Sweetening Summerween with Gummies, Fruit…

In perfect holiday fashion in the U.S., “summerween” is in full swing. Spooky season lovers aren’t waiting for October. Instead, the summer twist on Halloween has returned earlier on social media, with brands eager to take advantage of confectionery trends. According to the National Confectioners Association, more than half of Americans say they enjoy traditional Halloween candy before October 31—as early as June—sparking summerween as a potential official fifth candy holiday. Gummies, with their playful shapes and vibrant flavors, have quickly become a favorite treat to celebrate this fun, off-season spooky event.

Gummy treats have come a long way from the candy aisle nostalgia of our childhoods. Today’s gummies—whether in the form of chewy candy or fruit-forward snacks—are experiencing a renaissance. Consumers are no longer just looking for something sweet and sticky. They’re looking for flavor, functionality and better-for-you ingredients.

Why are Gummies, Fruit Snacks Sticking Around?

Gummies and fruit snacks are fun. They’re easy to eat. And they hit that perfect balance between indulgent and satisfying. Confectionery News’ Sweetest Innovations 2025 webinar says why today’s consumers love gummies:

• Satisfying a craving (56% for candy, 51% for fruit snacks)

• Enjoying a fun or nostalgic experience

• On-the-go convenience (50% say gummies are easy to take anywhere)

• A variety of flavors and textures that keep things interesting

• A “just-right” snack size that doesn’t feel overindulgent

Plus, consumers aren’t just grabbing one format. Six in 10 buyers purchase both gummy candy and gummy fruit snacks, looking to satisfy a spectrum of cravings throughout the day.

Why use Honey to Sweeten? Today’s Summerween Lover Reads Labels.

While taste and texture are still non-negotiable, modern gummy fans are paying closer attention to what’s inside the bag. According to consumer research from Ingredion, nearly half of gummy candy consumers check ingredient labels, and over 50% look at the sweetener type before making a purchase.

Honey, with its naturally sweet flavor and familiarity, fits into the summerween demand for clean, recognizable ingredients. It can serve as both the primary sweetener and a complementary flavor note, supporting reduced sugar formulations while enhancing taste.

Why Honey Delivers Gummy Goals:

• Flavor depth: Adds complexity beyond one-note sweetness, with floral, fruity or even spicy undertones

• Texture support: Enhances mouthfeel and chew

• Clean Label friendly: A familiar, natural ingredient with consumer appeal

• Versatility: Pairs well with real fruit, herbs, botanicals and dairy-style flavors

• Functional benefits: Offers antioxidant properties and supports reduced sugar goals
  

Whether used in traditional candy-style gummies or modern fruit-forward fruit chews, honey offers a golden opportunity for brands to differentiate, as evidenced by these craveable products.