Health-consciousness becomes mainstream: Consumers urgently seek ‘clean labels’, with 61% of Chinese consumers willing to pay a premium for preservative-free products. Within the confectionery sector, sugar-free product penetration is projected to surge from 6% in 2020 to 27.6% by 2025.

Functional Demand Emerges: Sweets offering functional benefits like vitamin supplementation and probiotics represent one of the fastest-growing segments.

‘Emotional Value’ Gains Traction: The concept of ‘emotional comfort food’ has gained popularity, with products serving as vessels for young consumers seeking psychological solace. For instance, certain brands have launched sweets co-branded with the MBTI personality test to cater to consumers' desires for self-expression and social sharing.