WASHINGTON – Chocolate bunnies, jelly beans, and seasonal candy are central to Easter celebrations across the United States, according to research conducted by the National Confectioners Association (NCA). In fact, 92% of Americans celebrating Easter include chocolate and candy in their festivities, highlighting the enduring role confectionery plays in springtime traditions.
Why It Matters: Easter is one of the confectionery industry’s biggest moments. The holiday generated $5.6 billion in retail sales in 2025, contributing to the $55 billion industry that powers economic growth and strengthens communities across the country. Last year, the big four candy seasons (Valentine’s Day, Easter, Halloween, and the winter holidays) together accounted for 63% of annual confectionery sales.
Quotable: John Downs, president and CEO of NCA, said:
“Easter traditions come to life in the moments families look forward to all year. For more than two and a half centuries, chocolate and candy have added creativity, fun, and a little sweetness to cherished celebrations like these. As we mark the nation’s 250th birthday, it’s a reminder that chocolate and candy aren’t just treats that enhance special occasions, they’re a cornerstone of American culture and traditions.”
Other insights from NCA:
- Heads or tails: Chocolate bunnies are small treats, but the “correct” way to eat them inspires big debate. Seventy-seven percent of Americans say the ears are the proper place to take the first bite, but 16% start with the feet and 6% go for the tail first.
- Sorting it out: One-third of people celebrating Easter sort their jelly beans by color before enjoying them, while two-thirds prefer the fun of a random assortment. When it comes to flavors, strawberry, cherry, and grape are the most popular.
- Basket must-haves: Eighty-nine percent of those who make Easter baskets incorporate chocolate and candy, including jelly beans, candy-coated eggs, and marshmallow candy. Chocolate eggs are another staple, but preferences vary: 41% of Americans like their chocolate eggs solid, 36% favor them filled, and 23% enjoy them hollow.
What else you need to know: Consumers understand that chocolate and candy are treats, not meal replacements or center-of-the-plate foods. They carry a unique mindset when enjoying chocolate and candy during Easter and throughout the year. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day. Learn more at AlwaysATreat.com.
This spring and throughout the year, NCA is celebrating the confectionery industry’s great American manufacturing success story. As long as there has been a United States of America, there has been a U.S. candy industry. Check out CandyUSA.com/SweetLand and listen to our 250th anniversary anthem.
Survey Methodology: Insights are based on findings from the National Confectioners Association’s 2026 State of Treating report and a survey conducted in July 2024. The sample of 1,690 individuals mirrors the U.S. population in terms of key demographics, including age, income, ethnicity, and region.
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About the National Confectioners Association (NCA)
The National Confectioners Association is the voice of the U.S. confectionery industry. Our member companies create moments of joy with chocolate, candy, gum, and mints, drive $55 billion in retail sales, and add a little sweetness to life. NCA champions policies that help candy makers and other stakeholders in this unique category thrive while reminding consumers that chocolate and candy are treats. Learn more at CandyUSA.com or follow NCA on Facebook, X, and Instagram.
