Cracking the Code on Candy: What’s Driving Consumer Cravings

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Candy isn’t just about sugar—it’s about nostalgia, indulgence, and a shifting consumer mindset. As demand for better-for-you sweets rises and holiday favorites hold their ground, understanding what’s driving purchases is key to winning shelf space and consumer loyalty. Suzy’s Candy Season Playbook unpacks how brands can adapt to changing tastes, pricing pressures, and omnichannel shopping behaviors to stay ahead.

What’s Inside the Report:

• The rise of sugar-conscious sweets: Consumers are leaning into sugar-free, organic, and functional candy as they rethink indulgence
• Iconic favorites still dominate: Holiday staples like M&M’s, KitKats, and Reese’s continue to command loyalty while new challengers emerge
• Timing is everything: Key purchase windows from Halloween to Valentine’s Day define when and why consumers stock up
• Omnichannel is winning: In-store displays, social media, and online retailers are shaping the modern candy-buying experience