Growth in non-chocolate candy is outpacing all other confectionery market segments, says NCA report

21-Dec-2022 - Last updated on 21-Dec-2022 at 15:55 GMT

Non-chocolate candy is expected to reach $20bn in US sales by 2027, according to new data. Pic: GettyImages

As 2022 draws to close on what has been a challenging year for many industries, chocolate and candy continues to buck the trend in the US, according to a new report by the National Confectioners Association (NCA) that reveals non-chocolate candy is a consumer favourite during prosperous, inflationary and pandemic times.

In an effort to explore how shifting demographics, consumption preferences and shopping habits have impacted this market segment, NCA shared its report, Getting to Know Candy Consumers 2022.

Conducted by 210 Analytics, the first-of-its-kind report offers an in-depth analysis of the growing non-chocolate candy market, with insights into consumer perceptions, attitudes and behaviors as the category continues to build. Non-chocolate candy is expected to reach $20bn in US sales by 2027, according to Euromonitor International.

The second-largest selling confectionery category, non-chocolate candy, represents 32% of all US confectionery dollar sales and growth is outpacing that of all other segments, reports data partner IRI.

“Innovation has always been at the heart of the confectionery industry, and it’s never been a more exciting time to innovate candy,” John Downs, president & CEO of NCA, said.

“There is tremendous opportunity for continued growth in the non-chocolate candy category, which is largely driven by Gen Z and Millennial consumers who are seeking out new experiences in the candy aisle. Because of its unique flavors, shapes and colors, and the incredible variety within the category, it is clear that candy is special for everyone.”