As candy shelves get more colorful (and chewier), one trend is clear: gummies are stealing the spotlight. No longer seen as niche or novelty, they’ve become a mainstream favorite—earning more shelf space and outperforming chocolate in key metrics. But why are consumers reaching for gummies over traditional treats—and how is this trend unfolding differently in the U.S. versus Europe?

📈 Gummies Go Global: The Numbers Behind the Trend

Over the past decade, gummies have gone from a fun side character to a main player in the global candy aisle. And while chocolate still leads in absolute sales, gummies are gaining ground fast—especially among younger, more adventurous consumers.

In the U.S., the 2025 State of Treating report highlights that the non-chocolate candy category (which includes gummies) was the only segment to grow across dollar (+4.9%), unit, and volume metrics in 2024. In contrast, chocolate declined in volume for the third year in a row, as rising prices pushed consumers to seek better value elsewhere.

According to Future Market Insights and Hexa Research, the global chocolate market grew from around $128.7B in 2017 to a projected $174.8B by 2025, with a CAGR of roughly 4.4%. It’s expected to continue growing to $334.2B by 2035, with a CAGR of 7.1%.

Meanwhile, the global gummy market surged from about $20B in 2015 to an estimated $29.2B by 2025 (Straits Research), and is forecast to reach $74.4B by 2033 with a CAGR of 12.4%—significantly outpacing chocolate in growth momentum.

In Europe, the trend is similar, with gummies driving growth across both modern and impulse retail formats. Consumers are responding not just to value, but to innovation—formats that are playful, interactive, and often seasonal or collectible. Brands are rolling out gummies with bolder sour profiles, licensed characters, and even functional claims (like added vitamins or plant-based formulas). Gummies are emerging as the strongest growth driver in the confectionery category. Brands like Vidal, Fini, and Bazooka are innovating through novel textures, sour formats, and licensed tie-ins. The October 2024 edition of Dulces Noticias notes that gummies are performing particularly well in both impulse channels and large-format retail, supported by a wave of marketing activation on TikTok, YouTube, and influencer platforms. This digital-first approach, coupled with fun, collectible, and interactive product concepts, is helping gummies win over a new generation of European consumers.

🧠 Why Gummies Win: The Psychology of Choice

From a consumer perspective, gummies hit a sweet spot (pun intended):

● Value for money: Gummies are perceived as more affordable per portion. With chocolate prices rising 41% vs 2019, non-chocolate options like gummies are seen as better value.
● Visual appeal: Colorful, squishy, and often surprising in texture—gummies are made for Instagram and TikTok.
● Permissibility: Consumers associate gummies with lower guilt, especially sugar-free or portion-controlled packs.
● Versatility: From vitamin-infused versions to novelty formats (e.g. Juicy Drop Dipperz or sour belts), gummies evolve faster than chocolate.

In Europe, for instance, gummies are marketed not just as treats but as interactive experiences—dip, roll, squeeze, or collect. This playful aspect has been critical in winning over Gen Z audiences.

🏪 Retail Reality: Shelf Space Is Shifting

In the U.S., retailers have responded to the gummy boom with increased space, eye-level positioning, and cross-category promotions.

Even chocolate-forward companies like Hershey and Mondelez are diversifying with gummy innovations to capture lost volume. In 2024, Hershey launched Shaq-A-Licious XL Gummies in collaboration with Shaquille O’Neal—featuring fun shapes and bold flavors that quickly gained traction in the U.S. Meanwhile, Mondelez introduced Sour Patch Kids Glow Ups, a gummy that glows under blacklight and pairs with an exclusive Snapchat filter—blending confectionery with digital interaction to appeal to Gen Z consumers.

Across Europe, gummies are increasingly featured in co-branded displays, seasonal activations, and elevated packaging, a trend also visible in licensed IPs (Pokémon, Harry Potter, etc.). The blend of impulse appeal and giftability is driving the format into premium territory.

📲 Influencer Candy, Sour Challenges & AI-Fueled Demand

Social media virality is another game-changer. Take the #candysalad trend, which catapulted Nerds Gummy Clusters into the spotlight. Thanks to their vibrant color, unique crunchy-chewy texture, and camera-ready appeal, they became a staple in user-generated content—fueling sell-outs across U.S. retailers. What started as a user-driven trend exploded into a multi-million-dollar success story, with Nerds Gummy Clusters now accounting for nearly 90% of the brand’s $500M in annual revenue.

Another standout example is the Warheads Sour Challenge, which continues to gain momentum across platforms like TikTok. Users film themselves reacting to ultra-sour candies like Warheads Extreme Sour, generating millions of views and authentic buzz around the product—often without any formal brand involvement. The challenge reinforces how extreme taste and shareable moments are a winning combination in today’s treat culture.

And now, AI tools are amplifying the trend. Brands use social listening and retail analytics platforms to detect which formats, flavors, or influencers are generating buzz in real time.

Expect more data-backed product drops and influencer collabs as brands leverage AI to align with micro-moments and emerging behaviors.

🎯 Final Thought: Gummies Aren’t Just Candy—They’re Content

In 2025, gummies aren’t just an alternative to chocolate—they’re a cultural statement. They fit how people eat, share, and experience treats today. As both U.S. and European markets lean into flavor, fun, and format, the gummy wave is just getting started.

For brands and retailers alike, the rise of gummies signals more than just a shift in consumer preference—it’s a call to reimagine how confectionery is positioned, packaged, and promoted. As this segment continues to outpace traditional sweets in growth, those who embrace its playful spirit, digital-first momentum, and evolving formats will be best positioned to lead. In a world where candy is as much about content and community as it is about taste, gummies are proving to be the perfect match