National Confectioners Association study finds 93% of US residents set for Halloween celebrations

The much-anticipated ‘spooky season’ is fast approaching with latest figures from the National Confectioners Association reveal that 93% of Americans intend to celebrate in a big way with their favourite sweet treats, reports Neill Barston.

As the organisation noted, whether it’s enjoying new product innovations or classic seasonal favourites including candy corn, confectionery is an iconic part of the season’s celebrations.

Last year saw the sector in the US ramp up general spending levels after two tough years of Covid-19 pandemic conditions, as American shoppers spent an estimated $10 billion on costumes, confectionery and decorations to mark the occasion.

“The past few years have proven that the confectionery industry is resilient, and Americans remain enthusiastic about enjoying their favorite treats during seasonal celebrations like Halloween with friends and family,” John Downs, NCA president & CEO, said. “Chocolate and candy play a special role during the Halloween season in communities across the country – and this Halloween promises to be especially impressive as chocolate and candy companies bring consumers classic, innovative and great-tasting products that enhance the season.”

As the NCA continued, it is projecting a 5% increase in chocolate and candy sales for the 2022 Halloween season, as consumers nationwide go bigger and bolder in their celebrations – with some starting earlier than in previous years.

Furthermore, as previously reported, America’s chocolate and candy companies delivered on their commitment to help consumers manage their sugar intake by providing more transparency, choice and portion guidance options. As part of this, a total of 85% of chocolate and candy sold today comes in packaging that contains 200 calories or less per pack. That number includes individually wrapped products or multipacks that contain smaller packages inside – with 97% of Americans who say they welcome trick-or-treaters with chocolate and candy.

In addition the organisation has also set out some key guides for consumers to make the most of the season and enjoy it responsibly at, where consumers can find tricks for treating in 2022, including safety tips, history lessons and fun facts about the season, support with a social media campaign including the tag #HalloweenTreats

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