Latest Trends in Chocolate Consumption
Consumers' strong emotional connection to chocolate persisted throughout the past year, according to an annual “Getting to Know Chocolate Consumers” report from the National Confectioners Association (NCA). Chocolate accounted for $21.4 billion in confectionery sales (a new high) over the last year, with 65% of consumers turning to chocolate as an affordable treat. Despite increased food costs and economic uncertainty, Americans are leaving room in their budgets to treat themselves and others to chocolate, according to an NCA statement on the report’s findings.
Why it matters: Chocolate makes up the largest segment of the $48 billion confectionery category, but volume and unit sales have fallen in recent years. Despite that, consumers continue to seek out and enjoy chocolate throughout the year – especially around the big four seasons (Valentine's Day, Easter, Halloween and the winter holidays), which accounted for 65% of total chocolate sales.
"Chocolate serves a unique role as an affordable and accessible treat,” John Downs, president and CEO of the NCA, said in the statement. “While American families are taking steps to streamline their spending, they continue to seek out their favorite chocolate products to enhance moments of joy and comfort. Whether it's a cherished holiday tradition or a special occasion to 'treat yourself,' consumers are making allowances in their budgets for chocolate."
Other insights from the NCA report include:
- 94% of consumers sometimes purchase chocolate just for themselves to enjoy, and 72% feel chocolate belongs in a happy, balanced lifestyle. Notably, 21% are consuming more chocolate than last year.
- Top tastes: Milk chocolate remains Americans' preferred chocolate (40%), followed by dark chocolate (28%) and white chocolate (7%), while 26% of consumers would be happy with any variety.
- Top flavors/pairings: 47% of consumers prefer their chocolate with ingredients such as caramel, peanut butter, almonds and peanuts. Millennials are most likely to select chocolate with other flavors, while Gen Z is more likely to take their chocolate straight up. Caramel has the largest appeal across generations.
- Top occasions: 72% of consumers occasionally or often gift chocolate to others for special occasions. The top occasions for chocolate gifting are Valentine's Day, a birthday and Halloween, and 29% of consumers say they do not need a particular occasion – they give chocolate just because.
- Shopping habits: In 2021, consumers were making fewer trips to purchase groceries and chocolate due to the pandemic. In 2024, several channels are climbing back, including specialty chocolate shops, farmers’ markets and festivals.
- Consumers who mostly (though not exclusively) consume fine chocolate far under index for drug and convenience stores, as well as vending.
- They far over index for specialty stores, farmers’ markets and festivals.
Survey Methodology: NCA's "Getting to Know Seasonal Chocolate & Candy Consumers" survey was conducted in August by 210 Analytics, with sales data overlay by Circana and Euromonitor. The sample of 1,595 individuals mirrors the U.S. population in terms of key demographics, including age, income, ethnicity and region.