Kunafa chocolates, Thekua & protein bars replace traditional sweets this festive season: GoKwik
- IBEF
- November 11, 2025
India’s festive shopping patterns witnessed a notable transformation this year, as Kunafa chocolates, Bihari Thekua, and protein bars replaced traditional sweets, according to GoKwik’s October analysis. The report attributed this shift to nostalgia, viral trends, and wellness. Chocolate sales surpassed all other categories due to their long shelf life and universal appeal, becoming the leading festive choice on direct-to-consumer (D2C) platforms. Regional and global crossovers were prominent. “Thekua”, a traditional Bihari sweet, emerged as the only regional delicacy ordered across all Indian states and union territories, with major demand from West Bengal, Maharashtra, and Delhi. Similarly, Kunafa, the Middle Eastern dessert, gained popularity in Kerala, reflecting the state’s strong Gulf influence.
Health-conscious preferences also shaped festive purchases, as protein bars became popular in Maharashtra, Delhi NCR, Uttar Pradesh, and Karnataka. This trend indicates a growing inclination towards wellness-focused and guilt-free indulgence over conventional sugary treats. However, traditional sweets such as rasgulla and gujiya continue to thrive through local “halwais” and quick-commerce platforms. At the same time, Soan Papdi remains the most common last-minute gift, underscoring untapped opportunities in the “premium D2C fresh” festive segment. The evolving mix of tradition and modernity highlights India’s dynamic consumption behaviour during festivals.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.
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