WGB, BrandSpark Reveal Shoppers' Favorite Confections

It may be true that many consumers are moving in the direction of better-for-you or sugar-free treats, and some retailers are even creating candy-free checkout lanes or eliminating confections from the front end altogether. But plenty of shoppers are still looking for a sweet pick-me-up.

The USDA’s recent Economic Research Service report, “Millennials Devote Larger Shares of Their Grocery Spending to Prepared Foods, Pasta, and Sugar and Sweets Than Other Generations,” found—as the title suggests—that millennial shoppers generally purchase a larger share of sugar and candies.

The study grouped IRI data into various food and beverage categories, and it found that as income rises, expenditure shares for sugar and candies also rose for traditionalists, baby boomers, Gen Xers and millennials.

To help retailers stock a candy section that appeals to all shoppers, WGB teamed up with BrandSpark’s Shopper Army, which connects brands with more than 50,000 shoppers.

See the full list of top confections below:

Naturally Bare Chia Coconut Bites

5 stars

Real coconuts are baked with chia and pineapple into crunchy bites. The product is free from gluten, dairy, nuts, added oil, GMOs, preservatives, trans fats and cholesterol, and uses nothing artificial.

Shoppers say:  Naturally Bare Chia Coconut Bites are a delicious and entirely good-for-you snack to keep on your desk or in your purse, or to share with friends. I loved feeling that I was really doing the best for my body when choosing this snack. It’s everything you need, nothing you don’t, and truly nothing to worry about putting in your mouth!

Related:The Lovely Candy Company Launches Gluten-Free Licorice

Hershey’s Cookie Layer Crunch

 4.88 stars

Cookie Layer Crunch contains a proprietary combination of milk chocolate, shortbread cookie bits and caramel, and comes nine per pouch.

Shoppers say: Hershey’s Cookie Layer Crunch Caramel is perfect for chocolate, caramel and cookie lovers. The product perfectly combines all three tastes together. Caramel creme adds another layer of goodness and softness, and the shortbread cookie is so tasty and gives a crunchy texture. One piece is just 100 calories. I also like the packing a lot—there are nine wrapped pieces, so the joy of tastiness will last for some time.

Reese’s Popped Snack Mix

4.75 stars

This mix combines Reese’s Peanut Butter Cup Minis and Reese’s Pieces Peanuts with mini pretzels and chocolate-covered popcorn.

Shoppers say: These Reese’s snacks are a great pack to take out to the park. I noticed it became a popular item with my family instantly. It’s a variety pack of pretzel and popcorn covered in peanut butter cup goodness. The amazing salty-and-sweet combo cannot be wrongly concocted. This will be the mix I would buy at any movie theater if they have them there.

Nutella & Go

4.75 stars

Consumers can now enjoy the taste of Nutella on the go with this snack pack, which comes with the classic spread and dippable breadsticks.

Shoppers say: Nutella & Go is right for anyone who needs a quick and easy snack that involves no mess. It is creamy and sweet, and the crunchy breadsticks make it easy to pick up the Nutella spread and eat it easily. It was way better than my expectations; I was worried the breadstick would not taste great. I would definitely recommend this product to anyone who loves Nutella.

Mentos Gum

4.70 stars

A unique combination of bubble gum and freshness. The gum is sugar- and gluten-free, and the Mentos curvy bottle is perfect for portability.

Shoppers say: I would say that Mentos Gum is one of the best gums on the market. Let me start off by saying that I chew gum each and every day, all day. Since this convenient tub came out, it makes it even easier to just pop one in your mouth whenever the flavor goes stale. The flavor lasts for quite a while, too.

Teddy Soft Bakes Vanilla Filling

4.67 stars

Teddy Soft Bakes are a soft-baked treat created in the shape of a bear. Each product is baked using recognizable ingredients, such as milk and chocolate.

Shoppers say: The Teddy Soft Bakes are so chewy and simple to share with my son. He loves them and so do I. They look like teddy bears and are filled with chocolate from the first bite to the last. I love how easy they are to take with us while we stroll to the park. They are also free from any high fructose corn syrup or artificial ingredients.

Hershey’s Gold Caramelized Creme Candy Bar

4.47 stars

A caramelized creme bar mixed with salty, crunchy peanuts and pretzel bits.

Shoppers say: Hershey’s Gold with peanuts and pretzels was amazing. Sweet meets salty and creamy meets crunchy. It has caramelized creme with just the right mixture of pretzels and peanuts in it. It is creamy and mouthwatering. It comes with the smart label on the wrapper, so you just scan the QR code and get food information. It only has 220 calories for the whole bar. This is a great alternative for people who don’t like the taste of chocolate.

Oreo Big Crunch Bar

4.36 stars

A layer of crunchy Oreo cookies between two layers of rich vanilla creme coated in European Milka chocolate candy, available in a 10.5-ounce bar.

Shoppers say: I love the flavor of this chocolate! You should've heard the “ooohs” and “ahhhs” that were coming from my kids and husband, too. The Oreo cookie was delicious. This was a generous portion too, so we could easily share. I like the creaminess of the chocolate and crunch of the cookie. This will be a regular favorite in no time.

Kinder Joy

4.29 stars

A treat made from two soft cream layers: one sweet milk- and cream-flavored and one cocoa-flavored. Nestled into the creamy layers are two round, chocolate-covered wafer bites that are filled with sweet cocoa cream, to be eaten with the included spoon.

Shoppers say: Kinder Joy is a true joy! My husband and I are both in our early 30s and still love this sweet and fun treat. It’s hard to decide which half is better—the creamy white and milk chocolate with crunchy sweet biscuit, or the half with a toy you get to assemble yourself.

Oreo Chocolate Candy Bar

4.27 stars

Crunchy bits of Oreo with smooth creme filling and rich Milka-brand chocolate candy, which is a favorite across the globe.

Shoppers say: This Oreo chocolate bar is very sweet and tastes so good, as though you have the goodness of Oreo mixed in a chocolate bar. I absolutely love how soft the chocolate bar is. I like that it’s not overly bulky like other chocolate bars are, and the very thin profile makes for an easy snack to take with me. Highly recommend to anyone.

Biena Milk Chocolate Roasted Chickpeas

 4.0 stars

Biena’s Milk Chocolate Roasted Chickpeas combines the taste of creamy milk chocolate with a crisp crunch. With 140 calories, 4 grams of protein and 4 grams of fiber per serving, the chickpeas are covered in fair-trade chocolate.

Shoppers say: I love Biena! Great little treats. Nice to take on hikes or keep in a backpack for a little snack. All of their flavors are delicious, but these new milk chocolate chickpeas are a true discovery. They’re a perfect balance of sweet, salty, crunchy and creamy, and are an awesome healthy alternative to chocolate covered pretzels.

See additional exclusive research from WGB and BrandSpark: 

America's Most Trusted Food Retailers

Top Retailers: In What Do They Trust?

Most Trusted Brands of 2018

Consumers' Favorite Condiments