Why US shoppers still prioritise treats despite rising food costs

US trade organisation, the National Confectioners Association (NCA), releases its State of Treating report for 2025, detailing how the country’s sweet treat sales reached $54bn (€50bn) in 2024. Based on current trends, the NCA anticipates that US confectionery sales will grow over the next five years to surpass $70 bn (€65bn) in US outlets by 2029. Cost-consciousness dominated the 2024 confectionery landscape, with widespread consumer concerns about the price of food and beverages shaping spending patterns. Despite these pricing pressures on shoppers, 98% reported purchasing confectionery products in 2024. “The 2025 State of Treating report makes clear that there is still widespread enthusiasm for their favourite treats,” a spokesperson for the NCA says. Accessing affordable confectionery and maximising value were huge on confectionery shoppers’ wishlists in 2024, with 71% of consumers stating that price was a top three purchasing factor. More than half of shoppers (56%) agree that chocolate and candy may be more expensive, but they are affordable treats. Consumers’ emphasis on getting the best quality and product for their money led to numerous money-saving measures in 2024. Of those asked, 59% confirmed they liked the buy-one-get-one-free promotion, and 45% made one or more changes to their confectionery purchases. Purchasing behaviours indicate that consumers make budgetary room for indulgent and sweet treats like chocolate, candy and gum to create shareable and memorable experiences. The annual amount spent per consumer on confectionery is $276, an increase of 4% compared to the 2023 figures. Shoppers are also making more trips to confectionery outlets, with the average buyer making 35.6 trips, an increase of 1.5%. “Americans are still turning to chocolate and candy as a special way to elevate their celebrations, holidays, and even ordinary days,” says John Downs, president and CEO of the National Confectioners Association (NCA). “The connection between our industry’s products and emotional wellbeing is undeniable, and we are meeting consumers where they want to be met with options for the moment – no matter the occasion,” Downs adds. Chocolate remains supreme as the number one confectionery choice among US consumers and the highest contributor to sales in the confectionery category at $28.1bn in 2024, up from $25.9bn in 2023, indicating a 0.4% growth in sales. This figure shows that over half of confectionery sales come from the rich, indulgent cocoa-based treat. However, non-chocolate candy is rising in popularity, experiencing standout results in 2024. The segment hit $21.7bn in 2024, representing 40% of total confectionery sales. Overall, US candy sales have increased by almost $5bn (€4.6bn since 2019, a hike of nearly 70%. While gum and mints are the smallest confectionery sectors, worth $4.5bn (€4.1bn), it has also increased by 1.9% over the past year. According to the NCA, the four big confectionery seasons in the US – Valentine’s Day, Easter, Halloween, and the winter holidays – collectively make up almost two-thirds of all confectionery sales in 2024. “There’s no doubt that seasons and special occasions, which accounted for 62% of all confectionery sales in 2024, are closely connected with chocolate and candy,” the spokesperson says. Chocolate and candy play an essential role during celebrations and holidays. When shoppers buy seasonal treats, nearly nine out of 10 want sweet treats that reflect the holiday’s shapes, colours, flavours, characters and/or packaging. Spotting their favourite brands and sweet treats, gifting confectionery and buying for special occasions are among the leading reasons consumers shop for chocolate and candy. “Still, people understand that confectionery products are treats,” the NCA spokesperson says. According to the report, 85% of consumers agree it’s fine to enjoy the occasional chocolate or candy with US consumers enjoying chocolate and candy on average two to three times per week, averaging about 40 calories and one teaspoon of added sugar daily.

Why US shoppers still prioritise treats despite rising food costs

The NCA’s new State of Treating Report reveals indulgence is still a treat worth having

Related Topics

Flavour fusions and indulgence: What’s next for chocolate?

Pricing fears grow ahead of Halloween