Festive NCA report reveals non-chocolate confectionery remains key seller

A key Christmas report from the NCA has revealed that non-chocolate candy is a consumer favourite during prosperous, inflationary and pandemic times, writes Neill Barston.

According to the US organisation’s studies, the second-largest selling confectionery category, non-chocolate candy represents 32% of all American confectionery dollar sales and growth is outpacing that of all other segments, reports data partner IRI.

As Confectionery Production reported from this year’s Sweets & Snacks Expo in May, the event revealed an industry in a notably strong position, in spite of challenging conditions in terms of supply chains, and ingredients costs and wider inflation.

In an effort to explore how shifting demographics, consumption preferences and shopping habits have impacted this powerful and growing market segment, NCA shared the new report exploring the segment titled Getting to Know Candy Consumers 2022.

Conducted by 210 Analytics, the first-of-its-kind report offers an in-depth analysis of the growing non-chocolate candy market, with insights into consumer perceptions, attitudes and behaviours as the category continues to build. Non-chocolate candy is expected to reach $20 billion in U.S. sales by 2027, according to Euromonitor International.

“Innovation has always been at the heart of the confectionery industry, and it’s never been a more exciting time to innovate candy,” John Downs, president & CEO of NCA, said. “There is tremendous opportunity for continued growth in the non-chocolate candy category, which is largely driven by Gen Z and Millennial consumers who are seeking out new experiences in the candy aisle. Because of its unique flavors, shapes and colors, and the incredible variety within the category, it is clear that candy is special for everyone.”

Getting to Know Candy Consumers 2022 highlights areas of opportunities for the future of the non-chocolate category. Sharing a little bit of confectionery is a time-honored tradition and an important consideration for consumers when they purchase chocolate and candy, and the report reveals that non-chocolate candy has the potential to become a new gifting option.

In addition to flavor and type variety, Getting to Know Candy Consumers 2022 shows that consumers appreciate having package size options. 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.

The full Getting to Know Candy Consumers 2022 report is available to NCA member companies and retailers at CandyUSA.com/CandyConsumers, and key insights from the research can be found in the report’s executive summary.