The Sweets & Snacks Expo 2025, held in Indianapolis from May 13–15, confirmed key WGSN trends, highlighting a shift toward indulgent, multi-sensory treats with layered textures like gummies, freeze-dried pieces, and popping candy. Global flavours such as matcha and ube gained prominence, while nostalgic profiles like peanut butter and jelly appeared in new formats. Better-for-you options with functional ingredients and natural positioning also stood out, particularly in formats like popcorn and meat sticks, reflecting growing consumer interest in both enjoyment and wellness.

Innovators are increasingly using texture as a key element to enhance sensory appeal, aligning with WGSN’s Cuisine & Flavour Forecast. By layering textures or incorporating features like chewiness, freeze-dried crunch, or popping elements, brands are creating more engaging eating experiences—especially in sweets, where gummy textures are particularly prominent.

South and Southeast Asian flavours are increasingly shaping sweets and snacks, driven by growing consumer interest in global culinary influences. Brands are encouraged to offer authenticity and cultural richness through ingredients from regions like China, South Korea, Japan, and India, while also exploring opportunities from Latin American countries such as Mexico, Peru, and Brazil.

Consumers are increasingly seeking connection with their favorite fandoms through snacks, driving demand for licensed products tied to celebrities, YouTubers, entertainment icons, or well-known food brands—offering opportunities for brands to deepen engagement through strategic partnerships.

Consumers are turning to emotionally resonant foods for comfort, making nostalgic flavour profiles that evoke memories of places, moments, or traditions—real or imagined—a powerful way for brands to connect on a deeper, more sentimental level.

The better-for-you indulgence trend combines flavour and enjoyment with health benefits, encouraging brands to incorporate functional ingredients, fibre, or protein into treats like candy bars and baked goods—appealing to consumers seeking wellness without sacrificing pleasure.