Romantic spirit alive and well with US consumers, says latest NCA study

A fresh study from the National Confectioners Association (NCA), has found that 92% of Americans are embracing the sweet spirit of the Valentine’s Day season, saying they plan to share chocolate and candy with friends, family, and loved ones this February, writes Neill Barston.

According to its findings, the appeal of these  treats remains strong as a symbol of affection, and the widespread enthusiasm for chocolate and candy underscores their role as a social currency that allows consumers to foster connections and create memorable moments.

Regarded as one of the most significant periods in the confectionery calendar, to enhance the Valentine’s Day season, NCA has curated an array of resources at where consumers can find creative ideas for celebrating, tips for treating, and fun facts about the holiday.

A blend of chocolate, candy, and heartfelt messages is perfect for celebrating the joy of treating this Valentine’s Day season. Share your own messages with us on Facebook, X, and Instagram by including #VDayTreats in your social posts.

“Valentine’s Day is an opportunity for people across the country to make simple yet meaningful gestures by sharing chocolate and candy,” John Downs, NCA President and CEO, said. “People see these treats as tokens of love and happiness, and gifting chocolate and candy is a sentimental tradition that brings a unique sweetness to this season. ”

And it’s clear that Americans agree: 94% of people in the U.S. say they would be excited to receive chocolate and candy for Valentine’s Day. This excitement reflects not just a preference for treats but a celebration of the emotional connections these treats bring. For example, consumers planning to share conversation hearts with their loved ones like to convey a colorful spectrum of messages: 52% opt for sweet and heartfelt messages, 28% prefer a touch of humour, 20% go for a hint of sarcasm

In addition, for those wondering what treats their sweetheart might like to receive, there are a couple options consumers prefer: 60% favour classic heart-shaped chocolate boxes, an iconic staple of the season, while 40% prefer conversation hearts with quirky and endearing messages.


Related content

Leave a reply

Confectionery Production