US National Candy Month sees key response from consumers and retailers
The Sweets & Snacks Expo in Chicago last month revealed a wide range of treats for the US market this summer. Pic: Neill Barston
Latest research from the US-based National Confectioners Association has revealed that backing for the country’s recently introduced candy month of June has been embraced by retailers and consumers alike, reports Neill Barston.
According to the organisation’s findings, from a starting point in 2020, just 570 stores had initially engaged with the initiative across America, which had increased significantly two years later, with more than 50,000 now participating in summer promotions for the sector.
Last month’s Sweets & Snacks Expo in Chicago once again delivered a bumper crop of new confectionery across all segments of the market (see our exclusive video of the event here), as well as our review of the parallel supplier showcase event at McCormick Place which can be seen here, examining equipment, systems and ingredients serving the market, which demonstrated its comparative resilience amid wider supply-chain tests, as the region’s performance shows a continued upward curve.
While the summer season has traditionally been a comparatively quieter period for the industry, with its activity still being led by Christmas, Easter and Halloween occasions as forming the core of its calendar, the NCA noted that shoppers have got behind the campaign for responsible enjoyment of confectionery as part of June’s #nationalcandymonth celebrations.
As the trade body added, chocolate and sweets have in fact played a notable role in many family moments over the summer months, such as beach and road trips, as well as camping and outdoor concerts and events. This has been backed by its research showing that 81% of consumers say that chocolate and candy are a fun part of life.
“Chocolate and candy have the uncanny ability to make ordinary summer days extraordinary by elevating shared experiences with friends and family,” John Downs, NCA president & CEO, said. “As we celebrate the special role that these treats play in our lives this June, we also want to highlight the tens of thousands of people who work in our industry every day, creating the magic of chocolate and candy.”
Furthermore, the NCA recently polled consumers national consumers to find out their favourite flavours and types of summer treats, with Chocolate S’mores being named as the country’s top seasonal confectionery. This was followed by gummy candy, and salt water taffy in third. In terms of flavours, watermelon emerged in the highest position, with cherry and strawberry varieties also being highly regarded.
Notably, the organisation added that it’s Always a Treat Campaign appears to have struck a strong chord with consumers, who recognise that such product remain a treat rather than every day experience, with US consumers enjoying candy 2-3 times a week, averaging 40 calories and about one teaspoon of added sugar per day.