US kicks-off national candy month celebrating the industry’s ongoing place in consumers’ affections

Confectionery in all its forms once again comes under the spotlight in the US, as the country marks national candy month, with the next few weeks being dedicated to celebrating the region’s favourite treats, writes Neill Barston.

As the 25th anniversary edition of Sweets & Snacks Expo in Chicago just over a week ago proved (see our exclusive video review of the event here), the strong pipeline of key market innovations has continued in spite of wider market challenges.

According to the event’s organising team at the National Confectioners Association, the month-long celebrations offer a chance to reflect on the industry’s contribution to the emotional wellbeing and good times that the sector has brought to summer occasions.

With the US remaining the largest single market for confectionery in the world, the region’s treats enjoy a special  place in American life all year round, but as Americans embark on road trips, beach vacations and other summer adventures, chocolate and candy will play an even more important role in their celebrations.

As the NCA noted, a total of 71% of Americans say their summer holiday celebrations will involve these fun treats, according to the National Confectioners Association’s 2022 State of Treating report.

Furthermore, 83% of people headed on a road trip this summer will enjoy chocolate and candy, 63% of beachgoers in the U.S. will bring candy with them, and  76% of Americans who plan to go camping will bring candy.

“National Candy Month is a moment for candy-lovers across the country to celebrate all that makes the summer months so special and the fun role that candy plays in enriching those experiences,” John Downs, president & CEO of the National Confectioners Association, said. “Candy has a way of bringing people together and supporting their happiness and emotional well-being, and that’s never more evident than during the beginning of summer when fun with family and friends is at the forefront of everyone’s minds.”

Notably, the NCA’s 2022 State of Treating report also reveals that when in the mood for something sweet, Americans prefer chocolate, gummy candy and taffy for summer adventures, with watermelon, cherry and strawberry as their favourite summer candy flavours.

As National Candy Month begins, the confectionery industry continues to provide chocolate and candy treats in a variety of sizes, types and formats for all types of consumers to enjoy, whether they’re having a piece of chocolate, sharing something sweet with a friend or celebrating a special moment or occasion. Regardless of how they consume their favourite treats, the average American enjoys chocolate and candy 2-3 times per week, averaging 40 calories per day and just one teaspoon of added sugar per day.

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