Americans love sweet treats—and 2021 was no exception.
Chocolate and candy sales last year rose 11% over 2020 and 15.4% over 2019, the National Confectioners Association (NCA) disclosed this week in its State of Treating report.
Total confectionery sales reached $36.9 billion last year and are projected to grow to $44.9 billion by 2026, the trade group said.
In a March 14 press release announcing its findings, NCA suggested the increase in sales coincided with consumers’ growing focus “on seasonal celebrations, sharing and gifting, and emotional well-being.”
Among some of the findings in the State of Treating report:
- Chocolate sales increased 9.2%, while non-chocolate grew by 14.5%.
- 71% of consumers generally purchase chocolate and candy at their primary grocery store.
- 66% of consumers turn to social media to research candy usage occasions.
- When purchasing chocolate and candy, 88% share with family and friends at least half the time.
- The majority of consumers (72%) agree it’s important for chocolate and candy brands to offer variety in portion sizes.
“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,” NCA President and CEO John Downs said in the press release. “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.”
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2021 confectionery sales
Chocolate: $21.1 billion
Non-chocolate: $12.7 billion
Gum & mints: $3.1 billion
Confectionery: $36.9 billion
Source: National Confectioners Association (citing Euromonitor projections as of February 2022)
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The 2022 State of Treating report examines the confectionery category’s resiliency, the influence of inflation and supply chain challenges on confectionery purchases, shopping patterns during the pandemic, changing dynamics in the retail environment and social media’s impact on the category, according to NCA.
“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,” Downs added. “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.”
