Lisa Harris is a senior editor with over 10 years experience leading some of the UK's biggest food and recipe websites. She writes food and travel features for print and online publications including 

Alexandra Hayes is a food and drink consultant who specialises in bespoke food trends and consumer insight. Her work supports the biggest food producers, retailers, and hospitality brands in the UK.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever. 

Nostalgia Reimagined 

One in three American shoppers increased their chocolate consumption during the pandemic as a result of stress and staying at home more, which is one reason why chocolate and non-chocolate confectionery sales grew 9.2% and 14.5% respectively in 2021, while many other categories floundered. 

Cargill

Candy USA

 Gen Yers are particularly avid chocolate and candy consumers, and a two-stream channel is emerging in the motivational behaviors behind it. Some purchases are motivated by pure nostalgia, which sees Gen Yers indulging in classic snacks in their original form, such as Oreos, Hershey’s, and M&Ms. “Gen Yers’ favorite candy brand overall are M&Ms, with 79% saying they love or like the candy,” says Datassential trendologist Mike Kostyo. “Hershey’s and Reese’s Peanut Butter Cups come just under that at 78%.” 

Interview with Mike Kostyo conducted by the author

However, this habit moves alongside an explosion of ‘newstalgia’ motivation, which is either old products relaunched with new values, such as plant-based Bounty or 

, or totally new products that draw on old-school brands to wrap up their modern munchies, like Hershey’s 

. Newstalgia candy and chocolate taps into Gen Yers’ soft spot for the past, but serves it up alongside sustainability, traceability, and ethical production to secure long-term purchase habits.

Born between 1982 and 1996, Gen Yers are currently between 26 and 40 years old. There are approximately 72 million in the US, and they had the highest spending and total income among all generations in 2020. They are also in line to inherit over $68 trillion from their Baby Boomer and early Gen X parents by 2030, which sets them up to potentially be the wealthiest generation in American history. 

Fona

 With all this in mind, Gen Yers shoulder significant responsibilities and stress, simultaneously caring for their kids and parents, but they also have more income to spend on treats to make up for it.

Post-pandemic, communal nostalgia has emerged across all categories including rising sales of vinyl and cassettes, a boom in ‘00s and ‘90s fashion, retro social media sites like 

, and even nostalgic trends in consumers’ download habits. 

DJ Mag

Vogue

Spotify

 Turning nostalgically to the past is often triggered by stress or consumers worrying about the future; chocolate and candy are the perfect end point to this stress-induced nostalgia, as sinking your teeth into a Tootsie Roll or Bit-O-Honey is perhaps the quickest way to alleviate stress, for a short time at least. What’s more, chocolate is known to directly impact our dopamine and endorphins levels, which triggers an emotional reaction and ongoing physical dependency on the sweet stuff. 

Viva

However, Gen Yers also want to satisfy their cravings for sustainability and health too. Health is a huge concern for Gen Yers as they are soon reaching mid-life, and so reduced-sugar, low-calorie, fat-free, clean-label, and immunity are top priorities. 

 Likewise, the health of the planet is a key concern, with this group over indexing on interest in vegan, plant-based, ethical, and organic chocolate in particular. 

 Carly Schildhaus from the US National Confectioners Association says that mixing nostalgia with innovation is key to success in the current climate: “Especially given the challenges of the past few years, people are seeking out the comfort of nostalgic connections to chocolate and candy by turning to beloved classics. And while remaining committed to these iconic products, the confectionery industry is also focused on innovation. As one example of this, one of the main trends at the 2022 Sweets & Snacks Expo last month was ‘newstalgia’ – classic favorites reimagined in new ways.” 

Interview with Carly Schildhaus conducted by the author

Gen Yers are firmly entering a new phase of their lives as primary caregivers and earners, yet they are also somewhat reluctant to fully engage in all the ‘adulting’ this requires. New York trend forecaster Sean Mohan unnerved the internet with news that a 

 is coming, and that Gen Yers’ cultural relevance will soon be obsolete. Gen Yers are turning to iconic cultural moments and references that remind them of their childhood – whether through candy, chocolate, ‘90s fashion, or vintage tech – so that nostalgia becomes a welcome antidote to this uncomfortable new present.

Nostalgia is a cross-generational, country-wide trend, as 71% of US consumers say they enjoy products that remind them of their childhood. 

Mintel

 However, Gen Yers are most likely to agree that they enjoy products that remind them of their past, which suggests this cohort over indexes on sweet nostalgia. 

 There’s a reason why candy, snacks, and chocolates are so intrinsically linked to nostalgia. These sweet treats are often among some of the first branded foods we eat as a child; the color, smell, texture, and sound of biting into that first s’mores or licking a Swedish Fish forms strong core memories. Accessing these core memories with a familiar snack, or 

, is an easy way to escape back to the safety of childhood during turbulent times.

