US confectionery sales continue to thrive as consumer preferences for nostalgic, sensory-forward treats propel innovation and the industry navigates policy wins and pressures, according to the National Confectioners Association’s State of Treating report.
Confectionery sales surpassed $55 billion in 2025 and are expected to reach more than $62 billion by 2030, according to data provided by Euromonitor. The category includes roughly $28.4 billion in chocolate sales (51.7% of sales), $22.5 billion in non-chocolate candy (40.9% of sales) and $4.1 billion in gum (7.5% in sales).
Across the Circana-measured retail marketplace – which includes grocery, mass, club, convenience, drug and dollar stores – confectionery sales reached $42.5 billion in 2025, a 5.3% year-over-year dollar increase, though unit and volume sales declined for the fourth consecutive year, reflecting inflation-driven price growth primarily from rising cocoa costs.
Nearly all (99.8%) of US households purchase confectionery annually. Consumers typically enjoy chocolate or candy two to three times per week, averaging around 40 calories and about one teaspoon of added sugar per day, reinforcing the industry’s positioning of candy as an occasional treat rather than an everyday staple, according to the report.
Seasonal holidays continue to drive sales with the four largest holidays – Valentine’s Day, Easter, Halloween and winter holidays – accounting for roughly 63% of confectionery sales in 2025, highlighting candy’s connection to celebrations, per the report. Halloween generated roughly 18.4% of 2025 confectionery sales, followed by the winter holidays at about $18.8% of sales, while Valentine’s Day and Easter each made up 13% of sales, according to Circana data.
Younger consumers drive flavor and texture experimentation
Beyond seasonal demand, the category is evolving as younger consumers – Gen Z and Millennials – reshape the market in their pursuit of new flavors and formats.
Non-chocolate candy has grown by $4.1 billion since 2020, a 41% increase, according to John Downs, president, NCA. This growth is helping narrow the gap between chocolate and non-chocolate segments as consumers seek a wider variety of taste experiences.
These consumers are driving experimentation with sour, spicy and “mystery” flavors, along with texture innovation in formats like freeze-dried and liquid-filled candy, while classic fruity flavors continue to resonate across generations, NCA says. The trend reflects broader consumer preferences for multi-sensory food experiences that combine bold flavors with new textures and formats.
At the same time, nostalgia drives innovation, with companies introducing new products while maintaining the classic brands that consumers grew up with.
Consumer sentiment data cited by NCA shows strong cross-generational support for treating, with a majority of Gen Z, Millennials, Gen X and Boomers agreeing that it is fine to occasionally enjoy chocolate or candy as part of a balanced lifestyle. Across generations, 36% agree that premium or high quality treats are worth consuming, 34% think smaller portion sizes would justify their treat habits and 34% view being gifted with treats as a reason to consume them, per the report.
The report also highlights the emotional role treats play for consumers, noting that 89% of Americans say emotional wellbeing is just as important as physical wellbeing, with many linking chocolate and candy to celebrations, holidays and everyday moments.
Policy wins and industry pressures
While the confectionery industry enters 2026 on strong footing, policy and regulatory developments remain a key focus.
In 2025, NCA helped secure a long-sought agreement to reform the US sugar program, ending a decades-long standoff between sugar buyers and producers, according to Downs. The modernization effort passed as part of a federal budget reconciliation law in July, marking a major policy milestone for the industry.
Another win came later in the year when President Donald Trump issued an Executive Order exempting cocoa from reciprocal tariffs. Because cocoa cannot be commercially grown in the US, the exemption helps maintain the competitiveness of domestic chocolate manufacturing while reducing costs for consumers, said Downs.
Still, the industry faces growing regulatory pressure. Many companies are currently evaluating alternatives to synthetic food dyes, including potential reformulations using natural color ingredients.
The sector also is pushing back against proposals in several states to ban chocolate and candy from the Supplemental Nutrition Assistance Program (SNAP) waivers. NCA argues these restrictions are unnecessary, noting that candy represents only about 2% of SNAP purchases and that purchasing patterns are similar between SNAP and non-SNAP households.
