As has been the case for years, many non-chocolate items are becoming more popular. This increased attention sweet-toothed consumers have been paying the category might be tagged up to the expanding number of distinctive flavors and textures, along with some other new and emerging trends at play. 

Market data 

A “miscellaneous” category, non-chocolate features an array of market segments, including licorice boxes and bags, specialty nut and coconut candy, caramel, taffy apples, kits and dips, marshmallows, and marshmallow crème. 

For the 52 weeks ending May 18, 2025, the non-chocolate segment was up 3.7% in dollar sales to $11.8 billion. Interestingly, unit sales declined by 1.1% during the same timeframe, as 4.3 billion items were sold overall. A potential reason for this decline could be that prices rose by 4.9% to $2.77 per unit, according to data from Circana (Chicago).

Some subcategories fared better than others over the last few months. For example, the caramel, taffy apples, kits, and dips category’s total dollar sales were on the rise (up 3.7% to $147.9 million). T. Marzetti Company led all other brands with $57.2 million in sales (a 9% increase). 

Marshmallows and marshmallow crème experienced growth, too ($344.4 million, up 3.9%, and $48.1 million, up 5.6%, respectively). Kraft Heinz led all sellers with $185.9 million and $28.7 million in sales.

The licorice box/bag category recorded a 1.9% decline in dollar sales, dropping to $547.8 million. The top-selling brand was The Hershey Co. ($385.1 million, down 2.4%), while the next closest was American Licorice Co. ($65.6 million, down 1.6%).

Meanwhile, the specialty nut/coconut candy category documented a 3.6% decrease in dollar sales, falling to $370.3 million. Hershey was once again the category’s leader with $180.7 million in sales (a 9.1% decline), whereas private label brand’s sales increased to $35.7 million, a 7.2% upturn.

Looking back 

According to Stacey Nacu, manager, consumer insights with Hershey, consumers’ taste profiles have steadily evolved over the last 12 months—particularly, they’ve become increasingly willing to try distinct textures. Additionally, they’ve been purchasing bolder and more unique flavors, aside from norms like cherry and green apple.

“Increased product innovation has introduced consumers to a broader range of tastes, textures, and formats,” she explains. “They’re seeking sweets with more intense flavors and complex textures that push traditional sweets’ boundaries.”

Although younger consumers (especially those aged 13‒18) have pushed these boundaries, Nacu emphasizes that these trends haven’t been limited to this age group.

“We’ve seen similar interest across all age groups, and we expect this momentum to continue,” she adds.

Nassau Candy’s Director of Marketing and Brand Strategy Dana Rodio agrees, saying the company has especially been focusing on its products’ flavors and visuals during the past 12 months. From unique shapes to bold, exotic flavors, Nassau Candy has been striving to “break the mold of what typical candy offers,” she says. “As both a distributor and manufacturer, we have been carefully considering all of these factors when choosing which products to carry.”

Vivek Mehrotra, senior manager, sweets and refreshment for Hershey, says he has noticed a rise in easy-to-chew-on, snackable candy purchases. After all, consumers want candy that’s “easy to eat and can be enjoyed without too much of a mess.”

“Twizzlers, particularly the Twizzlers Twists, have gained popularity in this segment,” he shares. “Their convenient, mess-free design makes them an appealing choice for consumers seeking easy-to-eat treats.”

Although snacks like Twizzlers remain as popular as ever, more consumers have become interested in healthier snacks, too. For instance, Mojave Mallows attained its organic certification this July, leading to further interest from retailers, according to Co-founder and CEO Stephanie Chan.

Rodio has noticed an increase in better-for-you candy purchases, as well: “Health-conscious consumers are increasingly seeking products with claims like high-protein, low-sugar, and functional ingredients, she says.  “This demand has been evident in several new product launches this year, such as protein candy gummies that are high in protein and low in sugar.”

This intentionality—with regard to purchases, whether customers are buying non-chocolates for their organic certifications, or a myriad of other reasons—has been noticed by XO Marshmallow staff.

“People have still been buying treats, but with more of a focus on experiences, gifting, or celebrations,” explains Lindzi Shanks, co-founder, XO Marshmallow. “Shoppers have been gravitating toward brands with a story, clean ingredients and a clear sense of joy. Seasonal and limited-edition drops, especially those tied to nostalgia, have resonated.”

While focusing on this need for “a story, clean ingredients, and joy,” Shanks believes shoppers, particularly Millennials and Gen Z, have desired to “feel emotionally connected to the brands they support…They’ve been looking for more than a product. They’ve wanted transparency, values and joy baked into the experience,” she notes.

