple, the zero-sugar drinks feature vitamins and antioxidants.

Energy gum brand Neuro Gum partnered with Walmart to carry its product range, its first entry into mass retail. NeuroGum Energy & Focus Peppermint, Energy & Focus Spearmint, and Extra Strength Peppermint will be available at select Walmart stores. Each NeuroGum contains natural caffeine, L-theanine, and B vitamins. Lucky Energy drink brand moved into Gummies, reimaging three of the brand’s flavors: Bodacious Berry, Red Ryder Punch, and Son of a Peach into gummy bears. Each serving includes 128 mg of caffeine and 7 g of fiber.

Ingredients like protein, caffeine, and vitamins often have inherent bitter or undesirable notes. Flavor Dynamics has an extensive library of sweet flavors and the technical know-how to fortify chocolate and candy into consumer-approved flavors.

Tablets and capsules have historically dominated supplements. With the rise in the new formats like gummies and the younger generation’s interest in experiential and convenient products, candyceuticals are growing. Gummies account for 25% of new supplement launches. Leading the shift toward new supplement formats, 30% of Millennials and 38% of Gen Z consumers now favor gummies over traditional delivery forms. For example, co-founded by Kourtney Kardashian Barker, Lemme expands its presence at Target with the exclusive launch of Lemme Grow Chews and Lemme Multi Gummies. The Lemme Multi Gummies are the brand’s entry into the women’s multivitamin space. They are “scientifically formulated with 25+ vitamins, minerals, and superfruits, including B Vitamins, Inositol, Folate, Vitamin D, Boron, and Vitamin K.” Lemme Grow Hair Growth Soft Chews “support healthy, strong hair from the inside out. Powered by clinically-studied Lustriva®, a patented biotin and silicon complex.”

CBD and THC gummies and chocolate are not necessarily supplements, but they provide medical properties that appeal to wellness-minded consumers. For example, OGeez! unveiled Triple Infused Gummies, each infused with individual layers featuring RSO, distillate, and rosin. Inspired by the classic Rocket Pop candy, the red layer is Cherry, the white layer is Lime, and the blue layer is Blue Raspberry. Grön Pips, “a microdose-friendly chocolate edible with a satisfying crunch,” launched in New York. The lineup includes Sativa Milk Chocolate Caramel with added CBG, Sativa Milk Chocolate, Indica Dark Chocolate (New York exclusive), and Sleepy Indica blend with CBD, CBN, and THC.

Watch as candy and supplements merge to deliver active nutrition in enjoyable, convenient, and tasty formats.

Chocolate and candy are indulgent, offering consumers a treat. “Rich flavors, enjoyable textures, unique tastes, sweetness, and the excitement of indulging are crucial for enjoyment,” according to Innova. Exciting experiences are capturing individuals seeking indulgence, with 60% of consumers wanting to explore new things. “Consumers are moving beyond visual appeal and are seeking richer sensory experiences. Texture contrasts, layering, chewiness, crunch, and unexpected mouthfeels are becoming key drivers of chocolate confectionery indulgence,” per Barry Callebaut.

Consumers, especially Gen Z and Millennials, seek adventurous flavors and novel textures, driving trends such as swicy profiles, dessert-inspired and beverage-inspired candies, and interactive, layered chocolate experiences. Gummy and chewy formats are surging, with texture now rivaling flavor in importance. Driven by consumers’ interest in health and wellness, functional candy fortified with multiple ingredients, and candyceuticals are gaining momentum.

Flavor Dynamics, Inc. offers an extensive and versatile flavor library of candy flavors ranging from nostalgic to contemporary. Our flavor portfolio spans the full spectrum, from fruity to sour to swicy and countless combinations in between. Offered in water and oil soluble liquids with Natural and N/A options, our flavors are vegan and GMO-free. Our flavor chemists excel in chocolate and candy applications. Go ahead, be like a kid in a candy store and reach out for your next confectionery creation.

Stop by the Flavor Dynamics booth in the Exhibit Hall (6507) on May 18–19, 2026, at the Sweets & Snacks Expo Suppliers Showcase.

See what’s happening in the coffee aisle with decadent flavors