AVENTURA, Fla. – The confectionery category posted dollar sales in 2022 that increased 11.1% compared with 2021 sales and 22.1% compared with 2019 sales, according to the fourth annual State of Treating report published by the National Confectioners Association. The total confectionery category reached $42.6 billion in sales, driven by inflation that reached a 40-year high in 2022. The total category is projected to reach $54.3 billion in dollar sales in 2027.

“With high marks for favorability and permissibility, along with the majority of consumers agreeing that confectionery is an affordable treat, chocolate and candy sales grew despite economic pressures,” NCA president and CEO John Downs said. “Consumers continue to treat with chocolate and candy to enhance their emotional well-being, celebrate holidays and enjoy everyday moments.”

According to the report, 81% of consumers view chocolate and candy as “a fun part of life,” and 74% rate it as “an affordable treat.”

Key findings from the report include:

• 79% of consumers agree that physical health and emotional well-being are interconnected, and 86% agree that it is fine to occasionally treat yourself with chocolate and candy.
• 78% believe confectionery sharing and gifting are great traditions.
• Consumers buy confectionery in three to four different retail channels, led by supercenters and supermarkets.
• 61% of shoppers look for confectionery products they have never purchased before; innovation is important.
• 59% of candy consumers have searched Facebook, YouTube and Instagram for confectionery-related content.
  Transparency is the currency of trust; 43% of consumers prefer to learn about a brand’s ESG efforts from the package label.

The 2023 State of Treating report offers insights that fuse the findings of a proprietary NCA consumer survey with syndicated category and channel performance data. This collection of insights is intended to provide a deeper understanding of consumer wants and needs, corresponding shifts in the retail landscape and opportunities for the future to support continued category growth, according to the NCA, which notes that the 2023 State of Treating report has been made possible by Blommer Chocolate Company. Data was provided by IRI Worldwide and Euromonitor.

A Bite-Sized Taste of the 2023 State of Treating report is available here.