Amid a major boom in usage of GLP-1 weight management medication in the US, the National Confectioners Association has revealed that patients are still able to enjoy candy options in their diets, writes Neill Barston.

The topic has becoming increasing on the radar around the world, as tackling levels of obesity has made major headlines, and the emergence of advanced treatments has further impacted discussions on permissible indulgence for sweets and snacks.

Indeed, last year’s State of the Industry Conference in Florida featured a panel related to the topic, and acknowledged that it was an emerging factor for manufacturers to consider. This is especially the case given a sustained growth in health and well-being, and better-for-you product ranges, which candy manufacturers are increasingly responding to.

Significantly, the market for GLP-1 is worth a reported $48 billion alone, according to figures from Forbes, with wider market projections of that figure reaching over $130bn by 2030, as consumers move to pay enhanced priority to their health, with weight management being a major issue in the region, as well as globally. 

According to the National Institute of Health, some 42% of Americans are considered to be obese under BMI measurements, with around 9% having severe cases, while the rate in the UK is around 30% of adults – which has helped drive the use of medical interventions such as the use of GLP-1 drugs among consumers.

According to the NCA, GLP-1 consumers remain highly engaged with confectionery, with consumption patterns similar to non-users. The organisation’s studies have found that rather than giving up chocolate and candy, many are gravitating toward smaller portions, premium products, and better-for-you options that align with a balanced lifestyle.

The report also finds that broader economic pressures are having a greater impact on confectionery consumption than GLP-1 medications.

Notably, the fresh study, which combines proprietary NCA consumer research conducted in December 2025 with Circana household panel data and additional industry analysis to examine the purchasing behaviors, attitudes, and consumption patterns of consumers taking GLP-1 medications, found there were clear options that many shoppers could take advantage of.

John Downs, president & CEO of the National Confectioners Association, explained that the use of such medication did not appear to be precluding consumers enjoying some of their favourite sweets, yet, he has previously cited the NCA’s  “Always a treat” campaign highlighting that indulging in snacks is an occasional treat rather than regular part of a diet.

“Consumers taking GLP-1 medications continue to enjoy chocolate and candy – they’re simply approaching treats more intentionally. There’s a significant opportunity for manufacturers and retailers to meet evolving consumer preferences through innovation while continuing to celebrate the important role confectionery plays in everyday moments and special occasions,”  noted the CEO, with his assertions being born out on the show floor of this year’s Sweets & Snack Expo in Las Vegas, where a number of lower-sugar, protein and better-for-you options were exhibited.

Study focus areas
As the NCA research highlighted, there are several opportunities for manufacturers and retailers, including  focus on intentional treating: GLP-1 consumers continue to enjoy chocolate and candy, with opportunities centered on premium products, portion-controlled formats, and better-for-you innovations.

In addition, brand can support evolving preferences through driving greater Ingredient transparency, offering lower sugar options, and quality-focused innovation can resonate with GLP-1 consumers while additionally appealing to a much broader audience.

What’s more, the organisation noted that while GLP-1 users remain engaged with confectionery, broader economic pressures continue to have a greater impact on overall consumption, making affordability an important consideration.

As far as its Always a Treat campaign is concerned, the NCA believed that GLP-1 users were well informed that chocolate and candy are treats, not meal replacements or centre-of-the-plate foods, and they carry a unique mindset when enjoying these products, with consumers in the US continuing to enjoy products two or three times a week on average.