Dive into the 2025 State of Treating Report, NCA’s flagship analysis of the confectionery industry’s performance. This session highlights the latest insights into chocolate, candy, gum, and mint consumption patterns, addressing how evolving consumer behaviors and macroeconomic trends are shaping the industry. Discover how confectionery products continue to play a unique role in moments of joy and indulgence while adapting to changing consumer expectations around wellness, convenience, and value. Gain actionable takeaways on how to align with these trends, foster growth, and solidify your position in the marketplace.

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• Scott Amoye, Vice President Corporate Procurement and Commodity Risk Management, Blommer Chocolate Company
• Hugo Van Der Goes, Vice President Cocoa North America, Barry Callebaut

This session explored critical insights into cocoa crop conditions in Africa, trends in commodity trading dynamics, shifting consumer demand, and expectations for the short- and long-term. Gain valuable perspectives to help navigate the complexities of the global cocoa supply chain and market dynamics.

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The story of confectionery innovation reflects shifting consumer tastes and technological advancements. This year, brands have explored new flavors, forms, and sizes to make treats more versatile, while functional benefits like added vitamins, probiotics, and reduced sugar have gained appeal.

Distribution is shifting as consumers seek value and turn to e-commerce for variety and convenience. Social and digital influencers drive growth, spotlighting new products and trends. Join this session to explore key growth levers shaping confections today and in the future.

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Uncover the power and potential of chocolate products, merchandising, and marketing in NCA’s third edition of Getting to Know Chocolate Consumers. This proprietary research combines consumer opinions, attitudes, and behavioral research with Circana’s MULO+ sales and performance data to help you optimize category engagement and support chocolate sales growth in 2025. 

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According to data partner, Circana, chocolate, candy, gum and mint sales during the 52 weeks ending January 26, 2025 reached $39.2 billion, up 2.0% over year-ago levels. Gains were predominantly driven by non-chocolate candy, that grew by nearly 5% over the past year. Chocolate and gum sales were somewhat softer. Supermarkets have come on strong in the past year, with a 52-week gain of 3.5% on $9.5 billion in confectionery sales. On the other hand, convenience and drug stores lost ground. Convenience stores experienced declines in both chocolate and non-chocolate candy for an overall decline of 1.4% over the latest 52 weeks. Drug stores also experienced across-the-board declines, with chocolate being the greatest area of pressure.

Chocolate

Across the MULO+ with convenience store channels, chocolate sales reached $21.5 billion in the 52 weeks ending January 26^th. This reflects an increase of 0.5%. Larger value packs were the biggest contributor to sales, whereas snack size chocolate had the highest year-on-year gains. However, all gains were driven by inflation with units down 3.2% year-on-year. Volume sales were also unable to hold the line and dropped by 3.4%. Novelty chocolate was a strong exception. While a smaller seller, at $73 million annually, novelty chocolate grew 74.5% in dollars and 60.9% in units.

Non-chocolate candy

Candy had a strong start to the year. With big gains in novelty, seasonal, chewy and sugar-free candy, non-chocolate candy sales reached $12.7 billion which reflects an increase of 4.9% over latest 52 weeks.  Unit sales also looked better than that of chocolate. Over the yearlong period, units were virtually unchanged at -0.1% and volume was up a smidge, at +0.1%. Areas with pound growth included caramel/taffy, novelty, seasonal and sugar-free candy.

Gum/mints

Breath fresheners had a solid dollar performance over the past year, with 1.9% growth. While units were down 4.5%, volume was virtually flat — signaling a shift to larger pack sizes. Sugar-free gum grew dollar sales 1.5% over the past year, but was unable to maintain unit and volume sales. Regular gum declined in all three sales measures.

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Total chocolate, candy, gum and mint sales in Circana’s MULO+ with convenience stores universe came in at $39.1 billion in 2024. This reflects an increase of 2.0% over 2023, driven by an above-average performance by non-chocolate candy. Supermarkets had a strong 2024 performance, up 3.3% in dollars, whereas drug and convenience stores lost ground. Convenience stores had been the growth leader in both 2022 and 2023.

Chocolate

At $21.4 billion, chocolate generated the majority share of confectionery dollars. However, as inflation moderated and units (-3.3%) and volume (-3.5%) decreased year-over-year, dollar growth slowed to just 0.4% in 2024. A few subcategories managed to grow units and pounds, including novelty and snack-sized chocolate. Others, including seasonal and sugar-free chocolate lost substantial ground. The trends were similar across all measured channels. However, drug stores experienced far greater decreases with chocolate volume down 11.4% in 2024.

