Confectionery sales hit $48 billion in 2023, a number largely driven by inflation, according to the 2024 State of Treating report published 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.
