The confectionery world is undergoing major changes, with brands having to find new ways to keep customers happy while navigating soaring cocoa prices and inflationary pressures.

At the same time, shoppers are becoming more health-conscious and eco-aware, pushing brands to create lower-sugar treats and use more sustainable ingredients and packaging.

Still, the industry’s holding strong. In fact, ad spend jumped 25% in 2024, reaching £173m. And with Easter just around the corner, big names like Mars Wrigley, Ferrero, Lindt, Cadbury, and Haribo are stepping up their campaigns - innovating, expanding, and doing what they do best: keeping sweets front of mind.

Here are some of the key themes shaping the confectionery industry in 2025…

Prices are rising, and shrinkflation is unavoidable.

With cocoa costs at record highs, brands like Mars and Cadbury are reducing pack sizes to maintain shelf prices - though consumers are noticing. Chocolate prices are up 16.5%, well above inflation for other food categories.

Sustainability is becoming non-negotiable.

From recyclable Easter packaging at Cadbury to Ferrero’s pledge for fully recyclable materials by 2025, brands are doubling down on green commitments. Consumers expect better, and packaging innovation is a great start.

Health is changing the sweets game.

HFSS regulations and growing health awareness are pushing brands to cut sugar and rethink how they advertise. Haribo is reformulating products and adjusting campaigns to stay compliant, while others are exploring lighter options.

Premium and novelty are thriving.

Even in a cost-of-living crisis, shoppers are treating themselves. Lindt is thriving with luxury stores and regional innovations.

Ad spend is soaring to stay competitive.

Advertising budgets are up across the board, but Cadbury led the category with £59.9m in ad spend in 2024.

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