WASHINGTON – Ninety-two percent of Americans who celebrate the Easter season will do so with chocolate and candy, according to a survey from the National Confectioners Association (NCA).
Why it matters: According to NCA’s State of Treating report, Easter confectionery sales topped $5.39 billion in 2024, and 62 percent of all confectionery sales in 2024 were generated during the big four candy seasons (Valentine’s Day, Easter, Halloween, and the winter holidays). This reinforces the importance of seasonal treating to the $54 billion confectionery industry as well as consumers looking to enhance celebrations.
Quotable: John Downs, president & CEO of the National Confectioners Association, said:
“The Easter season is a great reminder that chocolate and candy are different from other foods. Confectionery products play a unique role in making seasons, special occasions, and family traditions sweeter. Whether consumers are celebrating Easter by gifting baskets, hunting for Easter eggs, or treating themselves to jelly beans or a piece of chocolate, the iconic companies in our industry are meeting consumers where they want to be met – with more information and options to help them make informed choices.”
Here’s how consumers like to treat for the Easter season:
- What’s the most popular Easter candy? With 89 percent of people who make Easter baskets planning to include chocolate and candy, it’s no surprise that chocolate eggs and bunnies rank as Americans’ top Easter treat. Jelly beans, candy-coated eggs, and marshmallow candy are also among the most popular choices.
- What’s the right way to enjoy a chocolate bunny? Americans have strong preferences: 77 percent begin with the ears, 16 percent go feet first, and six percent start at the tail.
- Filling or no filling? After biting into their chocolate bunny, 41 percent of people are hoping for solid chocolate in the middle, while 36 percent prefer a filling and 23 percent would be happy with a hollow center.
Putting Candy Consumption Into Perspective: 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 – and that includes special moments like Easter. American consumers have a unique mindset when they enjoy chocolate and candy that is not present when interacting with other foods.
Learn more: To help consumers choose the right treat for the Easter season, chocolate and candy companies are offering more variety in pack sizes and portion options than ever before – all while reminding consumers that candy is a treat and not a center-of-the-plate food. Visit AlwaysATreat.com for more information. Happy Easter!
Survey Methodology: NCA’s Seasonal Survey was conducted in July 2024 using a self-administered online questionnaire. 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.
