March 14, 2025 – ISM Cologne 2025, a leading international trade fair for sweets and snacks, provided a glimpse into the exciting future of the markets. Innova Market Insights, a proud knowledge partner, provides insights into the key trends and innovations shaping the sweets & snacks categories.
This article is based on Innova Market Insights ISM Cologne 2025 Show Review report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
The Power of Plants
The plant-based trend is evolving, with a shift towards products that feature “real and recognizable” ingredients. Consumers are increasingly favoring items made from natural ingredients and less processed options, particularly in the snacking category.
This growing preference is reflected in the rising popularity of snacks that incorporate whole grains, fruits, and vegetables, as people seek choices that balance health and taste. 42% of consumers are now prioritizing plant-based, protein-rich, and low-calorie snacks, while 35% are attracted to “guilt-free” and “all-natural” offerings.
Brands like FitFit are tapping into this movement, recently introducing high-fiber, additive-free watermelon chips that address consumer demands for naturalness and minimal processing.
Fiber is the Future
Fiber is increasingly recognized as a key ingredient for gut health, with consumers actively seeking snacks that promote overall wellness. Emphasizing fiber on product labels is a good selling point as fiber is now among the top five desired ingredients in snacks.
The rising awareness of the microbiome opens up opportunities for high-fiber ingredients in snacks and sweets, reflected by the “Flourish” action trend, which prioritizes high fiber content. Brands like Olly’s are responding to consumer preferences by offering snacks that are rich in protein and fiber, low in calories, and provide a crisp texture.
Probiotics for Gut Health
Probiotics are increasingly recognized as a key ingredient for promoting gut health, particularly within the sweets and snacks categories. As consumer awareness of the gut microbiome’s impact on overall health grows, there is a shift towards products that enhance gut health. Probiotics, which are beneficial live microorganisms, are gaining popularity due to their potential positive effects on immunity, digestion, and mental well-being. This trend is further fueled by the emphasis on gut health in mainstream media and healthcare discussions.
Additionally, the development of new and innovative probiotic strains and formulations targeting specific health concerns is contributing to rising demand. 75% of global product launches featuring probiotic claims concentrated on gut health. As more consumers seek solutions for enhancing their overall well-being, the role of probiotics in food products is likely to continue growing.
Precision Wellness
Precision wellness is on the rise as brands increasingly focus on catering to specific health-related needs within the snack and sweet categories. Consumers are actively seeking snacks that support their lifestyles, such as through energy boosts or electrolyte replenishment. This trend comes from a growing emphasis on personal well-being and proactive health management.
Brands are responding by incorporating targeted blends of vitamins, minerals, and functional ingredients designed to deliver specific health benefits, including energy enhancement, immune support, and gut health. For instance, Grau Nuts offers nut mixes enriched with copper, manganese, and Vitamin E, aimed at those with active lifestyles. The trend has also led to innovative product formats, such as gummy cubes infused with caffeine and taurine for pre-workout energy and electrolytes for post-workout recovery.
Taste and Texture
Consumers today are increasingly seeking snacks that offer a multi-sensory experience, with a strong emphasis on innovative flavors, textures, and formats. This trend reflects a growing desire for unique and exciting snacking options. 40% of global consumers want to explore new flavors, and 35% are actively searching for foods with distinctive textures. This curiosity drives a rising demand for exotic ingredients and fosters a broader interest in global cuisines.
Beyond just the basic attributes of crunchiness or smoothness, consumers crave snacks that provide intriguing mouthfeel and textural contrasts. They are looking for experiences that go beyond traditional offerings, seeking out novel and unexpected flavor combinations. This focus on multi-sensory enjoyment highlights an evolving trend in consumer food choices.
Sustainability Matters in Sweets & Snacks
Sustainability is increasingly important to consumers, with brands adopting sustainable practices throughout their supply chains. This trend is reflected in the sweets and snacks categories, where the top trends for 2025 showcase the significance of sustainability in product development. Consumers are actively seeking out products that are produced from practices like regenerative agriculture and upcycling, indicating a shift in priorities toward eco-friendly options.
Innovative brands are responding to this demand with creative solutions. For example, Vandenbulcke has introduced planet-friendly upcycled cocoa pralines that use the fruit pulp of the typically discarded cocoa pod shell. Similarly, Barth focuses on producing legume-based crackers through regenerative agriculture, which helps minimize waste and energy consumption. These products demonstrate a commitment to sustainability while delivering unique products to consumers.
Moreover, brands are placing a strong emphasis on ethical sourcing practices. This includes ensuring fair wages for farmers and eliminating child labor in cocoa production.
Spotlight on Innovation at ISM Cologne
ISM Cologne 2025 showcased a variety of innovative products that are transforming the sweets and snacks categories. Among the standouts was the super sour melt-in-the-mouth candy paper from Primus, which won first place in the product showcase. Another notable entry was the planet-friendly upcycled cocoa pralines from Vandenbulcke, which creatively repurposes sidestreams, such as fruit pulp and cocoa pod shells, to create a sustainable treat.
Freeze-dried confections emerged as a trend, introducing new textures to traditional sweets. Together, these innovations reflect a growing commitment to creativity and sustainability in the sweet and snacks categories.
What’s Next in Sweets and Snacks?
ISM Cologne 2025 highlighted key trends in the sweets and snacks categories, emphasizing innovation and consumer demand for healthier and sustainable options. Brands are responding to consumer interests in regenerative agriculture, upcycled ingredients, and ethical cocoa sourcing.
Consumers are also seeking snacks with enhanced functionality, particularly those high in fiber and probiotics for gut health. The narrative around plant-based products is shifting towards real ingredients, and there’s growing excitement around bold flavors like “blazin’ hot” and “hyper sour.”
Overall, the future of sweets and snacks points towards a focus on natural ingredients, enhanced functionality, and innovative flavor and texture experiences.
This article is based on Innova Market Insights ISM Cologne 2025 Show Review report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
