Consumers embrace chocolate and candy to enhance special occasions, seasonal celebrations
AVENTURA, FL – Confectionery sales hit $48 billion in 2023, a number largely driven by inflation, according to the 2024 State of Treating report published today by the National Confectioners Association. The report projects that U.S. confectionery sales will reach $61 billion by 2028.
Why it matters: More than 98% of American consumers purchased chocolate, candy, gum, and mints in 2023.
What the experts are saying: John Downs, president & CEO of the National Confectioners Association, said:
“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.”
What you need to know: The 2024 State of Treating report offers insights into taking the confectionery category to the next level for manufacturers and retailers alike. Here are a few key takeaways:
- Part of the party: Valentine’s Day, Easter, Halloween, and the winter holidays seasons together account for 64% of total confectionery sales. Chocolate and candy play important roles in celebrations and holidays, as a reward, a little escape, a gift, or to share with others.
- Go for it: Confectionery enjoys very high permissibility, and consumers understand the role of treating in a happy, balanced lifestyle. 86% of people say they believe that it is perfectly fine to treat – and 80% of consumers believe that physical health and emotional well-being are interconnected.
- Treat yourself: 90% of people mention chocolate when asked what they buy when they want to do something nice for themselves.
Learn more: The 2024 State of Treating report explores confectionery shopping and treating trends and is the definitive source for confectionery category performance data. For a Bite-Sized Taste of the 2024 State of Treating report, visit CandyUSA.com/2024BiteSized.
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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.
