In the gummies and jellies market in China, satisfying a craving remains a primary driver. However, consumers are increasingly seeking emotional relief, the shared experience of being with fans at a concert, and an expression of cultural identity within the Guochao narrative.
Download our China’s F&B industry white paper
The gummies and jellies market in China is growing and diversifying
In 2025, the global gummies and jellies market reached RMB 17.5 billion, while the Chinese gummies and jellies market reached RMB 5.27 billion. This positions China as the second-largest market globally, after the United States, as well as an undisputed leader in the Asia Pacific.
In recent years, the gummies and jellies market in China has shown a significant trend toward product category segmentation. Jelly cups remain the dominant category, accounting for 68.7% of the market share in 2024. Squeeze-pack jellies have shown rapid growth, with their market share expanding from 6.2% to 15.2%. In addition, suckable jellies and bagged jellies each hold a certain market share, together forming a wide range of products. Also, based on the gelling agents, gummies include gelatin, pectin, starch, agar, carrageenan, and gum-based varieties.
Chinese consumers seek emotional healing through gummies and jellies
Satisfying a craving is the core driver of market growth. In 2025, the primary reason Chinese consumers purchased gummy candies was to satisfy a craving (38%), followed by stress relief (22%) and an energy boost (15%). Factors such as meeting children’s needs, reliving nostalgic memories, and trying new products accounted for less than 10% collectively.
Data source: SHANGPU, designed by Daxue Consulting, Primary reasons for consuming gummies in China in 2025
In today’s high-pressure, fast-paced modern life, snacks have become the go-to choice for young people looking for a low-cost and convenient way to relieve stress. Some new products are also continuing to reinforce this emotional value. For example, peelable gummies enhance the eating experience into a four-fold sensation that combines hands-on interaction, visual appeal, texture, and taste. Moreover, Haoxianglai’s Nezha Gummy Blind Boxes extend one-time gustatory consumption into a collecting activity that fosters an ongoing emotional connection.
Young consumers drive growth, while consumers in lower-tier cities create new markets
Young consumers aged 18 to 35 are the largest and most influential consumer group in China’s gummies and jellies market. They highly value a product’s visual appeal, emotional value, and shareability, which can directly determine their willingness to purchase. Eye-catching visuals can stimulate their desire to purchase, thereby further satisfying their emotional need to share their experiences.
At the same time, lower-tier markets have become the next engine of consumption growth. In 2025, the distribution of Chinese consumers across cities of different tiers was relatively balanced, with new Tier 1 cities accounting for the highest share (29%), followed by Tier 2 cities, Tier 3 and lower-tier cities, and first-tier cities, at 26%, 23%, and 22%, respectively. Rising incomes have transformed the consumption of gummies and jellies from a luxury snack in first-tier cities into an everyday treat for consumers in lower-tier markets.
Daily consumption remains the mainstream, while concert-related consumption is emerging
Daily leisure snacking is the primary consumption scenario for gummies and jellies in China. 18% of consumers reported they must have a bite during breaks from study and work. Watching TV shows and movies is also a frequent occasion, with 85% of respondents listing gummy candies as their top choice.
Concerts and the fan economy are emerging as gummies and jellies’ most dynamic new growth scenarios. Gummies and jellies, as highly popular snacks, have become essential items for fan support and music festival check-ins. Tutorials on how to create gummy candy wrappers using photos of celebrities have even appeared on social media platforms. Sharing gummies and jellies has also become a way for fans to connect and strengthen their bonds. Consumers are no longer satisfied with just great taste. Through gummies and jellies, they want a snack experience that they can share, post about, and use to express their emotions.
Guochao narrative and Oriental flavors reshape gummies and jellies
The Guochao has evolved from a marketing gimmick into a core component of product appeal. Traditional symbols such as paper-cut art, Peking Opera masks, and hidden oracle bone script patterns have been transformed into a design language for packaging, elevating domestically produced gummies and jellies from cheap alternatives to consumer choices that embody cultural identity. Consumers are even willing to pay a 20% upcharge for local-flavored gummy candies.
With the concept of “medicinal and edible foods share the same origin” deeply rooted in people’s minds, the innovative fusion of traditional herbs and gummy candies has emerged as a major highlight. 67.6% of respondents believe in the principles of traditional Chinese medicine and incorporate them into their daily lives. By 2025, ready-to-eat products based on the “medicinal and edible foods share the same origin” concept are expected to account for over 60% of the market, with youth-oriented products such as goji berry gummies maintaining a 300% CAGR among Gen Z consumers.
How the gummies and jellies market in China appeals to wider audiences
- China is the world’s second-largest gummies and jellies market after the United States and the fastest-growing major market, holding an dominant position in the Asia-Pacific region.
- In the jelly market, while jelly cups remain the dominant product with a 68.7% market share, squeeze-pack jellies are rapidly gaining ground. Gelatin-based gummies have taken a dominant position in both the global and Chinese markets thanks to their heat-reversible properties and chewy texture.
- The major demand for gummies and jellies is to satisfy cravings. While seeking emotional healing has become a popular consumer demand for gummies and jellies.
- Gummies and jellies are shifting from food items to products that offer both social appeal and emotional value.
- Young consumers aged 18–35 form the core customer base, while the older generation and consumers in lower-tier markets are emerging as new forces.
Author: Sory Park, with additional research by Zhixin
