When asked what they buy when they want to treat themselves, 90% of consumers choose chocolate, according to the 2024 State of Treating Report from the Washington, D.C.-based National Confectioners Association (NCA).
A year in which inflation took the spotlight, total market sales in 2023 reached $48.8 billion, according to Euromonitor. Broken into channels, total chocolate sales came out to be $25.9 billion; total nonchocolate sales was $19.2 billion; and gum sales reached $3.7 billion, the data firm reported.
In Circana-measured channels, year-over-year growth for each segment saw a 5.8% increase in chocolate sales, a 12.1% gain in sales for non-chocolate candy and a 15.4% jump in sales for gum/mints.
Euromonitor expected sales projections to take the total category to $61 billion by 2028 and expected U.S. sales to increase $12.2 billion between the 2024 and 2028.
“Our new research shows that even when faced with unpredictable environmental shifts and changes, consumers feel a strong connection to chocolate and candy,” saidJohn Downs, president and CEO of NCA.
Supermarket and supercenter retailers had the strongest channel preference and convenience-stores had the weakest in 2023 for where consumers buy confectionery, according to the report:
- 74% in supercenters
- 68% in supermarkets
- 33% in drugstores
- 28% in value stores
- 28% in club stores
- 27% in convenience stores
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