Mars, the global confectionery giant behind brands like M&M’S®, SKITTLES®, and SNICKERS®, is charting the future of the sweets industry with a blend of nostalgia, innovation, and an eye on Generation Z. As trends for 2025 emerge, Mars is focusing on offering diverse flavours, unique textures, and extended seasonal moments to capture the hearts of modern consumers.
The company’s strategy for the upcoming year is emphasising Mars’ commitment to understanding and meeting consumer preferences. The latest innovation, M&M’S Peanut Butter & Jelly, brings a nostalgic twist with berry-flavoured chocolate and a peanut butter centre, echoing the familiar comfort of a classic PB&J sandwich. This new treat is available nationwide and online starting this month.
Generation Z’s love for variety and interactive experiences is a key driver for Mars’ product development. Notably, the freeze-dried candy trend, which went viral on TikTok, inspired the launch of SKITTLES POP’d. The product initially debuted on TikTok Shop, resonating with Gen Z’s preference for bold textures and sour flavours. The freeze-dried SKITTLES, which offer a crispy texture, will see wider availability in 2025.
Mars is also capitalizing on the growing trend of “stretched seasons,” where celebrations begin earlier and last longer. Halloween, for instance, saw an early kickoff with “Halfway to Halloween” festivities. According to Mars’ Tricks, Treats, and Trends report, Gen Z and Millennials start Halloween preparations nearly seven weeks in advance. This extended approach is shaping Mars’ seasonal strategies, with offerings like SNICKERS Trees and the new M&M’S Toasty Holiday Peanut, which evokes the cosy aromas of a holiday market.
Looking ahead to 2025, Mars plans to roll out a range of seasonal products for holidays like Valentine’s Day and Easter, ensuring consumers enjoy both nostalgic favourites and innovative new treats. By combining cultural relevance, unique textures, and expanded seasonal celebrations, Mars is set to keep its brands at the forefront of the confectionery industry.