NCA results show majority of consumers set to buy confectionery for Valentine’s Day

According to research from the US-based National Confectioners Association, 87% of consumers across the country say they’re planning to celebrate Valentine’s Day by sharing a gift of chocolate or candy.

But while many people enjoy a piece of chocolate from a heart-shaped box during the season of romance, not every consumer approaches selection in the same way.

As the NCA noted, just 50% of chocolate lovers use the “map” in a heart-shaped box of chocolates to find their favourites while 31% pick at random. The remainder bites the corner to determine the chocolate’s filling (13%) or pokes at the bottom of the piece of chocolate (6%) to determine its contents. When it comes to the most sought after filling, consumers largely chose caramel (32%), closely followed by nuts (24%) or a chocolate-based filling (21%).

“No matter your preference, sharing confectionery products on Valentine’s Day is a celebration of the power of chocolate and candy to bring people together,” John Downs, president & CEO of the National Confectioners Association, said. “Gifting these treats on Valentine’s Day is as iconic and tied to this moment as the heart-shaped box that so often marks the season.”

As with past holiday seasons, the NCA  is providing fun facts and resources on Valentine’s Day Central as part of the confectionery industry’s commitment to helping people manage their sugar intake by providing consumers with smaller pack sizes, clear calorie labels and more information online.

For more information about chocolate and candy during Valentine’s Day, click here.

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