However, true nostalgia must encompass all cultures and diasporas. Brands must celebrate much-loved candy and chocolate from all communities to truly represent the diversity of America, otherwise they’re shutting whole groups out of the conversation. The re-emergence of 

 among the Asian American diaspora has been a huge cause for celebration, for example, while Black-owned 

 connects New Yorkers to truly localized heritage flavors like Afterschool Snack with spiced strawberry jam and peanut praline, or Bodega Dreams with potato chip and cola caramel in homage to Southern food traditions. And this trend isn’t limited to the States, as South Korean Gen Yers have embarked upon an obsessive hunt for relaunched Pokemon bread, which originally stopped production 16 years ago. 

ABC News

Nostalgia offers creativity ground for brands to connect with the consumers, whether that’s a simple as bringing back a ‘lost’ flavor as 

 did with green lime, or introducing more complex homages and collaborations with iconic brands like White Rabbit, 

Harlem Chocolate Factory connects New Yorkers to localized heritage flavors

This straight-up nostalgia can only take Gen Yers so far, however. As a generation looking increasingly towards longevity and immediate health concerns, Gen Yers prioritize low-sugar, reduced calories, and clean labels just as much as that emotional kick from a nostalgic candy bar. “Many Gen Yers are parents now,” says Kostyo. “So they may be looking for family packs of chocolates and candy that please the whole family, but that also have health or functional benefits so they don’t feel as bad when they give it to their kids. Clean ingredients lists are key with this demographic.” 

An understanding of what’s ‘better for you’ differs for each generation. Boomers are more likely to consider dark chocolate, smaller portions and inclusions as better-for-you confectionery, whereas Gen Yers have an above-average focus on organic, high cacao content, fat-free, gluten-free and vegan. 

 The post-pandemic effect also means that 22% of Americans are seeking out chocolate snacks that strengthen the immune system, which broadens and deepens what healthier nostalgic chocolate and candy needs to achieve. 

Barry Callebaut

In order to stay relevant, time-honored chocolate and candy brands are extending popular ranges or creating healthier twists on heritage lines. This next-generation nostalgia reminds consumers of their childhood, but offers a more adult or modern mindset. 

 updates the most nostalgic candy, by making them low-sugar, gluten-free, and with natural ingredients. Cookie dough and toasted vanilla marshmallows fit nostalgic snacking occasions like s’mores, while cold brew or cinnamon churro marshmallows feel more contemporary. Smashmallow, sugar-free 

 and other natural or low-sugar nostalgic candy are tapping into a significant trend, as 36% of Gen Yers actually prefer the taste of low-sugar or sugar-free items. 

Plant-based chocolate is high on the agenda for Gen Yers: one in four consumers are drawn to vegan sweet offerings, and this increases to 45% of Gen Y consumers. 

Prepared Foods

 Mars subsequently unveiled its vegan Bounty and Topic bars at the end of January 2021. With their retro, coconut flavors, they are ripe for nostalgic Gen Y snacking. ‘Hi-Protein’ Snickers, Mars, M&Ms, and other snack formats are an unequivocal land grab in healthier snacking, but the brand has pushed one step further into the world of #vegainz with the launch of Hi-Protein Plant Based 

, as well as Twix, Snickers, and Malteser powders. Vegan Gen Yers can therefore now indulge in the taste of their favorite childhood chocolate bar while working out at the gym. Carly Schildhaus reports that candy and chocolate producers are prioritizing new free-from ingredients alongside nostalgia. “Our member companies are meeting consumers where they want to be met, which includes beloved and nostalgic classics as well as new offerings that incorporate new and different ingredients to accommodate a range of dietary needs and preferences,” she says. 

Pure nostalgia drives Gen Yers to indulge in classic snacks such as Hershey’s

Gen Yers are politically engaged and make socially and environmentally conscious food and beverage purchases. 

 There was an increased focus on traceability, transparency, and sustainability when purchasing chocolate between 2018 and 2021, and those values are significantly more important to Gen Yers. 

 Organic claims are especially impactful on Gen Y purchase decisions and they are willing to pay the price: 32% of Gen Yers will pay more for ethically or sustainably produced products. 

 tapped into this and claimed to be the first organic offering from a mass chocolate brand when they were released in February 2021.

Gen Yers are more likely to also value initiatives on reducing packaging waste and commitments to fair pay, diversity, and inclusion. 

 project in 2022 which sees KitKat and Hershey’s cookies and cream bars decked out with nostalgic, colorful illustrations by three Black female artists. This accesses Hershey’s own strong heritage as an American brand, and hooks them up to contemporary values too. Dr. Bronner’s has a 

 with their purpose-driven toiletries, so it was a natural step into a different kind of self-care when they launched a 

 bar in August 2021. Vegan, sweetened with coconut sugar, and made with cocoa from fairly-treated farmers practising regenerative organic agriculture, these ethical bars transfer Gen Yers’ brand loyalty cross-category.

