National Candy Month Research Highlights Consumer Purchasing Habits
According to the National Confectioners Association (NCA), June’s designation as “National Candy Month” is gaining momentum with retailers and consumers nationwide.
Major retail activations related to National Candy Month started in 2020 with just 570 stores nationwide; and by 2022, more than 50,000 stores participated in summer promotions that showcased the “fun and unique nature” of chocolate and candy, according to a media release from the NCA.
This year, in 2023, the trend is continuing as more retailers, manufacturers and consumers are leveraging the month-long celebration to promote confectionery, despite other factors impacting consumer spending habits. According to a recent survey from Acosta Group (conducted with its proprietary shopper community), economic uncertainty, self-checkout lanes, omnichannel shopping and natural and organic trends are impacting the way consumers are purchasing and consuming snacks and candy. However, it remains clear that shoppers view snacks and candy as “accessible luxuries in their daily lives,” per a recent release from Acosta.
According to recent consumer research from NCA, 81% of consumers say that chocolate and candy are a “fun part of life,” making summertime — which is closely associated with fun activities such as going to the beach, embarking on a road trip, going camping or enjoying an outdoor concert — a good time to elevate candy at retail.
"Chocolate and candy have the uncanny ability to make ordinary summer days extraordinary by elevating shared experiences with friends and family," John Downs, NCA president & CEO, said in the release. "As we celebrate the special role that these treats play in our lives this June, we also want to highlight the tens of thousands of people who work in our industry every day, creating the magic of chocolate and candy."
NCA recently polled U.S. consumers, asking them for their favorite flavors and types of summer treats:
Top Three Treats
- Chocolate
- Gummy candy
- Saltwater taffy
Top Three Flavors
- Watermelon
- Cherry
- Strawberry
Additionally, NCA’s poll determined that people in the U.S. enjoy chocolate and candy two to three times per week, averaging just 40 calories and about one teaspoon of added sugar per day.
Chocolate is preferred (82%) over non-chocolate, with 54% of shoppers saying they eat more candy than they should, according to Acosta Group’s recent research. Four in ten are eating candy at least once a day, with Millennials and higher income households eating more.
Taste is the number one reason for selection, with high-quality ingredients, good value and a favorite brand also noted in Acosta’s research. Consumers named candy bars as the favorite, with candy-coated chocolate the second.
Citing high prices and health concerns, 30% of shoppers said they're buying less candy than last year, per Acosta’s release. Candy sales are also at risk due to the increased use of self-checkout, which is preferred by 76% of Gen Z and 73% of Millennial shoppers. More than 25% of all candy sales occur at checkout, with self-checkout reducing impulse candy conversion purchases by 50%, according to IMC Proprietary Retailer Research.
According to the National Confectioners Association, the U.S. confectionery industry generates $42 billion in retail sales each year.
