Consumers search for fun marshmallow treats: Mane
Millennials, Gen Z shoppers love products that offer a playful experience.
Marshmallows will always be popular, whether being consumed as a s'more ingredient, in baked goods, or eaten by the handful, but nowadays consumers want more choices, fun, and variety from the chewy white confections.
To learn more, we talked to Sandy Styka, sweet goods category director, Mane Inc., seller of flavors and fragrances.
Liz Parker Kuhn: What are some consumer trends/behaviors with marshmallow flavors in confectionery?
Sandy Styka: We’re seeing a surge of excitement around marshmallows, especially as consumers look for treats that are fun, nostalgic, and sensory-driven. Flavor is still the number one reason people buy non-chocolate confections—65% say it’s their top consideration, and nearly half say they’re buying more because of new, exciting flavors hitting shelves. Millennials and Gen Z shoppers in particular love products that offer a playful experience, which has increased popularity for filled or layered marshmallows and color-changing varieties. Nostalgia is also incredibly powerful; more than 70% of consumers report enjoying products that remind them of their past. Seasonal traditions—from summer s’mores to holiday baking—keep marshmallows relevant year-round. And because they’re an affordable indulgence, marshmallows continue to resonate even during times of economic pressure. (Source, Mintel)
LPK: How does your company work to keep up with current consumer interests?
SS: At Mane, staying connected to consumer demand is a top priority. Our Consumer Insights team uses a mix of qualitative and quantitative tools to ensure we stay grounded in real behavior rather than assumptions. We conduct in-person focus groups, host tasting sessions, and send teams into stores, cafes, and restaurants to observe products in their natural environments. We also rely on online surveys and rapid-testing platforms to get quick insights on flavor and product concepts. Social media plays a significant role as well—tracking conversations and viral trends helps us spot shifts early. Bringing all these inputs together gives us a full, real-world view of the consumer and helps us innovate with confidence.
LPK: And how do you keep your finger on the pulse of emerging consumer taste trends?
SS: We identify emerging trends by watching where new flavors first appear and validating them with consumers along the way. That means keeping a close eye on foodservice, global cuisines, and trend-heavy markets, where new ideas often surface before they reach retail. We also study what’s gaining momentum online—platforms like TikTok and Instagram are excellent early indicators of rising flavor curiosity. From there, we review menu and product launches to see what’s sticking, and we use consumer testing to determine whether something has real staying power or is just a passing trend.
LPK: Any notable innovations in marshmallows or confections with marshmallow flavor that you are seeing?
SS: There’s a lot of creative energy in the marshmallow space right now, and brands are having fun pushing the boundaries of texture, format, and flavor. Freeze-dried marshmallows are one standout—transforming the familiar softness of a marshmallow into something crisp and airy. We’re also seeing more color-changing and interactive formats, which really appeal to younger consumers. Marshmallow and chocolate mashups are gaining traction, offering more indulgent, snackable options. Global inspiration is also shaping innovation, with flavors like ube appearing in marshmallow-flavored baked goods and snacks. And nostalgia remains a powerful anchor, especially for seasonal items like holiday shapes and s’mores kits. Additionally, the better-for-you segment is growing with vegan, allergen-friendly, and low-sugar marshmallow alternatives.
LPK: Do you have any recent or upcoming marshmallow flavor variations, or anything coming in 2026?
SS: We continue to see nostalgic flavors appeal to consumers, and marshmallows are an excellent vehicle for delivering that. Textures and sensory cues are other key areas to explore. Our flavor expertise, combined with technology, allows us to create unique, layered flavor combinations that provide the novel taste experiences consumers seek. One area we can explore is our Powergran Core technology, which can be used to create a unique exterior coating for marshmallows. This technology blends flavor, color, and sensory elements to produce a granular material that offers an attractive visual and texture while delivering a burst of intensified flavor and enhanced color on the surface.
Looking ahead, we are also exploring the use of flavor technology in marshmallows—such as Physcool for cooling effects. Our technological and flavor capabilities enable us to create multisensory, next-generation marshmallow experiences that will drive innovation through 2026 and beyond.
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