The Sweet Shift: Mithai Trends Taking Over the World of Sweetness in 2025

In an age when health and wellness concerns are the golden guide, individuals are moving away from unhealthy habits to adopt a healthier way of life. From mindful eating to exercise, moving away from a sedentary lifestyle and changing the traditional norms. One such industry to see the impact on the Indian sweet scene. Mithai trends are undergoing a major transformation in 2025.

From bite-sized mithais designed for mindful indulgence to desserts reimagined with dates and jaggery, the world of meetha is no longer defined by tradition alone. Health-conscious indulgence is on the rise, yet nostalgia continues to hold its ground. After all, jalebi with rabri still stole the spotlight this year, with nearly 50% of dessert lovers going back for seconds, while gulab jamuns trailed close behind. "The comfort of laddoos, barfis, and katlis remains timeless," says Sid Mathur, Founder of Khoya. "At KHOYA, we’re seeing a beautiful resurgence of regional Indian sweets being reinterpreted during the festive season," adds Mathur.

But what's changed? One of the most exciting shifts is the rise of petite mithai, likened to India’s answer to chocolate truffles. As Dipti Sawalka, Founder, Director, Varak and Food Stylist, explains, “The idea behind Petite Mithai was to create an Indian parallel to a chocolate truffle, perfect for moments where a small bite of meetha is needed to celebrate the festivities. For mindful eaters, or people who want to indulge in multiple flavours without being wasteful, the petite mithai allows one to try a variety of flavours. An Indian parallel to look like fine crafted jewels, Varak's mithai is exquisite yet true to the root flavours.” With their jewel-like appearance and rich flavours, these petite creations strike the balance between indulgence and restraint.

The elevation of traditional mithai is another trend winning hearts. No longer limited to basic laddoos and barfis, sweets are now being crafted with premium ingredients, unique flavour combinations, and exquisite packaging. Gourmet mithai brands are turning festive boxes into works of art, where the unboxing is as much a part of the experience as the first bite. "Today’s discerning customer craves mithai that feels rooted in tradition, yet offers freshness in both flavour and form. Classics like barfis made with cashew or pistachio bases are now adorned with hand-painted edible art, layered with notes like coffee or matcha; a pista katli finished in gold, a rose katli delicately balanced in sweetness, or even a barfi made with white chocolate and aam papad," expands Mathur. He also points out that presentation is central to gifting, with design-led packaging and collectable tins turning mithai into a statement of style and celebration.

In line with the growing focus on health, recent years have seen mithai makers aiming to cut sugar and calories by incorporating substitutes. Brands are embracing natural alternatives for healthier indulgence with ingredients like dates, jaggery, honey, and more. "AT KHOYA, we are seeing growing demand for mindful indulgence, sugar-free variants like our pink coconut laddoo, walnut peda, and pista barfi allow customers to celebrate without compromise," validates Mathurs. This shift has made it possible to indulge without guilt, blending the essence of celebration with the growing desire for mindful eating.

While traditional mithai remains a beloved staple, chocolates—with Indian flavours and artisanal appeal—are increasingly becoming the go-to choice for modern celebrations. According to a 2024 report by Statista, India’s premium chocolate market is projected to grow annually by over 10%, with festive and corporate gifting accounting for a significant share of seasonal sales. According to a 2024 report by Statista, India’s premium chocolate market is projected to grow annually by over 10%, with festive and corporate gifting making up a significant share of sales.

Manam Chocolate's Festive offerings

Chocolate is getting a desi makeover, think artisanal bars infused with saffron, cardamom, or gulkand. With India’s premium chocolate market growing by over 10% annually, mithai is no longer just about tradition; it’s a whole new world of flavour, form, and festive flair. This blend of tradition and modernity is perhaps best captured by the way mithai and chocolate now coexist. “We’re seeing more people mix things up,” notes Mahek Sugandh, Founder of Cacao Springs. “Mithai will always have its place, but chocolate brings in a different kind of charm. People want something that feels personal but still polished. Chocolate checks both boxes.” The result? A sweet scene where both gulab jamuns and almond brownie brittle sit comfortably side by side on the same festive platter. Similarly, homegrown chocolate brand Manam has a Coconut and Curry Leaf Bonbon, Chai Biscuit Inclusion Tablet, as well as a Malabar 69 Palette, further giving a nod to the rising trend.

And yet, when it comes to life’s most emotional moments, tradition reigns supreme. Weddings in particular show us that nostalgia always has a seat at the table. “Weddings in India are deeply emotional events, and dessert choices reflect that sentiment. People may admire a tiramisu, but they return—again and again—for jalebi with rabri or a kulfi that reminds them of childhood. At Scandalous Foods, we believe that tradition isn’t just surviving—it’s thriving, and we’re here to reimagine it for the modern palate without losing its soul,” concludes Sanket S., Co-Founder of Scandalous Foods. It’s proof that while innovation excites but emotion endures.