The US confectionery industry has reached a landmark US$48 billion in sales in 2023, according to the National Confectioners Association’s (NCA) latest State of Treating report. The industry high comes despite the “economic squeeze” consumers are facing.

nclick="updateothersitehits('Articlepage','External','OtherSitelink','US confectionery industry achieved US$48 billion in record sales during 2023','US confectionery industry achieved US$48 billion in record sales during 2023','339750','https://candyusa.com/state-of-treating-2024/', 'article','US confectionery industry achieved US$48 billion in record sales during 2023');return no_reload();">The report, which is the NCA’s fifth annual dive into the nation’s confectionery trends, projects an even sweeter future, with sales expected to reach US$61 billion by 2028.

It also highlights that the price increases across chocolate and non-chocolate candies were influenced by inflation.

“Our new research shows that, even when faced with unpredictable environmental shifts and changes, consumers feel a strong connection to chocolate and candy,” says John Downs, NCA president & CEO.

“They embrace classic favorites and innovative novelties with an emotional drive that keeps the category fresh and vibrant. ”

Industry trends
Despite the economic squeeze, categories like gum and mints saw growth in dollars, units, and volume, painting a complex picture of the industry’s dynamics.

Chocolate continues to hold the biggest share of confectionery sales, ringing in at US$25.9 billion, while gum chewed its way to US$3.7 billion. The growth rates across segments provide a nuanced view of consumer trends, with chocolate growing at 5.8%, non-chocolate candy at an impressive 12.1% and gum and mints leading the pack with a 15.4% surge in sales.

Amid the pandemic-induced shift, companies like Mars Inc. have rebranded gum from a breath freshener to an instant stress reliever, tapping into the growing awareness of emotional well-being. This move reflects a broader trend introduced by the NCA report, wher 80% of consumers now see a link between physical and mental health.

Good Day Chocolate, a US-based company, is also providing chocolate tailored for sleep, calmness and energy. Focused on addressing specific “need states,” the company targets areas such as mental well-being by offering products designed to nclick="updateothersitehits('Articlepage','External','OtherSitelink','US confectionery industry achieved US$48 billion in record sales during 2023','US confectionery industry achieved US$48 billion in record sales during 2023','339750','https://www.foodingredientsfirst.com/news/good-day-chocolate-sources-fair-trade-chocolate-for-new-supplements-targeting-sleep-energy-and-calmness.html', 'article','US confectionery industry achieved US$48 billion in record sales during 2023');return no_reload();">promote relaxation and calmness.

Holiday seasons remain the prime time for confectionery sales, with 64% of purchases occurring during key celebrations such as nclick="updateothersitehits('Articlepage','External','OtherSitelink','US confectionery industry achieved US$48 billion in record sales during 2023','US confectionery industry achieved US$48 billion in record sales during 2023','339750','https://www.foodingredientsfirst.com/news/valentines-day-revamp-refreshing-formats-elevate-premium-concepts-amid-cocoa-price-surge.html', 'article','US confectionery industry achieved US$48 billion in record sales during 2023');return no_reload();">Valentine’s Day, Easter, nclick="updateothersitehits('Articlepage','External','OtherSitelink','US confectionery industry achieved US$48 billion in record sales during 2023','US confectionery industry achieved US$48 billion in record sales during 2023','339750','https://www.foodingredientsfirst.com/news/novel-nostalgic-for-spooky-season-autumnal-flavors-and-eerie-npd-emerge-this-halloween.html', 'article','US confectionery industry achieved US$48 billion in record sales during 2023');return no_reload();">Halloween, and the winter holidays like nclick="updateothersitehits('Articlepage','External','OtherSitelink','US confectionery industry achieved US$48 billion in record sales during 2023','US confectionery industry achieved US$48 billion in record sales during 2023','339750','https://www.foodingredientsfirst.com/news/christmas-confectionery-trends-festive-flavors-dairy-free-and-reimagined-classics.html', 'article','US confectionery industry achieved US$48 billion in record sales during 2023');return no_reload();">Christmas.

However, according to the report, the decision to indulge is increasingly price-driven, with brand loyalty and other factors like mood, nutrition and sustainability playing varied roles across different generations.