April 28, 2025 – The sugar confectionery and gum market in India has experienced significant growth in recent years, driven by a focus on flavor innovations, changing taste preferences, and variety. Innova’s 360 research explores the latest trends in the sugar confectionery and gum market, including rising sales trends, the growing demand for healthier innovations, and strategies focusing on building penetration and usage occasions.
Sugar Confectionery and Gum Market Trends
There has been 7% sales and 6% volume growth of the sugar confectionery market over the past five years. It is predicted to grow at a similar rate in sales and volume up to 2027. India ranks second in growth forecast for sugar confectionery and sixth for the gum subcategory in retail market value.
The forecast growth in sugar confectionery and gum sales is faster than the forecast annual population growth of India. The rise of urban India’s population is driving an increase in disposable income that will fuel sales growth.
Sugar Confectionery Subcategories
There has been a 6% CAGR rise in sugar confectionery trends over the past five years. Other sugar confectionery is the leading subcategory in launches, followed by toffee and fudge, hard candy, lollipops, and mints. Other sugar confectionery includes traditional sweets like halwa, soan papdi, and cashew sweets. The strong growth of packaged traditional sweets (other sugar confectionery) highlights cultural preferences and the consumer shift toward convenience and nostalgia.
The low chocolate consumption in the country is partly due to its warm climatic conditions, which affects the storage and melting of chocolate. Sugar confectionery brands can leverage this opportunity and fill the gap, particularly with toffees, which are more heat-resistant and culturally familiar. Lollipops and mints launches are also growing. Overall innovation in this category continues to grow.
Sugar Confectionery Consumer Preferences
In India, 33% of consumers have purchased sugar confectionery over the past year. Beyond taste, sugar confectionery is consumed to feel happy and to wind down. The subcategories with the highest purchasing penetration include fruit-flavored snacks, chewing gum, and toffee and fudge.
In India, sugar confectionery trends reveal that 40% of consumers have increased their consumption of these products due to taste preference and lifestyle changes. Increased availability and awareness of product variety or novelty also drive consumption growth.
Consumers want sugar confectionery to be organic, made with real ingredients, and free from artificial colors or flavors. They are influenced by the perception of product safety when buying sugar confectionery. More than 4 in 10 consumers in India are willing to try the savory flavors of butter and cheese in sugar confectionery.
Claims and Flavor Trends
No additives or preservatives show 3% growth in launches over the past year. This rise is in line with consumer demand, as almost one-third of consumers want sugar confectionery with real or natural ingredients. Seasonal or limited edition, vitamin/mineral fortified, and organic claims are growing in launches.
Sugar confectionery trends show that fruit flavors are leading with almost half of sugar confectionery launches over the past year. This is followed by brown flavors, nuts, mint and menthol, ethnic flavors, and spices and seeds. Within fruit, strawberry, orange, fruit, and mango are top flavors, whereas brown flavors include chocolate, cola, coffee, and honey. Mint and menthol flavors show growth in launches; however, they remain a smaller category in launches.
Manufacturers can continue to experiment with more flavor blends or traditional flavors like paan, kesar pista, or jaggery-based sweets in modern confectionery formats, appealing to both nostalgia and innovation seekers.
Sugar Confectionery and Gum Market Opportunity
India ranks very low in per capita consumption as compared to other countries. This can be due to the preference for traditional Indian sweets and a perception that sugar confectionery is a pricey luxury, only bought for special occasions.
Urbanization is rapidly taking place in India, which will likely drive the growth of sugar confectionery and chewing gum consumption. While India won’t likely become a top market in per capita consumption of sugar confectionery or gum, an opportunity exists to increase consumption with continuous innovation, including healthier alternatives, flavor innovations, and ingredient innovations.
What’s Next in Sugar Confectionery and Gum Trends?
The sugar confectionery and gum markets are evolving as brands continuously adapt to meet changing consumer demands. 40% of consumers in India have increased consumption of sugar confectionery due to changes in taste preference and lifestyle, and greater variety or novelty available. Innovation in flavors and varieties, along with marketing efforts to generate awareness, is significant to build more sales. Efforts should focus on urban areas, as they generally have higher incomes.
Consumers in India prioritize natural, made with real ingredients, and organic claims. They seek indulgence with health-conscious choices. Sugar confectionery brands can align with India’s strong preference for herbal and Ayurvedic wellness, integrating ingredients such as tulsi, ashwagandha, or saffron for a better-for-you indulgence. Brands can also consider formulations with less sugar and the use of low-calorie natural sweeteners to meet the demand for healthier sugar confectionery trends.
Brands that offer new, exciting ways for consumers to experience the category through new, delicious flavors, exciting texture combinations, or even interactive products or features, are likely to lead in the market.
This article is based on Innova’s Sugar Confectionery & Gum in India report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
