In 2021, chocolate and candy sales were up 11 percent over 2020, and up 15.4 percent over 2019 as consumers increasingly focused on seasonal celebrations, sharing and gifts, and emotional well-being, according to the third annual “State of Treating” report published by the National Confectioners Association.
The report, released at the 2022 State of the Industry Conference, is a source for confectionery category performance data, providing a deeper understanding of shifting consumer attitudes and behaviors in a disrupted marketplace. The total confectionery category hit $36.9 billion in retail sales in 2021 and is projected to reach $44.9 billion in sales by 2026.
“In 2021, consumers found even more creative ways to celebrate holidays and special occasions, and they continued to turn to chocolate and candy to bring a little fun to those experiences,” said John Downs, president and CEO of NCA. “The shift to home-centricity has meant new opportunities for confectionery companies and their retail partners as consumers seek new treating moments with new items, new pack sizes and new brands.”
Key findings from the report include:
- Sales of chocolate grew 9.2 percent and non-chocolate grew by 14.5 percent;
- Seventy-one percent of consumers mostly purchase chocolate and candy at their primary grocery store;
- Sixty-six percent of consumers research candy on social media;
- Seventy-eight percent of all adults believe it is perfectly fine to occasionally treat with chocolate or candy;
- Seventy-two percent of consumers believe that physical health and emotional well-being are interconnected;
- Eighty-eight percent share with family and friends at least half the time when buying chocolate and candy;
- Seventy-two percent of consumers agree that it is important for chocolate and candy brands to offer portion size variety; and
- Ninety-one percent of consumers report taking road trips and of these consumers, 83 percent sometimes or always include chocolate and candy in their travels.
The NCA “2022 State of Treating” report offers a complete picture of the resiliency of the confectionery category, explores the influence of inflation and supply chain challenges on confectionery purchases and pandemic shopping patterns and takes a closer look at the impact of social media on the category.
“Sales of chocolate and candy grew significantly this past year as consumers looked to prioritize their emotional well-being, and created a special and unique place for these treats in their lives,” Downs said. “A key takeaway from the report is that in contrast to rising costs for families related to inflation, health care and simply putting food on the table, candy remains a simple, affordable treat. Whether consumers found their inspiration on social media or in the grocery aisle, they reached for chocolate and candy as a means of self-care and enjoyment in an otherwise uncertain time.”
The 2022 State of Treating report is made possible by Blommer Chocolate Company. This report is based on consumer studies by NCA and 210 Analytics conducted in November 2021 among a national sample of 1,525 consumers between the ages of 18 and 75. The attitudinal survey data is complemented by retail measurement and household panel data provided by insights firm IRI for the 52 weeks ending Dec. 26, 2021.
To read the full “2022 State of Treating” report, click here.
The National Confectioners Association is the trade organization for the U.S. confectionery industry, which generates more than $37 billion in retail sales each year. Making chocolate, candy, gum and mints, the industry employs nearly 58,000 workers in more than 1,600 manufacturing facilities across all 50 states. NCA advocates for an environment that enables candy makers to thrive and work to ensure that chocolate and candy are celebrated for their contributions to culture, society, the economy and everyday moments of joy.
For more information, visit CandyUSA.com.
