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Yet Another Millennial Growth Trend: Sales of Gummy Worms

Is there anyone who doesn’t like candy?

Let’s just put it out there. Is there anyone who doesn’t like candy? Shouldn’t we just admit that we wish that Halloween happened more than once a year? The CEO of Ferrara Candy certainly wishes that were the case. ‘Of course this is a great time of year to talk about candy,’ said CEO Todd Siwak. ‘About 26%, 27% of candy consumption transpires between August and November.’ Ferrara is a leader in non-chocolate confections, including that quintessential Halloween treat, Brach’s Candy Corn. Ferrara’s candy brands include LemonHead, Trolli, and Boston Baked Beans, just to name a few. Ferrara’s been satisfying sweet tooths for nearly a century, and some of its brands have been around for generations. ‘Chuckles has predominately been around and it’s infamous and it’s actually an iconic brand that’s growing again for us,’ said Siwak who added that the gummy and chewy candies segment overall is in a expansion trend. ‘I would say it’s really a matter of demography. What we’re experiencing is growth in those sectors that’s supported by a millennial and Gen-Z consumer, also a multi-cultural consumer who has taste preferences around that type of sensory experience. ‘ Ferrara’s fastest growing brand is Trolli, with sales up 20%. Trolli’s is the brand behind Gummy Bears, Gummy Worms, and even Gummy Octopus Candy. According to the National Confectionary Association, Halloween candy sales will hit $2.6 billion this year.

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