Chocolate, Candy Sales Hit New High Of $48B In 2023


Aventura, FL — Total confectionery sales hit $48 billion in 2023, a number largely driven by inflation, according to the NCA’s 2024 State of Treating report, which also projects that U.S. confectionery sales will reach $61 billion by 2028. The trade group adds that more than 98 percent of American consumers purchased chocolate, candy, gum, and mints in 2023.

“Our new research shows that, even when faced with unpredictable environmental shifts and changes, consumers feel a strong connection to chocolate and candy — and they embrace classic favorites and innovative novelties with an emotional drive that keeps the category fresh and vibrant. Consumers seek out chocolate and candy to help enhance holiday seasons, family celebrations, and those important ‘treat yourself’ moments,” says John Downs, NCA president & CEO.

Key takeaways from the report include:

  • Valentine’s Day, Easter, Halloween, and the winter holidays seasons together account for 64 percent of total confectionery sales, reinforcing that chocolate and candy play important roles in celebrations and holidays, as a reward, a little escape, a gift, or to share with others.
  • Confectionery enjoys very high permissibility, and consumers understand the role of treating in a balanced lifestyle, with 86 percent of people reporting they believe it is fine to treat. In addition, 80 percent of consumers say that physical health and emotional well-being are interconnected.
  • 90 percent of people mention chocolate when asked what they buy when they want to do something nice for themselves.

An executive brief of the 2024 State of Treating report, which is made possible through the support of Blommer Chocolate Co., is available at