Growing Trend in Freeze-Dried Candy: Market Expansion and Industry Perspectives
The freeze-dried candy trend, which began in the US about three years ago, has expanded rapidly to broader confectionery markets, attracting both independent brands and major companies like Hershey, Mars, and Ferrara. This process, known as vacuum-puffing rather than true freezing, removes moisture in a vacuum oven, causing the candy to expand, dry, and harden into a crunchy texture with a more intense flavor.
Products in this category include peach rings, gummy worms, and ice cream-flavored candies, with some sold online by TheFreezeDriedCandyStore.com, a Missouri-based retailer run by Zachry Barlett. However, not all candies are suitable for this process; for example, Tic Tac lacks sufficient moisture and its crystals do not respond to vacuum treatment.
The market size for freeze-dried candy is projected to grow significantly from $1.3 billion in 2024 to $3.1 billion by 2034, according to Market.us. Most consumers are under 45 years old, and the trend has been driven largely by social media platforms like TikTok.
Industry opinions on the longevity of this trend remain mixed. Independent companies view big-brand adoption as validation and intend to continue innovating. Claudia Goldfarb from Sow Good is optimistic about the trend's future, while Rich Hartel from the University of Wisconsin–Madison emphasizes that the sustainability of the market will depend on repeat customers. Additionally, packaging poses challenges as the fragile bags can crush easily, contributing to higher costs.
