Confectionery is having a glow-up. No longer just about sugar rushes and guilty pleasures, the category is transforming into a powerhouse of wellness and functionality.
And it’s happening fast.
The category is already worth over $2.5bn (€2.1bn) and is expected to top $4.6bn by 2032 (data analysts Data Bridge).
What’s driving that growth you ask?
In short, consumers want their snacks to work harder. Forget cutting calories, this is about adding value.
“Consumers are increasingly seeking options that satisfy their sweet cravings while promoting overall wellbeing,” says a spokesperson for Data Bridge.
Here are the five biggest trends powering growth in functional confectionery.
1. Enhancement over elimination
The confectionery aisle is no longer about cutting out, instead focus has firmly shifted to adding in.
Consumers have moved beyond the idea that reducing fat, salt and sugar is the key to wellbeing. Now more is more.
And confectioners have been quick to respond, with some of the biggest names in the biz getting involved.
In the past 12 months alone we’ve seen Hershey launch the Double Chocolate Protein Bar through its ONE Brands partnership, Mondelez’s SnackFutures Ventures actively investing in better‑for‑you strategies, and TopGum release gut-friendly gummies Gummiotics.
And it doesn’t stop there. Adaptogens like ashwagandha and nootropics such as L‑theanine are making their way into indulgent formats, as seen in Four Sigmatic’s Focus Fudge and Candizi’s stress-busting gems. Collagen-infused chocolates from DolCas Biotech and ginger chews with calming botanicals from Chimes show how confectionery is evolving into a wellness vehicle, delivering benefits for mind, body, and even skin, all while keeping the joy of a sweet treat intact.
2. Gut-health
Gut health continues to top the charts when it comes to the health benefits people want most, and confectionery like the rest of food and beverage is embracing the trend.
Leading the charge are Nature’s Bounty Pre + Pro + Postbiotic Gummies, delivering a triple-action blend to support digestion in a tasty tropical mango flavour.
Jamieson’s Probiotic Immune Support Gummies combine elderberry flavour with clinically studied probiotic strains plus vitamins C, D, and zinc to support gut and immune systems.
Even chewing gum is getting functional through Mars’ Chew You Good initiative, which includes gut-health gum using postbiotic Bifidobacterium animalis (BPL1).
3. Protein and collagen
Demand for high-protein snacks is booming as shoppers seek satiety, muscle recovery, and energy support, while collagen-infused sweets appeal to those focused on skin elasticity, joint health, and beauty-from-within.
This crossover from sports nutrition into confectionery highlights the fact consumers want convenient, permissible indulgence that fits active lifestyles.
And brands are embracing this trend hard. There’s, yes we’ve mentioned it before, ONE × Hershey’s Double Chocolate Protein Bar, Vital Proteins Collagen Gummies, Nature’s Truth Collagen Gummies, NeoCell Collagen Chocolate Chews, Beauty Candy’s Collagen Sweets, and many many high-protein options within the Mars, Inc portfolio.
4. Stress relief and brain boosting
Stress management and mental clarity are fast becoming top priorities, especially for busy professionals and wellness-conscious shoppers.
Adaptogenic gummies and mood-balancing chews are leading the way, often microdosed with calming compounds like L‑theanine, magnesium, GABA, or even low-dose CBD.
These ingredients promise benefits such as reduced anxiety, improved sleep quality, and sharper concentration, all in a convenient, indulgent format.
And, of course, the industry is innovating to meet demand.
Olly Stress Gummies combining GABA and L‑theanine with botanicals for a calming effect, Sugarbear Sleep Gummies blending magnesium and melatonin for relaxation, and Mindright Good Mood Superfood Clusters infusing adaptogens like ashwagandha and cordyceps into crunchy chocolate clusters for mood and focus, are just some of the more affordable offerings available to consumers.
Meanwhile, premium players like Beam Dream Powder Bites are turning bedtime treats into functional indulgence with nano-emulsified CBD and magnesium. The US manufacturer uses smart technologies such as microencapsulation to ensure active ingredients remain stable and bioavailable, so consumers get the promised benefits without compromising taste or texture.
5. Functional gifting
And last but by no means least - gifting.
The functional gifting space is opening up a whole world of opportunity for confectionery manufacturers.
Think collagen-infused truffles for beauty enthusiasts, adaptogenic chocolate assortments for stressed professionals, or probiotic gummies in premium tins for health-conscious friends.
These tap into the growing desire for gifts that feel thoughtful, luxurious, and aligned with wellness goals.
QR-linked messages and digital personalisation are also adding an interactive layer, allowing shoppers to send wellness notes or even curated ingredient stories with their gifts.
The sweet spot
For manufacturers, functional confectionery represents far more than a passing trend, it’s a strategic growth engine.
As consumers increasingly seek indulgence with added benefits, brands have the chance to redefine what confectionery means – not just a treat, but a wellness tool, a lifestyle enhancer, and even a premium gifting experience.
The potential lies in innovation and differentiation.
From leveraging science-backed ingredients like adaptogens, probiotics, and collagen to embracing personalisation and luxury formats, confectioners can tap into multiple high-value segments – from everyday snacking to corporate gifting and celebrations.
Technology will also play a key role, enabling microencapsulation for ingredient stability, QR-linked personalisation, and digital storytelling that builds trust and emotional connection.
Partnerships with nutrition and wellness brands can accelerate credibility and market penetration.
As the category blurs lines with supplements, sports nutrition, and beauty-from-within, the opportunity for premium pricing and brand loyalty grows.
