The snack market in transition: Which products will strike a chord at ISM 2026

ISM Cologne 2026, the world's leading trade fair for confectionery and snacks, opens today in Cologne.
For manufacturers, retailers and brand managers, it is not only an industry gathering, but also a key indicator of how the snack market is evolving.

For Aurellia Trade, ISM is not a mandatory appointment, but a central place for orientation, dialogue and further development. This year, the company is exhibiting with its own stand, presenting selected brands and concepts - not as a traditional product showcase, but as examples of broader movements within the market.

"ISM doesn't just present new products. Above all, it shows how demand, usage contexts and assortment strategies are changing," says Sebastian Stosik, Managing Director of Aurellia Trade.

Taste alone is no longer enough

Many new snack products today do not fail because of their quality or taste. They fail because they are developed without the market in mind. Attention can be generated quickly - sustainable demand cannot.

"Brands are not created at a desk. They are created where emotion, context and purchasing decisions come together - in the market itself," Stosik explains.

This is exactly where Aurellia Trade comes in: not with the product idea alone, but with the question of why a product is bought, in which environment it is perceived, and what role it can play within an assortment.

Key snack trends at ISM 2026

Several developments that will shape the snack market in 2026 can be observed at the Aurellia Trade stand:

Gaming and event snacks
Snacks are increasingly consumed in entertainment-driven contexts. Products such as SnacKinger's BVB Gaming Snacks combine community, emotion and recognition. Visibility is not accidental - it is the result of targeted placement in the right environment.

Internationalisation of confectionery
Brands such as Chaos Candy demonstrate that international candy concepts are no longer niche products. What matters is how they are translated, positioned and adapted for the European market.

Crossover and flavour trends
New combinations such as chicken chocolate reflect the growing demand for surprising taste experiences. However, trends only work if they are clearly communicated and designed with market viability in mind.

"Trends should never be an end in themselves. They need to move from impulse to demand - otherwise they remain short-lived," says Stosik.

From trade fair presence to market relevance

For Aurellia Trade, the focus is therefore not on maximum product diversity, but on long-term relevance. Which brands have the potential to succeed in the market? Which concepts go beyond short-term hype?

"Visibility is the starting point. Remaining in the assortment is the goal," Stosik concludes.

During ISM Cologne 2026, Aurellia Trade invites trade visitors, retailers and brand managers to engage in personal discussions at its booth. The focus is on conversations about market access, assortment strategies and how ideas can be developed into viable, long-lasting brands.

Pinien Art und Media GmbH
Auf dem Sand 25
Hilden 40721
Germany

https://pinienmedia.de/

Herr Fatih Aktuerk
01622522043

f.aktuerk@pinienmedia.de

Aurellia Trade develops, curates, and places brands and products for national and international retailers. The focus is on snack and confectionery concepts that not only attract attention but also have long-term viability in the market. Aurellia Trade is currently the snack partner of BVB Gaming.

This release was published on openPR.