Key Takeaways:
- The confectionery industry showed resilience in 2024 with $54.2 billion in sales, though unit volumes declined while dollar sales increased due to inflation.
- Consumer behavior shifted toward value-seeking, with price taking over as the top purchase factor, increased shopping at club and dollar stores, and greater interest in promotions.
- Successful strategies for food industry leaders include leveraging promotions, exploring private label offerings, using social media to encourage product discovery, and addressing the growing interest in better-for-you options and packaging flexibility.
The confectionery industry continues to demonstrate remarkable resilience amid economic challenges, according to the 6th annual State of Treating report from the National Confectioners Association. With total sales across all channels reaching an impressive $54.2 billion in 2024, the industry offers valuable lessons for food manufacturing leaders looking to navigate similar market conditions.
Steady market growth despite challenges
Confectionery sales remained strong in 2024, with chocolate leading the category at $28.1 billion (51.9% of sales), followed by non-chocolate candy at $21.7 billion (40.0%), and gum and mints at $4.4 billion (8.1%).
In the measured retail marketplace, total sales reached $38.6 billion. But while dollar sales increased due to price inflation, unit and volume sales declined — particularly for chocolate, which saw a 3.3% decrease in unit sales despite a 0.4% increase in dollar value. Notably, non-chocolate candy outperformed the category with a 4.9% dollar sales increase and only a modest 0.3% unit sales decline.
Consumers adapt to costs, seeking value
An impressive 98.3% of U.S. households purchased confectionery products at least once in 2024, demonstrating the category’s broad appeal despite economic challenges. Consumers made slightly more store trips (35.6 trips per buyer annually, up 1.5% from last year), but they also became increasingly strategic with their spending — switching between channels, pack sizes, types, and brands to maximize value.
Price surpassed mood as the top purchase decision factor last year, with 30% of consumers reporting they treated themselves less frequently due to cost concerns. This shift in priorities was also evident in channel preferences, as value-forward retailers like club and dollar stores gained traffic, while convenience and drug stores saw declines. E-commerce also continued to show robust growth in the confectionery category, indicating a significant opportunity for digital innovation and engagement strategies.
Responding to consumer confectionery trends
For food industry leaders, particularly those in the confectionery sector, the latest State of Treating report offers several actionable insights:
- Promotion power: The report shows 41% of consumers regularly look for promotions when buying treats for themselves, and 44% do so for holiday purchases. This confirms the ROI potential of well-executed promotional strategies across categories.
- Private label strategy: Private label chocolate saw a 10.7% volume increase, demonstrating how strategic private brand offerings can capture value-seeking consumers without sacrificing margin.
- Social media influence: Nearly 30% of consumers discovered new confectionery products through social media, highlighting the growing importance of digital engagement in product launches and innovation stories. (Our Consumer Food Trends Report found that 41% of shoppers find out about new food and beverage products through social media.)
- Better-for-you growth: More than six in 10 consumers believe there is such a thing as better-for-you confectionery (up from previous years), but only 10% regularly purchase these products. This presents both an opportunity and a challenge for product developers in balancing health claims with taste expectations.
- Package flexibility: The report notes strong consumer interest in varied package sizes and resealable packaging as part of efforts to increase value and control portions — a production consideration that applies across food categories.
- Transparency demands: Younger consumers particularly value ingredient sourcing transparency and sustainability commitments, often researching these details through package labels and brand websites.
Euromonitor projects continued growth for the confectionery category, forecasting the market to reach $70.5 billion by 2029. Non-chocolate candy is expected to gain share, though chocolate will likely continue to dominate sales.
Continued success in the confectionery sector — and across the food industry — depends on how well companies balance three factors: permissibility (making consumers feel good about their choices), affordability (providing value at various price points), and favorability (delivering consistently on taste and quality expectations).
See the full report for more insights.
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