How is TikTok shaping trends in the sweet sector?

HYDE, U.K. - EntSun -- The UK's confectionery sector is valued at over £16.18 billion. In 2025, it experienced steady growth of 5%, according to Mintel, with the 15 to 34 age group being key drivers of this increase. Digital channels are central to Gen Z buyer behaviour, shaping what they buy and how they buy it, making the online marketplace an essential platform for sweet businesses.

TikTok is increasingly dominant in setting trends within the confectionery sector. This is unsurprising given the popularity of TikTok among Generation Z, one of the largest groups of sweet buyers. 85% of TikTok users fall within the 15-34 age bracket. The introduction of TikTok Shop in 2021 made it easy for people to consume not just sweet-infused TikTok videos but the sweets themselves.

In a digital landscape made for scrolling, things that stand out tend to trend. This explains the popularity of novelty shapes, tastes, textures, and colours in recent years. User-generated content also lends itself to unusual or limited-edition flavours, as TikTokers film their reaction to new products. Sour gummies, freeze-dried classics and international candies are popular TikTok choices, but the biggest breakout success has been Dubai chocolate.

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Dubai chocolate first went viral on TikTok, and it has now breached the digital realm, with versions available on supermarket shelves and corner shops across the UK. It is a clear example of how social media is a key driver for innovation in the sector. The success of Dubai chocolate shows that an online presence is useful beyond cold, hard sales. It is invaluable for spotting market trends, something that SoSweet's CEO George Robinson has used to their advantage,

"We're listening to our customers. Listening to what they want, and that's one of the benefits of a platform like TikTok. We're hosting live streams pretty much every weekday for 2 or 3 hours a day, selling our products, and you get that instant feedback from the audience." Having a strong presence on social media means SoSweet (https://invopak.co.uk/blogs/news/sosweet-from-local-sweet-shop-to-tiktok-titan) can also be ahead of the game when it comes to spotting market trends, as George continues, "If they're asking, "Do you do a pink mix or a red mix?" And if it's something that we don't do, we can look at doing that straight away. And test it. We can ask our customers - if this is something we introduce, would you like it? TikTok gives us instant feedback."

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Mintel's long-term projections for the sweet industry suggest a 15% growth, fuelled by higher prices and population growth in the 15-34 age group. Sweets and confectionery are a universally popular treat. An indulgent luxury that is also affordable. The perfect, clickable, impulse buy. Whatever the next flavour trend is, there is a sweet future for digitally-savvy confectionery brands.