In response to customers’ recent requests, Hershey has released various new products during the past year, including Jolly Rancher Freeze Dried, Jolly Rancher Ropes, and Shaq-A-Licious XL Gummies. Jolly Rancher Freeze Dried are flavorful, light, and crunchy, the company says, while Jolly Rancher Ropes are available in dual-flavor packs.

To provide consumers with clean ingredients, Mojave Mallows released its organic-certified S’more Speckled Marshmallows earlier this year. Already a bestseller for the company, the product has quickly become employees’ favorite flavor.

“As we’re bagging them, the fresh graham scent wafts and is so appetizing,” Chan says. “Because we swirl the chocolate in, they’re far from uniform, but I think that’s part of their charm.”

In addition, during the past 12 months, XO Marshmallow introduced Mini Dream Bar Bites, a twist on its Dream Bars offering. Flavors include seasonal favorites like pistachio and strawberry cheesecake, as well as more adventurous flavors, including Aperol spritz, bubblegum, and pineapple Tajin.

“They’re snack-sized versions of our Dream Bars—mini, bite-sized, gluten-free Rice Krispie treats, made with layers of gooey marshmallow, crushed cookies or graham crackers, and other delicious toppings,” Shanks explains. “They’re designed to be perfectly portioned, craveable and shareable.”

While focusing on social media trends, Nassau Candy has released innovations from its in-house candy brand, Clever Candy. For example, its Clever Candy Gummy Orange & Cream Popsicle, featuring a detailed popsicle shape, was inspired by creamsicles. The two-tone orange and white gummy can be enjoyed on its own or with beverages like cocktails.

Furthermore, the new Clever Candy Gummy Pacifiers have Swedish candy-inspired pacifier shapes, while the Clever Candy Spicy Blue Raspberry Gummy Bears have been inspired by spiciness’s popularity on social media.

“Exciting shapes play well on social media, as well as in bulk bins, so we continue to add unique shapes to our gummy assortment,” Rodio says. “One standout this year has been Clever Candy Gummy Avocados, which features a colorful pit and a tangy tropical mango flavor.”

Sour flavors have been popular, too, as shown by the recent release of the company’s Sour Gummy Kicks Gummy Sneakers, which have trendy high-top shapes and flavors, such as green apple, pineapple, raspberry, and tangerine. Nassau Candy has also recently released products like Sour Mini Gummy Bears and Clever Candy Gummy Sour Cubes.

“The cube-shaped Sour Cubes offer a satisfying soft texture, while the Sour Pyramids get right to the sour point—with two-tone, pyramid-shaped gummies in flavors like blueberry and watermelon,” Rodio adds.

Looking forward 

As Mehrotra prepares for the coming years, he believes the non-chocolate category will continue to grow. While doing so, it will “push the boundaries of innovation,” as technology is integrated into the creation of non-chocolate items.

For instance, according to Mehrotra, freeze drying is steadily becoming more popular, leading to a crunchy texture and more flavor.

“We’ve just applied freeze drying to Jolly Rancher Freeze Dried, transforming the classic hard candy into something new but familiar at the same time,” he says.

Due to the non-chocolate category’s ever-increasing usage of innovation, Chan believes more exciting brands will be released in the near future. Particularly, manufacturers will be using social media to market their new brands, acquire partnerships with other manufacturers, and showcase potential brands faster, more effectively, and more consistently than ever.

“Social media has allowed more direct access to customers, which has also allowed more emerging brands to thrive,” she notes. “It’s now easier for people to find and connect with ‘niche’ products.”

While the non-chocolate category steadily grows, a shift may soon occur toward gifting, experience-driven products, and value-perceived items. Although customers are still craving whimsy candy, they want to acquire it in a meaningful way, according to Shanks.

“Indulgent treats that feel whimsical and personal offer comfort and an emotional lift, but they need to feel worth the price,” Shanks says. “We infuse joy into everything we do, from our bright packaging to our nostalgic flavors. We don’t just sell marshmallows; we sell intention and comfort.”

With this in mind, XO Marshmallow will continue to provide nostalgia and childhood-inspired flavors like Cookies N’ Cream and treats that double as gifts, such as gluten-free s’mores kits. It will also focus on aesthetics, shareable content, and unboxing experiences.

Each product will be designed and packaged “with intention” since “eye-catching treats” are “more likely to be shared,” resulting in “brand discovery and loyalty,” according to Shanks. As evidence of its commitment to these goals, XO Marshmallow will once again release its annual Advent Calendar, featuring limited-edition flavors, new flavors, and those reminiscent of childhood.

Healthier items with less sugar and minimal or no artificial dyes will steadily increase in popularity too, due to recent “Make America Healthy Again” regulations. As consumers’ taste palates grow, unique, bold flavors and textures will be created, as well.