The 2024 State of Treating report published today by the National Confectioners Association reveals that confectionery sales hit $48 billion in 2023, a number largely driven by inflation. The report projects that U.S. confectionery sales will reach $61 billion by 2028. More than 98% of American consumers purchased chocolate, candy, gum, and mints in 2023.
“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," says John Downs, president and CEO, National Confectioners Association. "Consumers seek out chocolate and candy to help enhance holiday seasons, family celebrations, and those important ‘treat yourself' moments.”
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.
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.
The 2024 State of Treating report was made possible by Blommer Chocolate Company.
State of Treating Report methodology:
Shopper insights were collected using an online survey conducted in December 2023 among a national sample of 1,556 consumers between the ages of 18 and 75. The survey findings are overlaid with Circana retail measurement and household panel data. Future market predictions are provided by Euromonitor. The study was conducted by 210 Analytics, LLC.
