What’s Driving Gummy Sales

What’s Driving the Gummy Boom?

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

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

What’s fueling this boom? Our experts have some ideas.

Generational Preferences

While more than half of us say gummies are our favorite, the devotion 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 gummies are their favorite (National Confectioners Association).

One reason might be that Millennials are identified as big snackers (Food Navigator USA).

Another big draw for the younger crowd: nostalgia. Millennials are longing for their childhood favorites (Food Institute), and they’re not just buying for themselves anymore — they’re buying for their families, too, which helps drive up sales.

Boomers, however, are the least likely to be snacking on gummies — only 48% admit to eating them. But low sugar options could change that, as low sugar is a top snacking feature Boomers are looking for (Food Navigator USA).

Even flavor preferences for these chewy candies seem to be generational. Sour flavors appeal more to younger consumers, with 17% of Gen Z preferring sour over sweet gummies.

The Emergence of Permissible Indulgences

Along with changing cravings, a new attitude toward snacking is helping boost gummy sales.

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

This desire for a small indulgence hasn’t gone away even as food prices rise. Despite cutting back on other items, 50% of consumers are still spending on desserts, candy, and snacks (Food Navigator USA).

While attitudes around what and when to snack have shifted, how consumers purchase hasn’t changed much. Candy and snack purchases remain largely unplanned — 4 in 10 consumers still buy on impulse (Food Navigator USA).

However, where they buy is changing. Supercenters have become the go-to place for younger generations to buy candy, overtaking traditional supermarkets (National Confectioners Association).

In-store still dominates, with 54% of all consumers purchasing candy exclusively in-store.

New Flavors & Textures

Nostalgia may spark an initial gummy purchase, but shoppers are seeking something new.

6 in 10 shoppers are looking for new candies (National Confectioners Association). Millennials and Gen Z are particularly drawn to unique offerings, including imported candies and unconventional flavors (National Confectioners Association).

“New” doesn’t always mean a brand-new product — often it’s a new flavor. In fact, 58% of consumers are on the lookout for new flavors (National Confectioners Association).

When it comes to flavor, fruity still reigns supreme. 50% of consumers say they prefer fruit-flavored candies (National Confectioners Association).

Texture is another way consumers keep things interesting. 16% are actively seeking candies with new textures (National Confectioners Association).

For gummies in particular, U.S. consumers tend to prefer a soft, chewy variety (Confectionery News). Younger shoppers, however, enjoy a pop of texture — think crunchy candy coatings or a dusting of sanding sugar (Confectionery News).

And let’s not forget shape — it’s become more important in the age of social media. 10% of gummy seekers say they want new shapes (National Confectioners Association). Eye-catching shapes make for perfect photo ops!

Watch out, chocolate — we’re entering the age of gummies. As generational preferences evolve and manufacturers continue to innovate with new textures and flavors, expect gummy sales to continue rising and capturing more market share.

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

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