NCA research finds 91% of Americans set to celebrate Easter with confectionery
A diverse range of confectionery treats will be shared across 91% of homes in the US this Easter, according to latest research from the country’s National Confectioners Association (NCA), reports, Neill Barston.
Traditionally, the season has been one of the most successful seasonal periods for the industry in many international markets, second to the peak Christmas period in terms of product releases.
The latest findings from the NCA revealed that more than 90% of Americans who make Easter baskets plan to include chocolate and candy in their baskets as part of this special occasion, according to NCA.
“Many traditions during the Easter season give Americans a chance to celebrate spring with their family, friends and loved ones – something many of us are craving after countless special moments and holidays apart,” John Downs, president & CEO of NCA, said. “Sharing a little bit of confectionery is a time-honoured tradition this time of year and an important consideration for consumers when they purchase chocolate and candy.”
Research from the NCA found that last year, Easter sales totalled around $4 billion, with results for 2022 expected to be between 5% to 7% higher, building off the record-setting sales seen in 2021 thanks to a longer lead-up to the Easter holiday and consumer enthusiasm for extending seasonal celebrations.
As revealed in NCA’s new 2022 State of Treating report, consumers also turn to confectionery during seasonal celebrations like Easter to share their enthusiasm with loved ones and support their own emotional well-being, with 72% of consumers saying they feel their physical health and emotional well-being are connected.
Furthermore, the NCA noted that the type of candy included in Easter baskets varies widely. A significant figure of 44% of Americans say the best Easter treats are chocolate eggs and bunnies, while 20% prefer jelly beans in their Easter baskets. Candy-coated eggs (18%) and marshmallow candies (15%) round out Americans’ top four favourite Easter basket items. But no matter which candy they prefer, US consumers can agree on one thing: celebrating the Easter season wouldn’t be the same without a sweet treat.
A total of 84 percent of Americans agree that chocolate and candy are a fun and important part of special celebrations and traditions like Easter. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging about 40 calories per day and just one teaspoon of added sugar per day from confectionery items.
To provide Americans with more fun facts and information during this year’s longer Easter season and all the fun confectionery treats that come along with it, the National Confectioners Association created Easter Central, a one-stop digital hub for Easter holiday tips and tricks for treating. Visitors can find information on the history of the jelly bean, a breakdown of how Americans really eat their chocolate bunnies and more sweet Easter insights. Visit Easter Central at AlwaysATreat.com/Easter.