The European sweet snack sector in 2025 is experiencing a strong surge in sales, driven by evolving consumer preferences and shifting demographics. Health-conscious habits, particularly among younger generations, are reshaping the way manufacturers develop and market their products.
Growth in Sales
Sales of sweet snacks across Europe have shown significant increases in 2025. Market analysts point to the fact that indulgence remains important for European consumers, but the definition of indulgence is changing. Rather than abandoning sweet snacks altogether, consumers—especially Generation Z—are choosing products that strike a balance between taste and health.
The Gen Z Factor
Generation Z is emerging as the primary driver of the shift in consumption. This group prioritises wellbeing and transparency, actively seeking snacks with reduced sugar, natural ingredients, and functional benefits. Their willingness to try innovative products is pushing producers to adapt quickly, ensuring offerings align with expectations of both pleasure and health.
Reformulation and Innovation
Manufacturers across Europe are under mounting pressure to reduce sugar levels in their sweet snack portfolios. Reformulation has become a necessity, not a choice. Producers are embracing natural sweeteners, fibre enrichment, and plant-based alternatives to create healthier profiles without compromising flavour.
At the same time, innovation is thriving. From protein-enriched chocolates to fruit-based confections, companies are reimagining traditional sweet snacks to appeal to the health-driven consumer. Packaging innovation, such as portion-controlled packs, is also gaining traction to encourage mindful consumption.
A Must for Producers
Adapting to this new landscape is no longer optional. European manufacturers who fail to respond to consumer demands for healthier options risk losing market share to agile competitors and start-ups. The industry consensus is clear: reducing sugar, incorporating clean labels, and offering health-oriented indulgence are now prerequisites for growth.
Outlook
With strong double-digit sales growth reported in several European markets, the outlook for 2025 remains highly positive. Healthy sweet snacks are not a passing trend but a structural shift in consumer behaviour. As more brands invest in research, development, and reformulation, the sector is expected to maintain its upward trajectory, reinforcing Europe as a leader in shaping the future of healthier indulgence.