Article: The Swedish Candy Boom: 120M TikTok Views and Sold-Out Shelves
The Swedish Candy Boom: 120M TikTok Views and Sold-Out Shelves
One day, someone tried a pink-and-blue Bubs skull on camera. Then someone else filled a bag of Swedish pick-and-mix. Then, without warning, Swedish candy became the thing. Videos went viral. Imports spiked. Stores sold out.
This isn’t just a fun story—it’s a case study in how curiosity, quality, and culture can reshape an entire market.
At Goodis, we live and breathe Swedish candy. But you don’t have to take our word for it. Let’s look at the actual numbers behind the rise.
Key Takeaways:
TikTok Put Swedish Candy on the Map
U.S. Interest Skyrocketed in Just One Year
Sales Spiked—and Supply Struggled to Keep Up
Pick-and-mix: Not Just a Bag of Candy
Where the Craze Is Hitting Hardest
Conclusion—Why It's Not Just a Hype
TikTok Put Swedish Candy on the Map
What started as a few viral taste tests snowballed into a full-blown trend. By August 2024, TikTok had flagged over 120 million videos as Swedish candy reviews, according to Bloomberg.
This includes #SwedishCandy, #BubsCandy, and reaction videos. And if you follow us on TikTok, you know that every day is Swedish candy day!
Watch on TikTok
U.S. Interest Skyrocketed in Just One Year
TikTok made people curious—but search data shows they acted on it. Google Trends reveals that searches for “Buy Swedish candy” jumped 240% year-over-year from early 2023 to early 2024.
Interest increased most in California, New York, Texas, Florida, and Illinois.
Sales Spiked—and Supply Struggled to Keep Up
In 2023 alone, Sweden exported $2.83 million USD worth of sugar confectionery to the U.S., up significantly from previous years.
And for many shops, the surge was overwhelming. One of Sweden’s top manufacturers, Bubs, had to pause production in late 2024 due to skyrocketing demand and scheduled maintenance—leading to global shortages.
Bubs Became a Viral Star
If one brand led the charge, it was Bubs. Their iconic foam skulls—vegan, sour, soft, addictive—became the candy equivalent of a meme.
At Goodis, Bubs quickly climbed to our top 5 most ordered products. Based on internal trend data and retailer reports from the past two years, here's the Bubs demand growth.
Pick-and-mix: Not Just a Bag of Candy
Another game-changer? Pick-and-mix. Unlike traditional American candy sold in standard-size bags or bars, Swedes have long embraced lösgodis—self-serve candy by weight, across textures, colors, and tastes.
Americans are catching on. Search interest in “Swedish pick and mix” has tripled (+300%) in just 12 months, according to Google Trends.
Where the Craze Is Hitting Hardest
Swedish candy is now a national trend, but some states are leading the charge, according to Google Trends and internal data.
Conclusion—Why It's Not Just a Hype
So… is it just a trend?
Sure, Swedish candy went viral. But here’s the thing: it’s not just about the hype.
Swedish candy usually offers:
- Real sugar (not high-fructose corn syrup)
- No artificial dyes like Red 40 or Yellow 5
- Vegan-friendly ingredients (yes, even the gummy stuff)
- A massive variety of textures, flavors, and sour-sweet combos
- A culture of moderation—lördagsgodis, or Saturday candy, is a thing for a reason
So no—it’s not a gimmick. It’s a better way to treat yourself.
Want to taste the difference?
At Goodis, we ship Swedish candy straight from Sweden to wherever you are in the U.S.—fast, fresh, and filled with flavor.
✔️ Build your own pick-and-mix bag
✔️ Grab a pastel-perfect candy box
✔️ Or go all-in on Bubs mix (you’ll get it when you try one)
Whether you're in LA, New York, or way off the map—we’ve got you.
