Following the success of this year’s Halloween celebrations, the US confectionery market is anticipating a further strong performance, with more than half of Americans planning to celebrate with confectionery, writes Neill Barston.

The region’s $4.9 billion holiday season sweets and snacks market is expected to shine once again, as families return to traditional celebrations and gatherings after more than two years of pandemic restrictions.

As Confectionery Production has previously reported, there has been a broad array of treats being delivered from major manufacturers and smaller brand names alike for this year’s Christmas season, which looks set to be another especially memorable occasion – living up to its classic ‘most wonderful time of the year’ heritage.

“A meaningful part of the excitement of the holiday season is upholding traditions – or starting new ones,” John Downs, NCA President and CEO, noted of this year’s festive season.

“Gifting chocolate and candy can help connect people across time and generations and invoke a sense of nostalgia or bring a modern twist to celebrations of the winter holidays. Whether family and friends are together or separate this year, these treats can play a key role in spreading joy throughout the season.”

During the holiday season and throughout the year, the confectionery industry is helping consumers manage their sugar intake by providing more transparency, choice and portion guidance options as they enjoy chocolate and candy – which is great news for the 93% of Americans that say chocolate and candy make the winter holidays sweeter.

To help navigate this season’s celebrations, NCA is offering a robust set of resources at AlwaysATreat.com/WinterHolidays, where consumers can find seasonal inspiration, as well as holiday fun facts, tips on ways to enjoy treats as part of a balanced lifestyle and even the right way to eat a candy cane.

NCA national recognition

In other key NCA news this month, president John Downs and senior vice president of public policy, Brian McKeon have both made the influential list of Washington-based political publication The Hill’s leading lobbyists within the country.

Together, they have represented the confectionery sector to the government in terms of policies surrounding support for enterprises amid the pandemic, and for campaigning on responsible enjoyment of treats within the confectionery industry.

As previously reported the NCA recently attended the White House as part of its Halloween celebrations, providing candy to help mark one of the key family occasions of the year.