In 2022, confectionery category dollar sales grew 11.1% over 2021, and 22.1% over 2019 as consumers view chocolate and candy as a fun part of life (81%) and as an affordable treat (74%) according to the fourth annual State of Treating report published by the National Confectioners Association. The total confectionery category reached $42.6 billion in sales, driven by inflation that reached a 40-year high in 2022. Growth projections take the total category to $54.3 billion in 2027.
The 2023 State of Treating report released today at NCA’s annual State of the Industry Conference is the definitive source for confectionery category performance data and offers a deep understanding of ever-evolving consumer attitudes and behaviors.
“With high marks for favorability and permissibility, along with the majority of consumers agreeing that confectionery is an affordable treat, chocolate and candy sales grew despite economic pressures,” John Downs, NCA president and CEO, said. “Consumers continue to treat with chocolate and candy to enhance their emotional well-being, celebrate holidays and enjoy everyday moments.”
Key findings from the report include:
- 79% of consumers agree that physical health and emotional well-being are interconnected, and 86% agree that it is fine to occasionally treat yourself with chocolate and candy.
- 78% believe confectionery sharing and gifting are great traditions.
- Consumers buy confectionery in three to four different retail channels, led by supercenters and supermarkets.
- 61% of shoppers look for confectionery products they have never purchased before; innovation is important.
- 59% of candy consumers have searched Facebook, YouTube and Instagram for confectionery-related content.
- Transparency is the currency of trust; 43% of consumers prefer to learn about a brand’s ESG efforts from the package label.
The 2023 State of Treating report offers insights that fuse proprietary NCA consumer survey findings with syndicated category and channel performance data. This collection of insights is intended to provide a deeper understanding of consumer wants and needs, corresponding shifts in the retail landscape and opportunities for the future to support continued category growth.
The confectionery purchase
More people looked for promotions in 2022, while fewer credited secondary displays with driving their purchases. Consumers like BOGOs and value packs the most. Consumers say mood, price and brand drive the confectionery purchase decision, with younger shoppers weighing mood the most and Boomers emphasizing brand. Innovation, both line extensions and completely new items, can drive engagement and sales growth with 61% of shoppers occasionally or frequently looking for confectionery products they have not had before. Price investment along with eye-catching displays and sampling are the top ways to support trial.
Emotional well-being
Confectionery enjoys very high permissibility: 86% of Americans agree that it is fine to occasionally treat yourself with chocolate or candy. Portion size variety further supports permissibility, according to 78% of consumers, and the confectionery industry has committed to providing more portion and package size variety. Three-quarters of consumers feel candy manufacturers do a good job offering a variety of portion sizes.
Confectionery moments
While life is expensive, the majority of consumers also describe it as “amazing” and “getting better.” And amazing is just the space where candy lives. Consumers see chocolate and candy as a fun part of life (81%) and 78% believe confectionery sharing and gifting are great traditions. Enjoyment occasions include everyday treating for no particular reason to holidays or special celebrations, such as birthdays, trips or movie nights. Consumers report having a confectionery treat an average of 2.4 times a week, which is consistent with government data that shows Americans enjoy chocolate and candy two to three times per week, averaging about 40 calories and just 1 teaspoon of added sugar per day.1
The 2023 State of Treating report is made possible by Blommer Chocolate Company. Data is provided by IRI Worldwide and Euromonitor.
1 The National Health and Nutrition Examination Survey
