Hungarian Confectionery Manufacturers Association: trends in 2025 and prospects for 2026

By: Trademagazin Date: 2025. 12. 22. 12:31

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Customer choices are becoming increasingly cost-conscious due to price increases, while no one is willing to compromise on quality. Two main trends are emerging. On the one hand, there is a strong nostalgia for classic flavors and traditions: its iconic product is jelly candy, which has been the king of candy sales since the eighties. The candy category reaches a stable volume of between 3,000 and 3,500 tons every year. Similarly, around eight million chocolate Santas are sold annually. On the other hand, special, high-value-added products are increasingly in demand: sweets with a high fruit content (pears, blueberries, plums), alcoholic sweets, and sweets made with premium oil seeds – such as pistachios and walnuts. Younger generations are looking for new things, and some of them for sustainability features, as well as a stable interest in artisanal, small-batch products.

In 2025, cocoa prices have adjusted compared to previous peaks, but they are still double the level of a few years ago. Since manufacturers typically work with 6-12 month procurement cycles, the decline in world market prices can only affect supplier prices in early-mid 2026 – and only if cocoa prices remain permanently and reliably low, and other reasons do not influence price increases. The pressure was milder for several other raw materials – sugar, glucose syrup, milk powder, packaging materials – but prices still exceed the levels of several years ago.

Rising labor costs, coupled with structural labor shortages and mandatory wage increases, are particularly hard on the labor-intensive confectionery industry. The industry’s response is that companies are rapidly turning to automation. Robotic packaging, box-packing, and palletizing systems have emerged in many places. Rising raw material prices, labor costs, tighter regulations, and energy prices are all putting planning to the test – all in an environment where exchange rates, costs, and regulations are highly volatile.

The coming year will not be without its challenges. Companies will need to continue to automate, robotize, develop products, and digitize the monitoring of production, logistics, and business processes in order to remain efficient, operational, and competitive. For Hungarian confectionery manufacturers, continuous adaptation to rapidly changing circumstances, flexibility and innovation will be key issues – all while keeping traditional consumer needs in mind.

The most important results of 2025 are that companies maintained their production capacities, developed and automated, and continued to serve consumers with high-quality products. Next year, as in recent years, customers will continue to look for products with the best possible price-value ratio. Demand for seasonal, Easter and Christmas sweets may remain strong. However, due to rising prices, fewer products will probably end up in the basket overall.

About the Hungarian Confectionery Association

The Hungarian Confectionery Association (MÉSZ), founded in 1992 and currently with 24 members, is the ambassador of producers of quality, enjoyable and moderately consumed sweets. It engages in dialogue with the public and decision-makers. It represents the interests of the sector in Hungary and the EU. Its aim is to create a supportive and competitive environment for the Hungarian confectionery industry. It advocates for fair taxation, correct regulation, a qualified workforce and high-quality education. Website: http://www.hunbisco.hu/