U.S. Consumers Put Chocolate, Candy At Center Of Valentine’s Day 2021 Celebrations


Washington — It’s not surprising that 86 percent of Americans report that they will share a gift of chocolate and candy with family, friends and loved ones this Valentine’s Day and 87 percent enjoy Valentine’s Day chocolate and candy themselves. A recent survey from NCA found that 84 percent of respondents say chocolate and candy are a fun part of special celebrations, including Valentine’s Day.

“Throughout the pandemic, one thing that has remained consistent is that Americans appreciate chocolate and candy for the sense of comfort they bring during challenging times,” notes John Downs, NCA president & CEO. “The confectionery category remains resilient as people find new and creative ways to incorporate chocolate and candy into their celebrations of holidays and special moments like Valentine’s Day.”

The Association has resources available to help consumers celebrate Valentine’s Day with balance in mind at Valentine’s Day Central. The digital hub provides tips for treating responsibly, a history of the holiday and fun facts about iconic Valentine’s Day Treats including conversation hearts and chocolate.

When asked how they select a treat from a Valentine’s Day box of chocolates, 50 percent of Americans say they find the “map” and carefully choose one, 31 percent report they randomly pick one, 13 percent say they bite the corner to determine the filling and just 6 percent of respondents poke the bottom to find out the flavor.

In a box of Valentine’s Day chocolate, people say they look for:

  • 32% – caramel
  • 24% – chocolate covered nuts
  • 21% – chocolate-filled
  • 11% – cream-filled
  • 9% – coconut
  • 3% – other