Protein boom reshapes the confection aisle
Protein is now the fastest-growing functional benefit in sweets and snacks. Dollar sales of products with 20 grams or more of protein grew 19 percent year over year in the 52 weeks ending March 22, according to Spins data cited at the Sweets & Snacks Expo in Las Vegas. That outpaces growth for snacks with 10 to 20 grams of protein (13 percent growth) and those with less than 10 grams (3 percent), showing consumers increasingly prioritize high-protein options.
Younger shoppers over-index in products with added protein, like PepsiCo's Protein Doritos, while older consumers gravitate toward naturally protein-packed options such as yogurt or meat snacks. Scott Dicker, senior director of market insights at Spins, attributed part of the surge to consumers taking GLP-1 drugs to manage weight. "Their No. 1 thing they are told, nutrition-wise, is to eat more protein," Dicker said. But he cautioned that protein alone does not guarantee success. A "graveyard" of high-protein products have failed because they failed to meet clean label expectations, sourcing standards, or brand alignment.
Beyond protein: mushrooms, collagen and caffeine
Functional ingredients beyond protein are also gaining traction. Dollar sales of snacks with collagen ingredients surged 80 percent year over year, while those with super mushroom ingredients climbed 48 percent. Snacks with super green ingredients rose 10 percent, and those with added hemp protein grew 41 percent.
Caffeine emerged as a popular innovation at the expo, appearing in lollipops, powders and gum. MEG Military Energy Gum, made by Ford Gum Specialties, showcased this trend. Gut health also drew attention, with confections calling out added probiotics and prebiotics.
Clean label wins over the candy aisle
Sweets and snacks have historically been exempt from clean label scrutiny in exchange for fun and nostalgia. That exemption is eroding. In the natural channel, dollar sales of seed oil-free snacks increased 9 percent in the year ending March 22, while seed oil snacks declined 4 percent. Brands like Wild Fox, founded to offer protein-packed snacks without seed oils, are capitalizing on this shift.
Consumers are also driving demand for premium fat and oil alternatives. "We've seen a lot of highlights around things like avocado oil, olive oil and then also beef tallow," Dicker said. A pushback against preservatives is also fueling growth in refrigerated and fresh alternatives, with refrigerated snack sales in the natural channel climbing 8 percent compared to 4 percent for shelf-stable products in the year ending March 22.
Indulgence and experience still dominate
Despite the health-and-wellness surge, indulgence remains the core driver. "Most of this is still around indulgence and fun," Dicker said. Consumers pursue two paths: traditional indulgence through bright colors, edible glitter and intense flavors, especially spicy and sour variants, and "permissible indulgence" through products that mimic conventional confections but offer cleaner labels or functional benefits.
Products with unexpected textures, such as crunchy exteriors with gummy interiors, resonate strongly with younger shoppers seeking novel experiences. These trends gain momentum on social media, where theatrical products drive engagement and discovery.
What shapes the future
Dicker predicts the industry will continue to be influenced by cleaner labels and functionality as consumer interest in health span rises. He sees longevity in chocolate despite current pricing pressure, as consumers seek premium and elevated experiences. Ultimately, fun will remain the decisive factor, especially as viral food moments and the desire for community connection drive purchasing behavior.