Consumers taking GLP-1 medications continue to enjoy chocolate and candy, making more intentional choices rather than cutting confectionery from their diets, according to new research from the National Confectioners Association.
The report finds GLP-1 users remain highly engaged with the category, with consumption patterns similar to non-users. Many are gravitating toward smaller portions, premium products and better-for-you options. The research also finds that broader economic pressures are affecting confectionery consumption more than GLP-1 medications are.
“Consumers taking GLP-1 medications continue to enjoy chocolate and candy. They’re simply approaching treats more intentionally,” said John Downs, president and CEO at NCA. “There’s a significant opportunity for manufacturers and retailers to meet evolving consumer preferences through innovation while continuing to celebrate the important role confectionery plays in everyday moments and special occasions.”
Opportunities for retailers
The research points to three areas for manufacturers and retailers to focus on:
- Focus on intentional treating: GLP-1 consumers continue to enjoy chocolate and candy, with opportunities centered on premium products, portion-controlled formats and better-for-you innovations.
- Support evolving preferences: Ingredient transparency, lower sugar options and quality-focused innovation can resonate with GLP-1 consumers while additionally appealing to a much broader audience.
- Keep value in the conversation: While GLP-1 users remain engaged with confectionery, broader economic pressures continue to have a greater impact on overall consumption, making affordability an important consideration.
The report reiterates the association’s longstanding framing that consumers treat chocolate and candy as treats rather than meal replacements. NCA says people in the U.S. enjoy chocolate and candy two to three times per week, averaging about 40 calories and roughly one teaspoon of added sugar per day.
The findings combine proprietary NCA consumer research conducted in December 2025 with Circana household panel data and additional industry analysis.
NCA represents the U.S. confectionery industry, whose member companies drive $55 billion in retail sales across chocolate, candy, gum and mints.