Even as health awareness in China is expanding, including in emerging tier cities, consumers continue to demand confectionery products. Rather than treating them as occasional treats, they consume them more often as small pleasures that help them relieve stress and improve their mood. They even seek functional ingredients like collagen, vitamins, and TCM ingredients. Meanwhile, they also seek premium products, especially when it comes to gift-giving, and products that are more culturally resonant, with distinctive flavors, familiar ingredients, and symbolic packaging.
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Confectionery is a growing market with room to expand
In 2024, China’s confectionery market exceeded USD 12 billion and is growing at a CAGR of 4% to 5%. While it is not exceptionally high relative to its population, with roughly USD 8 to 10 spent on confectionery annually per person, it suggests that there is still considerable room for growth. This is especially true as confectionery products evolve to better meet Chinese consumers‘ demand for premium, organic, low-sugar, and functional products.
Additionally, imports continue to show momentum, with sugar confectionery and chocolate leading. During the first seven months of 2025, imports increased by more than 40% year-on-year, indicating continued demand despite wider economic pressures.
In 2024, sugar confectionery contributed to USD 348 million of imports. The United States, Thailand, Japan, Germany, and Australia, collectively made up 60% of imports. The remaining 40% is distributed across other suppliers, highlighting the diversified supply base and multiple pathways to enter China.
Chocolate is another leading imported category, with Italy, Switzerland, and Belgium as top suppliers. However, country of production does not necessarily mean success in the chocolate market in China. In fact, Ferrero, one of the leaders, is associated with Italian craftsmanship, even though many of its products are produced in Chinese factories following global food safety and quality control standards.
Gift-giving and premiumization drive value
Different confectionery categories contribute to market growth in distinct ways. Traditional candies remain closely associated with festivals and gifting, while chocolate and newer formats are increasingly positioned for everyday consumption.
Traditional sugar candy sales are largely seasonal. Some companies generate over 40% of their yearly revenue during the Spring Festival. Others see peak consumption around holidays linked to China’s gifting traditions, such as Chinese Valentine’s Day and Chinese New Year.
Dark chocolate, on the other hand, is increasingly positioned as an everyday self-reward product. Its health perception is particularly shaped by higher cocoa content, reduced sweetness, and a more sophisticated lifestyle image. Ferrero’s 2022 launch of its dark chocolate series Ferrero Rocher Origins demonstrates how international brands are addressing this demand.
Women and young consumers define the market
Women continue to be the leading consumers in China’s confectionery market, representing about 70% of total consumption.
Dark chocolate is especially popular among young adults aged 18 to 30, attracted by its lifestyle appeal. Conversely, children tend to favor novelty confectionery that features playful designs, colorful packaging, and interactive formats.
Candy and chocolate importers are concentrated mainly in first-tier cities, including Beijing, Shanghai, Guangzhou, and Shenzhen. Imports typically peak between September and February, particularly for chocolate, as companies avoid transporting heat-sensitive products during warmer months. This period also overlaps with several major gifting occasions, making seasonal consumption an important sales driver.
Successful confectionery balances indulgence with cultural relevance
Confectionery brands must move beyond superficial cultural references, such as displaying the character fu (福 , or luck in Chinese) or shaping products like traditional ingots (yuanbao 元宝). Effective localization requires meaningful engagement with contemporary culture, gifting customs, and local flavor preferences.
Flavor adaptation is essential in this localization strategy, as Chinese consumers generally prefer fewer sweet products compared to consumers in the West. This creates opportunities for darker chocolates, fruit flavors, and tea-inspired options that are both high-end and culturally meaningful.
Lindt’s first retail store in China illustrates how international brands can localize both product development and retail strategy. Its China team reportedly adapted the range toward darker chocolate and fruit-based flavors, while store-exclusive products and social-media visibility helped position the opening as a local cultural event. During the first three months after the store opened, the RedNote hashtag #瑞士莲中国首店 (#Lindt’s First store in China) generated more than 300,000 views and 7,000 posts.
China’s gifting culture creates further opportunities for localization through packaging and product format. At Chinese weddings, for example, guests commonly receive small boxes of xi tang (囍糖, or “happy candy”) symbolizing happiness and a sweet future. Individually wrapped products and adaptable gift boxes allow brands to participate in these established traditions while increasing their cultural relevance and range of consumption occasions.
Functional confectionery balances indulgence with wellness
Young Chinese consumers are increasingly favoring confectionery that offers indulgence along with perceived health advantages. This shift is supporting the growth of dark chocolate, which appeals to younger consumers through its reduced sweetness, higher cocoa content, perceived health benefits, and premium positioning.
Functional gummies are an emerging segment that blends the well-known format of China’s confectionery market with ingredients like vitamins, probiotics, fiber, collagen, and specific botanicals. Some formulations also include components linked to traditional Chinese wellness practices, bridging contemporary nutrition with culturally recognizable health ideas.
Depending on their ingredients and marketing claims, functional gummies may be regulated as either ordinary foods or as health foods. Products claiming specific health functions or vitamin and mineral supplementation may need to be registered or filed as health foods. Ordinary confectionery products must not make claims relating to disease prevention or treatment, while registered health foods may promote only officially authorized health functions. Brands must therefore ensure that product development, labeling, influencer content, and social-commerce promotions remain consistent with the relevant regulatory category.
Co-branding, social commerce, and experiential retail create emotional demand
Young consumers also buy confectionery for entertainment, self-expression, collectability, and social sharing. In response, brands leverage co-branding, social commerce, and experiential retail to develop emotional connection. For example, in June 2026, Godiva opened its first global chocolate experience flagship store in Shanghai’s Xintiandi. The store combines personalized assortments, freshly prepared products, gift customization, and interactive experiences, including made-to-order chocolate-dipping stations and customizable chocolate drinks. These features allow consumers to engage directly with the brand while creating visually appealing experiences that can be shared on RedNote, Douyin, and other Chinese social media platforms.
How the confectionery market in China caters to consumers year-round
- China’s confectionery market is expected to grow steadily, supported by premium imports, product innovation, and new consumption occasions.
- Festival gifting remains a major growth driver. Seasonal gift boxes, individually wrapped products, and premium packaging are increasing both demand and average spending.
- Younger consumers are transforming the market with gummies, unique flavors, co-branding, collectible packaging, and social-commerce discovery.
- The growing health-conscious consumer base is showing more interest in dark chocolate, lower-sugar options, smaller servings, and functional candies with ingredients like vitamins, probiotics, and fiber.
- Successful brands need to carefully balance indulgence with local tastes. They can adapt sweetness levels, flavors, packaging, digital marketing, and retail experiences to suit Chinese consumers.
Author: Sory Park, with additional research by Kyle
