The Summer of Candy Salad is Upon Us

Ah, summer. It’s a sweet, simple time of togetherness, full of wet swimsuits and sunscreen, campfires and fireflies, s’mores and hot dogs.

Unless you work in CPG.

Then it’s a full-on race to sell more of the stuff people have decided they don’t need because it’s not actually back-to-school season, Halloween, Christmas, Easter, Valentine’s Day, or some other holiday. And by that, I mean they don’t think they need quite as much candy.

But you know better.

So, you invent a new season, of course. And you call it Summerween. Or…Candy Salad Season. Or Road Trip Season, Backyard Movie Night Season, Backyard Campout Season, Fire Pit Season, etc.

According to John Downs, president and CEO of the National Confectioners Association, “companies are helping consumers choose the right treat for any occasion by offering more variety in pack sizes and portion options than ever before—all while reminding consumers that candy is a treat and not a meal replacement.” I mean, speak for yourself, John.

He does have a point, though. We do have more options than ever, and that’s not by accident.

Time is Now Measured in Tik Tok Trends

Kroger coming in hot with the ready-made candy salads.

Candy salads began trending on Tik Tok maybe a year ago, proof that it’s still hard for retail to catch up in real life. But when the trend is this good, who cares? This is kid kryptonite right here, perfect for the pool and the back seat on an 8-hour road trip to the beach (better get them each their own unless you’re prepared to referee a WWE-level showdown). Also…$5.99?! And the refills are only $1.99? It’s easy, cheap, and the jokes write themselves. Lucky us, Candy Salad is just one microseason this summer.

It’s “fruity” so it’s healthy.

Backyard Big Screen, Built to Hashtag

Walmart knows what we need. *Streams Sinners.*

Backyard movie nights are nothing new, but what has changed is the sheer elaborate-ness of the set-ups now. Everyone gets their own baby pool because of course they do. Why are people going to such great lengths? Because these moments must be shareable. At Sweets & Snacks in May, I attended a talk hosted by Sally Lyons Wyatt, Global EVP & Chief Advisor Consumer Goods & FoodService Insights at Circana. On her panel were experts from GoPuff, Albertsons, Mars Wrigley North America, and Walmart. Their take: Gen Z are making seasons performative—everything is for consumption, and thus outdoing oneself and each other is non-negotiable, and that extends to the snacks.

Now is the perfect time for co-brand moments—like the Hershey’s Kisses-Pokémon collab—as well as classic theater box treats, perhaps with limited-edition packaging perfect for summer nights.

This in-store display lit up just like fireflies.

The Hot Packaging Potential of Summer Microseasons

A summer sweepstakes and must-have road trip ropes.

Just to make everything sweeter, June was National Candy Month. I know! Major missed opportunity, IMO. There’s always next year. Truthfully, it’s not really new news that candy is big business in the summer. (Have you tried the new Smarties Squashies, though? Let me know what you think.) But it IS a big deal if you’re introducing a cool brand collab or wild flavor combo and want some dope packaging or in-store display to do it right. It feels like the possibilities are endless, and consumers are giving you permission to take them on a journey to places they’ve never been before. The hotter, the spicier, the bolder, and the crazier, the better.

The advent of the microseason is here. Anything can be a holiday. Anything can be an opportunity. You’ve heard of Maycember, right? The timeframe at the end of the school year that feels as hectic as the run-up to Christmas, full as it is with recitals, plays, end-of-year parties, field trips, graduations, etc.? Yeah, it’s a thing, and it costs parents, grandparents, and teachers a LOT. It’s up to brands to find the right ways in, and get creative about packaging, promotion, and marketing.

To sum it up, I think we’re all hoping Candy Salad Summer is a forever thing, but we’ll take pretty much any excuse to celebrate…or eat candy. Your move, brands.