The market for functional confectionery is expanding rapidly, fueled by consumers’ increasing focus on health and a desire for sweets that offer nutritional benefits. About 65% of buyers prefer products enhanced with vitamins, minerals, or probiotics, while low-calorie and sugar-free options now make up 45% of sales in this category.

Chocolate confectionery leads the market with a 40% share, especially dark chocolate varieties enriched with antioxidants and energy-boosting compounds. Functional chewing gums, aimed at improving oral health, cognition, and digestion, follow closely with 30% of the market. Sugar confectionery, including vitamin-fortified gummies and plant-based lozenges, accounts for 20%.

Younger and middle-aged consumers represent the majority (55%), largely driven by products targeting energy and stress relief. Meanwhile, seniors make up 25%, favoring confectionery enriched with collagen, calcium, and probiotics to support joint and digestive health.

Read the full report by Global Growth Insights