Snacks & Candy

Nonchocolate and Gum See Double-Digit Gains

Sales of chocolate and candy reach $48 billion in 2023, NCA State of Treating report says
Photograph: Shutterstock

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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