NCA’s Getting to Know Candy Consumers study reveals generational trends

Younger generations of consumers are generating a sustained level of growth in non-chocolate candy categories, according to the National Confectioners Association (NCA) latest report, writes Neill Barston.

Moreover, as the study revealed, candy sales stood at some $12.9 billion over the past year, which is around a third of the market, which is continuing to shoe considerable growth.

As the NCA noted, while  Gen X accounts for the largest share of unit sales for sweets at present, younger generations are shaping the future of the marketplace, which is projected to reach $27.8 billion across all channels by 2030.

The organisation’s Getting to Know Candy Consumers 2025 survey data was collected using an online survey conducted between August 8 and 13, 2025, with a national sample of 1,500 consumers between the ages of 18 and 75, and delivered some notable results.

Significantly, as the organisation observed, non-chocolate candy is the second-largest confectionery category and its share of total confectionery units has steadily increased since 2020, reflecting consumer demand for candy’s many types and flavours.

As generational shifts in candy consumption take hold, the confectionery industry will continue to innovate with products that suit their ever-evolving tastes, preferences, and desires.

Commenting on the study, John Downs, president & CEO of the National Confectioners Association, said: “Innovation is at heart of the confectionery industry, which is especially clear with non-chocolate candy. As each generation finds ways to put their own stamp on the sub-category, confectionery manufacturers balance tradition with forward thinking. Whether through new flavours, fresh formats, or original experiences, these companies are delighting consumers of every age. When it comes to candy, there’s something for everyone.”

In another key finding, Millennials are also poised to overtake Gen X as the top buyers of non-chocolate candy within two years. And although Gen Z represents a smaller share of candy consumers, their spending on candy increased by 47% year-over-year.

Intriguingly, the findings from the report also showed that  across all generations, gummy and chewy candy are the standout favourites. Hard candy, lollipops, and licorice round out the top five varieties of non-chocolate candy.

When it comes to flavours, Gen Z and Millennials like to experiment with sour, spicy, and “mystery” options, but classic fruity flavors are a failsafe choice for any crowd. Younger generations also have a taste for texture innovation, driving growth in formats like freeze-dried and liquid-filled candy.