Washington — NCA’s newly released Getting to Know Candy Consumers 2025 report reveals that non-chocolate candy sales in measured channels generated $12.9 billion in the past year, representing one-third of all U.S. confectionery sales. While Gen X currently accounts for the largest share of candy unit sales, the report finds younger generations are shaping the future of the marketplace, which is projected to reach $27.8 billion across all channels by 2030.
The report indicates confectionery units have steadily increased since 2020, reflecting consumer demand for the sector’s many types and flavors. As generational shifts in candy consumption take hold, the confectionery industry will continue to innovate with products that suit their ever-evolving tastes, preferences, and desires.
“Innovation is at heart of the confectionery industry, which is especially clear with non-chocolate candy. As each generation finds ways to put their own stamp on the sub-category, confectionery manufacturers balance tradition with forward thinking. Whether through new flavors, fresh formats, or original experiences, these companies are delighting consumers of every age. When it comes to candy, there’s something for everyone,” saysJohn Downs, association president & CEO.
Other insights from the report include:
- Dynamic Demographics: Millennials are poised to overtake Gen X as the top buyers of non-chocolate candy within two years. And although Gen Z represents a smaller share of candy consumers, their spending on candy increased by 47% year-over-year.
- Gimme Gummi: Across all generations, gummy and chewy candy are the standout favorites. Hard candy, lollipops, and licorice round out the top five varieties of non-chocolate candy.
- Savor the Flavor: When it comes to flavors, Gen Z and Millennials like to experiment with sour, spicy, and “mystery” options, but classic fruity flavors are a failsafe choice for any crowd. Younger generations also have a taste for texture innovation, driving growth in formats like freeze-dried and liquid-filled candy.
The association also points out consumers in the U.S. enjoy chocolate and candy 2 to 3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day. American consumers have a unique mindset when they enjoy chocolate and candy that is not present when interacting with other foods – it’s a treat, not a meal replacement or center-of-the-plate food. Visit AlwaysATreat.com for more information.
The Getting to Know Candy Consumers 2025 research was sponsored by Candy Dynamics and The Allan Sullivan Company.
The full Getting to Know Candy Consumers 2025 report is available to NCA member companies and retailers at CandyUSA.com/CandyConsumers.
