As the global holiday economy continues to recover

As the global holiday economy continues to recover, Christmas-related consumption is showing strong growth momentum. Among these, Candy and dessert products have become the "traffic drivers" for cross-border e-commerce platforms and offline retail outlets, with significant restocking surges observed in many countries and regions.

Industry insiders indicate that this year's Christmas season candy demand growth is not only driven by traditional European and American markets, but also by the rapid release of purchasing power in emerging consumer regions, propelling the industry into a second growth curve at the end of the year.

Emerging markets drive sales rebound; holiday demand strengthens in the Middle East and Southeast Asia

In addition to stable consumption in Europe and America, the Christmas atmosphere in emerging markets such as the Middle East, Malaysia, and Vietnam has significantly intensified.

With large shopping malls, chain supermarkets, and cross-border online channels setting up holiday-themed sections in advance, gift boxes of candy, mixed-flavor gummies, and chocolate combos have all seen higher search and purchase data.

Data from cross-border e-commerce platforms shows that orders for holiday-packaged candy have increased by over 38%, with multi-flavor mixed packs, family-sharing packs, and elegant gift boxes being the most popular.

Retail institutions predict that as localized holiday cultures gradually take shape, the Christmas Candy market in these regions is expected to maintain double-digit growth over the next 3-5 years.

The "Christmas Limited Edition" trend is strengthening, with unique flavors making it onto the shopping lists of young consumers.

Compared to previous years, this year's Christmas candies exhibit a higher level of creativity.

Mint, cocoa, and cinnamon remain dominant, but influenced by young people, sales of complex flavors such as berry, caramel sea salt, and creamy vanilla have significantly increased.

Visually appealing candies, especially those suitable for party decorations and photo opportunities, such as:

• glitter-coated gummies
• star-shaped and tree-shaped candies
• red and green bi-color candies

have become popular festive choices.

Snack industry analysts point out that festive candies are evolving from simply "tasty" to "aesthetically pleasing, photogenic, and more festive."

Supply chains are entering peak sales seasons early, with smaller packaging and gift boxes driving factory efficiency.

Due to the Christmas peak season, many food companies have started production earlier in the fourth quarter, increasing packaging lines and inventory of festive materials.

It's worth noting two significant changes in overseas orders this year:

1. "Small packaging with multiple SKUs" becomes a trend

Younger consumers prefer portable, individually packaged snacks, prompting factories to make more flexible adjustments to their packaging structures.

2. Gift box packaging continues to drive up prices, with the average order value increasing by 12%-20%

Festive holiday designs bring visual premiums, making retailers more willing to launch mid-to-high-end gift boxes as key holiday products.

Meanwhile, some countries have strengthened food labeling regulations during the holiday season, making companies pay more attention to ingredient transparency, standardized packaging, and compliant export procedures.

Green Christmas becomes a new highlight: Consumers pay more attention to healthy candies

A new keyword has emerged in this year's Christmas market—"healthier sweets."

Concepts such as gelatin-free, natural colorings, reduced-sugar formulas, and clean labels appear more frequently in holiday products.

While consumers still crave the indulgence of holiday snacks, they are also looking for more affordable sweet options, leading many brands to develop new holiday products with "lighter sweetness" and "natural flavors."

Industry experts believe that "festival indulgence + health balance" will become an important direction for candy brands to innovate in the festival market in the coming years.