Chocolate and candy are more than just treats – they are part of our culture, our traditions, and our emotions. That’s the main message of the 2024 State of Treating report, released today by the National Confectioners Association (NCA).

The report, which analyzes the trends, preferences, and behaviors of U.S. confectionery consumers, shows that the category is thriving despite the challenges posed by the pandemic, inflation, and other factors. In fact, confectionery sales hit $48 billion in 2023, and are expected to grow to $61 billion by 2028.

But what makes chocolate bars and candy so appealing to Americans? According to John Downs, president & CEO of NCA, it’s the emotional connection that consumers have with these products.

“Our new research shows that, even when faced with unpredictable environmental shifts and changes, consumers feel a strong connection to chocolate bars 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.”

The report also reveals some interesting insights into how consumers enjoy chocolate and candy, and how manufacturers and retailers can leverage them to boost their sales and customer loyalty. Here are some of the key findings:

• Chocolate and candy are part of the party: Whether it’s Valentine’s Day, Easter, Halloween, or the winter holidays, chocolate and candy are essential for celebrating and sharing. These four seasons account for 64% of total confectionery sales, and consumers look for seasonal flavors, shapes, and packaging to make their occasions more special.
• Chocolate and candy are good for you: Well, maybe not in a nutritional sense, but definitely in a psychological one. Consumers understand the role of treating in a happy, balanced lifestyle, and they don’t feel guilty about indulging in moderation. 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.
• Chocolate and candy are the ultimate self-care: Sometimes, you just need to do something nice for yourself, and chocolate and candy are the perfect choices. 90% of people mention chocolate when asked what they buy when they want to do something nice for themselves, and 75% say they buy candy for the same reason. Chocolate bars and candy can help consumers relax, unwind, and reward themselves after a long day.

The 2024 State of Treating report is based on an online survey of 1,556 consumers between the ages of 18 and 75, conducted in December 2023. The survey results are complemented by retail measurement and household panel data from Circana, and future market predictions from Euromonitor. The study was conducted by 210 Analytics, LLC.

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