Styling and Photography By Laurie Mosco

It’s a proven fact — gummies are one of our favorite candies. 72% of American’s admitted to eating gummies last year (National Confectioners Association). That’s the highest of any non-chocolate category!

Gummies, in fact, are giving chocolate some fierce competition for the title of top sweet snack. Last year’s chewy candy sales (which gummies are a part of) totaled $5.8B (National Confectioners Association).

What is influencing this boom you might ask? Our experts have some ideas.

Generational Preferences

While more than half of us say gummies are our favorite, devotion to seems to be generational. 

The biggest consumers of gummies — the 29 and up crowd. 81 % of Millennials and 78% of Gen X prefer gummies to other candies (National Confectioners Association). Gen Z is close behind, with 74% saying that gummies are their favorite (National Confectioners Association).

A reason that gummies might be most popular with the Millennial crowd? Millennials are identified as big snackers (Food Navigator USA).  

Another reason the younger crowd is into gummies is nostalgia. 

Millennials are nostalgic for their childhood favorites. (Food Institute). But they’re not just buying for themselves anymore. They’re purchasing for their families too, adding to sales.

Boomers are the least likely to be snacking on gummies. Only 48% admitted to snacking on them. But low sugar options might change their minds. 

That’s because low sugar is a top snacking feature Boomers are seeking, according to Food Navigator USA.  

Even flavor preference of these popular chewy candies seems to be generational. The appeal of sour flavors skews younger with 17% of gen Z preferring sour gummies over sweet.

The Emergence of Permissible Indulgences

Along with a change in cravings, a new attitude about snacking is also helping to boost gummy sales.

There’s a snacking shift towards bite-sized, everyday premium indulgences (Food Business News). Gummies certainly fit that bill!

This need for giving themselves a little indulgence everyday hasn’t slowed down as food prices started to rice. Even while cutting back on other items, 50% of consumers are still sending money on desserts, candy and snacks (Food Navigator – USA).

While attitudes about what and when to snack might be changing, how they’re purchasing seems to have remained the same. Candy and snack purchases remain unplanned with 4 in 10 consumers still buying on impulse (Food Navigator USA).

But there is a change in WHERE they’re purchasing their candy. Supercenters have become THE place for younger generations to make their candy purchases instead of supermarkets (National Confectioners Association). 

In-store still seems to be the main way to purchase candy, with 54% of all consumers purchasing in store only.

New Flavors & Textures

Nostalgia might be the initial spark for a gummy purchase, but consumers are looking for something different.

6 in 10 shoppers are looking for new candies according to the National Confectioners Association. With Millennials and Gen Z looking seeking the unique like imported candies and unique flavors (National Confectioners Association).

New doesn’t necessarily mean an entirely new product, but a new flavor. 58% of consumers say they’re on the lookout for new flavors (National Confectioner’s Association). 

Chances are if they’re looking for a new flavor, they want it to be fruity. 50% of consumers say they prefer fruit flavors (National Confectioners Association).

Texture is another way consumers look to mix up their candy routine. In fact, 16%  said they are looking for candies with new textures (National Confectioners Association). 

When it comes to gummies specifically, a recent survey found that US consumers prefer a soft, chewy variety (Confectionery News). Younger consumers like a gummy with pop of texture too, like having a coating of crunchy candies, or a dusting of sanding sugar (Confectionery News).

 Finally, sometimes it’s the shape that’s a big draw for a new item. Makes sense with everyone looking to snap a pic for social. Of those gummy seekers, 10% want a new shape (National Confectioners Association).

Watch out chocolate – we’re coming into the age of gummies. As generational preferences continue to change, and manufacturers continue to innovate with new textures and flavors, expect to see gummy sales take over chocolate’s market share.

From beloved classics to trending flavors and shapes, our Clever Candy Gummy Collection appeals to the most discerning
bulk candy customers