By Noelle Riddle
“Looking at 2025, we are still living in the wake of various gummy clusters, which inspires innovation and a lot of confidence. Everyone’s trying to do their own multi-textural gummies,” said Jason Liebig, brand history expert and an on-camera expert on the History Channel’s The Food That Built America. Liebig posts on social media under the collectingcandy handle and was a speaker at the 2025 NACS Leadership Forum. “That’s a great expression of innovation; people are trying to have fun within that space. Multi-textural has become a buzzword in the industry.”
Looking forward to 2026, Liebig thinks spices will be a big trend in the market. “I think there's a possibility to bring more international spice into the candy space. Right now, we’re getting a lot of spice flavor from south of the border. I think next, we might see spice from India, from Southeast Asia, and see how that fits into the candy space,” Liebig said.
Liebig also thinks freeze-dried candy has not yet hit its pinnacle of popularity. “I think there is still a lot to come for freeze dried. It’s everywhere now, but I think you’re going to see just about every brand try a freeze-dried iteration of their hit products.”
Freeze-dried candy was one of the big trends seen at the 2024 NACS Show. The 2025 NACS Show will take place October 14-17 in Chicago. Register for the NACS Show now.
And while the snack sector has already seen a burst of protein-filled products hit shelves, Liebig said it’s only a matter of time before manufacturers launch protein candy. Gen Z will be particularly interested in protein candy, predicts Liebig.
“Gen Z knows more about what they put into their bodies than any generation before. They're very informed. They have new insights but at the same time they also have agency. I say that because for candy specifically, candy is not a meal, candy is an indulgence. I see growth based on those things, those concerns,” he said.
And while the market has seen an influx of low-sugar candy options, Liebig doesn’t think full sugar candies are going anywhere just yet. “Consumers understand that they can have a full sugar gummy treat as long as they’re doing everything else they’re supposed to be doing, like staying active. Candy is not going to die, and it shouldn’t. Flavors never pop better than when you have full sugar. I just think having both options are great. And I think people will express their own agency. They understand their bodies, they understand their sugar intake, and so they’re very aware. They know what they’re putting into their body. Things just are going to stick around,” Liebig said.
Look out for “The Sweet Treat Trajectory” in the October 2025 issue of NACS Magazine.