NCA Sweet Insights

State of Treating 2026

The 7th annual State of Treating reflects on confectionery shopping and treating trends in 2025 — a year when sustained macro headwinds shaped confectionery spending, particularly for financially tight or struggling households. The study includes an in-depth category performance review along with the how and why behind the numbers to help uncover category growth opportunities in 2026 and beyond.

Find these insights and more in the report:

The category reached $55 billion in retail sales last year.

99.8% of households purchased confectionery at least once in 2025.

Milk chocolate is America’s most loved confection – across all generations of shoppers.

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Study Highlights

Discovery happens both in store and online.

48%

of Gen Z found something new through TikTok.

58%

of Boomers found something new in store.

Confectionery is a big part of seasonal celebrations

82%

want holiday-specific items with special packaging, shapes, and flavors.

When money is tight, consumers stick with their favorites…

64%

say they’d rather have less but still get their favorite.

36%

would rather explore different brands or types than have less.

Consumers gift chocolate and candy for many occasions.

47%

of people gift confectionery for secondary holidays like Mother’s Day.

40%

of people gift confectionery to cheer someone up or show appreciation.

Dive Deeper

Meaningful differences in generational preferences are driving significant shifts in category performance. Explore the full report to learn more.

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Executive Summary

Finances played an overriding role in confectionery purchase decisions last year, particularly for households that were carefully monitoring finances. Inflation boosted dollar sales in 2025, while unit and volume sales struggled. Despite this, confectionery engagement remained high, with 44% of consumers enjoying treats more than once a week. Brand loyalty, special occasions, and holidays are important reasons to splurge, say American consumers.