Haribo has always been the OG gummy bear, but the brand has become stagnant. People love Haribo for the nostalgia, but after 100+ years of consistent marketing, the messaging is limiting new market engagement.

The market grew 8% in the last year, with new brands heavily focused on health and wellness trends. In recent campaigns, top gummy competitors, Sour Patch and Trolli, have personified their brands, incorporating a playful tone that appeals to a young audience.

What do we know about Gen Z? They’re digital natives. 95% of Gen Z own a smartphone, and they’ve grown up immersed in technology. The challenge is connecting a legacy brand with a chronically-online audience. The answer: meet them where they are. With 41% of teens gaming daily, and many citing the gaming community as a place to build friendships, gaming is shaping how Gen Z connects, socializes, and expresses themselves.

Snack trends are big on socials - think cucumber salads, feta pasta, or whipped coffee. TikTok, Instagram, and YouTube have become popular platforms for sharing viral food trends. And in the gamer community, snacks play a key role too, for fueling up during long gaming sessions.