Generation Z (born between 1997 and 2012) is transforming the candy and snack industry. This generation, conscious of their health and tastes, is driving demand for innovative products that balance taste, health and sustainability. This report analyzes regional market values, consumer trends and industry response, highlighting ISM, the world’s largest candy and snack trade show.
1 World market overview
Market values (estimates for 2024)
Region
Market value (billions of dollars)
TACC (2022-2028)
Europa
145
4.5%
Asia
125
6.2%
Middle East
30
5.8%
North America
110
3.9%
South America
25
4.2%
Africa
10
5.0%
2. Healthy choices drive growth
Trends among Generation Z:
Natural ingredients: Snacks low in sugar and high in fiber.
Plant-based alternatives: Vegan chocolates, fruit bars.
Sustainability: Eco-friendly packaging and fair trade certifications.
Functional snacks: Products enriched with proteins, vitamins and probiotics.
3. Regional perspectives
Europa
The largest market, with strong demand for organic and artisanal products.
Leading countries: Germany, United Kingdom and France.
Asia
Rapid growth driven by urbanization and rising disposable incomes.
Main markets: China, India and Japan.
Middle East
Premium products predominate due to high purchasing power.
Preferences include dates, dried fruits and traditional sweets with a healthy twist.
North America
Emphasis on convenience and functional snacks.
Millennials and Generation Z drive the market towards healthier products.
South America
Growth of local brands that offer unique flavors and lines focused on health.
Brazil is the main market.
Africa
An emerging market with a growing demand for affordable but healthy snacks.
Focus on indigenous ingredients such as baobab and moringa.
5. The focus is on the ISM
Event summary: ISM Cologne, held annually in Germany, is the largest sweets and snacks fair in the world. It features innovations in confectionery, snacks and baked goods and attracts exhibitors and buyers from around the world.
Focus on Generation Z:
Product launches with sustainability themes.
Pavilion dedicated to health and well-being.
Interactive sessions on digital marketing for Generation Z consumers.
Generation Z’s preference for healthier and more sustainable snacks is transforming the global market. Companies must innovate to meet the demands of this demographic. Events like ISM provide a platform for industry players to showcase trends and connect with future-focused consumers.
