The global confectionery market is expected to reach $284.4 billion by 2025, according to a new report from Hexa Research.
Increasing innovation among existing products and surging global demand for chocolate products are among the key drivers pushing market growth. However, a widening base of consumers switching to healthy food products is prompting leading manufacturers to add innovative and organic products to their product portfolios.
Leading manufacturers are facing stiff competition from healthy snacks as health consciousness is increasing among consumers. They are turning to fresh fruits and cereal bars, among other snack items. However, some manufacturers have introduced protein bars and premium dark chocolates to create cross-brand selling within the industry, thereby strengthening their market position. 
Nestlé SA introduced Kit Kat in various flavors such as Dark Chocolate and Green Tea to stay ahead in the market. Moreover, introduction of organic ingredients, healthy nuts and alcohol flavors is further bolstering the demand for confectionery products.
The Asia Pacific confectionery market represented approximately a quarter of the overall market revenue in 2017. Countries such as India, China and Japan are likely to be at the forefront of the regional market. Continued innovation and growing popularity are leading to increased variety of products, which in turn, is poised to spur the growth of the regional market. For instance, in October 2018, The Hershey Co. launched Kisses in India and China.
Manufacturers operating in the market are also shifting to ecommerce platforms to offer their products. This is primarily the result of changing consumer behavior and expanding online retail channels. Market players have been exploring social and digital marketing platforms to create new opportunities for customers.