Non-chocolate candy

Candy fared a bit better with dollar gains of $4.9% on annual sales of $12.7 billion. This was due a slightly higher rate of inflation combined with flat units and pounds. Several non-chocolate subcategories drove year-over-year gains, including caramel, novelty, and seasonal Halloween and Easter items. In 2024, candy growth was driven by grocery stores, whereas convenience stores (the typical stronghold for non-chocolate candy) had substantial unit and volume declines.

Gum and mints Gum ended the year at $3.7 billion in sales, which was an increase of 1.5% over 2023. Breath fresheners added another $1.3 billion in sales, up 2.0% over 2023. Much like chocolate, the gains were driven by inflation. Units and volume declined year-over-year, with sugar-free gum staying the closest to 2023 levels.

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While Halloween is the biggest of the four confectionery holidays in dollars, it did not alter the 2024 sales trajectory. All year, inflation has boosted year-over-year dollar sales, but unit and volume sales have trailed the 2023 levels, especially in chocolate. The 52-week period ending December 1^st generated a 2.1% increase in dollar sales in Circana’s MULO+ with convenience universe with annual sales of $39 billion. Supermarkets have had a strong 2024, whereas drug and convenience stores have lost ground in units, volume and dollars. Chocolate remained the largest seller, but non-chocolate candy is gaining ground.

Chocolate

Chocolate sales now exceed $21 billion in the 52-week view. However, unit and volume pressure are such that dollar growth has slowed to +0.5%. In the 12- and four-week periods, dollar sales have fallen below the same time periods in 2023. Over the past year, inflation has slowed while unit and volume sales for chocolate have fallen 3.5%, each. A few areas are bucking the trend, including snack-sized chocolate and novelty.

Non-chocolate candy

Non-chocolate candy has generated $12.6 billion in the 52-week period. That is up 5.0% from last year, with only a small unit decline of 0.4%. As such, non-chocolate is taking share from chocolate within the confectionery category. Most subcategories drove growth over the past year, led by seasonal Halloween and Valentine’s Day items, novelty and sugar-free candy. Importantly, these same subcategories also gained in units and pounds, reflecting actual demand growth. Dollar and unit sales also trended in the plus in the shorter four-week view.

Gum and mints

Gum generated $3.7 billion in the past year and breath fresheners added another $1.3 billion. Sugarless gum and breath fresheners grew dollar sales over the past year, whereas regular gum lost ground. After several years of building back toward the pre-pandemic baseline, both gum and breath fresheners lost ground in units over the past year.

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Chocolate

Chocolate sales reached $17.8 million over the latest 52 weeks, up 1.2% versus year ago levels. Growth was driven by inflation, with units (-2.9%) and volume (-3.3%) sales down year-on-year in the 52-week view. During the latest four and 12 weeks, inflation no longer offset similar declines in units and volume and chocolate dollar sales fell below year ago levels for the first time in many years. The declines were felt most in larger pack sizes, Halloween chocolate and sugar-free chocolate. The drug and convenience channel experienced above-average declines, whereas grocery stores fared a bit better.

Non-chocolate candy

Volume sales for non-chocolate candy were flat over the past year. Combined with mild price increases, this resulted in a 6.7% increase in dollar sales over the 52-week period. Non-chocolate candy accounted for more than 30% of all sales, at $9.2 billion over the past year. Several subcategories experienced positive unit and/or volume growth, including caramel/taffy, chewy candy, novelty, Halloween and sugar-free candy. Additionally, non-chocolate candy had a strong performance in the latest four-, twelve- and 52-week periods.

Breath fresheners

Plain mints and breath fresheners account for just over $1 billion in sales, which reflects an increase of 5.2% over last year. While plain mints were down in units, all areas are gaining in volume sales.

Gum

Gum sales patterns have resumed pre-pandemic levels with the bulk of sales and growth clustered in sugar-free gum. $2.2 billion out of the total $2.5 billion in annual gum sales were generated by sugarless gum. Dollar sales for sugarless grew 3.1%, whereas regular gum was down 3.9% year-on-year.

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Chocolate represents more than 56% of all confectionery sales, and consumers seek out the sweet treat for its indulgent properties making it special part of our lives – from everyday treating to holidays and celebrations. More than 1,600 consumers shared their chocolate preferences, consumption practices, and shopping habits as part of NCA’s latest research, Getting to Know Chocolate Consumers 2024. The third edition takes an in-depth look at consumer perceptions, usage occasions, and preferences broken out by key population segments. The consumer survey data is overlaid with Circana’s MULO+ point-of-sale and household panel data for a 360-degree look at the chocolate consumer.

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