30 • May | June 2026 • abasto.com The rise of gummies: Non-chocolate candies now account for nearly 41% of the market share. The Gen Z factor: If you want to capture Millennials and Gen Z, think texture and novelty. Freeze-dried candies and “unex- pected” flavor combinations are booming, driven largely by discoveries on platforms like TikTok. “New” is old: A third of consumers are seeking nostalgia. Exact “retro” relaun- ches are in high demand, bridging the gap between generations. Winning During the “Big Four” Seasons (and Beyond) Seasonal sales accounted for 63% of all confectionery revenue in 2025. While Valentine’s Day and Halloween remain the giants, the modern retailer must look toward “second-tier” holidays. The report shows significant growth in gifts for Mother’s Day, Father’s Day, and the 4th of July, golden opportunities for His- panic retailers to create displays that pair sweets with traditional family celebrations. “Today’s Americans make their purcha- sing decisions with greater intent,” says John Downs, president and CEO of the NCA. For retailers, that “intent” is a vote of confidence. Candy isn’t a mindless purchase; it’s a calculated moment of joy that averages just 40 calories a day for the typical consu- mer. As we look toward a $62 billion futu- re, the question isn’t whether people will continue to buy candy, but whether they’ll find the ones they saw on social media yes- terday on the shelf today. • Continuation of page 28 To capture your share of the projected $62.2 bi- llion market by 2030, ensure your store meets the following requirements: • Analyze the “Big Four” and beyond: Don’t stop after Easter. Reserve specific shelf space for Mother’s Day, Father’s Day, and the 4th of July, which are becoming hi- gh-growth “gift-giving” occasions. • Mix up the textures: Make sure your candy aisle isn’t just chocolate. Stock up on “sen- sory” products like freeze-dried, chewy, and gummy candies to attract Gen Z and Millennials. • Create “nostalgia” displays at the ends of the aisles: Dedicate a third of your spe- cialty candy space to retro reissues. These are high-margin impulse buys for shoppers looking for a “trip down memory lane.” • TikTok-ready merchandising: Highlight “trendy” or “viral” flavors. If a specific fla- vor combination or texture is going viral on social media, label it on your shelf to grab the attention of younger shoppers. • Balance in the “box”: Since 99.8% of hou- seholds buy candy, keep the box stocked with both 40-calorie “controlled-portion” packs for health-conscious shoppers and chocolate bars for shoppers looking for a “treat.” The Success Checklist for Retailers Based on the 2026 “State of Treating” report Special Insert Sweets & snacks