STATE OF
TREATING
2024
NCA’s fifth annual State of Treating reflects on confectionery shopping and treating trends in 2023 – a year in which inflation took the spotlight. Analyzing longer term trend lines, the study documents what changed and why those changes occurred in confectionery shoppers’ perceptions, attitudes, and behaviors. This helps us uncover category growth opportunities in 2024 and beyond.
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2023 Category Sales Performance
In all channels, both measured and unmeasured, confectionery sales were as follows:
$25.9B
Chocolate
Total Sales
+
$19.2B
Non-Chocolate Candy
Total Sales
+
$3.7B
Gum
Total Sales
=
$48.8B
Confectionery
Total Sales
Source: Euromonitor | Passport Model January 2024
In Circana-measured channels only, year-over-year growth for each segment was as follows:
5.8%
Chocolate
2023 Dollar Sales Growth
12.1%
Non-Chocolate Candy
2023 Dollar Sales Growth
15.4%
Gum & Mints
2023 Dollar Sales Growth
Source: Circana, Total US, MULO+C, 52 we. 12/31/2023
Buying Trends
Households buying
98.2% | +0.1%
Annual trips per buyer
34.6 | -0.3%
Units
per trip
2.4 | -2.4%
Dollars
per trip
$ 7.51 | +7.2%
Annual dollars per buyer
$ 260 | +6.9%
Source: Circana, Total US, Household Panel, 52 weeks ending 12/31/2023
Confectionery Shopping Channels
Consumers typically buy confectionery in three to four different channels, led by supercenters and supermarkets.
Supercenters
Supermarkets
Drug Stores
Value Stores
Club Stores
Convenience Stores
of shoppers purchase confectionery in-store only
shop both online and in-store
shop online only
Shopping Behaviors
Inflation has caused behavior changes.
candy consumers have made one or more changes to where, how often, how much and what confectionery they purchase.
What changed?
Buy chocolate or candy less often
Buy what’s on sale
Buy smaller pack sizes
Buy larger pack sizes
Buy only favorites
(no trying new items)
Purchase Drivers
Price now dominates the confectionery purchase decision across all generations.
#1 Price
#2 Brand
#3 Mood
Category Permissibility
Confectionery enjoys very high permissibility with consumers who understand the role of treating in a happy, balanced lifestyle. Consumers enjoy chocolate or candy treats an average of two to three times per week.
86% of people believe that it is fine to occasionally have a piece of chocolate or candy.
80% believe that physical health and emotional well-being are interconnected.
Life’s Occasions
Chocolate and candy have special roles during celebrations and holidays.
More than
Americans celebrate Valentine’s Day, Easter, Halloween, and the winter holidays.
of total confectionery sales take place during these holidays:
of total confectionery sales take place during these holidays:
 |
Valentine’s Day $4.5B | +10.1% $ |
 |
Easter $5.4B | +9.4% $ |
 |
Halloween $6.4B | +5.6% $ |
 |
Winter Holidays $6.5B | +4.6% $ |
|
Valentine’s Day $4.5B | +10.1% $ |
|
Easter $5.4B | +9.4% $ |
|
Halloween $6.4B | +5.6% $ |
|
Winter Holidays $6.5B | +4.6% $ |
Growth Market
Across all outlets, the U.S. remains a powerful growth market with sales expected to increase $12.2B between 2024 and 2028.
Source: Euromonitor | Passport Model January 2024
$61B
projected U.S. confectionery sales by 2028
Get Your 2024 State of Treating Resources:
Methodology
Shopper data was collected using an online survey conducted between December 10 and 16, 2023, with a national sample of 1,556 consumers between the ages of 18 and 75. The margin of error associated with the survey is +/-2.5% at the 95% confidence level. Percentages may not always add to 100% due to rounding. The survey findings are overlaid with Circana retail measurement and household panel data. Future market predictions are provided by Euromonitor. The study was conducted by 210 Analytics, LLC. Unless otherwise attributed, data throughout this report are provided by NCA and 210 Analytics.
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