Study shows intentional treating, not restriction, is shaping confectionery consumption among GLP-1 users
WASHINGTON — New research from the National Confectioners Association finds that consumers taking GLP-1 medications continue to enjoy chocolate and candy, making more intentional choices about when, why, and how they treat themselves rather than eliminating confectionery from their diets.
Why it matters: GLP-1 consumers remain highly engaged with confectionery, with consumption patterns similar to non-users. Rather than giving up chocolate and candy, many are gravitating toward smaller portions, premium products, and better-for-you options that align with a balanced lifestyle. The report also finds that broader economic pressures are having a greater impact on confectionery consumption than GLP-1 medications.
Quotable: John Downs, president & CEO of the National Confectioners Association, said:
“Consumers taking GLP-1 medications continue to enjoy chocolate and candy – they’re simply approaching treats more intentionally. There’s a significant opportunity for manufacturers and retailers to meet evolving consumer preferences through innovation while continuing to celebrate the important role confectionery plays in everyday moments and special occasions.”
What you need to know: The research highlights several opportunities for manufacturers and retailers:
- Focus on intentional treating: GLP-1 consumers continue to enjoy chocolate and candy, with opportunities centered on premium products, portion-controlled formats, and better-for-you innovations.
- Support evolving preferences: Ingredient transparency, lower sugar options, and quality-focused innovation can resonate with GLP-1 consumers while additionally appealing to a much broader audience.
- Keep value in the conversation: While GLP-1 users remain engaged with confectionery, broader economic pressures continue to have a greater impact on overall consumption, making affordability an important consideration.
Always A Treat: Consumers – whether or not they are GLP-1 users – understand that chocolate and candy are treats, not meal replacements or center-of-the-plate foods, and they carry a unique mindset when enjoying these products. 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: Visit the microsite at CandyUSA.com/GLP1Report.
Survey Methodology: The report combines proprietary NCA consumer research conducted in December 2025 with Circana household panel data and additional industry analysis to examine the purchasing behaviors, attitudes, and consumption patterns of consumers taking GLP-1 medications.
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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.
