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NCA talks holiday candy, consumer trends

Confectionery sales are expected to grow 3% this holiday season.

chocolate Santa — **A majority of Americans say they plan to share chocolate and candy with friends and family for winter holidays. What kind of chocolate/candy is most popular during this time?**
More than half of people in the U.S. share chocolate and candy as part of their winter holidays gifting. As just a few examples, foil-wrapped chocolates, a small box of chocolate, and candy canes ranked as the best treats for stocking stuffers. And when it comes to the festive shapes for the holiday, Americans are looking for chocolates shaped like Santa, snowmen, and coins. (Photo credit: Pexels/Pixabay)

**What are some of the top treats consumers use when building gingerbread houses?**
Candy is a key element of delicious decorations—and gingerbread houses are no exception. The top treats to adorn a gingerbread house are gumdrops, chocolate pieces, candy canes, gummy candies, and peppermints. (Photo credit: Pexels/Snapwire)

candy canes generic — **Candy canes are a popular holiday candy. What’s the best / most typical way to eat them?**
When asked about the right way to eat a candy cane, 54% of people say they begin with the straight end while 30% start with the curved end. Another 16% of respondents break their candy cane into pieces. And the fun extends beyond eating the iconic treats: half of Americans will adorn their Christmas tree or decorate packages with candy canes. (Photo credit: Pexels/Brigitte Tohm)

chocolate bar generic — According to National Health and Nutrition Examination Survey (NHANES) data, people in the U.S. enjoy candy and chocolate 2-3 times per week, averaging 40 calories and 1 tsp of added sugar per day. Does this number go up during the holidays?
Even as they incorporate them into their holiday celebrations, consumers understand that chocolate and candy are treats. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day—and this includes special moments like the winter holiday season. (Photo credit: Pexels/Vie Studio)

95% of Americans are ready to celebrate the winter holidays with chocolate and candy, according to a recent survey from the National Confectioners Association (NCA).

Confectionery sales around the holidays reached nearly $7 billion in 2023 and are expected to grow up to 3% in 2024. The winter holidays are one of the big four seasons (which also include Valentine’s Day, Easter, and Halloween) that account for 64% of annual sales for the $48 billion confectionery industry.

To learn more, we talked to Carly Schildhaus, NCA senior manager of public affairs. View the slideshow above to see her answers.

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Liz Parker Kuhn is the senior editor of Candy Industry and Snack Food & Wholesale Bakery, and has worked at BNP Media since 2012. She has written for CBS Detroit as well as for her own blogs. She earned a Bachelor of Arts in Creative Writing from the University of Michigan. Liz can be contacted at (248) 839-7156 or at parkerkuhne@bnpmedia.com.