‘Tis the season for treats, and shoppers are ready to splurge on holiday goodies, despite inflation and overall concerns about the economy.
FMI – The Food Industry Association reports in its 2025 US Grocery Shopper Trends - Holiday survey that while 64% of shoppers are extremely or very concerned about grocery prices overall, only 38% are worried about the cost of holiday food spending.
The National Confectioners Association’s (NCA) Treat & Trends report highlights that 95% of Americans will celebrate the winter holidays with chocolate and candy, and more than half will give them as gifts.
Meanwhile, sweets and snacks companies like Mars, Ferrero Rocher and others are rising to the occasion for the holidays with another round of seasonal snacks.
Holiday meals still essential
While consumers measure holiday success on feasts and gifts, they’re more likely to cut their budgets for presents before skimping on the meal, FMI noted in its survey.
“Across types of holiday expenses, non-toy gifts and holiday meals will continue to draw the largest portions of shoppers’ budgets, though some budgets will be reallocated from gifts to meals and travel,” according to the FMI survey. “In fact, food for special meals is the one holiday expense area where shoppers are the least likely to reduce their spending if needing to downsize their holiday budgets.”
If necessary, 27% of survey respondents said they would cut their holiday spending on non-toy gift giving, while only 17% said they would reduce their food budgets.
Treats on the menu
Consumers are expected to continue their holiday indulgence with sweet treats, according to NCA.
In 2024, the winter holidays dominated seasonal confectionery sales, accounting for more than 18% of the holiday candy market for the full year. Nearly two-thirds (62%) of annual candy sales in 2024 took place during the “big four” candy holidays – Valentine’s Day, Easter, Halloween and the winter holidays – according to NCA.
Chocolate is the biggest seller during the winter holidays, and consumers are buying it for themselves and as gifts. Foil-wrapped and small boxes of chocolates, along with candy canes, are the most popular stocking stuffers, NCA said.
“Confectionery is an essential part of the winter holidays, woven into the traditions and memories that define this special time of year,” said John Downs, president and CEO of the National Confectioners Association. “With chocolate leading the way, non-chocolate candy on the rise, and mint as a defining flavor of the season, the confectionery industry is meeting consumers with time-honored holiday staples and inventive seasonal treats to brighten every celebration.”
Seasonal treats roundup
Driven by consumers’ love of holiday sweets, confectioners like Ferrero, Mars and Hershey have released another round of seasonal snacks.
Mars released its line of holiday treats in November, including Twix Snowmen, Life Savers Gummies, Skittles Original Candy Holiday Cane, Snickers Trees and M&M’s Winter Blend.
“Nothing says holiday cheer like sweet treats and classic movies, enjoyed with friends and family,” said Allison Miazga-Bedrick, vice president seasonal marketing, Mars Wrigley North America. “Passing around M&M’S Winter Blend during a holiday film, or treating yourself to a Twix Snowmen while holiday shopping, makes the season cozier and more delicious.”
Premium chocolatier Ferrero Rocher also released a new brand platform in November to capture holiday shoppers. The Raise a Rocher brand campaign features classic hazelnut pralines, chocolate squares, tablet-style chocolate bars and more.
“Ferrero Rocher has always stood for elevating life’s little luxuries, and with Raise A Rocher, we’re inviting everyone to celebrate in big and small ways,” said Juan Mejia, vice president of premium chocolate at Ferrero. “Whether it’s a holiday gathering with loved ones, celebrating a career milestone, or enjoying a well-deserved pause, every moment deserves to be honored – and wrapped in gold.”
Hershey launched its own line of holiday treats in November, including Hershey’s Kisses Snickerdoodle Cookie Candy, Kit Kat Peppermint Stick, Reese’s Mini Trees and Hershey’s Grinch Milk Chocolate Bar.
“From festive red, green, and silver Hershey’s Kisses to fan favorite Holiday shapes, Hershey celebrates the traditions that make the season sweet,” said Angie Stubbs, senior manager, holiday at The Hershey Company.
