According to a new survey from the National Confectioners Association, 95 percent of Americans plan to celebrate the winter holidays with chocolate and candy, reflecting the category’s continued strength as a holiday staple.
The “big four” seasonal moments — Valentine’s Day, Easter, Halloween, and the winter holidays – remain key for the $54 billion U.S. confectionery industry. In 2024, sales tied to the winter holidays alone reached approximately $7.5 billion.
“Confectionery is an essential part of the winter holidays, woven into the traditions and memories that define this special time of year,” said John Downs, president and CEO of NCA.
“With chocolate leading the way, non-chocolate candy on the rise, and mint as a defining flavor of the season, the confectionery industry is meeting consumers with time-honored holiday staples and inventive seasonal treats to brighten every celebration.”
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. According to the National Confectioners Association, the winter holidays represent the top-selling seasonal confectionery moment, representing more than 18 percent of seasonal confectionery sales in 2024 – the most of any holiday.
Other insights from NCA include:
- Candy cane lane: When asked about the right way to eat a candy cane, 54 percent of people say they begin with the straight end, 30 percent start with the curved end, and 16 percent will break their candy cane into pieces. Classic mint is America’s favorite mint flavor and sales of mints peak in December.
- Cup of cheer: The winter holidays are the top season for chocolate sales, but non-chocolate sales are also on the rise, growing 5.1 percent from 2023-24. Foil-wrapped chocolates, small boxes of chocolate and candy canes rank among Americans’ top confectionery choices for stocking stuffers.
- ‘Tis the season: Ninety-five percent of Americans celebrate the winter holidays with chocolate and candy, and more than half of people in the U.S. share treats as part of their winter holidays gifting.
Why the Industry Should Take Note
The enduring popularity of chocolate and candy during holiday seasons – combined with consumer demand for both classic and novel confections – indicates strong merchandising opportunities for retailers and manufacturers alike. Seasonal packaging, gift-ready assortments and familiar holiday staples continue to drive category strength even in shifting economic times.
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