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Swedish candy, known for its bold flavors, unique textures, and colorful varieties, has quickly become a global favorite among sweet lovers. From chewy sour mixes to salty licorice and vegan-friendly gummies, Sweden’s confectionery culture offers a distinct candy experience.
Swedish candy's popularity can be traced back to its quality ingredients and eye-catching packaging that has been fueled by various by viral videos showcasing candy hauls, taste tests, and ASMR-style unwrapping of Swedish candy mixes on social media.
In this article, we will explore more reasons behind the scene and whether it's healthy.
The Origin of The Popularity In Detail
Swedish candy’s popularity isn’t just a viral trend that happened overnight — it’s a reflection of Sweden’s deep-rooted candy culture. The concept of Lördagsgodis, or “Saturday candy,” has been a part of Swedish life since the 1950s, where families traditionally enjoy sweets together once a week. This tradition helped shape a national habit of treating candy not just as a snack, but as a cultural ritual tied to moderation, quality, and joy.
As global curiosity around international snacks grew, Swedish candy stood out for its bold flavors, vegan-friendly ingredients, and unique textures — from chewy sour skulls to fruity foam raspberries. Social media platforms like TikTok and Instagram brought this hidden gem into the spotlight. Viral videos of candy hauls, vibrant pick-and-mix bags, and fizzy taste tests fueled the international craze. Influencers and food creators helped turn Sweden’s local sweet tradition into a global trend.
The mix of heritage, visual appeal, and clean-label ingredients gave Swedish candy a competitive edge — not just as a treat, but as a lifestyle experience. It’s nostalgic for Swedes and excitingly new for global consumers. This cultural authenticity, combined with social media virality, explains why Swedish candy is now more popular than ever.
The One Video That Spark The Fuel
In January 2024, Mary Grace Graves shared a video on TikTok showcasing her Friday night ritual in New York City. She explained how she makes weekly trips to BonBon, a candy shop owned by three Swedish friends, to satisfy her sweet tooth.
The video showed her walking down the street to the shop and filling a cute little pink paper bag with a wide assortment of colorful Swedish candies.
Needless to say, the clip instantly went viral, racking up over 1.2 million views. The next day, there was a long line of people outside BonBon, eagerly waiting to try the tasty, foamy-feeling Swedish gummies.
Mary Grace Graves wasn't the only one to spark the TikTok effect. It's a phenomenon that's seen on the platform where millions of users become fascinated by a specific product.
Abigail Feehley, a TikTok content creator, posted videos in January 2024 of herself tasting a variety of Swedish candies. She tears into and munches her way through a selection of gummies. While indulging in the sweet treats, she describes their textures and flavors in detail for her audience.
Viewers couldn't get enough of Feehley's videos, especially her vivid commentary. The ASMR elements featured across several posts only added to the momentum. They further fueled the Swedish candy craze on TikTok.
The Search Trends
According to Google Trends, the search term "Swedish candy" began trending in mid-January 2024 and peaked toward the end of April. While interest in the gummies gradually tapered off in the following months, it remains strong to this day.
But don't just take our word for it. Let's look at the latest data from SEMRush, a tool showing what people are searching for online.
The keyword "Swedish candy" has a clear commercial intent and sees around 90,500 searches every month. A deeper dive into the data reveals the following:
· 14,800 monthly searches for "BUBS Swedish candy"
· 14,800 monthly searches for "Swedish candy near me"
· 5,400 monthly searches for "Swedish Fish candy"
Content creators continue to review these scrumptious gummies on TikTok. With Mother's Day and Memorial Day just around the corner, we expect a spike in both demand and search interest throughout the month of May.
Supply Chain Issues
Since the Swedish candy trend took off on TikTok, candy retailers, including BonBon, have extended their store hours until midnight. At the same time, many brands have experienced a surge in online orders. This has made it challenging to manage the sudden spike in operations.
While the Swedish candy TikTok trend brought candy sellers into the spotlight, it also created logistical challenges. There have been a few reasons behind the supply chain and production hiccups, which have caused serious delays in shipments. These include the following:
· Soaring demand for Scandinavian gummies in the United States
· Mandatory six-week summer holidays for factory workers in Sweden
· Rising prices of chocolates in the United States
Is It Healthy?
While candy is still a treat, many Swedish options are considered cleaner than conventional alternatives. Most Swedish candies are gelatin-free, vegan-friendly, and free from high fructose corn syrup. Natural sweeteners, fruit juice concentrates, and plant-based dyes make these confections a slightly better choice for health-conscious consumers. However, like all sweets, they should be enjoyed in moderation. The emphasis in Swedish candy culture is not just on flavor, but also on quality and responsible enjoyment.
Buy Authentic Candy At The Store You Can Trust
As Swedish candy becomes a global sensation, finding the real deal matters more than ever. At Sukar, we stay true to the tradition — offering authentic Swedish candy made with clean ingredients, bold flavors, and the nostalgic joy of Lördagsgodis. Whether you're a longtime fan or just discovering the trend through social media, Sukar is your trusted source for high-quality sweets that capture the heart of Swedish culture in every bite. Plus, there's free shipping on all orders over $50!
