18 CW team members took the floor at NCA's Sweets & Snacks Expo last month. Every year we watch for trends; what are the hot formats right now? What’s coming back in style? What new flavors are on the rise?
This year, nearly every trend we saw pointed back to three key drivers: nostalgia, convenience, and experience.
In a climate of uncertainty, consumers are reaching for what’s familiar. And while 63% of Gen Z say they stick with their favorite brands, creating a memorable experience is still the key to earning their loyalty early on.
Meanwhile, Gen Z and Millennials continue to demand on-the-go convenience, especially when it means getting more from every bite, like functional benefits or added nutrition.
Scroll on to dive into the standout themes we saw across the show floor.
1. Better-For-You with Bold Flavors:
From probiotic sour gummies to non-GMO chocolate bars, this year’s show proved that better-for-you doesn’t have to mean boring.
Brands like Hormbles Chormbles pitched their clean-label chocolates to industry experts during the Retailer Panel. Glutino showed off a refreshed brand identity and new flavors like honey mustard and dill pickle. Meanwhile, That’s It kept it ultra-simple, highlighting ingredient lists as short as two items.
The takeaway? Health-conscious snacking is getting a flavorful, fun upgrade.
2. Cotton Candy Creativity:
Brands took it back to the turn of the century with this machine-spun treat. To bring cotton candy into everyday moments, brands presented new takes on the fluffy sugar, including baking kits, cakes, and Trident’s new cotton candy gum.
A Cotton Candy cake cuts like the real thing at the Thrive Brands booth.
3. Donuts Reimagined:
The donut experience refined; meeting ever-evolving consumer preferences. Pudgyboy’s Mini Donuts offer heat-and-eat convenience via oven or air fryer. Other brands embraced inclusive innovation with gluten-free, keto, protein-packed, and vegan options designed to meet modern dietary needs.
4. Brands by Influencers:
It’s no wonder influencer-driven brands took up so much shelf space this year. 53% of Gen-Z are influenced by celebrity-endorsed brands, compared to 42% of the global population and 22% of Boomers. Doughbriks, Khloud, Feastables, and Blox Snacks took the stage, and the hearts of consumers at this year’s Sweets & Snacks.
5. Gummy Cluster Innovation:
With cocoa prices soaring, sugar-based formats like gummy clusters felt like a safer bet. We saw many lookalikes to industry darling Nerds Gummy Cluster with fresh shapes and flavors. Not to be outdone, Nerds introduced a new juice-filled cluster at the show.
6. Peel-able Play:
What started as a TikTok trend has now captured the industry’s attention. A firm, edible “peel” with a chewy center is at the core of this craveable format – and brands are leaning in.
New launches are tapping into the thrill of discovery. The moment of “unpeeling” adds surprise and engagement – making it as much about the experience as the treat inside.
7. Pickle Everything:
Pickle Flavor, pickle ball – it’s safe to say pickles are everywhere! From corn puffs to popcorn to pork rinds to fudge to meat sticks, everything got a coating of pickle flavoring satisfying the need to explore – 75% of respondents in Mondelez International’s State of Snacking report get excited about finding a new snack to try.
8. Protein-Infused:
Khloe Kardashian’s protein-focused popcorn wasn’t alone; protein continues to be a buzzword. As more adults prioritize finding new and efficient ways to add protein to their diets, brands are stepping up to meet the need with appealing new offerings like protein-packed chocolate bars, snack bars, oat bites, muffins, chips, and donuts.
9. Popcorn Party:
Innovations in popcorn flavors took center stage at the innovative product awards, with varieties like birthday cake, cookies and cream, pickle, truffle, protein popcorn, and lemon meringue, and swept the Most Innovative new Product Awards - Belle’s Gourmet Popcorn won Best in Show for its Matcha Latte flavor, while Nomad Snacks took home Small Business Innovator for its Thai-inspired variety.
10. Meat Sticks Matter:
You couldn’t walk far without hitting a meat stick booth at this show! Elk, bison, venison, and even pickle flavored meat sticks were among the offerings seen at this year's Sweets & Snacks. Driven by the rise in consumer demand for convenient, protein rich snacking, meat sticks make a lot of sense. If brands can hit the right price point, expect these savory snacks to fly off shelves.
Elk, Bison, and Venison meat sticks at the Icon Meats booth
Conclusion:
The trends we saw at this year’s Expo reflect a broader shift: consumers want convenience, dietary flexibility, nostalgic flavors, and memorable experiences, all in one.
Many of these ideas aren’t “new”; they’ve been refreshed in clever, creative formats.
And while core innovation may be slowing, seasonal is surging.
Why? Because seasonal drives trial, builds brand love, and gives brands permission to play.
At creative werks, we’re the Seasonal Leaders.
Let’s bring bold new formats to life. Our in-house R&D team is ready to help you stand out.
Reach out today to start creating.