Latest research shows US Easter market set to surpass $5 billion sales mark

Latest research from the National Confectioners Association has indicated that sales of Easter treats are set to surpass the $5 billion mark, as families prepare for the key gifting occasion, writes Neill Barston.

The organisation noted that its studies found that  92% of Americans who celebrate this Spring do so with sweets and snacks – and 85% of people who make seasonal baskets include a number of treats including chocolate.

John Downs, president and CEO of the National Confectioners Association, revealed that the occasion remains front and centre amid many consumers’ plans. He said: “The Easter season signals the start of spring – and is a perfect showcase of the continued excitement consumers have for incorporating chocolate and candy into their special occasions. No matter what treats they prefer, Americans can agree that every celebration is sweeter with chocolate and candy.”

Accompanying their strong enthusiasm for Easter candy, consumers understand that chocolate and candy are treats. Most people in the United States enjoy chocolate and candy 2-3 times per week, averaging about 40 calories and just one teaspoon of added sugar per day..

As the research noted, some of the key favourites for the season within the US include Chocolate eggs or bunnies, Jelly beans, Candy-coated eggs, as well as Marshmallow candy.

One of the biggest debate of the season is set to revolve around asking friends and family how they eat their chocolate Easter bunnies. Americans are divided, with a total of 78% starting with the bunny’s ears, 16% jump in to eat the feet first, and just 6% of people go right for the tail.

As for the most egg-cellent chocolate Easter egg, is there are favourite for the US? Well, the NCA’s latest studies found that 42% of people want a solid chocolate egg, 35% of consumers are looking for a filling on their first bite, and 23% of Americans are happiest with a hollow treat.

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