Nostalgia drives almost three quarters of confectionery spend – new research
You can’t beat a classic… In a new online survey carried out in June 2025 by Product of the Year, nostalgia (73%) was overwhelmingly voted in as the key trend motivating confectionery spend.
Confectionery products that have functionality, are plant-based or healthy were also considered important factors to consumers.
Riffs on classics and retro comebacks have shaped an evolving confectionery landscape. Among the most popular nostalgic chocolate and sweets brands voted for by consumers were Dairy Milk (created in 1905), which received two-fifths of the votes (39%); Milky Way (31%), invented in 1920s Minnesota; the post-war Swiss chocolate brand Lindor (18%); and the ’90s classic, Jelly Tots (12%).
When asked which world region produces their favourite chocolate, consumers favour home comforts. Over half voted for Brit-choc (53%), others were sweet for Swiss chocolate, bars from Belgium and the US received… no votes. Sorry Hershey’s.
And top of the ice-creams? Magnum! Twister, M&Ms and Ben & Jerry’s were among the other popular brands.
Source: Product of the Year
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