Sweets Survey: Gen Z and millennials are shaping the industry

According to the survey, the consumer behaviour of Gen Z and millennials shows: Sweets that involve an experience are popular. Whether unusual new products, diversified products or surprising taste combinations: The experience factor is paramount.

• 53 percent of the respondents, above all millennials, are specifically looking for flavours they have never tried before.
• Gen Z tops all other generations when it comes down to enthusiasm for new taste experiences.

This goes far beyond the classic expansion of varieties. Flavour fusions are in demand, i.e. combinations that explore contrasts, for example sweet and salty, creamy and spicy, fruity and smoky. The market is already responding for instance by presenting cocktail-flavoured sweets or taco-flavoured cashews at ISM 2025. For brands this means: Those who want to win over young target groups have to consciously take risks and expand the portfolio with unexpected taste experiences.

The survey underlines that sensory dimension of products is becoming increasingly important. Especially Gen Z connects taste with a multisensory experience. Crunchy textures, surprising fillings or tingling components stick to mind longer than purely sweet. One example: In the Middle East & Africa (MEA) region, 59 percent of the respondents prefer flavoured cakes and sweet pastries compared to plain versions. The texture and flavour diversity thus becomes the centre of attention of product development. For brands that means: They shouldn't just think about the taste, but specifically focus on crunch, crispiness, tingling and surprise.

Sweet/spicy flavour profiles are a clear trend. According to the survey, in the case of snacks, chocolate and sweets particularly millennials opt for sweet & spicy products with above average frequency. Mango/chilli, chocolate with chilli or ginger chewing-gum - the combination between spicy and sweet provides the desired kick. Sweets brands can capitalise on this by offering limited editions or regional varieties. Because spicy flavour profiles are especially firmly established in the emerging markets.

A further finding: Young target groups love it when brands cross boundaries. Between 2023 and 2025 the MEA market recorded a 221 percent growth in co-branded sweets. This can apply to the combination between two strong brands and products – for instance chocolate and ice cream in a mochi format or a mash-up that merges categories. Examples are dessert-flavoured crisps or corn snacks with coffee cream. This presents brands with a double opportunity: They attract attention with the novelty effect and tell stories about partnerships and experiments that are ideal for sharing on social media.

Whilst elder generation tend to value food according to its shelf life and safety, the young target group sets different priorities. According to the sweets survey Gen Z and millennials above all value:

• natural ingredients
• freshness
• transparent packaging
• attractive presentation

"Clean label" is not just a buzzword here, but actually an expectation. For the manufacturers this means: Products, whose ingredients are declared concisely and comprehensibly, are perceived as being of higher-quality and are readily purchased – even if they are from the premium segment.

The survey also reveals: Millennials are prepared to pay more for new taste experiences. Limited editions, high-quality ingredients or creative collaborations create extra added value. On the other hand, the Gen Z trends fall more under entertainment than luxury. Gen Z is less receptive to status than fun. Therefore, they reward brands that surprise with humour, gamification or viral formats.

Snacking has also long since become a social media event for Gen Z. According to the ISM Survey, young consumers can be particularly incited by gamified food experiences and influencer campaigns. The trend also became evident in Cologne: TikTok challenges like "Sour Face" or "Crunch ASMR" were tried out at ISM 2025 . Snacks are no longer just products, they are content components that generate reach, visibility and interaction.

Especially exciting for sweets manufacturers: The prospect of the markets in the Middle East and Africa.

• One in four people within the Gen Z and millennial target group increased their consumption of biscuits and cookies because there is more diversity and more new products.
• Products that combine local flavours like dates, hibiscus or saffron with global formats hold huge potential in the MEA region according to the survey.

This allows international brands to win over market shares with locally inspired flavours and at the same time address a young, globally-connected audience.

The ISM Sweets Survey makes it clear: Gen Z is demanding multisensory experiences and interaction, while millennials are driving flavour fusions, co-brandings and premium products. For both generations quality means freshness, naturalness and strong packaging. Anyone, who wants to learn more about current trends, will find ISM to be the place where the latest sweets ideas become apparent.