- Growing consumer preference for layered chocolate and cream-filled wafers, coupled with innovation in flavors and packaging, is intensifying market competition and brand engagement
- Leading manufacturers are focusing on product premiumization and healthier ingredient alternatives, such as organic and low-sugar variants, to appeal to health-conscious segments of the market
- Europe dominated the wafer confectionery market with the largest revenue share of 35.4% in 2024, driven by the region's long-standing confectionery traditions, high consumer demand for chocolate-coated snacks, and well-established retail networks
- Asia-Pacific region is expected to witness the highest growth rate in the global wafer confectionery market, driven by increasing penetration of global brands, the growth of organized retail, and a shift toward impulse snacking culture in countries such as China, Japan, and Indonesia
- The coated segment dominated the market with the largest market revenue share of 57.3% in 2024, driven by its broad appeal and variety of chocolate-covered options offered by major brands. Coated wafers are especially popular for their satisfying texture, combining crispiness with rich outer layers of chocolate or flavored coatings. This segment continues to expand due to consistent demand across age groups and strong performance in both impulse and giftable confectionery segments
