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Are you looking for the best new candy on the market? Do you want to try something other than traditional hard candies? You've come to the right place!
Since our blog on the "Swedish candy TikTok trend" received a fantastic response, we have decided to explore the latest candy trends in this article. From Swedish foam gummies to freeze-dried treats and everything else in between, these trending candies are a huge hit on TikTok, Instagram, and other social media platforms.
In fact, they've garnered a phenomenal response from the viewers. Eager customers line up around the block and wait for these viral candies for hours. Whether it's TikTok hits or old favorites with new twists, consumer choices are reshaping the confectionery industry, and we're all for it!
In this blog, we'll go over some interesting statistics about the types of candies trending in the United States. Keep reading until the end, as we will also explore the most trending candies of 2025 that will have you jumping on the hype bandwagon in no time.
Let's get started!
Non-Chocolate Candies Experience a Surge in Demand Since 2019
Chocolate still thrives and rules candy sales in the United States. Whether it's peanut butter cups or fudge bars, more than half of all candy sold in 2024 was chocolate.
That said, non-chocolate candies are experiencing a huge surge in popularity. The National Confectioners Association shared some interesting figures in 2025. According to the report, this category saw massive growth, with sales increasing by $5 billion since 2019. That's a 70% jump, all thanks to social media influencers.
So, what's driving this sudden surge in demand for non-chocolate candies? The answer has a lot to do with the target audience that confectioners are trying to figure out.
Gen Z and millennials want something new and exciting in life. Sour gummies have become their top favorite sweet treat for many reasons. First, they enjoy bold flavors that get their taste buds tingling. Second, the fun shapes and vibrant colors make non-chocolate candies perfect for Instagram Reels or TikTok videos.
Major retailers, such as 7-Eleven, have expanded their private-label candy selections. They now sell a wide selection of sour, chewy candies, as well as many more viral treats to cater to the younger audience.
Top 5 Candy Trends in the United States for 2025
Calling all candy lovers! Here are the top five candy trends in the United States that are sure to satisfy your sweet tooth cravings:
Swedish BUBS (Sweet and Sour Candies)
If you're on social media, you've probably seen videos of people walking into candy stores to pick out a variety of colorful, uniquely shaped treats. That's BUBS, the Swedish brand everyone is following after the TikTok candy craze. Consumers can't get enough of these yummy gummies.
The Lindström family started BUBS in 1992. While they have been a staple in Sweden for decades, people outside Europe haven't heard about these sweet delights until now.
In 2024, influencers like Mary Grace Graves had millions of Americans excited about these foam gummies. The pick-and-mix videos she and many other TikTokers shared became instant hits with the viewers.
What makes BUBS so good? It has a chewy foam-like texture that's different from regular gummy bears. BUBS come in exciting flavor combinations like the classic Nerds pairings, which are fun, flavorful, and on-trend. They're also lip-smackingly delicious.
Don't just take our word for it. Try the famous Strawberry Pomegranate BUBS. Made from wild summer strawberries and tangy pomegranates, this gummy offers a bold twist on fruity flavors and tastes amazing.
With 14,800 monthly searches for "BUBS Swedish candy," these sweet treats have taken over candy aisles by storm. BUBS Swedish candies are incredibly popular in the US because they're not only plant-based but also gluten-free.
These gummies are made with healthy ingredients (no artificial colorings or flavorings), making them a healthier treat for fitness enthusiasts and health-conscious snackers.
Embrace the Swedish candy trend and order from Sukar, a US-based candy seller that imports a wide variety of authentic Swedish treats from Sweden. From Banana Caramel BUBS to Sour Tutti Frutti BUBS, we have a vast selection of sweet and tangy vegan candies that will have you coming back for more!
Creamy Milk Chocolate with Pistachio Kunafa
Anything involving pistachio has become the internet's latest obsession, which helps explain why pistachio kunafa chocolate has emerged as the new king of sweet treats.
Food influencers are flooding social media with mouthwatering videos of slicing into and breaking apart these indulgent creations. These creamy delights have been trending ever since.
While there are many US-based chocolate makers that produce pistachio kunafa chocolate, no one does it quite like they do in the Middle East. Brands like FIX Dessert Chocolatier in Dubai have perfected this medley of flavors. If you're lucky, you may be able to find the OG pistachio kunafa chocolate bar here in America.
Pistachio kunafa chocolate isn't just candy. It's an experience that brings two different cultures together and has shaped what consumers expect from a good chocolatier. This trend is a key example of how global flavors can redefine traditional desserts.
Freeze-Dried Skittles
Freeze-dried Skittles are taking the TikTok candy craze by storm. Behind this ingenious idea were a couple of small home businesses and influencers. Now, it's a huge hit that consumers, and frankly speaking, large manufacturers, didn't expect.
How are freeze-dried Skittles made? They're regular Skittles that puff up like tiny fruit balloons when freeze-dried. This makes them super crunchy and bursting with fruity flavors, such as strawberry, orange, and grape.
You won't find freeze-dried Skittles in the candy aisles of your local store just yet. Your best bet is to buy directly from Skittles or explore specialty candy shops that freeze-dry small batches of these chewy delights.
Nik-L-Nip Mini Drinks
Nik-L-Nip wax bottles have made a stunning comeback. These small treats have been around since the early 1900s, but the recent "nostalgia hauls" on TikTok and Instagram have made them popular among millennials.
If you've never tried a Nik-L-Nip, you're missing out on something special. This is the type of candy your parents used to enjoy back when they were young.
What are Nik-L-Nip mini drinks? They're candies in the shape of a bottle. You bite off the wax top and drink the sweet, colored syrup inside. After that, you can chew the wax bottle like a chewing gum. It's weird, wonderful, and strangely addictive in a delicious way.
Nik-L-Nip is the perfect example of how classic candies can have a strong appeal even in today's modern market filled with new flavors. These nostalgic treats are available at retro candy stores and online shops.
Remember: The wax is completely safe to chew, but don't swallow it!
Crystal Candy
Recently, a few content creators have created edible gems, geodes, and Japanese "Kohakutou" that break beautifully when you bite into them. They're crunchy on the outside and chewy on the inside. Whether you consider it an innovation or a fresh take on rock candy, these eye-catching treats have been trending all across the world.
Crystal candies look stunning, mimicking an array of precious gems. Viral videos on Instagram and TikTok show people breaking what appear to be real crystals, but they're entirely edible.
What's even more interesting is that the ASMR factor is huge with crystal candies. It produces a delightful cracking sound, making it a playful experience that's equally enjoyed by adults and children.
You can even make crystal candies at home. Sugar Geek Recipes offers a great take on these delightful treats that's sure to impress your family and friends.
Join the Swedish Candy Craze Sweeping the Internet with Sukar!
Ready to taste what everyone's raving about? Check out Sukar's collection of authentic Swedish BUBS candies and get them delivered straight to your door.
From tangy and sour gummies to sweet, fruity candies, our selection of Swedish treats will take your taste buds on the best adventure ever. Join the hype bandwagon today and order some trending gummies now!
