From premium indulgence to multisensory textures, powerful forces are reshaping the future of confectionery.
And the world’s biggest brands are already making changes, adapting their portfolios, marketing strategies and innovation pipelines to drive future growth.
Here are the seven trends set to define confectionery in 2027.
1. Multisensory textures
Texture is set to become just as important as taste in 2027.
Consumers are increasingly seeking confectionery experiences that deliver multiple sensations in a single bite, prompting brands to experiment with layers, inclusions, fillings and contrasting textures.
And manufacturers are already embracing the trend, especially with their best-loved brands. Mars, Inc. has introduced Twix Frosted Cookie, Mondelēz International has launched Cadbury & More, Ferrero Group has introduced Ferrero Caramel Hazelnut Squares, and Nestlé has added new fillings to KitKat. Meanwhile The Hershey Company has experimented with everything from pretzel pieces to cookie inclusions.
As consumers seek more exciting confectionery experiences, texture’s set to become a key driver of sales in 2027.
2. Collaborations continue
Limited-edition collaborations have become one of confectionery’s most powerful marketing tools, and their popularity keeps on growing.
From movie tie-ins and sporting partnerships to fashion collaborations and celebrity-led launches, confectionery brands are using partnerships to reach new audiences and create excitement on social media.
Mars, in particular, regularly leverages cultural moments across brands such as M&M’s and Skittles, collaborating with everyone from Love Island to NYX Professional Make-Up.
While Mondelēz has found success pairing brands like Cadbury with partners across confectionery, cosmetics and entertainment.
In 2027, manufacturers are expected to pursue even more partnerships beyond confectionery as they look to unlock new audiences and create culturally relevant products.
3. Nostalgia
As geopolitical unrest and economic uncertainty persists, nostalgia has emerged as a way for consumers to find comfort, familiarity and emotional connection.
And brands are responding in force – reviving discontinued favourites, reintroducing retro packaging and celebrating heritage recipes.
Ferrara Candy Company is raising the profile of some of its oldest brands, including Gobstoppers and Lemonheads, Mars continues to celebrate the decades-long heritage of its most important brands including M&M’s, Twix and Snickers, and Mondelēz regularly highlights the long history of its oldest brand Cadbury.
Even premium players like Lindt are embracing nostalgia through traditional recipes and seasonal offering.
Looking ahead, nostalgia is expected to remain a powerful confectionery trend, with shoppers continuing to seek reassurance and familiarity through the products they buy.
4. Indulgence
Despite growing interest in health and wellness, indulgence remains at the heart of confectionery.
Consumers may be becoming more selective about when they indulge, but they still want genuine treats.
This is fuelling demand for richer flavours, dessert-inspired concepts and more decadent chocolate experiences.
And brands are already leaning into the trend.
Mondelēz is bringing dessert-inspired flavours through innovations such as Cadbury Strawberries & Creme Frappe, Mars is doing the same with launches like Galaxy Millionaire Crumble and Galaxy Cinnamon Swirl, and Nestlé has launched KitKat sharing bars in flavours like Brownie.
Looking ahead to 2027, consumers will continue to seek out treats that deliver maximum satisfaction, even if consumption occasions become more intentional.
5. Functional confectionery
Confectionery consumers are increasingly looking for products that offer added benefits including energy boosting, mood boosting and relaxing.
As a result, manufacturers are exploring ways to combine enjoyment with health and wellness.
Mars, Mondelēz and Nestlé have launched high-protein products, Hershey has expanded beyond traditional confectionery into better-for-you snacking, and Ferrero has expanded its wellness portfolio through the acquisition of brands such as Power Crunch.
The challenge for brands going forward will be maintaining indulgence while delivering meaningful benefits.
6. Premiumisation
Premiumisation remains one of confectionery’s most resilient growth drivers.
Rather than simply consuming more, many shoppers are choosing fewer but higher-quality treats. This has encouraged manufacturers to focus on superior ingredients, formats and packaging, alongside more sophisticated flavour profiles.
Lindt remains one of the clearest beneficiaries of the trend, consistently positioning itself as a premium chocolate destination. Ferrero continues to build premium credentials across Ferrero Rocher and its broader portfolio, while Mondelēz invests heavily in premium chocolate through brands such as Cadbury and Toblerone.
Mars has expanded its premium offerings through Galaxy, while Nestlé continues to target more premium occasions through selected confectionery and gifting formats.
Even traditionally mainstream players such as Hershey are introducing more premium products to capitalise on the trend.
As people continue to favour quality over quantity, premium products are likely to play a key role in confectionery growth in 2027.
7. Sustainability
Sustainability is becoming a major sales driver.
Shoppers increasingly want reassurance that their favourite treats are produced responsibly, from cocoa sourcing and packaging to emissions reduction and regenerative agriculture.
While taste and price remain paramount, sustainability credentials can provide an increasingly important point of differentiation.
Major manufacturers are investing heavily in this area. Mars, Mondelez, Nestlé, Ferrero, Hershey and Lindt have all announced significant commitments around responsible cocoa sourcing, farmer livelihoods and supply chain transparency.
And across the industry, recycled and recyclable packaging initiatives continue to gather pace.
For brands, the challenge in 2027 will be demonstrating measurable progress rather than simply making promises.
The trends shaping confectionery in 2027 reflect a category in transition.
And, as consumer expectations continue to evolve, the race is on to see which brands can best turn these trends into the next generation of confectionery successes.
