Freeze-Dried Candies Gain Popularity in the US Driven by Social Media and Innovation
Freeze-dried candies have seen a significant rise in popularity across the US over the past three years. Major confectionery brands such as Hershey, Mars, and Ferrara have launched their own freeze-dried offerings to meet growing consumer demand. The market for these candies is projected to more than double from $1.3 billion in 2024 to $3.1 billion by 2034.
The process commonly referred to as freeze-drying is more accurately described as vacuum-puffing. During production, candies are first frozen to create ice crystals inside them. Then, under a vacuum, the ice sublimates directly into vapor without melting, causing the candy to expand due to internal air bubbles. This results in a crunchy texture and intensified flavor, producing a crispy interior similar to that of malted balls. However, this method is not suitable for all candies; products like Tic Tacs or jellybeans contain insufficient water to expand, while chocolate can melt during processing.
Social media platforms, particularly TikTok, have played a substantial role in popularizing freeze-dried candies, especially among a demographic largely under the age of 45. The rapid shareability of content related to these products has fueled demand and consumer interest.
Key players in this sector include smaller brands such as Sow Good, based in Texas under Claudia Goldfarb's leadership, and TheFreezeDriedCandyStore.com in Missouri, led by Zachry Barlett. The entrance of these companies alongside large established brands has been facilitated by the increasing availability and affordability of larger freeze dryers, making market entry more accessible for new manufacturers.
Despite the trend's momentum, some challenges remain. Packaging can be fragile, and the higher retail prices of freeze-dried candies compared to traditional sweets may deter some customers. Nevertheless, manufacturers continue to innovate in product development and aspire to further expand adoption of these candies across a wider market.
