US engages with continuing major National Candy Month campaign

Gummies, chocolate and hard candies have been identified by the National Confectioners Association as being the favoured summer treats for Americans, as the start of June marks National Candy Month, writes Neill Barston.

As Confectionery Production discovered at this year’s Sweets & Snacks Expo held recently in Indianapolis, there remain a high number of launches and innovation across these core categories, which remain at the heart of the $54 billion industry within the region. 

While the sector is facing up to its fair share of tests with the introduction of tariffs, alongside pre-existing challenges of increased ingredients costs, and supply chain issues relating to sugar and cocoa supplies, the market remains in a comparatively strong shape (watch our exclusive review of Sweets & Snacks Expo below featuring contributions from Hershey, Mondelez, Perfetti Van Melle, Haribo and Ferrero among others to find out more).

As the NCA noted, with the warmer summer months now beginning, consumers are now looking to incorporate treats like chocolate and candy into their warm weather traditions and celebrations.

With the US sector still showing an upward trajectory despite economic headwinds, the market remains influential on a global scale, with research showing that 86% of people going on a summer road trip will bring chocolate and candy, 80% will enjoy their favourite sweets during a visit with family, and 64% of beachgoers will soak up the sun with treats in tow.

In addition, the organisation’s research noted that  75% of campers will pack chocolate and candy for their outdoor adventures, including spending evenings around the campfire making s’mores – with two thirds of those indulging in that key regional treat opting for plain milk or dark chocolate, while 34% add a twist with caramel, peanut butter, or other ingredients.

Another popular classic for the region is chewy Taffy candy, regarded as a longstanding summertime treat, and two-thirds of consumers like timeless flavours like chocolate and vanilla, while the remainder seek out interesting combinations or unusual varieties for a twist on tradition.

Notably, the NCA has continued with its “Always a Treat” campaign, advocating mindful enjoyment of confectionery as being an occasional indulgence rather than staple food. According to US research, people in the US enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day. 

John Downs, president and CEO of the National Confectioners Association, welcomed the latest National Candy Month Celebrations, which are now being staged for the fifth time, having been introduced in the wake of the pandemic as a means of the industry engaging and celebrating with communities across the region.

He said: “Classic summer rituals – like road trips, beach vacations, backyard barbecues, and campfires – create a fitting backdrop for consumers to enjoy chocolate and candy, enhancing memorable moments. This summer and all year long, chocolate and candy companies are helping consumers choose the right treat for any occasion by offering more variety in pack sizes and portion options than ever before – all while reminding consumer that candy is a treat and not a meal replacement.”