Getting to Know
Chocolate Consumers

Do most people prefer dark, milk or white chocolate? Does cacao percentage matter? Almonds, hazelnuts or peanuts? Where are people buying their chocolate treats? Find out the answers to these questions and more in brand new research from NCA exploring consumer perceptions, attitudes and behaviors where chocolate is concerned.

Made financially possible by:

Fine Chocolate Industry Association

There’s No Wrong Way To Enjoy Candy Corn

It might be a bit divisive – you either love it or you don’t – but there’s no more iconic treat to enjoy during the Halloween season than candy corn. And there is no greater debate in American households this time of year than deciding the “right” way to eat candy corn.

Fortunately, the National Confectioners Association recently released the definitive deep dive on how people enjoy this classic treat.

Halloween 2021 Is Shaping Up to Be Bigger, Better and Sweeter Than Ever

*The following op-ed originally appeared in Morning Consult on October 20, 2021.
This Halloween is going to be a blowout. Retailers are going strong on their Halloween sets with about 27 percent more seasonal items on display per store than in 2020. Consumers are planning to celebrate in a big way, including young parents – 93 percent of whom say they plan to celebrate Halloween this year. And sales of chocolate and candy are up 48 percent over 2020 and nearly 60 percent over 2019.

The Power of SWEET

Manufacturers of chocolate, candy, gum and mints directly employ nearly 58,000 people across the United States with almost 700,000 jobs supported in related industries, including agriculture, retail, transportation and more. Altogether, the confectionery industry contributes more than $37 billion in retail sales to the U.S. economy each year and has at least one manufacturing facility in each of the fifty U.S. states.

Map of the United States

Box of chocolate truffles

Always A TREAT

America’s leading chocolate and candy companies have committed to providing consumers with information, options, and support as they enjoy their favorite treats, pledging half of their individually wrapped products will be available in sizes that contain 200 calories or less per pack and 90 percent will feature calorie information on the front of the pack by 2022.

Fun and UNIQUE

Chocolate, candy, gum and mints hold a special place in our lives. From holidays and celebrations to everyday moments of joy, confectionery can play a role in a happy, balanced lifestyle. America’s candy makers are proud to be part of those family traditions. Yes, we makes delicious treats, but we’re also helping to make memories.   


Godiva Chocolatier

Founded in 1926 in Brussels, Godiva has been creating quality Belgian chocolate with the world’s finest ingredients for nearly 100 years. The company, named for the legend of Lady Godiva, grew from the home workshop of Pierre Draps Sr. and his three sons to an international brand that is sold in more than 100 countries across the globe. Known particularly for its iconic gift boxes containing selections of premium filled chocolates, Godiva continues to grow as a global brand as it offers a wide variety of products, including hot cocoa, biscuits, coffee and chocolate-covered treats.

Find out more about other NCA member companies in your state!

Did You Know?


of people believe that candy can be part of a happy, balanced lifestyle


Number of times per week, most people in the U.S. enjoy chocolate & candy


One U.S. confectionery job supports ten other American jobs


The National Confectioners Association is the leading trade organization for the U.S. confectionery industry, which generates more than $37 billion in retail sales each year. Making chocolate, candy, gum and mints, the industry employs nearly 58,000 workers in more than 1,600 manufacturing facilities across all 50 states. NCA advocates for an environment that enables candy makers to thrive and work to ensure that chocolate and candy are celebrated for their contributions to culture, society, the economy and everyday moments of joy.


Foster an environment that enables candy makers to thrive and promote the unique role of confections in a happy, balanced lifestyle. The National Confectioners Association advances, protects and promotes the confectionery industry.


Chocolate and candy are celebrated for their contributions to our culture, our society, our economy and our everyday moments of joy.