LAS VEGAS — The Sweets & Snacks Expo officially opened this week at the Las Vegas Convention Center, drawing a record 17,500 industry professionals and more than 1,000 exhibitors, as manufacturers showcased the latest trends shaping the future of confectionery and snacking.
Hosted by the National Confectioners Association, the annual event spans 275,000 square feet of exhibition space and serves as one of the industry’s most important platforms for product launches, retailer engagement, and trend forecasting.
This year marked the expo’s inaugural edition in Las Vegas, with organizers positioning the move as a major expansion opportunity for the event. The show floor featured major industry players, including The Hershey Co., Mars, Mondelez International, Ferrero, and Perfetti Van Melle, as well as emerging brands and specialty snack companies.
Featuring a massive show floor, high-profile exhibitors, educational programming and extensive networking opportunities, the expo serves as a key platform for brands to debut innovations, spot emerging trends and connect with retailers and industry partners from across the globe.
Across the show floor, exhibitors emphasized a blend of indulgence, functionality and experiential snacking as brands responded to evolving consumer preferences amid ongoing economic pressures.
Among the biggest trends at the show was the rise of “functional indulgence,” as companies increasingly incorporated protein, fiber and wellness-oriented benefits into traditional snack formats.
Frito-Lay showcased new Protein Doritos with 10 grams of protein per serving, while UTZ introduced protein-enhanced Cheese Curls. Quaker Oats highlighted Protein Rice Crisps, and exhibitors across the floor promoted products featuring fiber, beauty ingredients and oral care benefits.
The trend reflects broader shifts in consumer behavior, as health-conscious shoppers and GLP-1 users increasingly seek snacks that balance indulgence with perceived nutritional value.
Flavor experimentation and texture innovation also dominated the expo floor. Hot and spicy offerings, globally inspired profiles, and fruit-forward flavors appeared across candy and snack categories, while manufacturers leaned into mashups and multisensory experiences to drive trial and social engagement.
Gummy candy remained one of the hottest categories at the event. Haribo showcased seasonal gummies, including “Build a Snowman” and “Frosty Penguins,” while Ferrara expanded its Nerds Gummy Clusters lineup with new flavors such as “Cupid’s Punch.”
Jeffrey Woldt
Mondelez International displayed Sour Patch Kids Chews, while Albanese Candy leaned into patriotic themes ahead of the U.S. semiquincentennial celebration with “Liberty Lips” and “U.S. of YAY” gummies.
According to research shared during the expo, millennials are expected to surpass Gen X as the top buyers of non-chocolate candy within the next two years. Gen Z, meanwhile, increased candy spending 47% year over year and continues to gravitate toward sour, spicy and mystery flavor profiles.
Chocolate manufacturers also remained a major presence at the show despite ongoing cocoa cost pressures, with brands continuing to emphasize premium flavors, visually striking products and texture-driven innovation across snack and confectionery categories.
The expo additionally highlighted growing demand for nostalgia-driven products and unconventional flavor pairings.
Among the more talked-about launches was Cinnabon Bakery Inspired Flavored Bacon Jerky from Wicked Cutz, which combines sweet cinnamon bakery flavors with meat snacks. The product earned the Meat Snacks category award in the expo’s annual Most Innovative New Product Awards program.
“The Most Innovative New Product Awards celebrate the creativity, ingenuity and consumer-focused innovation that continue to move the confectionery and snack industries forward,” Downs said. “With a record number of entries this year, the 2026 finalists and winners demonstrate how brands are responding to evolving consumer preferences and creating opportunities for innovative treating.”
Scott James, owner of Wicked Cutz, said the company’s partnership with Cinnabon reflects consumer appetite for flavor-driven novelty.
“Cinnabon brings a flavor identity that’s instantly recognizable and incredibly craveable,” James said. “Combining that with our approach to protein snacks opens up something entirely new for consumers.”
Innovation remained a centerpiece of the show through the expo’s 2026 Most Innovative New Product Awards, which drew nearly 500 entries — the largest field in the program’s history.
Among the major winners:
- CandyRific won the Powerhouse Candy award for WARHEADS Loud Mouth Bites.
- The Hershey Co. earned the Powerhouse Snack award for Dot’s Snack Mix.
- Belle’s Gourmet Popcorn captured the Trailblazer Snack award for Raspberry Rose Beauty + Glow Popcorn.
- Issei received the Trailblazer Candy award for Mochi Gummies Dark Chocolate Covered Cherry.
- Ferrero North America won the Sweet Snacks category for Nutella Ice Cream Cones.
- Perfetti Van Melle earned the Gum & Mints award for Bubblicious Gummy Gum Strawberry Orange.
The 2026 Sweets & Snacks Expo continues through May 21, with additional product launches, educational sessions and supplier showcases scheduled throughout the week.
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