NCA studies reveal Christmas confectionery remains core to consumers
Christmas confectionery remains the number one occasion in the world, according to NCA results. Pic: Adobestock
The Christmas season has retained its central place in the heart of consumers, with the occasion representing some 18% of sales in the US in 2024, according to National Confectioners Association studies, writes Neill Barston.
As the key regional trade body noted, shoppers in the region are making the season of giving sweeter with chocolate and candy, from gifting treats to enjoying small moments of festive indulgence.
Notably, as covered in this month’s festive edition of Confectionery Production magazine, there remains a wealth of innovation across the sector, which has been reflected in retail shelves around the world.
Major brands, from Ferrero, Mars, Hershey and Mondelez have all put forward strong slates of innovation in the past couple of months, as well as notable product development from smaller players in the market.
While issues of ‘shrinkflation’ from larger brands have persisted in global markets within the industry, whereby products become notably smaller, yet are priced higher amid heightened manufacturing costs, consumers remain highly engaged with seasonal confectionery.
Consequently, Christmas emerged as the top season for gifting in the region, with Valentines Day, Easter, Halloween, and the winter holidays accounting for 62% of annual sales for the $54 billion confectionery industry last year.
Consequently, this generated $7.5 billion in sales in 2024, the Christmas season is the largest moment of them all, blending cherished traditions and nostalgic products with innovative twists on classic confections and keeping consumers of all generations engaged and excited.
John Downs, president & CEO of the National Confectioners Association, commented: “Confectionery is an essential part of the winter holidays, woven into the traditions and memories that define this special time of year. With chocolate leading the way, non-chocolate candy on the rise, and mint as a defining flavour of the season, the confectionery industry is meeting consumers with time-honoured holiday staples and inventive seasonal treats to brighten every celebration.”
Wider Festive Findings
Candy cane lane
When asked about the right way to eat a candy cane, 54% of people say they begin with the straight end, 30% start with the curved end, and 16% will break their candy cane into pieces. Classic mint is America’s favourite mint flavuor and sales of mints peak in December.
Cup of cheer: The winter holidays are the top season for chocolate sales, but non-chocolate sales are also on the rise, growing 5.1% from 2023 to 2024. Foil-wrapped chocolates, small boxes of chocolate, and candy canes rank among Americans’ top confectionery choices for stocking stuffers.
‘Tis the season: Ninety-five percent of Americans celebrate the winter holidays with chocolate and candy, and more than half of people in the U.S. share treats as part of their winter holidays gifting.
What else you need to know: While many will see visions of sugar plums this holiday season, consumers understand that chocolate and candy are treats. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day – and this includes special moments like the winter holidays. Visit AlwaysATreat.com/WinterHolidays for more information.