Established brands like Mars are also jumping straight in with new high-tech ethical brands that appeal to Gen Yers. 

 launched in June 2022: it’s earth-friendly, animal-free, and lactose-free using food tech from 

’s animal-free milk protein. The brand has partnered with Rainforest Alliance and uses paper-based packaging for eco-credentials too. Currently only available to purchase online in the US, it’s a future-facing strategy that prioritizes direct-to-consumer connection. When it comes to motivation for eating chocolate and candy, ‘the three big-known influencers of purchase are price, brand, and mood’. 

 Price and brand are current concerns, but it seems Gen Yers’ moods are as much about the past as they are about future priorities. Successful chocolate and candy brands must ensure they stay relevant to all areas of consumers lives, and increasingly all time frames too.

Toiletries brand Dr. Bronner’s launched a Magic All-One Chocolate bar in 2021

Nostalgia presents new opportunities in flavor combinations and unexpected formats, which appeals to the 75% of global consumers who want to try new and exciting chocolate experiences. 

 “Gen Yers are the most nostalgic generation,” says Kostyo. “In fact, 77% say they are likely to purchase a food or beverage from their childhood. Chocolate and candy manufacturers should consider bringing back flavors and packaging from the ‘80s and ‘90s that this generation grew up with.” 

 flavors into their iconic Snickers bar for a limited time in 2021, for example. While the bar format and all-American, fresh-out-the-oven flavor were both familiar, mashing them together created something brand new. Nestlé has taken the nostalgic flavor combination of peanut butter and raspberry jam, and updated it in a new, health-focused format. 

 invite consumers to ‘indulge in the sweet taste of a little self-care’ and promise to recharge and rejuvenate. Stored in the fridge and aimed at busy parents, young professionals, and time-poor, health-conscious Gen Yers, these are a taste of the past in a snackable, modern format.

Considering that 57% of Gen Yers will choose a restaurant specifically to get a branded dessert they love, dessert defines how this generation socializes, celebrates, and where it chooses to eat. 

Hersheys

 This offers great opportunities for nostalgic chocolate and candy brands to collaborate with existing restaurant chains or large independents who can carry a truly stand-out dessert. Tapping into nostalgic flavors will secure more reasons to indulge, like 

 on TikTok which reimagine nostalgic treats like Aunt Bessie, Oreos, and s’mores in a new dip format. While desserts are often sweet, Kostyo recommends looking at premium and artisan executions. “Generally the younger the consumer, the more they enjoy sweet things,” he says. “Gen Zers can’t get enough sweet flavors. Gen Yers, on the other hand, are at that stage of life where they have more purchasing power and may be gravitating toward more premium flavors and artisan chocolates and candies. White chocolate, in fact, scores higher than dark chocolate with Gen Yers, so there’s room for innovation there.” 

Gen Yers are much more likely to partake in eating occasions around others, and since candy and chocolate are such naturally shareable snacks, there is a great opportunity to create social situations around it. 

Hartman Group

 Celebrating childhood activities or nostalgic moments incentivize share-ability. Oreos targeted their Gen Y demographic with a campaign to 

, for example. They also flipped the script so that Gen Y parents didn’t have to share their Oreo Thins: a playful 

 redesigned the pack to look like vegetables or a boring book to camouflage it and stop kids tucking into their parents’ snacks. New tech such as Non-Fungible Tokens (NFT) can also be paired with nostalgia to create an event for brands, such as when Vodafone auctioned off an NFT of the first SMS in history to raise money for charity. From a food perspective, NFTs can give consumers exclusive access to nostalgic products in real life, which further deepens their connection to the brand. Whether digital or IRL, brands must understand the personal moments that are important to their audience, to effectively bring people together through nostalgia.

 of US consumers say they enjoy products that remind them of their childhood

 of Gen Yers actually prefer the taste of low-sugar or sugar-free items

 of Gen Yers will pay more for ethically or sustainably produced products

Snack brands are utilising nostalgia as a way to connect with Gen Yers, who are the most likely to agree they enjoy products that remind them of the past

Brands are combining modern values of sustainability, health, and functionality into nostalgic formats

Newstalgia secures longer-term brand engagement as it keeps nostalgic candy and chocolate relevant to consumers’ evolving concerns

Mike Kostyo is a trendologist at Datassential, which provides data, intelligence, and market research to the foodservice industry. Mike focuses on early-stage trend identification for clients nationwide and is on the board of the International Foodservice Editorial Council.

Carly Schildhaus is senior manager of public affairs at the National Confectioners Association. The NCA is the American trade organization that promotes chocolate, candy, gum, mints, and the companies that make them as part of a balanced lifestyle.

Gen Y (born 1982-1996)

United States

Eating and Drinking

Gen Yers are finding solace in chocolate and candy snacks from their childhood, especially when faced with the stressors of true ‘adulting’ and post-pandemic pressures. This has prompted brands to update nostalgic tastes with contemporary values of health, sustainability, and functionality.

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