From freeze-dried sweets and peelable gummies to the latest wave of wax candy, viral confectionery trends are moving faster than ever. As we gear up for 2027, we're looking beyond what's already had its moment and asking: what will be the next big confectionery trend?
Recent trends have shown that consumers are looking for much more than flavour alone. Texture, appearance, interaction and surprise are becoming an increasingly important part of the confectionery experience.
Freeze-dried sweets brought an unexpected crunch. Peelable gummies turned eating sweets into an activity. Wax candy is the latest format generating curiosity and social content. But as viral trends become mainstream, and markets quickly become saturated, simply following what’s already popular isn't enough.
WGSN's research into multisensory experiences supports this shift, highlighting that 45% of consumers are more likely to buy from brands that surprise and delight them, compared with 26% who say the same of brands that simply do what they promise. For confectionery, that creates a huge opportunity.
As we finish shaping our plans for 2027, we’re watching the next wave of sensory experiences, unexpected textures, bold flavour combinations and interactive formats, but importantly, looking for ideas that can turn viral appeal into repeat purchase and genuine staying power. Because the real question isn't what's trending now.
