7 Pandemic Candy Trends

WASHINGTON — Confectionery sales gains during the pandemic have been mixed. From March 15 through Sept. 6, chocolate sales grew 5.5%, while gum and mint sales have been challenged as the pandemic uprooted many work, school and social routines, according to a new report from the National Confectioners Association.

“Over the last several months, consumers have been eating more meals at home, visiting fewer stores and increasing their level of comfort with online purchasing,” NCA President and CEO John Downs said. “These actions have changed nearly every facet of retail for the confectionery industry.”

NCA’s new report, Confectionery Sales Amid COVID-19: 2020, is an in-depth look at confectionery shopping and consumption during the pandemic, according to the association. Here are a few insights from the report ...

Nonchocolate sales are strengthening now as convenience-store traffic rebounds for an overall pandemic gain of 1.6%.

The grocery channel has been the main beneficiary of the pandemic channel shifting, and its confectionery gains are far above average. Convenience-store confectionery sales have been rising since July and August.

The vast majority of people have consumed chocolate (92%) and nonchocolate (80%) during the pandemic. Around 10% of people reduced their candy consumption. They point to taking fewer grocery trips and trying to eat a little less of it with an eye on balance as the chief reasons for doing so.

Fewer people have consumed gum or mints during the pandemic (64%, each), with social distancing lowering engagement. The top reason for consuming less is being around people less, including working from home, followed by eating out less.

Nearly six in 10 shoppers changed up their candy purchases amid the pandemic, including buying different pack sizes (48%), different types (46%) and different brands (42%). This was driven by out-of-stocks, looking for better value and changed routines, such as working from home, buying for different members of the household and more experimentation.

Consumers bought confectionery in many fewer outlets. While grocery grew, alternative channels in particular, such as movie theaters, book stores or candy stores, were hit by the pandemic purchasing shifts.

E-commerce leaped forward with 61% of consumers having purchased groceries online during the pandemic and 26% having purchased confectionery online. Closing the gap would be an important win for the confectionery industry, the association said, but 46% of shoppers agree that they are more likely to purchase candy when in a store.

Click here for more information about the NCA study.