Majority of US consumers set to mark Valentines Day with confectionery treats

Studies from the US-based National Confectioners Association have found that 86% of Americans will be marking Valentines Day this month with gifts of candy and chocolate, writes Neill Barston.

According to the organisation’s research, consumers have continued to value such traditional events and even more so amid the ongoing coronavirus pandemic, which continues to have a major impact.

The NCA released its seasonal confectionery report last year, which found that snacks and confectionery giving remains culturally strong within the region – which stands as the largest single sweets and snacks market in the world.

Research from the Statistica agency has projected that the US sweets market is forecast to be worth a total of $52 billion annually by 2025, as major brands continue to launch increasingly diverse ranges, including those offering plant-based and vegan varieties.

“Throughout the pandemic, one thing that has remained consistent is that Americans appreciate chocolate and candy for the sense of comfort they bring during challenging times,” John Downs, NCA president & CEO, said. “The confectionery category remains resilient as people find new and creative ways to incorporate chocolate and candy into their celebrations of holidays and special moments like Valentine’s Day.”

For resources to help you celebrate Valentine’s Day with balance in mind, visit Valentine’s Day Central. This digital hub provides tips for treating responsibly, a history of the holiday and even some fun facts about iconic Valentine’s Day Treats like conversation hearts and chocolate.

In its research on the subject, the organisation found that  84% of Americans think that chocolate and candy are a fun part of special celebrations, including Valentine’s Day, with a total of  87% of Americans enjoying seasonal Valentine’s Day chocolate and candy.

Most people in the US enjoy chocolate and candy 2-3 times per week, averaging about 40 calories per day and about one teaspoon of added sugar per day. When asked how they select a treat from a Valentine’s Day box of chocolates, 50% of Americans said they find the “map” and carefully choose one, 31% said they randomly pick one, 13% of people said they bite the corner to determine the filling and just 6% of respondents poke the bottom to find out the flavour.

Furthermore, In a box of Valentine’s Day chocolate, people say they look for: 32% – caramel, 24% – chocolate covered nuts, 21% – chocolate-filled, 11% – cream-filled, 9% – coconut, 3%  other flavours.



Related content

Leave a reply

Confectionery Production