Inflation Impacts Confectionery Purchases

Confectionery sales hit $48 billion in 2023, a number largely driven by inflation, according to the 2024 State of Treating report published by the National Confectioners Association. The report projects that U.S. confectionery sales will reach $61 billion by 2028.

Inflation has influenced purchasing patterns with four in 10 candy consumers making one or more changes to where, how often, how much, and what confectionery they purchase. Forty-four percent buy chocolate or candy less often, 30 percent buy what’s on sale, 26 percent buy smaller pack sizes, 26 percent buy larger pack sizes, and 25 percent buy only their favorites.

Other findings include:

• Valentine's Day, Easter, Halloween, and the winter holidays seasons together account for 64 percent of total confectionery sales. 

• Confectionery enjoys high permissibility, with consumers understanding the role of treating in a balanced lifestyle. Eighty-six percent of people say they believe that it is perfectly fine to treat and 80 percent believe that physical health and emotional well-being are interconnected.

• Ninety percent of people mention chocolate when asked what they buy when they want to do something nice for themselves.

"Our new research shows that, even when faced with unpredictable environmental shifts and changes, consumers feel a strong connection to chocolate and candy–and they embrace classic favorites and innovative novelties with an emotional drive that keeps the category fresh and vibrant,” said John Downs, president and CEO of NCA, in a statement. “Consumers seek out chocolate and candy to help enhance holiday seasons, family celebrations, and those important 'treat yourself' moments."